Thursday, May 17th, 2012
Walgreens, in coordination with online solutions provider One Minute Media, has launched a series of one-minute online videos that target prescription drug users.
There are two informational ads. One ad informs viewers about Walgreens? drug saving program and the other is about discounted pet medications. Both spots can now be streamed on One Minute Media?s online platform Knowitinaminute.com. Other brands have also posted their name in the site, including Zyrtec and Johnson & Johnson.
The Walgreen videos open with a 10-second spot for Walgreens, followed by a complement ad that links to a landing page in the Walgreens Prescription Savings Club site.
The campaign comes at an appropriate time, as Walgreens is devoting its efforts to prescription drugs and in-store marketing. Christine Kubisztal, Walgreens manager of media strategy and services, said the company is taking its campaign online because consumers are spending more and more time on the Web.
?Consumers are viewing information on their own time, selecting what they want and when they want it, which makes the universe very fragmented. We need to make information on our products and services available to consumers so it?s there when they are ready to retrieve it,? Kubisztal said.
One Minute Media strictly regulates the ads. The company makes sure that they don?t get reposted on YouTube or MySpace. This is done to preserve the overall integrity of the videos, said Devery Holmes, CEO of Spark Alliance Marketing?which worked with Walgreens for the campaign.
Videos on the site get an average of 10,000 to 15,000 views per month. Overall, the site gets 1 million views per month.
