Kournikova signs for Lycos

[NFFC]

"Lycos' celebrity deal comes as most other Web companies are in marketing retreat because of the dot-com crash.

''There's a huge opportunity for us to be noticed without a lot of clutter in the market,'' says Steve Fund, vice president of brand marketing for Lycos."

Story here [usatoday.com]

Can't make my mind up...is paying $10 mil for an endorsment a sign of strength or an act of deperation?

[Brett_Tabke]

A realization that Lycos is the college kids engine and they need those pop stars to make it run. Sure beats a bit slobbering black lab.

[Brett_Tabke]

Kournikova ads now showing in the US on television. (SciFi channel)

[rcjordan]

The one I saw was pretty lame, though. They'd have done better with two frogs croaking "Ly" - "Cos" ...no wait, that's been done. How about they ditch the black lab and use the Taco Bell chihuahua? I hear he's looking for work now that he's been upstaged by falling space junk.

[Brett_Tabke]

Well, showing the dog with the girl does take some of the sting out of the Black dog syndrome I'm sure their data showed them.

>endorsment a sign of strength or an act of deperation

It is speaking to their prime targeted age group (16-24 year old males). Lycos is the college kids engine.

[mark_roach]

>Sure beats a bit slobbering black lab

Not if you are top ranked for labrador ! (sadly no more).