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|McDonald’s Gospel Super Choir
In an effort to engage the African American community in their tribute to Black History Month, McDonald's sponsored the McDonald's Gospel Super Choir who performed at Newark Symphony Hall. The choir broke a GUINNESS WORLD RECORD for Largest Gospel Choir and according to the Emmy Award winning producer Curtis Farrow who McDonald's hired for the event, "The community really showed up!" The event was promoted on social media via the hashtag #McDGospelSuperChoir.
Source: Love Peace Joy
|Coca-Cola targets Latino teens with digital promotion that “turns fans into producers” for the American Music Awards
Coca-Cola wanted Hispanic teens to use their voice to influence the 2012 American Music Awards. MRY created Coca-Cola Mix’On, a mobile-first interactive collaboration that engages Hispanic teens and turns fans into producers. In advance of the AMAs, MRY invited three Latin artists to collaborate in the studio on entirely new songs, one of which would perform with pop-sensation Jason Derulo at the 2012 AMAs. Week after week the artists’ stories unfolded, with over 60 pieces of votable content, including three new music collaborations released on the site. Fans supported their favorite artists through “digital applause.” And everything about the final performance—from the red-carpet outfits to the instruments played—was determined by fan participation. Coca-Cola inspired teens and artists to come together to express themselves through music, and influence the biggest night in music entertainment. Over 72,000 votes in four weeks, with an average of 5 minutes on site per visitor, and 8.5 MM social impressions.
|Coca Cola FM
Coca Cola FM is the first regional network of social radio by Coca-Cola, broadcasting music, exclusive events and original radio shows 24/7 and 365 days a year, looking to co-create the future of radio with thousands of Teens, giving a voice to their interests, emotions and happiness moments. Operating today in 13 markets across Latin America, Coca-Cola FM is an owned media property delivering premium interactive radio contents and changing the way teens communicate with us: From typing on a keyboard to using the energy of their voice.
|Dr. Pepper Snapple uses social logins to increase brand engagement
Through extensive social media campaigns, the Dr Pepper Snapple Group (DPSG) has cultivated a highly active online community, and attained more than 20 million fans across their product Facebook pages for Dr Pepper, Snapple, 7UP, Sunkist Soda and Sundrop. With the growing popularity and use of social networks within their audience, Robert Stone, DPSG Director of Interactive Media, saw a greater opportunity to— “interact with our consumers, on their own terms, by streamlining the process that initiates that engagement with DPSG brands”. In researching solutions, he quickly identified social login as a solution to fit their needs. When fans use social login, DPSG gains a 360-degree view of these valuable consumers by unifying data from previous promotions, campaigns and website visits, along with rich permission-based social profile data. With these fan insights, DPSG is able to improve future campaigns and message targeting, provide a personalized experience on brand sites, and engage with fans in more meaningful ways.
|Corn Nuts targets Latino UFC fans with new digital content
Corn Nuts, a brand within Kraft’s portfolio, had a long-standing strategic brand partnership with the Ultimate Fighting Championship (UFC), the largest mixed martial arts promotion company in the world. This partnership was born from consumer research that indicated that the Latino population, an important demographic for Corn Nuts, enjoyed watching UFC and learning about fighters with similar cultural backgrounds. Corn Nuts wanted to deepen their connection with the Latino customer, and sought to create a display advertising campaign that offered content relevant to followers of upcoming UFC fights.Corn Nuts worked with Flite and Tapestry, a multicultural unit of Starcom MediaVest Group, to determine the strategy and execution. Together, they identified the kind of content that would best appeal to customers. This included information about fitness, weight-lifting, and specific fighters, as well as functionality like in-ad tweeting, a countdown clock and QR codes.
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