Yahoo! UK & Ireland is poised to roll out an integrated campaign
encouraging young people to have fun kissing for charity over the
The Yahoo! 'Christmas kissing' campaign will revolve around the internet
portal's search for Britain's best kissers and will centre on a
microsite at yahoo.co.uk/kissing, which will be live from November
Radio ads and a host of kissing-related PR events organised by Yahoo!
will aim to drive traffic to the microsite.
It will contain images of members of the public kissing, organised into
six categories such as 'Tongue Temptress' and 'Piston Pete'. Yahoo! ad
agency HHCL and Partners has driven the offline push with radio ads
breaking on December 1.
Sponsorship forms distributed on the street or downloaded from the site
will aim to encourage more kissing, with all proceeds going to homeless
An online poll will enable visitors to vote for the nation's best
The microsite will be supported by banner ads and a viral marketing
campaign, all created by new media agency Zac Interactive.
The site will also contain a survey to identify the most snoggable
celebrities, along with horoscopes and electronic Christmas cards.
"The Yahoo! brand personality is a good fit with the festive partying
aspects of Christmas." said Lindsay Biggart, head of marketing at Yahoo!
UK & Ireland. "We're tapping into our target 18- to 34-year-old
audience's desire to have some Christmas fun."
This article was first published on Marketing