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"Two all beef patties, special sauce, lettuce, cheese, pickles, onions, on a sesame-seed bun." Some ad jingles are nearly impossible to beat, which is why McDonald's latest campaign to celebrate the 40th anniversary of its iconic Big Mac isn't going to mess with success.
Rather than running out a new jingle, McDonald's and its agency, DDB Worldwide, opted to air the old song on TV and use MySpace as a platform for users to submit their own tunes with the now-familiar words.
"We knew there were a lot of consumers out there that would remember the chant, but we also felt like the younger audience was familiar with it, and we wanted them to give us a contemporary version," Jaime Guerrero, account director at Tribal DDB Worldwide in Chicago, told The New York Times....
McDonald's gives Big Mac jingle MySpace remix. Michael Estrin. imediaconnection. July 17, 2008
[ visit site ]
For McDonald's contest site: [ visit contest site ]
excerpt: "The new digital campaign centers around the tagline "share something juicy," and promotes the candy maker's Starburst line as the ideal candy for sharing. An animated series, partnerships with video bloggers and a YouTube channel will all focus on sharing opinions and juicy details.
While all the content is available on Starburst.com, it is also being distributed through other channels.
The animated series, "Nite Fite," is a talk show featuring two loud-mouthed pundits, Penalty and Lloyd, who debate trivial topics that will be available on Break and Metacafe.
The YouTube channel features...[I]n one video, a man reveals to his date that he has only selected an expensive restaurant for dinner because he hopes to bring her home with him.
"The underpinning of this strategy is insight around this audience," Todd Stanley, Digitas VP of marketing, told ClickZ. "They're very willing and desirous of sharing. Sharing is the core element of this brand."
Digitas helps Mars share the juicy details. Rich Cherecwich. imediaconnection. July 17, 2008
[ visit site ]
Starburst ad on YouTube: [ watch video ]
Exerpt: "THREE SCREENS. ONE TASTY CAMPAIGN.
Recently, as part of their successful campaign promoting the WHOPPER
sandwich, BURGER KING® leveraged the power of mobile, online and TV to
“freak out” customers… and yielded some impressive results. The
“WHOPPER® Freak Out” was an ongoing campaign in which real-life
customers at select BURGER KING® restaurants were told that BURGER
KING® no longer sold the customer-favorite WHOPPER®; the resulting
customer “freak outs” were then filmed to great comic effect.
This campaign boasted not only a humorous and innovative concept, but
an innovative means of delivering that concept to millions of
customers.
The campaign ran exclusively on the Verizon Wireless Mobile Web deck,
with Verizon making the commercials available to V Cast subscribers,
as well as serving them to Verizon FiOS TV customers. In addition,
banner ads on Verizon’s deck drove subscribers to a landing page with
instructions on how to access V Cast Marketplace which featured
additional, relevant content complementing the “WHOPPER® Freak Out”
campaign.
As a result, thousands of clicks and views were recorded across all
three screens."
TSM|News Summer 2008. Third Screen Media.
[ visit site ]
excerpt:
Is Is Twisted To Want A
Frosty And A Cookie At
The same Time? Yes.
Now you can get your Twisted Frosty with Nestle® Toll House® cookie dough. And there’s always the option of Oreo® or M&M’s®. They’re all two treats in one. And two treats in one is waaaay better than one treat in one.
[ visit site ]
excerpt: KFC has gone to Hell, MI...
The fast-food chain is playing off the name of the small town...to entice people to sample its KFC Hot Wings.
Visitors can log on to www.kfc.com to see if the temperature in their city is hotter than the temperature in the small town. The first 500 people who log on the site each day between 3 p.m. and 6 p.m. through July 4 and register their hometown’s temperature as “Hotter than Hell” will win a $3 voucher for hot wings from KFC...
KFC is spreading the word about the promotion through PR and online...
[ visit site ]
[ visit site ]
For another McDonald's campaign: http://www.dartmotif.com/gallery/examples/mcdonalds-magical-gatherings-rectangle.asp
For Snickers campaign: http://www.dartmotif.com/gallery/examples/snickers.asp
For KFC campaign: http://www.dartmotif.com/gallery/examples/kfc.asp
excerpt: "To announce its new Kids Meal featuring Apple "Fries" and Kraft Mac 'n' Cheese... BK's sponsorship of the Jonas Brothers' "Burning Up Tour" will support the introduction of apple fries.
Beginning on July 7, BK will give fans special online access to the summer tour, including ticketing and venue information and behind-the-scenes sneak peeks and sweepstakes opportunities at www.BKJonasBrothers.com.
Also this summer,...a new Club BK Web site will launch in early July, giving kids and preteens access to interactive and age-appropriate games that sharpen skills and feature Burger King Corp. partner properties, such as Pokémon. Site visitors who obtain their parent's permission and register at www.ClubBK.com can navigate the virtual world of games and accumulate points. "
Burger King Spawns A Mini-Me For New Kids Meals. Nina M. Lentini. Marketing Daily, Jul 1, 2008
[ view daily ]
BurgerKing Kids [ visit site ]
excerpt: Coca-Cola Co., GNC and General Motors Corp.'s Chevrolet have made their print ads in Men’s Health magazine measurable using mobile.
The brands are using SnapTell’s Snap.Send.Get platform to make their print ads interactive in the July Men's Health. Once consumers snap a picture of the ad and send it to SnapTell, they get a message back with product information, special offers and links to Web sites. All ads in that issue are SnapTell-enabled...
Coca-Cola is using the Snap.Send.Get platform to promote its Powerade Zero. Readers get a mobile coupon that they can redeem for a free week at Powerade Zero fitness partner 24 Hour Fitness. The ad uses an MMS short code on AT&T's network...
Using SnapTell’s Snap.Send.Get mobile readers can snap a photo of any ad in the magazine with their camera phone and send it to SnapTell to receive an instant promotional message on their handset.
The technology is compatible with all camera phones, does not require special software for downloading advertiser images and is an opt-in service for the reader.
Coca-Cola, Chevrolet mobilize print ads for better tracking. Giselle Abramovich. Mobile Marketer. July 1, 2008
[ visit site ]
excerpt: "What do 99% of all people have in common? They love to get something for free! With the SMS Lounge, McDonald’s invited customers to save money with their mobile phone. One text message was enough to register at your favourite restaurant for the service. In the following months, people received a mobile voucher directly from the restaurant onto their phone every two weeks. The coupons – embedded in a QR code - could be redeemed by scanning them at the restaurant. Food delivery at it’s best!...With the first of its kind mobile couponing pilot throughout Germany, the brand achieved response rates up to 29%!"
The McDonald’s SMS Lounge (12snap Germany): Get mobile coupons from your ”homebase” restaurant! June 9, 2008
[ visit site ]
excerpt:
Goal :
To encourage consumers to register for Pizza Hut’s V.I.P Club through interactive campaigns and promotion of the WAP site.
Solution:
* mobile2win conceptualised and implemented Pizza Hut’s first major mobile campaign in India, which utilised various elements of the mobile marketing ecosystem including SMS, WAP advertising and a customised WAP site.
* Consumers were encouraged to send PH to mobile2win’s shortcode- 58558 for a chance to win Pizza Hut gift vouchers...
Result
The campaign has been a major success, garnering over 10,000 responses over a period of 3 weeks. "
Pizza Hut (mobile2win) case study
[ view case study ]
excerpt: "GOAL: Making consumers to experience the unique pleasure of football with Pepsi.
SOLUTION: Participants are asked to text the unique codes under the Pepsi lids and pulling tabs to Turkcell 3323 or enter the code on the campaign web site www.pepsifutbolkeyfi.com. The killer application of the campaign is the prize opportunities that are all about to increase football pleasure. During the campaign, the first participant of every hour, between 13 pm and 20 pm, wins 1 year and the first participant of every minute wins 1 month subscription for Digiturk Ekosports package includes Lig TV, which is the sport channel that has the exclusive Super League football broadcasting rights for Turkey.
The other effective instant win prize of the campaign are Turkcell credits/air time...
RESULT: ... After the Pepsi Emoticons campaign with 8.5 million participation, Pepsi Football Pleasure campaign has already reached 9.5 million participation that neither a brand nor a text&win campaign in Turkey has been reached this participation number before."
Pepsi Football Pleasure (Aerodeon Turkey) Case Study. June 2008
[ view case study ]
excerpt: "GOAL: Launching a big promotion campaign that would increase sales. Also to create a word-of-mouth and to strengthen the bond between the music and the Doritos brand.
SOLUTION: ... participants are asked to text the unique codes in Doritos packages to Turkcell 3160 or enter the code on the web site www.tytz.com. During the campaign the first participant of every hour, between 13 pm and 21 pm, wins Nokia 5310 Xpress Music mobile phone, second and third participants win iPod shuffle. Besides, every hour 250 participants instantly win Turkcell credits/airtime."
Doritos Music (Aerodeon Turkey). Case Study. July 2008
[ view case study ]
except: A CokeTag is a fun, personal widget for packaging and sharing links to content across the Web. Use CokeTags to promote yourself — your blog, work, interests, team, band or whatever you like or care about — and then track how influential you are!...Play with the sample CokeTags above to get an idea of how they work and what you can do with them.
[ visit site ]
A Smart Social Media Play From... Coca-Cola? [ visit site ]
excerpt: An online video dubbed "Ball Girl" has been getting a huge viral boost. The video... features a ball girl for the Fresno Grizzlies minor-league baseball team scaling the outfield wall to make a stunning catch of a foul ball...
The video, which was created by Omnicom Group's Element 79, has attracted 1.2 million views on Digg.com alone.
A popular video that has circled the Web in recent weeks shows an unbelievable catch by a ball girl for the Fresno Grizzles. Turns out, the video is a fake that was intended as an ad spot for Gatorade.
Turns out the spot is a fake. The key to the source of the spot comes at the very end of the ad, as the girl returns to her seat -- a bottle of Gatorade appears briefly at her feet. The ball girl is, in fact, a stunt woman who uses cables to help elevate her in the air, the ad agency says. Element 79, which shot the spot in April, intended to release the film online and tried to make the ad look like a homemade video...
While Element 79 has done many well-known ads for sports drinks over the years, PepsiCo executives had been dissatisfied with Element 79's recent creative work, according to a person familiar with the matter. The Gatorade business was shifted to Omnicom's TBWA/Chiat/Day.
Gatorade Scores With 'Ball Girl'. Suzanne Vranica. Wall Street Journal. June 25. 2008 [sub required]
excerpt: Gamers enjoy in-game ads, according to Massive Inc., Microsoft's in-game advertising subsidiary...Massive cites...a branding campaign backed by a candy bar company in Electronics Arts' "NASCAR 08." Among those surveyed, 72% agreed with the statement that the advertised candy bar is "a great snack to eat while playing video games," a 29% increase from the control group not tempted with pictures of sugary treats.
Gamers Like In-Game Ads, Claims Microsoft. Thomas Claburn. InformationWeek. June 3, 2008
[ visit site ]
[ visit site ]
[ visit site ]
excerpt: Online mobile community Myxer reached a milestone yesterday when it hit 10 million users, averaging about 20 million downloads per month.
Myxer’s 10 million users are primarily teenagers and college students who actively download mobile content each month at a rate of roughly seven downloads per second. Myxer is approaching 150 million total downloads since its launch.
“When you shift a mobile content product from any price to free, the usage patterns skyrocket,” said Myk Willis, CEO of Myxer, Deerfield Beach, FL. “When someone can download products in an ad-supported way, they consume 10 to 20 times as much as they would if it were a pay-per-download model.” There are...more than 17,000 partners available on Myxer’s ad-supported site. Many of these partners... offer mobile content directly from their own sites, blogs and MySpace pages.
Brands such as McDonald’s, the U.S. Army, NBC, ABC Family and Friendly’s use Myxer’s mobile platform to deliver branded mobile content and integrated digital ad campaigns to targeted audiences, both online and via mobile devices.
Myxer reaches 10 million users. Dan Butcher. Mobile Marketer. June 19, 2008
[ visit site ]
excerpt: "... to celebrate Big Mac's 40th, McDonald's is launching a consumer-content campaign on MySpace.com/BigMacChant to get consumers to do remixes of the famous burger madrigal, introduced in 1974.
The winning remix will be part of a McDonald's Big Mac TV ad...the winner will be chosen through an online vote by July 22.... the "Big Mac Chant-Off" will be supported with an integrated campaign comprising a seven-week media flight with a mix of TV, digital and print. "We are using our national media support to showcase and drive consumers to our unique URL Myspace.com/Bigmacchant...
[McDonald's USA director of marketing Kent] Voetberg says digital components include banner ads and search advertising on MySpace (the campaign hub), Google, YouTube and MTV.com...the campaign includes a stable of MySpace artists like R&B singer Christina Milian who will help drive awareness and interest in the contest with their own versions of the Big Mac Chant, "which is helping to generate word-of-mouth and viral awareness," he says.
McDonald's Marks Big Mac's 40th With Jingle Contest. Karl Greenberg. Marketing Daily. June 19, 2008
[ visit site ]
excerpt: Games remain one of the biggest untapped opportunities for marketers, for the simple fact that they are, indeed, engaging, immersive, interactive and entertaining. Well-conceived games require users' active attention and enable them to drive the storyline as they experience a world that can be entirely of a brand's making. Games represent a unique means for brands to be the entertainment rather than just sponsor it.
So what do original games get you?
If you're Burger King, you get year-over-year double-digit sales growth, as well as a marketing program that has generated significant revenue. After launching three original Xbox games during the 2006 holiday season, the brand reportedly sold more than 3.5 million units in just eight weeks, at a price of $3.99 each with the purchase of a value meal -- making them among the best-selling games that year.
Become One With the Game. Tim Zuckert. Advertising Age. June 16, 2008 [subscription required]
[ visit site ]
excerpt: Patricia de Leon, host of Azteca TV’s Billboard Latino, a music countdown show airing nationwide on Spanish-language Azteca TV, will be the official Host for BURGER KING® Tu Ciudad, Tu MúsicaSM...make sure to check us out on MySpace, and send us a Friend Request. The BurgerKingMusica MySpace page is expanding all the time. For the latest info on the BURGER KING® Tu Ciudad, Tu MúsicaSM contest in your city, band bios, event pics, music and more, visit us at: www.myspace.com/burgerkingmusica - Don’t miss out!!!
[ visit site ]
[ visit site ]
excerpt: "McDonald’s served over 295 million online display ads in March - the most among quick-serve restaurants (QSRs) - reaching 52 million internet users an average of 5.7 times during the month, according to comScore Ad Metrix...Despite McDonald’s position as one of the top U.S. advertisers (No. 16 in 2006, according to Ad Age) in terms of overall dollars spent on advertising, the company ranked just No. 113 in terms of the total number of online display ads delivered in March 2008, according to comScore Ad Metrix.
“It’s clear that that the quick-serve restaurant industry has been slower than many other industries to move its advertising dollars online,” said comScore Chairman Gian Fulgoni. “But, given the internet’s broad reach and ability to selectively reach consumer segments, its potential as a brand-building advertising medium is beginning to attract more attention."
McDonald’s Heaviest Online Display Advertiser among Quick-Serve Restaurants. Mediabuyerplanner.com June 13, 2008
[ visit site ]
excerpt: " Coupons, Inc., the world’s leading provider of printable coupon marketing and technology solutions, and Yahoo!, the company that defined the markets for display and search advertising in both PC and mobile, have expanded their current relationship to enable consumers to discover and redeem coupons from their phones while on the go... “We see mobile coupons as a natural extension of our leading digital marketing platform and a way to turn coupons into a strategic marketing vehicle that delivers value,” said Steve Boom, Senior Vice President, Mobile, Yahoo!. “Our global reach, leading position in mobile advertising and the ability to deliver the right offer to people, coupled with Coupons, Inc.’s leadership in coupons, creates a unique opportunity to define and catalyze the market for mobile coupon promotions. When consumers get a coupon they want it’s not seen as an ad – but a gift."...
Leading brands like Papa John’s Pizza are lining up to take advantage of the new platform and planning mobile coupon campaigns:
“Papa John's is excited about mobile coupons and is looking forward to working with Yahoo! and Coupons, Inc. on this innovative mobile marketing opportunity,” said Jim Ensign, Vice President of Marketing Communications at Papa John's. “We see mobile coupons as a viable way of reaching our customers wherever they might be and another component of our integrated marketing campaigns.”
“Coupons, Inc. has been innovating coupon technology for a decade. Mobile coupons are a logical next step in the industry’s evolution, and we continue our commitment to drive interactive coupons with our new mobile initiative,” said Steven Boal, CEO of Coupons, Inc. “By partnering with Yahoo!, we will extend our customers’ reach to a new generation of consumers — especially teens and young adults — in a medium that best fits their lifestyles.”
Coupons, Inc. and Yahoo! to Lead and Enable Market for Mobile Coupons. Press Release. June 12, 2008
excerpt: "Face the frenzy of hungry pizza eaters! Help Rebecca refurbish a rundown castle and turn it into a pizza palace! Armed with their secret family recipe, she is out to build a successful pizzeria franchise! Save money to spend on new appliances, better menu items or developing their skills. Accumulate enough to open a second location in an even more unique setting."
[ visit site ]
Representatives from Verizon Wireless and AT&T Mobility touted Burger King and 1-800-Flowers on-deck mobile initiatives where the carriers played a key role in the campaigns’ engagement and response.
Panelists at the Mobile Marketing Association’s Mobile Marketing Forum explained the benefits of campaigns served on-deck as opposed to off-deck. They said that carriers know who their customers are, what they are doing on their mobile phones and what their interests are...
Burger King ran a mobile campaign on the Verizon Wireless deck, promoting the fast-food chain’s popular Whopper burger. The campaign, “Burger King Whopper Freak Out,” also ran on television.
In the TV spot, customers walked into Burger King restaurant and ordered a Whopper and freaked out when the cashier said the burger was no longer being made.
Verizon made the comical commercials available to its V Cast subscribers. The commercials were also served to Verizon Fios customers.
Additionally, there were banner ads on Verizon’s deck that drove subscribers to a WAP site around the Whopper Freak Out...The campaign worked out well for Burger King, with lots of people viewing the videos on V Cast.
Verizon also conducted a survey regarding the campaign. Subscribers showed good brand recall.
Ms. Bauer-Marshall [Stephanie Bauer-Marshall, manager of mobile advertising for Verizon Wireless] claimed that the engagement level worked for Burger King, too. There were lots of click-throughs via the banner ads on Verizon’s deck.
Carriers cite Burger King, 1-800-Flowers campaigns to make case for on-deck. Giselle Abramovich. Mobile Marketer. June 12, 2008
[ visit site ]
excerpt: "Revelation x N" was launched in Hong Kong during 2006 by Pizza Hut as part of a brand rejuvenation exercise...
Pizza Hut worked with MyClick to offer consumers discount coupons downloaded to their mobile phones via MyClick’s photo-matching software...Hong Kong's pop singer and movie star, Shawn Yue, fronted the campaign bringing pull power to attract young consumers. Ms Nancy Yau, Senior Marketing Manager, of Pizza Hut, commented...[A] customer in our restaurant can take a snapshot of our "MyClick" Square on our POSM [points of sale materials] and then jump to our online WAP site...Pizza Hut was able to reach ... younger consumers.l. Pizza Hut has not only built up a database of consumers, but now has records of participants with an active interest...
Pizza Hut - Revelation x N Case Study
[ visit site ]
Nomination Citation: " Coca Cola “concert tickets”
By highlighting words like ‘concert tickets’,‘magazine subscription” and ‘gift card’ Coca-Cola was able to promote its ‘My Coke Rewards’ program inside relevant web content. Users were able to view 4 different prizes inside the ad unit, which were customized based on the vertical it was appearing in."
[ visit site ]
[ Coke demo ]
excerpt: Warner Bros. has lined up 10 marketing partners for the U.S., among 38 others globally, for its remake of the '60s-era spy spoof "Get Smart"... In the U.S., four partners -- Subway, Best Buy, QVC and PepsiCo.'s Sierra Mist -- are promoting the film with "significant advertising"...Subway ..."Get Smart Eat Fresh Instant Win Game and Sweepstakes" started last week on the microsite subwayfreshbuzz.com and continues through August. Visitors can pick up clues and access codes at Subway sites and log onto the site for a chance to win a 1965 Sunbeam Tiger or one of 10 Vespa scooters. Other prizes include a tour of the Warner Bros. lot, $100 Best Buy gift cards and PepsiCo's Frito Lay Chips. (PepsiCo's Sierra Mist brand has a limited-edition "Undercover Orange" mandarin flavor linked to the movie and Duane "The Rock" Johnson's character, Agent 23).
Spy Spoof Comes Armed With Array of Brands. Jean Halliday and Emily York. Advertising Age. June 10, 2008 [sub. required]
[ visit site ]
excerpt: Beginning this week, three new [Mountain Dew] flavors will appear on store shelves for a 12-week run. Voters are invited to visit Dewmocracy.com to choose which flavor will stick around...Consumers can also vote via a 50-foot interactive billboard in Los Angeles. Passersby can sample all three flavors and then fire a paintball gun to cast their vote. TV, showing a three-way tug-of-war, supports.
Dew Goes Web 2.0 for Latest Flavor . Kenneth Hein. Brand Week. June 9, 2008
http://www.brandweek.com/bw/news/recent_display.jsp?vnu_content_id=1003813923
excerpt: Burger King Corp. is extending its association with music by sponsoring the Jonas Brothers’ upcoming “Burning Up Tour.”
As a co-presenter, the deal lets Burger King sample its new Fresh Apple Fries to fans during the 38-city tour. Plans also call for giving away tickets and offers for exclusive meet-and-greets with the band.
Starting in July, people can access information about the tour, including ticket sales and venue locations, behind-the-scenes peeks and sweepstakes at www.BK.com. The company will have a presence at the concert sites...
Burger King Backs Jonas Brothers Tour. Amy Johannes. Promo Xtra. May 15, 2008
[ visit site ]
excerpt: The Nielsen Co. has signed a global agreement with The Coca-Cola Company, enabling Nielsen to provide integrated services to Coca-Cola in more than 70 countries...
... Nielsen will provide Coca-Cola with a comprehensive and integrated portfolio of services, including information and insights on consumer purchase behavior and targeting, product movement, pricing strategy, media spending, television ratings, as well as advanced analytical tools, cross-country reporting, customized research and Nielsen Answers, Nielsen's technology-based business intelligence solution.
Nielsen, Coke Ink International Deal. Marketing Daily. June 6, 2008
[ visit site ]
excerpt: Vitrue, Inc., the video-centric social media company known for connecting brands with engaged audiences, today announced that Chick-fil-A® has chosen it to power the restaurant chain’s biggest foray into social media to date. As the chain celebrates its 40th anniversary, Chick-fil-A and Vitrue have launched the “Biggest Chick-fil-A® Fan” video contest and social media Web site at www.chick-fil-a.com/biggestfan... Now, social media allows Chick-fil-A to logically extend its personal, face-to-face interaction with its loyal customers to the online realm...
An important feature of the site is Vitrue’s powerful “review and approve” brand-safety technology that enables Chick-fil-A to screen videos before they are posted to the contest site...
“Working with Vitrue has allowed us to further embrace social media—and ultimately, the passion of our loyal customers—in a very safe way, allowing us to truly create an authentic experience for our customers,” said Mark Baldwin, Chick-fil-A’s senior public relations supervisor and project manager of the video contest. “We look forward to using this contest to harness the creativity of our biggest fans through their stories which had previously been shared with us anecdotally.”
"Chick-fil-A Embraces Social Media to Connect with ‘Raving Fans’
Through Online Video Contest Powered by Vitrue" Press Release. Jan 2, 2008
[ Available as PDF ]
excerpt: "Disney is merging its digital media unit Walt Disney Internet Group with its video gaming unit Disney Interactive Studios (DIS), into a new unit called Disney Interactive Media Group...Merging the online, mobile and video gaming divisions makes strategic common sense. WDIG has been working on virtual worlds (Pirates of Carribean Online being one of them), and certainly Club Penguin is a big part of WDIG’s game portfolio. Both WDIG and DIS have been acquiring online and mobile gaming companies in China...“The uniqueness of the Disney brand provides us an opportunity and an imperative to create a unified Disney-branded experience and community across all connected devices. Additionally, as console and handheld games become more connected to the Internet, and as Internet and mobile become increasingly robust destinations for games and a range of interactive entertainment, we are taking this opportunity to integrate these activities,” said [Disney chief Robert] Iger...[in a memo Iger said that] "In order to take advantage of rapid advancements in interactive digital media across all platforms as well as the convergence of connected console, Internet and mobile-based games, the company is combining Disney Interactive Studios (DIS) and the Walt Disney Internet Group (WDIG) into a new unit—Disney Interactive Media Group (DIMG)..."
Disney Merging WDIG Group With Games Unit; Forming Disney Interactive Media Group. Rafat Ali. paidcontent.org June 4, 2008
[ visit site ]
'excerpt: The effort, targeting the 16- to-20-year-old demo... runs through August.
Slurpee "street teams" will be set up at places like skate parks, malls, movie theaters, water parks, beaches, and pools--distributing buy-one, get-one-free coupons, music-download handouts and Frisbees.
7-Eleven To Launch 'Summer Of Slurpee'. Karl Greenberg. Marketing Daily. June 5, 2008
[ visit site ]
excerpt from corporate website: "Zumobi has added a new Tile to the gallery sure to appeal to casual gamers who enjoy gaming on the go. Willy the Hillbilly is a fun, addictive game that pits you as Willy against a legion of enemies determined to steal your Mountain Dew. With his trusty broom in hand, Willy fights off fellow Hillbillies...Each level gets progressively harder...Post your highest in the official Willy the Hillbilly High Scores Thread..."
via Fierce Wireless: "Zumobi, the innovative mobile widget platform, announced its latest release for Windows Mobile...One of the most compelling features of the new release is a Tile Wizard, which allows users to easily create their own Zumobi mobile widgets. Users can choose the look and feel of these widgets, stream data from their choice of RSS feeds, and turn personal blogs and favorite Web content into Zumobi Tiles they can enjoy as well as share with friends...
Zumobi’s range of content and partner relationships continues to demonstrate the opportunities Zumobi holds for media, brands, advertisers and agencies. Tile Wizard content is part of the expanded content offerings on Zumobi, including the “Willy the Hillbilly” game Tile from Mountain Dew and developed by Tribal DDB.
“This is another great example of the strength in Tribal DDB’s collaborations with Pepsi. Born from a common interest to innovate in the mobile space, John Vail and his digital group at Pepsi brought in Zumobi to leverage Tribal’s creative and expertise,” said Christian Dietrich, Director, Pepsi business, Tribal DDB Worldwide. “Mountain Dew is a lifestyle brand and the success in tapping this unique
technology is yet another achievement and one that’s relevant and cool for Dew drinkers.”
Mountain Dew presents Willy the Hillbilly exclusively for Zumobi! May 15, 2008
http://blog.zumobi.com/
http://my.zumobi.com/gallery/category [see Mountain Dew "tile"]
Zumobi Continues Product Momentum With Latest Release of Award-Winning Platform. Fierce Wireless. June 5, 2008
[ visit site ]
excerpt: "What can marketers learn from a Norwegian interactive agency’s work for a fast food chain? A Q&A with the Adam Holtrop, creative director of Vidamo Group, on the mobile campaign for Pizza & Kina Expressen.
While Norway lacks the population, its market faces the same forces of competition that bigger markets such as the United States, Britain, Canada or India do: pressure from lower-priced products on premium brands. This is the issue for Pizza & Kina Expressen, Oslo, Norway. Mobile Marketer’s Mickey Alam Khan interviews Oslo-based Mr. Holtrop on the details of the pizza chain’s strategy and tactics and Norway’s attitude to mobile marketing. Excerpts:
What’s the mobile strategy?
To build an extremely targeted database, then promote items which are overstocked in a particular outlet...
So what have you done for them?
We produced an SMS call to action which was promoted on their poster advertising in public transport.
Consumers sent VIP to 2223, they were returned an SMS with info and asked to opt-in to the campaign by replying to the SMS with the keywords VIP YES.
Consumers who responded were put into a general database and in return SMS we told them they could customize their offers at a Web URL.
We then built a Web interface attached to the customer’s regular Web site where consumers could customize offers. This was labeled as the VIP area...
We then provided the customer with a SMS broadcast platform where specific groups could be selected and messaged...
The business plan was, of course, to give people a greater sense of control over messages from the advertiser. To try make them feel they could get something they actually wanted.
But on the client’s side we supplied a messaging platform where they could select databases and broadcast specific SMS offerings directly.
So if the chain had an excessive stock of pepperoni pizza in one of the branches, they could select a group of customers who live nearby, who want meaty pizza, and send an offer only to them...
Our marketing campaigns for PepsiCo put short codes on bottles of Pepsi Max leading to a rich mobile site where consumers could join databases, motivated by competitions and free offers.
Pepsi could then message these specific databases during music festivals in the summer and drive consumers to their brand events...
mobile marketing is now deeply connected to rewarding, informative and service-based offerings.
Norway’s Pizza & Kina Expressen taps mobile for new business. Mickey Alam Khan. Mobile Marketer. June 5, 2008
[ visit site ]
video interview with MyClick CEO on YouTube [ view video ]
excerpt: "Mars has teamed up with Agency.com and NASCAR for a new interactive Web site that promotes its Combos snack food and car racing at the same time.
To drive customers to the Combos Nation Web site, Mars is running the “Ultimate Mancation sweepstakes,” which calls for consumers to visit the site and enter to win a trip to the Daytona 500 race next February...“If we can inspire interaction among NASCAR enthusiasts, driven by the chance to win the sweepstakes, we can then engage them through the more brand experience-centric Combos Nation ele ments,” said Michael Treff, Mars account director at Agency.com...
The site greets consumers with the sounds of cars zooming around a race track, applause and the image of the inte rior of the Combos Nation RV. The RV is full of interactive characters including an arcade game, a robot and a dancing pair of shoes. Each object can be clicked on for a different interactive experience.
“Everything the user touches comes to life, giving people a reason to stick around, play with the stuff and of course, enter to win a Mancation,” said Treff...There is a banner ad rac ing game, downloadable blueprints for NASCAR viewing combinations, and an application called Convobot 3000 that allows users to have a conversation about the race.
In addition, Combos Nation has a Face book page that lets users discuss their favorite snack product combinations, as well as the race.
Mars, Agency.com Combo up. DM News. June 2, 2008
excerpt: Ice Cream chain Cold Stone Creamery has teamed up with mobile marketing company 8coupons.com for a mobile couponing CRM campaign.
The campaign, which is taking place at the Astor Place store in Manhattan, is a promotion for eight-cent ice cream scoops on June 8. The deal allows consumers to opt in to receive a mobile coupon on their cell phone at 8coupons.com. Once they receive the coupon, which is sent in real time, consumers can redeem it by showing their phone to the cashier on the day of the promotion...
To help spread the word, 8coupons.com is also using social networking site Facebook, through the “Me coupons” Facebook application. Consumers can go to Cold Stone's Facebook profile and sign up to receive the mobile coupon and forward it to their friends...
The coupon campaign is targeting students..
Mobile coupons target East Village ice cream fans. Diane Dilworth. DM News, June 2, 2008
[ visit site ]
excerpt: Fast-food chain Carl's Jr. is considering a foray into online branded entertainment... Carl's Jr. wants to target young males with edgy comedic webisodes.
Brad Haley, executive vp marketing for Carl's Jr... said he was not interested in launching an online network per se as much as a series of webisodes with some degree of brand integration...
Carl's Jr. has positioned itself with young males with risque marketing...
Carl's Jr. eyes online entertainment: Comedic webisodes to target young male. Andrew Wallenstein. Hollywood Reporter. May 27, 2008
[ visit site ]
McDonald's, DreamWorks Animation SKG and Conservation International have joined forces to create Kung Fu Panda parties across North America to promote the film launching this Friday.
Beginning June 6 and running though July 3, McDonald's locales in North America will offer Kung Fu Panda Happy Meals that include one a character toy and an online extension at www.happymeal.com that will encourage kids to learn about pandas and their environment. Expect the program will roll out globally after its initial run.
Kung Fu promo to launch at McDonald's. Gary Rusak. Kidscreen.com June 4, 2008
[ visit site ]
[ McDonald's site ]
McDonald’s will introduce a downloadable coupon for Sony Felica-enabled phones in its Japanese restaurants. The new payment application, called the Kasazu coupon, is downloaded onto a consumer’s phone at the point-of-sale. The consumer then places their phone on a reader to make the payment or use the coupon.
McDonald’s will initially test the e-coupon in 175 stores, and then roll it out in all 3,800 outlets in Japan. Many Japanese mobile phones feature the Sony Felica technology, making Japan a good location to test the concept. McDonald’s has not announced specific plans to take the Kasazu coupon beyond Japan’s borders, but experts generally agree that international adoption of this type of transaction technology will happen soon.
The appeal of this type of technology for companies like McDonald’s stems not just from the convenience it offers its consumers, but also the targeted marketing opportunities that it presents.
McDonald’s tests e-coupons in Japan. ContactlessNews. May 23 2008
[ visit site ]
[ Background ]
excerpt: Massive Inc., a wholly owned subsidiary of Microsoft Corp. and a leading network for video game advertising, and Interpret LLC, a leading new media research firm, today released research results that provide further insight into the significant brand impact of dynamic in-game advertising. The study demonstrates that the gaming audience has a consistently positive opinion of the ads and how the ads affect their game experience. Interpret conducted detailed research on behalf of Massive and four of its advertisers: adidas utilizing brand advertising for footwear and apparel, a quick-service restaurant (QSR) brand promoting a tie-in to gaming and a specific menu option, a candy company marketing new creative for its candy bar brand, and an entertainment studio advertising the DVD release for a hit film. The study measures a broad range of brand metrics across game environments and suggests best practices to guide advertisers and their agencies within this rapidly maturing medium...
Drawing on its unparalleled experience in video game advertising research, Massive has conducted studies for more than 30 clients across North America and Europe assessing the impact of in-game ads across numerous key brand metrics, including purchase interest, brand recommendation and brand attributes. Results such as these released today help the advertising community understand how and why in-game advertising works, and guides the development of best practices for this important component of media plans.
Across all game genres and advertisers studied, the research revealed that an average of 70 percent of gamers agreed with statements that the dynamic in-game ads “contributed to realism,” “fit the games” in which they were served and looked “cool.”
A leading QSR [quick service restaurant] brand executed custom ad creative for select titles with strong results. Among those gamers exposed to the QSR ads in “Need for Speed Carbon,” a racing title published by Electronic Arts Inc., the number saying that they would recommend the QSR brand to others rose by 39 percent compared with the control group, and those assigning the QSR brand the highest possible brand rating rose by 17 percent from the control group to the test group. Fifty-six percent of exposed gamers agreed with the statement that the ads made the gaming environment feel more interactive.
A global candy bar company executed a branding campaign in “NASCAR® 08,” published by Electronic Arts. Seventy-five percent of gamers recalled the candy bar in-game advertising with 56 percent recalling the specific ad creative. Within the test group, 72 percent agreed with the statement that the candy bar is “a great snack to eat while playing video games,” an increase of 29 percent from the control group; the proportion agreeing that the candy bar “gives you energy” and “is cool” rose 24 percent and 21 percent from control group to test group, respectively...
“The depth of this research reflects Massive’s commitment to offering advertisers an understanding of how in-game advertising can impact brands across game genres and advertising categories,” said Cory Van Arsdale, CEO of Massive. “As the in-game medium matures and establishes its position on the media plan, advertisers and agencies are eager for insight into creative nuances and best practices for maximizing its impact. We view this type of guidance as an essential part of our role as an industry leader and innovator.”
Methodology
Interpret implemented a test/control methodology for each game in which Massive dynamically served ads, totaling over 1,000 gamers across the United States. Both control and test group respondents played the same game title that was studied for each ad client. The control group consisted of those who had played the game but were not exposed to ads delivered from Massive. The test group had played the game on a connected Xbox 360 system or PC during the time the ad campaigns were live, and had the opportunity to be exposed to the ads delivered by Massive. Both groups were asked the same set of questions about the brands and ads included in the study, and the respondent differences were evaluated to identify significant shifts in each brand metric measured...
About Massive Inc.
Massive Inc., a wholly owned subsidiary of Microsoft, is the creator of a leading network for dynamic video game advertising. The Massive Network offers advertisers the ability to reach an aggregated gaming audience in real time across multiple platforms. Over 200 blue-chip advertisers have run campaigns across the Massive Network throughout North America and Europe. Publishers in the Massive Network generate revenue through dynamic in-game advertising, enabling them to fully realize the value of their content while preserving and enhancing the game experience. Massive’s technology allows for all forms of downloadable media and advertising content to be contextually integrated into the game environment, including image, audio, video and game object formats. More information can be found online at http://www.massiveincorporated.com.
In-Game Advertising Research Proves Effectiveness for Brands Across Categories and Game Titles. Press Release. June 3, 2008
[ visit site ]
excerpt: "Industry statistics and common sense tell marketers that incentivizing email with a *proven* offer bolsters response rates. Correy Honza, Director, Internet Marketing, Quiznos, and his team wanted to improve their incentivization capabilities...Honza and his team devised an email-based concept that covered all of their initiatives: a campaign that let customers create their own coupons.
Subscribers put together their own redeemable coupons after receiving an email they could click through to a customized landing page. On the landing page, they could select from several coupon combinations...The first column was a “Choose Your Food Mood” station where viewers were asked to click on one of four buttons:
o “Toasty Sub”
o “Fresh Salad”
o “Gourmet Breadbowl”
o “Feeding a Group”
After clicking on that selection, consumers had a slew of options to choose from. One example: Viewers who selected the “Toasty Sub” line were asked to choose -- in the middle column -- one of these coupon details:
o “$1 Off Small, $2 Off Large”
o “$6 Meal”
o “Buy One, Get One Free w/2 Drinks”
If viewers chose one of the other food stations, the discount reflected those product lines.
The third column was used to get viewers to redeem the coupons in stores...Turning over some promotional control to customers was a memorable win for Honza and his team.
Quiznos' Make-Your-Own Coupon Test Results. Marketing Sherpa. May 28, 2008
[subscription required]
excerpt: " KFC is adding only its third fried chicken flavor in 68 years to its menu, and has launched a supporting campaign featuring 15- and 30-second TV commercials by its AOR, DraftFCB.
To its secret blend of 11 herbs and spices, the fast-food giant is adding chipotle and, for a limited time, offering Smoky Chipotle Crispy. The flavor joins Colonel Sanders' Original Recipe, begun in 1940, and Extra Crispy, introduced more than two decades ago....a spokesperson said "The Quest for the Golden Chipotle" game at kfc.com is "meant to educate consumers about the origin of the Chipotle pepper while still being fun and interactive."
KFC Adds Third Fried Chicken Flavor In 68 Years. Nina M. Lentini. Marketing Daily. May 29, 2008
[ visit site ]
KFC [ game site ]
"Coca Cola entered in to an exclusive partnership with us to promote the Coke side of life. A Homepage skin and an interactive game captured our users."
[ visit site ]
excerpt: "Coca-Cola has added a mobile advertising component onto its on-going "My Coke Music" campaign running in the Austrian market...Coca-Cola's My Coke Music campaign gave customers a chance to win tickets to a music festival by sending in a special code using SMS...Out There Mobile put together a mobile campaign for Coke...Animated banner ads and text link ads were place on the Music homepage and the Games homepage of the Vodafone Live! content portal...When a customer clicks on a Coke ad on the Vodafone Live! deck, they are taken to a specially built landing page. On this page, they are asked if they have the special code...Out There Media recommends more than simple banners: an integrated solution using all possibilities of the mobile phone – including sms, click to call, attractive landing pages etc. – is a critical success factor.
Coca-Cola adds Mobile to "My Coke Music" Campaign. MobiAdNews.
[ visit site ]
excerpt: "MTV Networks uses InsightExpress to intercept visitors on its three websites (MTV.com, VH1.com, and CMT.com) to test concepts, learn about TV viewing habits, and assess awareness of everything from MTV merchandise to current events. "We can test an idea quickly and get results the very next day," explains [John] Sollecito {Director of Internet Strategy for MTV Networks]. "It's great for getting reality checks on our hunches - especially where e-commerce issues are concerned."
For example, all three MTV Networks websites offer visitors access to online radio listening. "We knew that plenty of listeners were staying tuned in for long periods of time," explains Sollecito, "But some people were tuning in and then leaving the radio playing when they walked away from their computers, for what could be hours at a time."
As a service to its users, MTV Networks recently decided to add a "click to continue" button to the radio channels...
"But we needed to figure out when the button should appear," explains Sollecito. "We wanted to know if it should pop up at five minutes, or 10, or even 20 or 30. So we used InsightExpress to survey our radio listeners to get a better sense of their online listening habits."
[ visit site ]
[ see previews ]
[ Burger King ]
[ Coca Cola ]
[ Doritos ]
[ Dr. Pepper ]
[ Nickelodean ]
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[some browser software that blocks pop-up ads may prevent the display of these pages]
excerpt from interview with Prinz Pinakatt, Head of Interactive in Europe for Coca Cola:
"it's a must have - for most promotions, we believe that SMS entry is key...We think that long term it will be a key part of our marketing mix, especially for consumer response, but frankly we haven't really cracked it yet. It won't be the big number one tool, but it will be another contact point for communicating with our customers...we recently tested Blyk (the mobile operator that is targeted at 18 to 24 year olds and is totally ad-funded..) It worked quite well. The Blyk advertising model is all about connecting people, and Coke is a brand that globally stands for connection. And we found that people didn't really view our ads as ads, it was more like additional content that they liked."
["Blyk is the first pan-European ad-funded mobile network. The medium offers 16-24 year-olds free mobile phone calls and texts in return for receiving advertising to their mobile handsets. Blyk will work closely with this diverse group of advertisers to pioneer usage of its creative ad formats and sophisticated profiling system. The member profiling enables brands to build a dialogue with a highly relevant group of young consumers who welcome the interaction and information. The impact of the campaigns can then be tracked in real time, allowing advertisers to view, assess and adjust their activity accordingly.]
Coke, News Group, and Bauer-EMAP Speak Out On Mobile Advertising. Mobile Ad News. May 22, 2008
[ visit site ]
[ visit Blyk site ]
excerpt: "Escalating the arms race in the online pizza category, both the Pizza Hut and Papa John's chains this week rolled out desktop widgets that let users place their online orders without surfing to the companies' Web sites.
Papa John's downloadable myPapa applications are customized for a wide array of different Web placements, from the desktop to start pages in iGoogle or My Yahoo to MySpace and Facebook. Customers can click on the pizza box widget icon and place an order that will be sent to their nearest Papa John's location.
The company will also stream up to a dozen custom discounts and product offers to users based on their order histories. The discounts will be specific to restaurants in their area and will appear round the clock.
Users will also have easy access through the widgets to the Papa John's menu and nutritional information, its restaurant locator and catering menu. They will also be able to send gift cards for Papa John's purchases.
"MyPapa will offer deals that are relevant to each individual customer and will be accessible the minute hunger strikes," said Jim Ensign, vice president of marketing communications for Papa John's International, in a statement. "No sifting through e-mails, newspaper coupons or online offers. It's all right there on your desktop."... Pizza Hut was quoted in a May 7 Associated Press report as saying that its online orders have grown six fold in the last three years, without giving dollar values.
Online Pizza Gets Faster, Easier with Widgets. Brian Quinton. Promo Xtra. May 22, 2008
[ visit site ]
[ Pizza Hut Mobile Ordering site ]
[ Papa John's Widget ]
[ visit site ]
excerpt: "...the Zune Social advertising pilot program... social-networking site is a companion to Microsoft's Zune music device and software...
Until now, the Zune Social profile pages have been limited to individual Zune users. Under the pilot, scheduled for launch this summer, the company says it will test the concept of profiles for artists and events, with related advertising and content.
As an example, Kroese showed a prototype Zune Social profile page for the rapper Bun B, tied to the CMJ college music festival, with branded advertising for Doritos. Zune users will be able to befriend sponsored artists and get free content, such as music playlists and videos.
Users also will have the option of synching the associated content to their Zune devices. In the concept that Kroese showed, Doritos branding was visible on the Zune screen behind content synched from Bun B's profile..."The (Zune) Social up until now has been about interaction with your friends, and connecting with your friends," said Sean Alexander, director of product planning in the division's advertising business group. "Now it's also about connecting with artists that you're interested in and even, tangentially, brands."
Microsoft group aims to expand ads beyond search. Todd Bishop. Seattle Post-Intelligencer. May 21, 2008
[ visit site ]
excerpt: "We're looking for a game idea that brings to life what DORITOS® is all about. That doesn't necessarily mean bonking people over the head with our logo every five seconds. While submissions can use the physical aspects (shape, color, etc.) of the brand, the intensity and boldness of the DORITOS® brand can also be a source of inspiration."
[ visit site ]
http://www.unlockxbox.com/gameIdeas/theFinalists.aspx
excerpt: "Microsoft is experimenting with integrating ads and games, so users don't view them as nuisances. For instance, Doritos invited Xbox users to create a game that includes the Doritos brand. Bach said the campaign received thousands of entries and the winning game will be available at the end of the year. "Doritos is sponsoring this but Doritos is actually in the game," he said. "It's a win for Xbox, a win for Doritos and customers feel like they got a great experience. We think there are integrated campaigns that don't necessarily feel like campaigns or advertising."
Microsoft's Desperate Move. Wendy Tanaka. Forbes. May 21, 2008
[ visit site ]
excerpt: "With MediaCart, consumer product brand marketers can deliver full-motion video advertising to shoppers as they approach various product locations in the store - whether walking down an aisle, approaching an end cap or standing at the checkout.
Direct One-to-One Ad Targeting. By collecting shoppers' preferences through loyalty card information, prior shopping history, geographic locations and shopping times, advertisers are able to channel valuable communications to individual shoppers and deliver a powerful visual message right at the point of purchase.
Tracking Your Advertising Investment. The MediaCart® system tracks each cart's location, dwell time, and shoppers' purchases. This information will give valuable feedback on shoppers' responses to alternative ads, offers, displays or message frequency. Advertisers are able to measure the true impact, quickly determine what is most effective, and adjust advertising messages and promotional offers as quickly as sending an email."
MediaCart.
[ visit site ]
[ www.mediacart.com/shoppers.html - note Oreo illustration ]
excerpt: "...SiteCatalyst 14 measures video, rich and streaming media to help marketers understand which videos are most engaging, which ones lead to conversion, and how much video is consumed on a site..."MTV Networks is one of the most popular online destination sites for music video premieres, celebrity interviews, movie previews, video game trailers, and popular MTV shows," said Dale Hannon, director of technology at MTV Networks. "The video reporting capabilities in SiteCatalyst 14 will give us a deeper understanding of the popularity of our online videos across all categories so we can know which videos to promote on our home page, when to introduce new video content and where viewers are starting and stopping their use of specific videos. With this increased insight, MTV Networks can captivate our audiences with the content they're looking for."
Omniture Announces SiteCatalyst 14 with Advanced Support for Rich Media, Press Release. March 5, 2008
[ visit site ]
excerpt: "The Olympic marketing campaign in China created by global sponsor McDonald's Corp. has broken a Guinness World Record for the biggest cheering performance.
More than 1,000 young Chinese gathered at the Olympic Sports Stadium in Beijing last month. The cheering troupe was led by McDonald's iconic mascot Ronald McDonald and the five winners of the company's recent talent contest to pick individuals to cheer for Chinese athletes during the Olympic Games period. The cheering event was witnessed by 25 observers from Guinness World Records...The cheering campaign started in December 2007 in Shanghai. McDonald's set up bright red booths in and around major restaurants in Beijing, Guangzhou and Shanghai to let diners record and submit cheers of support for the mainland's Olympic athletes and teams.
Their messages are automatically uploaded to McDonald's microsite, www.mcdonalds.com.cn/minisite/2008. In other cities, Chinese can submit cheers in the form of pictures, audio files or online videos--created with computer recording equipment, mobile phones or digital cameras--to the same site."
McDonald's Olympic cheering program sets world record. Normandy Madden. Ad Age China. May 21, 2008 [sub. required]
[ visit site ]
[ McDonald's China site ]
excerpt: "Coca-Cola is a rare example of a successful application.
Its Burn Alter Ego application was launched last month, allowing users to create an avatar which can attend virtual parties. It currently has more than 1,000 daily active users and 9,500 installs. Stafford Green, head of interactive marketing for Coca-Cola Europe, says, "We didn't have real targets in terms of what would be a success for this, as it was still kind of an experiment, but we did know that 40 people would be a failure"... The Flash-based application was created by Miami-based Ichameleon in collaboration with Coca-Cola's internal European Group digital team. CEO Freddie Laker says the objective of the application was to ensure it was successful...Coca-Cola's Green admits the Coke brand alone is capable of getting attention, but it was still important that the company invested in seeding Burn with a network of 800 bloggers and a banner ad campaign."
For facebook success brands must stand out. Luan Goldie. NMA. May 1, 2008 [sub required].
[ visit site ]
[ Burn Alter Ego on Facebook demo ]
excerpt: "The latest [Klondike] campaign seeks to leverage the user-generated content phenomenon via a national "What Would You Do for a Klondike Bar?" video contest... The contest's grand prize winner will receive $100,000 and a trip for a one-on-one digital short consultation with Andy Samberg, Akiva Schaffer and Jorma Taccone of "Saturday Night Live." Collectively called "The Lonely Island," the team is known for directing, writing and starring in off-the-wall digital shorts... Entries will be accepted and posted for viewing through July 31 at klondikecontest.com...
Klondike is also driving traffic/participation by making video voters eligible to enter, on a once-per-day basis, a sweeps for $25,000 in cash "
Klondike Mixes Placement, Ad Spots to Promote Contest. Karlene Lukovitz. Marketing Daily. May 21, 2008
[ visit site ]
excerpt: "Microsoft may also have its eye on Yahoo!'s online advertising platform, Panama, which could be a secret weapon in the mobile local search market. At CES [Consumer Electronics Show], Yahoo! showed how Panama could pinpoint nearby pizza parlors via zip code, a feature that could be applied toward mobile ads. "Microsoft hasn't gone that route," notes Ho. Panama is scheduled to launch on mobile devices in early 2008."
Microsoft Crafts New Mobile Strategy With Yahoo! Elizabeth Woyke. Forbes. Feb 2, 2008
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excerpt: "On average, small banner ads on mobile devices produce the same level of brand recall as the typical 30-second TV spot, according to Stephanie Bauer Marshall, the mobile advertising leader for Verizon Wireless... "The banner ads work really well, and that's where you have the greatest reach"...they were on par with TV spots in terms of brand recall....Mobile banner ads also produce click-through rates that are "exponentially higher than online" banner ads...In addition to IAG, Verizon has commissioned brand recall studies by Insight Express and Dynamic Logic, and customer insight studies by GfK Starch."
Mobile Banner Ads Have Same Brand Recall As TV Spots. Eris Sass. OnlIne Media Daily. May 15, 2008
[ visit site ] reg. required
excerpt: "We believe that images from camera phones hold a wealth of information and that consumers, when given the capability, will utilize their cameras in new and powerful ways....Mobot delivers fast, contextual responses so that marketers, game designers, content providers, and retailers can deliver a rich mobile experience to consumers...We see mobotized cereal boxes, direct mail, headlines, placards, human billboards, brand tattoos, street signs, posters, logos, magazines, coasters, book covers, wild postings, CD jackets, retail signs, and much, much more. We see consumers interacting with brands on their own terms, right at the moment their interest is piqued. And we see a remarkably simple interaction model that enables creative possibilities where previously none existed...
When a consumer snaps a picture and gets an immediate response to their personal phone, you've made an indelible impression. Your brand is in their hand...Each picture can launch a thousand marketing possibilities including promotions, voice messages, samples, trivia and polls, jingles, coupons, alerts, store locations, product information, links to purchase, links to your web site...
To track the success of your campaign, Mobot provides measurable data regarding consumer participation in detailed, actionable form."
[ http://www.mobot.com/company.html ]
[ http://www.mobot.com/marketers.html ]
[ http://www.mobot.com/mobile-content.html ]
[visited. May 15,2008]
excerpt: "...fortunately for marketers, a few new technologies for mobile are emerging, designed to help consumers cross the barrier between the real world and the virtual realm. These tools try to anticipate consumer desires with their ability to interpret images and codes from the world at-large via camera phone; they then return a variety of product and promotional information to consumers... Mobile users can now convert visual images, for example from magazines, photos, or billboards, into detailed product or brand information. Consumers with camera phones can snap photos of the two-dimensional barcodes ... the phones communicate the codes to databases that return information or special product offers to consumers....Japanese consumers have been familiar with this form of 2D barcode for the past several years (also known as QR or Quick Response codes). Companies as mainstream as McDonald's have used the codes to pass along information...Another type of image recognition technology relies on simple photos, instead of codes... consumers...[can] take pictures of advertisements or brand logos and send the photos over any carrier's network. In response, the companies send ringtones, coupons and other promotional materials to the users.
To celebrate its launch, Fotolink conducted a campaign for PepsiCo's new Mint Mischief Frito-Lay chips in India. The company set up bluetooth kiosks in malls throughout the country, where mall visitors participating in the campaign could earn ringtones, wallpaper and product coupons."
The 411 on mobile snap technology. Leah Messinger. iMediaconnection. May 8, 2008
[ visit site ]
excerpt: "eMetrics Keynote - The Coca-Cola Marketing Metrics Journey, Part Two...Tim Goudie from Coca Cola...
In July 2006, Coca Cola started building a Web site called The Coke Show. They were trying to get people to upload videos and share UGC. People wanted to share, create and be recognized. The site got so heavy it could hardly move. Consumers weren't taken to the point where Coke thought they would be. The site kind of flopped but Coke learned a lot.
He also talks about MyCokeRewards.com. It's all about loyalty. You can register and build your profile. It was the first time Coke had used precision marketing. It collects data about your customers and then dishes out particular content that they've either asked for or visited on an ongoing basis. It's powerful, but it's expensive. The impact of the program was that it lifted all the pack sizes. The average lift was 15 points over the average consumer.
DesignTheWorldInCoke is a new site to support the upcoming Olympic Games. They unveiled it in 32 markets at the flip of a switch. They've been able to learn as they go...
Coca-Cola created a framework that looks like this:
There's a whole new set of digital applications that are emerging. Things like mobile marketing, widgets, social networks, etc. Imagine if you could deliver a message to a consumer at lunch time telling them that there was an offer waiting for them at the McDonalds located around the corner.
eMetrics Keynote - The Coca-Cola Marketing Metrics Journey, Part Two. May 7, 2008 [blog post]
[ visit site ]
excerpt: "Miniclip.com offers custom game development and distribution to any country worldwide...Advertisers such as Warner Brothers, Disney, Coca Cola, Gillette, and Starburst run advergames with Miniclip.com and are taking advantage of the incredible opportunities for game players to interact directly with their brands. Miniclip.com users have responded by racking up over 80 million game plays for Gillette's ‘Jet Ski' game making it the most successful advergame on the Internet. Interactivity with the elusive younger demographic is achievable on a very large scale with Miniclip.com, with the most expansive online game distribution network and the ability to guarantee an advertiser tens of millions of game plays with unlimited upside potential for their games."
...Miniclip online browser based games are the wave of the future because they're exciting, interactive and appeal across all cultures and age groups. You'll be able to play your favorite Miniclip games on computers, mobile phones and on future Internet enabled devices. You'll have access to your games, your game history and statistics across multiple devices wherever you are...Miniclip.com is known by gamers ranging in ages from 13-29 around the world as being the place for quality, high bandwidth interactive entertainment.
The largest online "In-Game Advertising" advertising campaigns available. Miniclip.com can guarantee 10 million game plays or more for an advergame!
[ visit site ]
[ http://corporate.miniclip.com/march_26_2008.htm ]
[ Showreel ]
excerpt: "As part of our continued efforts to experiment with new ways to provide value to YouTube advertisers, today we're announcing one such new product: buzz targeting...YouTube's ...algorithm...determines which YouTube partner videos are quickly becoming popular on the site and about to go viral. The algorithm looks at several factors, such as acceleration of views, favorites, and ratings activity, and then allows advertisers to target their ads specifically to these videos on YouTube.
"Every advertiser hopes that their campaign will to be the next big viral hit online, and they come to YouTube to reach the millions of video viewers who are on the site everyday," said Rajaraman. "Buzz targeting lets them do both at the same time. They associate their brand with the hottest content of the day, while reaching the most engaged users in our community."
YouTube advertisers now targeting about-to-go-viral videos. Press Release. May 13, 2008
[ visit site ]
Also see: Advertisers Get Buzzed On YouTube With New Targeting Capability. Tameka Kee. Mediapost. May 14 2008
[ visit site ]
excerpt: "McDonald's... is holding its largest sampling event this week to introduce its Southern-Style chicken biscuit and Southern-Style chicken sandwich. It plans to give out about 8 million sandwiches with purchase of a specified drink... The sampling is being bolstered with national TV spots by DDB, Chicago, and a dedicated chicken-or-the-egg website from Golin Harris and digital shop Game Agency.
Ms. Fearon [ director-U.S. marketing at McDonald's]... said the chain started to notice the tangible benefits of sampling when it gave away free chicken strips to launch the item five years ago. The result was sales that were double digits above expectations. The chain has also held a number of sampling events this year, including a two-day giveaway of its McSkillet burrito in February. McDonald's handed out 3 million sandwiches during the event, and U.S. same-store sales soared 8% following a slower-than-usual January. In the two subsequent months, same-store sales have fallen short of some rivals'... McDonald's will give away 2 million Southern Style chicken biscuits and 6 million Southern Style chicken sandwiches.
Sampling: The New Mass Medium. Emily Bryson York and Natalie Zmuda. Advertising Age May 12, 2008
[ visit site ] sub. may be required
[ http://www.whatcamefirst.com/danceoff/intro.php
excerpt: "Disney's media networks division has opened up an emerging media and advertising research lab.
Under the guidance of professor Duane Varan, a global authority on the future of TV and advertising, the facility will conduct year-round tests to evaluate viewer engagement and emotional responses to advertising across media platforms.
A 3,000-square-foot lab is being built in Austin, Texas to test a variety of advertising modes, including interactivity, split screens, brand integration, sponsorships, addressable advertising, broadband video and mobile devices. The facility will also feature a small theatre and an adjacent observation lounge.
Disney opens new media lab. Gary Rusak. Kidscreen. May 13. 2008
[ visit site ]
excerpt: "Mentos charged us with creating a buzz marketing campaign that would spread organically and be entertaining to consumers, while embodying the Mentos culture and philosophy. Our team set to work and within weeks we had hired an intern for the Mentos corporate offices outside Cincinnati, put him on a live web cam for eight hours a day and offered him up to anybody in the world as "the intern for everyone".
[ visit site ]
[ http://mentosintern.com/index_old.cfm ]
excerpt: "McDonald's Monopoly 2007 E-mail Campaign
Overall Campaign
Emails Sent = 5,530,411
Unique User Clicks = 706,400
Click Through Rate = 13%
http://bigbluebag.com/monopoly07_email/
[ visit Webby awards site ]
excerpt: "The 12th Annual Webby Awards, today named Coca Cola Happiness Factory II - the Virtual Premiere as the Best Branded Content, Interactive Advertising of 2008. Rivers Run Red, who also received two official honoree distinctions for other works, produced the entire project, from concept to machinima, in Second Life.
The Webbys, now in their 12th year, are considered the leading international awards for websites, interactive advertising and online video...
A video of the Coca-Cola Happiness Factory II – Virtual Premiere can be found at: http://riversrunred.com/video.php?id=298
From Happiness Factory case study: "A premier held in a virtual environment, with red carpets and special guests, including Avril Lavine. The audience was made up of invited guests and the press. The event was broadcasted to a real-world audience in Atlanta, with the movie of the premiere being amplified via YouTube and other distribution channels."
RIVERS RUN RED WINS WEBBY AWARD. Press Release. May 6, 2008
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[ Case study ]
"Campaign: Microsite with integration of Yahoo! Music
Description: Partnering with hip-hop artist, Ne-Yo, McDonald's and Yahoo! created a microsite where users could write the lyrics for Ne-Yo's next song. Users uploaded their lyrics and consumers voted for their favorites." Yahoo says its engagement solutions can:
[ visit site ] download "Promotions and Brand Engagement Solutions" pdf
[ http://music.yahoo.com/lyricmakers/ ]
excerpt: "He has a blog on MySpace, a Facebook profile and even his own personal email account. And now Carvel's Fudgie, the spokeswhale for the retail ice cream chain, is sending text messages too.
This is part of a mobile campaign Carvel Ice Cream launched asking consumers to text Fudgie's name to 78247 to receive a personalized text back from the whale himself. Consumers will receive a mobile coupon for a blended coffee or an Arctic Blender and entered into a sweepstakes for a chance to win a 42-inch television set.
"One of the things that's interesting about the campaign is that it has three components," said Lori Peterson, director of marketing for Carvel Ice Cream, Rocky Hill, CT. "The first is the text-to-win part, next is the mobile coupon aspect and then lastly, consumers can forward the text to their friends.
"This adds a viral element to the campaign and young, tech-savvy consumers can be great promoters of something they like," she said. "Also, we are building a database of people that we can target with future promotions... "We are targeting at the younger, more tech-savvy customer and mobile is a good way to interact with that particular demographic."
Ice cream brand Carvel breaks first mobile campaign. Giselle Abramovich. Mobile Marketer. May 12, 2008
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[ http://www.carvel.com/ ]
excerpt: "In the past years SunChips growth had come from focus on increasing frequency among a small population of consumers. Achieving the 2007 objective of growth through increased penetration required a very deep understanding of current SunChips consumers and non-consumers alike: who they are, their attitudes, how & why do they use (or don't use) SunChips, what can be done to motivate them to consider SunChips, and what ultimately defines the SunChips brand? Several key research studies help develop insights on the consumer...The SunChips Zmet (Zaltman Metaphor Elicitation Technique) Study. Understanding what defined the SunChips brand required more than just quantitative data. The Zmet study helped uncover the underlying (often subconscious) beliefs and feelings about SunChips that influence the behavior of our consumers. Consumers used metaphors and imagery that described SunChips...NeuroFocus Inc.'s brain response measurement technique further evaluated the TV ads to pin-point the key components of the ads which grabbed attention and connected emotionally. "
SunChips Live Brightly Campaign: The Power of Small Steps Enables Consumers to Live Brightly. The Ogilvy Awards. April 2008
[ SILVER: SunChips, "Small Steps" ]
[ Zaltman Metaphor Elicitation Technique ]
excerpt: "BK CITY™ puts you into the King's world and allows you to compete for the opportunity to become his personal assistant.... with a series of twelve dynamic mini-games. Can you drive The King's limo or shine The King's head? Are you up to the task of negotiating the return of The King's "Bling" that was stolen? Or are you better suited to taking orders at a Burger King Restaurant?...
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excerpt: "In a companywide upfront presentation to advertisers today in New York, MTVN cited several years worth of case studies creating custom branded-entertainment and "podbusting" content to enhance commercial retention and ad engagement...
Comedy Central's Jon Stewart and Stephen Colbert kicked off the presentation with a deliciously subversive spin on the upfront process. Mr. Stewart started by playfully griping, "I thought we didn't have to do this anymore. The writers strike was supposed to cancel this." He then cracked of his show's highly desirable 18-to-34 target audience, "They have disposable income, they trust us and we think you can exploit that." Mr. Colbert gave a shout-out to Zenith's Peggy Green, quipping in between bites of chips from his sponsor Doritos...MTVN's 300-plus digital sites attract 90 million unique visitors...[and] are looking to expand this year through strategic partnerships with Microsoft, a social-networking platform called Flux and the creation of "tribes," or vertical ad networks for major brands such as Nickelodeon's Parents Connect. MTVN also recently formed a Digital Fusion group to co-create customized digital campaigns with clients and cited a recent viral web series with T-Mobile, "Get Connected," as an early success."
Why Dove, Pepsi and LG Helped MTV With Its Upfront Pitch. Andrew Hampp. Advertising Age. May 9, 2008
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excerpt: "At its upfront presentation this Thursday, MTV will unveil a case study that industry research professionals call 'breakthrough' and 'compelling'... The online survey of 600 consumers examined in detail their involvement with MTV's hit prime-time show The Hills and also looked at perceptions of Pepsi, a key cross-platform sponsor. Network executives said the study will help them make their case in the upfront that MTVN is the place to target 12- to 34-year-olds...
As a soft drink marketer targeting kids, teens and young adults, who often think of themselves as "hip" and believe they are in the vanguard of cultural trends, Pepsi tries to create a brand perception linked to "coolness," and one that it is in touch with youth culture.
According to John Vail, director, interactive marketing group, Pepsi-Cola North America... Pepsi has embraced just about every media extension MTV has offered, including ... its dive into the virtual world...
Last year, MTV expanded its virtual world to include its hit prime-time series The Hills. Pepsi joined as a sponsor, creating a category-exclusive, branded-content program there that included Pepsi vending machines that characters could pump their virtual coins into to buy a drink to quench their virtual thirst. Avatars could also acquire Pepsi-themed clothing.
And now, with the new research that deconstructs usage and engagement by consumers to different digital platforms, including, for the first time, virtual worlds... Viewer engagement increases dramatically for programs and their sponsors the more platforms that fans have to interact with...
Among the findings was that Pepsi's positive brand image traits increased dramatically among fans who not only watch the show but browse The Hills content online, where Pepsi runs 30-second spots and banners. Positive brand image increased even more among fans who played in The Hills virtual world as well...
And Pepsi's products were a hit with participating consumers in MTV's virtual world. The soft drink was the top-selling product in 2007, moving more than 110,000 cans that were virtually recycled and used more than 650,000 times. The cans were also seen in use over 2.4 million times by 85 percent of the user base, according to the study. "Those are very high numbers," said Pepsi's Vail. "To have people in-world using their virtual MTV bucks to buy Pepsi at those rates was amazing to us."
MTV research links cross-platform marketing to brand affinity among Web users. Steve McClellan. Adweek. May 5, 2008
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"The One Show awards advertising's best work in print, radio, television, design, interactive and new media." (May 5-9, 2008)
Gold Award
Innovative Use of Media - Interactive/New Media: Campaign
Xbox Games: Sneak King; Pocket Bike Racer; Big Bumpin'
Client
Burger King
Agency
Crispin Porter + Bogusky / Miami
[ view ]
Merit Award
Integrated Branding Campaign
Whopperettes Integrated
http://www.cpbgroup.co...
Client
Burger King
Agency
Crispin Porter + Bogusky / Miami
[ view ]
Silver Award
Business to Consumer
Whopperettes.com
http://www.cpbgroup.co...
Client
Burger King
Agency
Crispin Porter + Bogusky / Miami
[ view ]
excerpt: "NBC's "The Office" took a left turn in taking the name Wendy to a different place. Michael is attempting to connect with a girl name Wendy for a date. "A juicy redhead," he thinks. He calls and asks to speak with her.
"Dude, this is a Wendy's restaurant." Michael is perplexed and thinks fast: "OK. Could I have a frosty and a baked potato, please?"
"You have to come to the restaurant and order food," says a huffy fast-food staffer."
Brandtique: Autism, Starbucks, Wendy's, Cosmo Girl. Wayne Friedman. Media Daily News. May 2, 2008
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[ more about the Wendy's placement ]
excerpt: "Application-to-Person (A2P): This type of inventory includes SMS and MMS messages sent by a business or other organization/ entity via an automatic application to a consumer's mobile phone...Doritos/Frito-Lay invited consumers to text unique codes found inside product packaging to the campaign's short code, in order to win prizes. The objective of this campaign was to drive Doritos product sales."
Mobile Advertising Overview. Mobile Marketing Association. April 2008
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excerpt: "Arby's is letting consumers act in its ads. The company is extending its "Rescue Brigade" campaign, launched earlier this year, with the Web-based element, in which consumers can upload audition material...The first effort under the "Rescue Brigade" Arby's has a deal with Yahoo to feature the brigade on high-traffic pages.
Consumers can upload the videos as auditions to arbysrescuebrigade.com to vie for a role in a forthcoming Arby's commercial and free Arby's food for a year. The video contest runs now through June. "
Arby's Rescue Brigade Seeks Consumer Member. Marketing Daily. May 2, 2008
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[ Link to Rescue Brigade video ]
excerpt: "April 30, 2008 – Today, Godiva Chocolatier announces the introduction of Godiva Mobile, a new application that provides access to Godiva's best selling products, which are updated daily to keep content fresh...Godiva Mobile was designed to overcome the inherent shortcomings of the mobile web as a way to purchase goods and build intimate customer relationships. Godiva Mobile is a device-resident application that includes Godiva's best selling products and can integrate with other applications on a BlackBerry smartphone, including the address book and mapping applications. The result is a transformative user experience that allows consumers to purchase products by simply scrolling and clicking...
Godiva Mobile includes the following user-inspired features:
Godiva Chocolatier Gives Customers the Ability to Purchase Anytime, Anywhere with "Godiva Mobil. Press Release. April 30, 2008
[ visit site ]
http://www.godiva.com/mobile
excerpt: "KFC is once again using subliminal messaging in its advertising to boost interest in its brand. This time, the message won't just past below the normal limits of perception, people are being asked to seek it out for chance to receive a free Snacker sandwich.
A special image is hidden inside the latest TV spot promoting the Snackers. The first 1,000 people who spot the image and fill out the form at http://www.kfc.com/snacker/ will receive a coupon for a free sandwich...
The prize includes one of four varieties of the 99-cent Snacker—Buffalo, Ultimate Cheese, Honey BBQ and Crispy.
Online marketing, P-O-P displays and PR support the campaign.
KFC Hidden Image Pushes Snacker Products. Amy Johannes. Promo Xtra. May 2, 2008
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excerpt: "Virgin Mobile USA has teamed up with Burger King Corp. and Warner Music Group (NYSE: WMG) to bring music-loving customers more of the tones they want – at a price that will make mouths water. For a limited time, Virgin Mobile USAis bringing the popular BK™Value Menu concept to the mobile channel, delivering a selection of hot ringtones from artists like Mana and Flo Rida at $1.00 a pop.
The Virgin Mobile Ringtone Value Menu powered by BURGER KING® allows Virgin Mobile USAcustomers to choose from a list of available options via the VirginXL WAP deck...he WMG artists featured were chosen to appeal to a wide range of music tastes and also include Buckcherry, Casa De Leones, Danity Kane, Estelle, War, Group 1 Crew, James Otto, Plies, and more.
"With prices going up on everything from gas to food, our customers are always looking for ways to save anywhere," said Ron Faris, Director, Brand Development & Partnerships, Virgin Mobile USA. "Given that both Virgin Mobile and Burger King are committed to giving consumers value and choice for their dollar, this promotion is a perfect fit for our two brands."
Virgin Mobile USA and Burger King Corp. Offer Customers Hottest Ringtones from Warner Music Group. May 1, 2008
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Virgin Mobile/BK site: http://web.virginmobileusa.com/stuff/ringtone-value-menu
"Deliver fun and compelling branded content and advertainment that will extend your brand to the consumer's most personal screen-their mobile phone. Brand content such as video, images, music, games, advertisements, physical merchandise and more can be distributed worldwide using an integrated enterprise grade CMS.
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excerpt: "The Mobile Marketing Association (MMA) (www.mmaglobal.com) today announced its 2008 North American Board of Directors...The new board will be chaired by Tom Daly of The Coca-Cola Company.
"The MMA is the only global industry association serving the entire mobile ecosystem, including marketers, agencies, operators, content providers and technology providers," Daly said. "It's an honor to serve in such an instrumental role and I look forward to helping the MMA and its membership continue to build the MMA's leadership in the North American market."
The MMA North America Executive Committee members for 2008 include:
* Chairman: Tom Daly, Group Manager, Strategy & Planning, The Coca-Cola Company...The Board of Directors, includes the following elected, honorary, founding and sustaining members [partial]: Treasurer: Michael Bayle, Senior Director, Global Mobile Monetization, Yahoo!; Amanda Richman, SVP, Director of Digital Services, MediaVest USA; Diana Pouilot, Director of Mobile Advertising, Google, Inc; Greg Clayman, EVP, Digital Distribution and Business Development, MTV Networks; · Matt Champagne, Director, Product Management, Microsoft (MSN & Windows Live);Jordan Berman, Executive Director of Media Innovation, AT&T Mobility.
Mobile Marketing Association Names 2008 North American Board Of Directors
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excerpt: "Coke may not have found its winning online formula, but that hasn't stopped it from trying. Other efforts have included promotions on YouTube to send video holiday cards, a promotional stint on Second Life and an ongoing virtual world called CC Metro. It also has rolled out three more Facebook applications, including a nightlife-themed app, Burn Alter Ego, to promote its energy drink sold in the U.K...
"We're learning in the social media space what level of branding is appropriate," she [Carol Kruse, vp of global interactive marketing at Coke] explained...One of Coke's latest ventures is its CocaCola Conversations blog (coca-colaconversations.com), launched last January after two years of blog monitoring to see what was being said about the brands. (On a typical day, per Adam Brown, director of digital communications at Coke, the company's products would be mentioned 2,000-2,500 times.)"
Coca-Cola Hunts for Social-Net Formula. Brian Morrissey. Adweek. April 7, 2008
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excerpt: "... mobile advertising expenditures in the Japanese market in 2007 increased by almost 60% compared to the previous year...For the first time ever, online advertising expenditures (¥ 443.6 billion, ca. USD 4.1 billion) exceeded combined radio and magazine advertising expenditures...Both Coca Cola and NIKE ran major campaigns on a site called mobagetown, which since about late 2006 has been, handsdown, the most popular mobile site in Japan.
The site operates on a model of free browserbased flash games, social networking and avatars that users can dress up from a choice of more than 10,000 digital items. These can be purchased with a virtual currency obtained by clicking on ads, and registering with or shopping on affiliate sites... In Coca Cola's case, a fully branded version of mobagetown was created. This was only accessible to mobagetown members who also had an Coca Cola Mobile member account or signed up for one. Once in, users were able to play Coca Cola-branded games, use promotional Decomail elements (graphicheavy mobile HTML mail with animations) and obtain exclusive Coca Cola avatar items. The campaign was a massive success, with more than 1 million users signing up to Coca Cola Mobile over the course of the four-week campaign run. It generated 185 million page views, 350,000 users became "friends" with the Coke avatar, and 190,000 comments were left on the Coke character's blog. And the campaign clearly lives on - almost one year later, users still sport the brand's virtual clothing online."
21st Century Mobile Marketing Global insights into the world's most advanced mobile market: Japan. Christopher Billich, Infinita Inc. March 19, 2008
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excerpt: "Coca-Cola España, Telefónica Móviles España (TME) and Buongiorno have created the first mobile community in Spain to allow every customer with a WAP-enabled MoviStar device or i-modeT to surf 'Moviminiento Coca-Cola' from their mobile. 980,000 users registered Coca-Cola Community and can access all the services provided on www.cocacola.es, including chats, forums, price-led campaigns, SMS messaging, downloadable wallpapers and ringtones and digital gadgets for mobiles."
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excerpt: "Mars Snackfoods U.S. is rolling out a campaign to support the latest action adventure film, "Indiana Jones and the Kingdom of the Crystal Skull."
Limited-edition, movie-themed M&M's and Snickers candy, a themed Web site...will all hype the film...
The campaign also includes an interactive component. Visitors to http://www.mms.com can embark on quests of their own. The site features online games where players face precarious situations with, quicksand, snakes and flaming doors. People can also watch the movie trailer and download themed wallpaper."
Mars Snackfoods Supports ‘Indy' Film. Amy Johannes. Promo Xtra. April 29, 2008
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(Mars site): http://www.mms.com/us/indianajones/home.jsp
excerpt: "To reach Hispanic Gen Yers, marketing strategies should reflect their "bi-dentity," according to a new report. One in five U.S. teens is Hispanic... today's young Latinos "literally have one foot in each culture..."It's a mix-and-match lifestyle . . .
It's the same as the person who orders a hamburger, but with jalapeños," said Christy Haubegger, brand manager at Creative Artists Agency, Los Angeles, which co-authored the report with The Intelligence Group...Pepsi, for example, has made a significant push in music programming since it's such an integral part of the Hispanic and youth cultures..."
Research: Report: McD's, Pepsi Score Best With Young Hispanics. Della de Lafuente. Mediaweek. April 21, 2008
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excerpt: "Burger King Corp. has launched its first mobile game as part of an effort to reach out to its target audience.
The fast-food giant's BK City mobile multi-level game has three distinct worlds and 12 progressively challenging mini-games. Mobile content developer Mobliss Inc. created the game.
"Burger King is always looking for new and interesting ways to engage with their core audience and we know that our core consumer is into mobile gaming," said Heather Krasnow, spokeswoman at Burger King, Miami. "So it's a way to interact with them and be relevant in the space they live."...
The gamers navigate through the King's three favorite hangouts – a Burger King restaurant, the King's mansion and BK City – encountering Whopper sandwich builds and squirting ketchup through the air.
Each successful navigation earns points and advancement to the next level.
For example, in "Flip My Bun," gamers can test memory skills by flipping a bun and matching ingredients to build sandwiches as quickly as possible.
Another game, "Fry Assault," challenges virtual employees to catch falling French fries and onion rings before time runs out.
Also, those playing the "King's Bling" can save the day and recover the King's stolen jewels. In fact, gamers race against the clock to make enough money to replace the King's jewels.
...The package is available for download by texting KING to the 90210 short code for a monthly subscription fee of $2.99.
Burger King launches first mobile game. Mickey Alam Khan. Mobile marketer. April 22, 2008
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excerpt: "Pizza Hut Inc.... breaks its