Online English tutor a lesson in adaptive advertising

[Francis Hult]

TheStar.com

 

Online English tutor a lesson in adaptive advertising

 

Most people using Speak2Me Inc.'s interactive language lessons - almost all of them upwardly mobile young adults in China, where it was launched last year - will see it as a free guide to practical, conversational English in the modern corporate world.

 

But Kraft hopes to convince another set of people that it is something entirely different. 

 

That brandless bank, he notes, could be HSBC - it could also be a Starbucks counter, an Air Canada ticket office, a Hilton hotel check-in. These are not just lessons, Kraft insists, they are opportunities for revolutionary advertising, taking place in a digital world he can tweak for corporate clients. So far, he's already won over Mercedes-Benz China.

 

Full story:

http://www.thestar.com/business/article/705303

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