Skittles Touch The Rainbow campaign uses interactive online commercials to promote engagement
“We invited people to see what happens when they touch the rainbow. To do that, we didn’t invent new touch screen technology, or any technology for that matter. We just asked people to touch their computer screens and watch as their finger played a starring role in 5 interactive online commercials. In the process, we did manage to invent one thing: a completely new way to interact with an interactive medium.”
Date of Publication: 01/21/2012
Source: Interactive Entries
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Dr Pepper aggressively builds Facebook fan base
At the end of the one million fan push, the Dr Pepper social program experienced a lag in new fans and a huge drop in interaction rates. Offline, Pepper lovers were passionate brand advocates. In social, the brand’s content was met with little to no response. The base was there. They just weren’t talking . . .
We went to work: listening and learning. Our team quickly discovered that despite a lackluster response to promotions and advertising, fans still identified themselves as Peppers.
Using this insight, we switched to a fan-centric model. We began to speak like a Pepper, building up the community and creating everything from custom Pepper tees to original Facebook features, celebrating current Peppers and enabling superfans to recruit new Peppers into the fold.
Date of Publication: 01/21/2012
Source: Code and Theory
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KitKat uses Augmented Reality, Geo-fencing, Social Media, Contest to Crowd Source New Flavor
Shifting its market research budgets to contests and games, Nestle is set to launch a crowdsourced campaign asking its consumers to vote for their favorite among four new flavors of Kit Kat Chunky; the bar with the most votes will be permanently added to the Kit Kat Chunky roster.
Customers will be given until February 24th to vote for their favorite flavor among double choc, peanut butter, orange or white choc. By scanning posters for the campaign using the Blippar augmented reality app, they can vote for their favorite bar using their smartphones. As an added incentive, one lucky voter a day may win £100.
Integrating geofencing into the campaign, customers who signed up will be alerted upon arriving within a certain distance of a store with a supply of the said Kit Kat Chunky variants, which will hit stores beginning January 23rd.
Date of Publication: 01/16/2012
Source: PSFK
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Mentos campaign includes IPhone Game, YouTube video
Graeme Devine, lead developer for battle games like Halo and Age of Empires 3, has designed the game Spider Swiper for the confectionery brand Mentos. A recent Mentos ad features a surprisingly strong spider that can lift and throw a man around, and drag him across the room. After numerous request from fans who want to have a go at fighting the spider, Mentos decided to turn the commercial idea into an iOS game with the help of the Martin Agency.
Spider Swiper allows the gamer to play against six realistic-looking spiders with varying degrees of difficulties. The user can attack the spider by swiping their finger across the screen and coming up with ‘combo moves’. Spider Swiper can be downloaded for free in the App Store.
Date of Publication: 01/16/2012
Source: PSFK
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Pepsi offers Facebook contest to identify most "passionate fans" who can get soft drink for life
A new “Pepsi MAX for Life” video contest will reward two winners with just that: lifetime supplies of the soft drink.
The brand describes the contest as a nationwide search for its most passionate fans.
To enter, people need to “like” the brand’s Facebook page, fill out an application, and upload an English-language video of up to 60 seconds in length that demonstrates why they deserve to win a lifetime supply of the soft drink (one 12-pack every two weeks).
The contest is open to U.S. residents 18 and older, limited to one entry per person. Entries are being accepted from Jan. 13 through Feb. 13.
One winner will be selected by Pepsi MAX based on creativity, inspiration and entertainment value. The other will be chosen by voting on the brand’s Facebook page between Feb. 14 and 18....
Pepsi MAX, which is the official soft drink of the NFL, will also feature the contest videos at the NFL Experience during Super Bowl XLVI week in Indianapolis. That event, featuring interactive games, displays, entertainment attractions, autograph sessions and other activities, will run Jan. 27 to Feb. 4 at the Indiana Convention Center.
Date of Publication: 01/14/2012
Source: MediaPost Publications
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McDonald's ties location, mobile, gaming
The great thing about "I'm lovin' it" is that it is a concept that can encompass so many fun things. That breadth is great for a brand that needs to be about a lot more than the best fries ever! This MickeyD's campaign from Sweden featured an enormous billboard on which two passersby could play Pong. If you successfully played it for 30 seconds, you were sent a mobile coupon for free McDonald's food. I admit that I have no transactional results to show you here to confirm its immediate business impact. But as a means of generating buzz and cementing the company's fun and hip credentials with young people of all ages...
Date of Publication: 01/13/2012
Source: iMedia Connection
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Burger King utilizes interactive digital TV and instant coupons
When BK changed agencies, it signaled a philosophical shift from lifestyle messaging to product front-and-center. What better way to do that than placing it smack dab in the middle of DirectTV's channel 111. By staring at the Whopper for long periods of time, you could earn coupons for free sandwiches. But if you looked away, you might miss a demand that you press a button on your remote. Miss an order, start over. What makes this such a great interactive digital campaign is how it put interactivity at the center of a TV focused campaign -- a media rarely known for its participatory side.
Date of Publication: 01/13/2012
Source: iMedia Connection
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Facebook's Sponsored Stories Promotes Coupon in Feed
Facebook has partnered with another national restaurant chain to test a feature that lets pages post coupons and promote them with Sponsored Stories. This time around, claiming coupons generates a more prominent story in users News Feeds, which could lead more users to discover offers. The feature has several implications for page engagement and advertising both on the site and on mobile devices.
Sandwich chain Which Wich has been making “offer” posts similar to the “coupon” post we saw BJ’s Restaurant and Brewhouse advertising in early December. Which Wich first shared a coupon for a free 22-oz. soft drink with purchase of any sandwich on Dec. 27. As of this writing, 4,354 people have claimed the offer — a small percentage of the restaurant’s more than 104,000 fans. The company has also begun using Facebook homepage ads to promote the deal.
Date of Publication: 01/10/2012
Source: Inside Facebook
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Pizza Hut turns to Facebook and crowdsourcing for Super Bowl Promotion
Like many marketers advertising in and around the Super Bowl this year, Pizza Hut’s game plan calls for a little Facebook.
The pizza chain introduced the TV spot below on Jan. 1 that threw down the gauntlet to fans: Do your own rendition of the featured song and your video might be featured in a pre-game Super Bowl ad. Those interested can visit Pizza Hut’s Facebook Page to download their video. The deadline is Jan. 15.
Ben Hsi, manager of digital advertising for the brand, says Pizza Hut will choose six winners. The brand is looking for “creativity and uniqueness,” he says. The winners will be included in a montage that will in a 30-second ad before the game.
With about a month to go before the Super Bowl, crowdsourcing content seems to be making a comeback. Last year, the only brand with a user-generated ad was PepsiCo, which ran a total of six of them for its Pepsi Max and Doritos brands. This year, PepsiCo is only running one crowdsourced ad, but is offering the winner the chance to collaborate with Andy Samberg’s Lonely Island comedy troupe.
Date of Publication: 01/03/2012
Source: Mashable
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Pepsi urges consumers to upload their photos of Pepsi products for a chance to win Super Bowl Tickets.
The Pepsi “Ultimate Match Up” promotion urges fans to use their smartphones to photograph pairings of Frito-Lay and Pepsi products, then upload the photos for a chance to win a variety of prizes, including tickets to the Superbowl.
Date of Publication: 01/02/2012
Source: PepsiCo
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McDonald’s aims to increase in-store traffic via geotargeted mobile ads
Fast food giant McDonald’s is promoting its hot beverages via a new mobile ad campaign that aims to bolster its Hot McCafe sales, as well as in-store traffic.
The company is promoting the geotargeted mobile ads within Pandora’s iPhone application. The mobile ads recognize the user’s location and show them how far away the nearest McDonald’s location is.
Date of Publication: 12/28/2011
Source: Mobile Commerce Daily
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Pepsi nominated for best direct response marketing mobile campaign--" leading to thousands upon thousands more actions."
The Mobile Marketing Association (MMA), the nation’s top trade association for the mobile industry, recently nominated Pepsi MAX’s “Clubhouse in the Corn” campaign on IntoNow from Yahoo! for its “best in show” in the direct response category...The Pepsi MAX campaign on IntoNow from Yahoo! let Major League Baseball fans move seamlessly from the flat screen to the small screen to the real world, and share the fun with their friends. The campaign began back in April with an industry first: The first 50,000 IntoNow users to “tag” the MLB’s “Clubhouse in the Corn” TV commercial using the IntoNow app on their mobile devices got an immediately redeemable electronic coupon for a 20 ounce Pepsi MAX at major retailers such as Target and CVS Pharmacy. But that’s not all. When users unlocked the coupon, their Facebook pals and Twitter followers were notified. In fact, for every person who unlocked the coupon, two to three more people from the original person’s network took an action – leading to thousands upon thousands more actions.
Date of Publication: 12/21/2011
Source: Yahoo! Advertising
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Pepsi Max's iPad app
Deliberately pulling out all the stops, it makes use of practically every tablet feature and functionality, with a fun theme to tie it all together and lots of cheeky surprises along the way. I’m not sure I’d buy an iPad just to see this ad, but I have definitely shown it off to a bunch of people.
Brief Description of Execution:
A tap is not a click. A tablet is not a computer. Pepsi MAX is not a typical soft drink. With all of these insights combined, Pepsi MAX and its agency TBWA\Chiat\Day worked with Medialets and The Daily to take full advantage of the visually-driven and interactive nature of the iPad and specifically, the only made-for-tablet daily news platform, The Daily, to execute a truly unique and interactive creative execution for Pepsi MAX. By signing on for a launch sponsorship of The Daily, Pepsi MAX was able to effectively experiment with this over-the-top and all-around fun execution that would resonate with The Daily readers—early adopters and sports-fan tech enthusiasts.
What made this execution interesting or special?
The “Take your iPad to the Max” HTML5, full-page interactive execution featured a carousel of activities via a “Spin the Bottle” call to action, leveraging the iconic bottle to engage the consumer in high value play activities that tap into the iPad’s native functionalities and capabilities, like tap, pinch, scrub, gyroscope, and more:
• Zoom: Readers could pinch their displays to zoom up to “100,000,000x” on a Pepsi Max bottle unveiling vignettes like Pepsi Max bubbles with the Mona Lisa inside, Snoop Dogg on a throne drinking his Pepsi Max, or a close up on a pug in a bow tie. Once reaching the point of 1 Billion times magnification, the ad serves an over-the-top voiced-over vignette about the universal origins of Pepsi Max.
• Palm Reader: Readers were invited to place their hand on the iPad screen, where their palm would be “read” by swipe of the Pepsi Max bottle. They would then be delivered a fortune, like “Ah, your future looks very good, my friend. Except in 2013, when you try to bring back the bowl cut. Don’t do it. It never comes back.”
• Shake: Readers were asked to shake their iPads, to “See the power of maximum Pepsi taste”. Once shaken, the bottle on the screen explodes into an atomic cloud of Pepsi Max flavor.
http://www.iab.net/tabletshowcase
Date of Publication: 12/21/2011
Source: interactive advertising bureau
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U.S. Teens Triple Data Usage
Teens have officially joined the mobile Data Tsunami, more than tripling mobile data consumption in the past year while maintaining their stronghold as the leading message senders. Using recent data from monthly cell phone bills of 65,000+ mobile subscribers who volunteered to participate in the research, Nielsen analyzed mobile usage trends among teens in the United States. In the third quarter of 2011, teens age 13-17 used an average of 320 MB of data per month on their phones, increasing 256 percent over last year and growing at a rate faster than any other age group. Much of this activity is driven by teen males, who took in 382 MB per month while females used 266 MB.
Messaging remains the centerpiece of mobile teen behavior. The number of messages exchanged monthly (SMS and MMS) hit 3,417 per teen in Q3 2011, averaging seven messages per waking hour. Teen females are holding the messaging front, sending and receiving 3,952 messages per month versus 2,815 from males. Aside from messaging, data heavy activities such as mobile internet, social networking, email, app downloads, and app usage are the most popular mobile activities.
Teens are not focused on making calls via their mobile phones. Voice usage has declined the most among this group, from an average of 685 minutes to 572 minutes. When surveyed, the top three reasons teens said that they prefer messaging to calling was because it is faster (22 percent), easier (21 percent), and more fun (18 percent).
Date of Publication: 12/15/2011
Source: Nielsen Online
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Clark Says Coca-Cola Uses Social Media for Marketing
Coca-Cola’s senior vice president of integrated marketing communications, Wendy Clark, says that Coca-Cola uses social media to market their products. Industry research shows that fans who “like” coca-cola on facebook are twice as likely to consume and ten times as likely to purchase their products.
Watch video here: http://www.digitalads.org/coke/coke_wendyclark_socialmedia121311.html
Date of Publication: 12/09/2011
Source: Washington Post
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Burger King sponsored ads tied to errors with online search
Excerpt: Call it “404 Marketing.” Burger King is launching a campaign on Digg in which failed searches on the network will produce an error message promoting the fast feeder. For instance, if a user types in a nonsense word like “byrwe,” a message will read, “No results for ‘byrwe’ were found. Looks like your search had a typo. Blame it on your tiny hands. The beefy $1 Burger King Double Cheeseburger gives tiny hands some trouble, too.” The message then provides a hypertext link to see examples of that “trouble.”
Date of Publication: 12/08/2011
Source: creative guerilla marketing
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Twitter's Launch Partners Experiment With Content for Brand Pages
excerpt: Only 21 marketers have access to Twitter's newly launched brand pages thus far, but those in the mix are conceptualizing new content strategies to take advantage of the platform...Pepsi 's handle urges people to comment on Pepsi Sound Off, the social platform designed for fans of "The X Factor," promising the best comment will be featured in a commercial. According to Shiv Singh, global head of digital for PepsiCo Beverages, Twitter brand pages enable greater fluidity of content, since his team will be able to swap out the current top tweet with another message after "The X Factor" ends tonight.
Mr. Singh also noted that Twitter's advertising products can serve a function that's complementary to brand pages. For instance, a promoted tweet teasing the news that a person of interest will be talking about Pepsi during a commercial break on "The X Factor" could link back to the brand page, which would provide the answer.
"[Twitter] is starting to take tentative but very interesting steps into being more of a destination instead of just a conversation platform," said Mr. Singh.
Date of Publication: 12/08/2011
Source: Advertising Age
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Cartoon Network builds Capri Sun a "powerhouse of a site"
CartoonNetwork.com built Capri Sun a powerhouse of a site! CartoonNetwork was the key launch sponsor of Capri Sun’s disrespectoid campaign and created an incredible compilation page to host Capri Sun videos and games.
Date of Publication: 12/06/2011
Source: turner si digital
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Online and Offline data combined for targeting and tracking sales--with Pepsi as an example
excerpt: With Annalect, Omnicom Media Group is quietly rolling out a strategy identifying propensity and buying signals from non-digital channels combined with digital signals to create a more complete audience targeting ad profile.
The idea is to stuff years of aggregate media research, behavioral research, and attitudinal research analyzed by experts into digital data management platforms. It would add what Omnicom refers to as "synthetic" signals to audience segments and groups of cookies.
Synthetic means having an audience segment built for an advertiser with consumers who might like fashion, technology, and specific brands. This audience segment lives in a certain geographic location and tends to have a higher propensity to drink PepsiMax than anything else. Annalect has determined a method to match that offline activity to a digital audience.
The strategy takes some match keys like age and geo and uses them to augment available digital data, not with a direct signal, but with a synthetic signal, which might assume the consumer will drink PepsiMax every day for an entire month. It's based on specific buying behavior.
Date of Publication: 11/30/2011
Source: MediaPost Publications
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Coca Cola uses QR codes and facebook to reach consumers
Excerpt:
ScanBuy will support QR codes appearing on "tens of billions of Coca-Cola cups" available at 7-Eleven, Subway and other locations. The codes will promote the beverage maker's commitment to the "Save the Polar Bears" campaign, Mike Wehrs, ScanBuy CEO and president, told MediaPost...
Aside from the cups, the QR codes will appear on posters. The code leads to a landing page on Facebook that allows users to throw snowballs at friends.
Image Source: http://mashable.com/2011/11/11/coca-cola-qr-code-program/
Date of Publication: 11/23/2011
Source: MediaPost Publications
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Food Marketers embrace digital coupons
Built on a pay-for-performance model, CPG’s both big and small are able to take advantage of SavingStar’s fully digital platform - online and on iPhone and Android apps - paying only when an eCoupon is actually redeemed.
Unlike FSI’s or other internet-based coupon companies, SavingStar has no upfront cost. National distribution is not required for a CPG to participate as SavingStar can specify the banners where the offer is available.
Retailers can also promote their private label with SavingStar, giving them an easy way to offer digital coupons across a wide array of products.
Because SavingStar eCoupons are paperless, the service is more convenient and eco-friendly than other paper-based coupon providers.
SavingStar also gives CPG’s and retailers the ability to share eCoupons through Facebook’s newsfeed and fan pages, enabling users to link eCoupons to their store loyalty cards without downloading any printer software.
With flexible start and end dates, and no minimum budgets, there's no risk and no catch to getting the word out to shoppers.
Date of Publication: 11/13/2011
Source: Saving Star
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Coca Cola teams with Google so mobile phones can buy soft drinks at vending machines
A Coca-Cola executive at ad:tech said the beverage giant is piloting a program with Google Wallet where consumers can use their mobile device to pay for a drink at 200 of its vending machines across the United States.
During the “Brands and Innovation – Spreading Stories to Create Value “ keynote session, the executive discussed how mobile plays an integral part in the company’s overall strategy. According to the executive, evolution is absolutely mandatory and the landscape is constantly changing, as should marketers.
“We’re doing a trial with Google Wallet and it’s great for those consumers who don’t have cash but want to buy a coke,” said Wendy Clark, senior vice president of integrated marketing communications and capabilities at The Coca-Cola Co., Atlanta. “We’re experimenting with this.
“The combination of mobile commerce and location technology moves our business from the point of sale to the point of thirst,” she said. “If we know where you are and that you are thirsty we can move you to the nearest outlet to quench that thirst.
“We have to place bets and we have to take risks if we want to feel innovation in the way that we market.”...In addition to Coca-Cola’s mobile efforts in the United States, the company has been bolstering its presence internationally as well.
In Europe, Coca-Cola’s Fanta rolled out a voice transformer app that let users play a prank on their friends.
The app changed the user’s voice. For example, if the person was male they could change their voice to sound female.
“At the end, you could post the recording of the conversation on Facebook,” Ms. Clark said. “Fanta is very playful and it was a great opportunity.”
Additionally, Coca-Cola rolled out Chok, a mobile application to Hong Kong consumers.
The objective of the app was to get users to collect bottle caps from the Coca-Cola TV commercial they were watching.
Users were encouraged to download the Chok app and when they saw the Coke bottle cap flying out from the TV commercial, they could “catch” it with their mobile device and then shake their handset for a chance to win prizes and rewards.
The company promoted the new app through newspaper and magazine ads, as well as online and mobile ads.
“The app hit No. 1 in the charts after the launch,” Ms. Clark said. “The penetration for this campaign was outstanding.”
Maximizing value
Date of Publication: 11/11/2011
Source: Google
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Soft drink company uses Neuromarketing for emotion research
Insightful Emotional Profile of Consumers for Soft Drink Manufacturer
A packaged goods producer could not explain the recent loss of market share to its rival. The client applied Emotion Mining to study the emotional attributes of both brands. The study revealed that each brand owned different emotional profiles. The client was not supporting its own well-established brand values but instead was adopting the emotions and values of its rival – effectively advertising for the competitor. Based on this, the company quickly designed a new campaign to focus on the previously unrecognized emotional attachments to their brand. The result: a significant gain in market share within three months...
Date of Publication: 11/11/2011
Source: Emotion Mining
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Mars backs Carnegie Mellon project to generate user targeting data, including via mobile devices
The Wharton Customer Analytics Initiative (WCAI) is the world’s leading academic research center focusing on the development and application of new methods specifically associated with customer analytics. Acting as a “matchmaker” between academia and industry, WCAI has a broad impact on data-driven decision-making, and the dissemination of relevant insights to executives, students, academics and policy makers.
What is Customer Analytics?
Customer analytics refers to the analysis and strategic leverage of an organization’s granular data about the behavior(s) of its customers, and can be characterized as:
Behavioral: primary focus is on observed behavior(s), not demographics or attitudes
Inherently granular: a focus on individual-level behavior, not aggregate patterns...
Current Corporate partners: Omnincom, Mars, Inc.
Date of Publication: 11/10/2011
Source: Wharton Customer Analytics Initiative
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Mountain Dew ties games with Facebook, sweepstakes and data collection
Mountain Dew launched a Facebook sweepstakes on Nov. 7 to promote its partnership with Activision's “Call of Duty: Modern Warfare 3” videogame, said Jenny Danzi, assistant marketing manager for Mountain Dew at PepsiCo. Mountain Dew worked with digital agency RFI Studios to create the “Mega Fan Experience” sweepstakes.
The company will reward one consumer with the opportunity to play Call of Duty: Modern Warfare 3, which launched Nov. 8, with three friends on the Jumbotron at Cowboys Stadium.
To register, fans must “like” the Mountain Dew Facebook page, click on the “DEW Mega Fan” tab and submit a picture of Mountain Dew Mega XP packaging, which is available exclusively and for a limited time at Wal-Mart Stores.
Consumers must also provide their full name, mailing address, phone number, email address and date of birth to be entered to win. The contest will run through Nov. 14.
“Mountain Dew is a natural fit with gaming,” said Danzi. “Consumers love to chug it while playing for hours.”
Date of Publication: 11/08/2011
Source: DMNews
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Pepsi creates private social network via X-Factor tie-in: Social TV Marketing as "Twitter on steroids"
Pepsi is demonstrating how a standard social software platform can allow a brand to quickly launch a private social website, in this case to augment on-air marketing.
The Pepsi Sound Off is a social TV experience, where fans of "The X-Factor" talent competition program meet to chat about the contestants and anything else they want to talk about. Members can login throughout the week, "but it really comes to life when 'The X-Factor' is on," Shiv Singh, global head of Pepsi Digital, explained in an interview. "It functions as Twitter on steroids for all the X-Factor fans across the country, and for every action they take, they are earning points in the background that improve their rank on a leaderboard, so there is a whole game mechanics behind it."
The application was created by the digital agency Huge, using social media platform technologies from Gigya...
"Gigya has done so much on scale, which really gave us a lot of confidence," Singh said. Because this application was being advertised on nationwide TV, "it had to work from the get-go," he said. Working with Gigya also saved time, he said. "We were able to go from concept to execution in a very short timeframe because they were a partner that had a lot of the engine already figured out." In other words, Pepsi and Huge didn't need to create a social software framework from scratch.
Gigya and Pepsi have worked together before on other projects, under a master service agreement that allows Pepsi to use Gigya technologies wherever it believes they are useful, Gigya CEO Patrick Salyer said. This was the most ambitious of those projects so far, he said. "This is one of the best implementations we've done with any brand and really shows the full power of the suite. They're using social login, sharing, game mechanics, and they saw the opportunity to work with one vendor who could connect all of these dots." The level of integration achieved "would have been nearly impossible with multiple vendors," he said.
Image from: http://brand-e.biz/wp-content/uploads/2011/10/Picture-115.png
Date of Publication: 11/08/2011
Source: Information Week
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Coca Cola, McDonald's, Kraft, Wrigley, P&G, Kellogg's, Mars Support new ad research, including neuromarketing
The rapid evolution of digital media has brought about major change to consumer behavior, posing new challenges for marketing and advertising strategy. Even traditional media, like television, are forced to rethink and reinvent their roles in the new digital marketplace and prepare for more changes to come.
The Beyond Thirty Seconds (Beyond :30) research program was designed to meet these needs and to bring research-based knowledge to the marketplace. Over the past seven years, the project has conducted what is now, almost certainly, the world’s largest lab-based exploration of new advertising models for emerging media platforms. In many ways, it is the encyclopedia on advertising and the changing media landscape. With over $6 million in funding to date, over 10,000 test sessions have been conducted, resulting in over 5,000 pages of reports across 42 studies. Data for these studies are being collected at the world’s leading media research facilities, including the new Disney Media & Advertising Lab in Austin, CBS’s Television City in Las Vegas, and the Audience Research Labs in Australia. The project has incorporated a wide range of research measures including biometric measures (electrodermal activity [EDA] and heart rate), facial electromyography (EMG), video ethnography, and eye gaze.
The project is the gold standard for academic-industry collaboration. Every year, the project’s sponsors, who number among the world’s leading media networks, advertisers, platforms and technology enablers, gather to shape the project’s research agenda...Currently, the project is embarking on its third wave, which will see the completion of another 18 studies between 2011 and 2013. A sample of the insights growing out of the project includes the following:
• How do ads perform across TV, online, and mobile platforms? What factors best contribute to cross-platform integration? What are the relative strengths and limitations associated with each platform?
• In an ever-growing universe of new ad models, which ones are most likely to succeed? What issues are associated with each of the new models?
• Does addressability for television advertising work? If so, how do you maximize its potential?
• What online video models are most effective? How do these compare to more traditional ad models?
• What drives viewer ad avoidance? How can we best encourage ad viewing? What factors contribute to more/less effective advertising?
Project sponsors in the Second Wave included ABC, Best Buy, Capital One, CBS, Cisco, Coca-Cola, Comcast, Discover Card, the Discovery Channel, Disney Destinations, ESPN, GM, Kelloggs, Kraft, Mars, Microsoft, MTV Networks, NBC, OpenTV, P&G, Rovi, Starcom MediaVest, Turner, Verizon, Warner Bros., Wal-Mart, and others.
Date of Publication: 11/07/2011
Source: Beyond 30
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Pepsi pioneers with Google + to promote products via social media brand marketing
Four months after telling brands to keep out of its new social network, Google has flung open the doors to its answer to Facebook with a product designed for them. Toyota and Pepsi are among the early adopters.
The product is called Pages, the same name Facebook gives to its own real estate for brands...and Google is proactively integrating Google+ Pages with search results, just as it has for individual profiles. A feature called Direct Connect will enable users to search for a brand name preceded with a [+] to be taken directly to that brand's page on the social network.
Google+ pages have many of the same attributes as individual profiles. Page owners can post updates, group fan connections into "circles," according to type, and tailor messaging to those constituent groups.
To help brands drive traffic to their pages, Google has introduced a Google+ icon. It comes in the form of a snippet of code that, when added to a page, points the company's Google+ presence.
Date of Publication: 11/07/2011
Source: ClickZ
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Direct marketing from Mountain Dew promotes sweepstakes and Facebook tie-ins
Direct marketing from Mountain Dew promotes the company’s Call of Duty Sweepstakes, as well as the company’s Facebook page.
Date of Publication: 11/04/2011
Source: Mountain Dew
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Cocal Cola describes its new marketing plans, and offers example of merging TV with mobile
In order to drive innovation within marketing, we've established a "Now/New/Next" model that informs our investments. Now is what you know works now for the business. New is what you have a line of sight on, and that largely means innovation within the Now. Next means the completely unknown, new-to-the-world approaches...In Hong Kong, we developed a mobile app that interacted with our TV commercials and led the user to a mobile game by capturing caps from the commercial. This makes our TV investment go so much further and drives active engagement with previously passive media...For a system as big as ours, we have to fuel creative approaches and solutions to every part of our business if we're going to meet the ambition of doubling the size of our business by 2020.
Date of Publication: 11/01/2011
Source: iMedia Connection
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