Where and how to spend my Advertising budget

Lets assume we are a company that has to launch a new product. You are the Director of Marketing and the product you have to market with your team is called "Pilipali" and targets on males and females 18-35 years old. Pilipali is a smart phone and competes with Apple's iPhone. It is shipped in several colors and your target markets are Germany, UK and Sweden. The Vicepresident Sales expects you to come up with an aggressive Marketing Plan to sell at least 500.000 cell phones within the next 6 months.

You are working with one of the biggest traditional Advertising Agencies of the world.

So here is your budget: $1.250.000,00 for the whole campaign and $1.000.000,00 are foreseen for the TV Spots and other offline campaigns and some banner-ads that has already been taken away by your existing Advertising Agency. Unfortunately, as you tell the Agencies Key-Accounter about Web 2.0 having a coffee with hime he askes you worried if you could tell him where he could download this version in order to learn more about this program.

The good news is that last month your MD did sent you to a Web 2.0 and Social Networks Marketing seminar. This time you thought you would keep almost 25% of the whole budget in order to surprise with a new integrated Marketing plan taking advantage of Web 2.0 and the booming Social Networks that promise a perfectly targeted marketing.

So how would you use these $250.000,00 now on the Internet for Online Advertising?

Lets put together a nice strategy and marketing plan to get the most out of this budget! Please post your approaches as comments and lets find a great solution!

Please consider:

- Google Adwords and Adsense
- Other Search engines that make sense for UK, Germany, Sweden
- Microsite design and development for Pilipali
- Targeted Advertising with social Networks: facebook, MySpace, other?
- Creative applications development in social Networks
- Web 2.0 tools such as blogs
- Substitute the Advertising Agency for Doubleclick
- Language issues
- What about Mobile Advertising?
- What about in-game Advertising?
- Offline-Online campaign integration and synchronization