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"News for a non-stop world" campaign
"News for a non stop world" is the BBC World Service's biggest ever digital marketing campaign for the BBC’s international news site - bbcnews.com
BBC World Service promotes the site to international audiences and for this latest campaign has identified new potential users in the US and W. Europe called 'Inquisitives' - who are time poor and headline hungry.
For them aimless surfing is a thing of the past. 'Inquisitives' log on in their workplace and grab time to check out sites and escape the tedium of work. They dip into sites with specific intentions: online auction sites; email correspondence and headline news.
"News for a non-stop world" brings 'inquisitives' the news they want, when they want it. It uses live RSS feeds from BBC News to deliver news content straight to the sites they are using, at the times they are using them. Live bbcnews.com news feeds were also directly integrated into MSN and ICQ instant messaging platforms. And by building a revolutionary 'News Flash Module', the BBC can instantly adjust the advertising content with bespoke imagery and messaging - ensuring when a major news story breaks the campaign is up-weighted to reflect heightened international interest.
"News for a non stop world" is the BBC's biggest ever digital marketing campaign for its international, English language site, bbcnews.com