Posted by Shirley Brady on February 1, 2012 12:23 PM
Are cereal boxes "platforms for content"? So argues Mark Addicks, the chief marketing officer for General Mills, who walks USA Today's Jefferson Graham through the addition of QR codes and augmented reality to the company's cereal brands. Betty Crocker, by the way, is another digital/social platform for the company. "There's never been a time like this," observes Addicks, a 23-year veteran of the company. "Because of the digital technology that resides in people's hands … we can now deliver content that engages and enhances the experience. Before, we had to rely on a 30-second TV ad."Continue reading...
Posted by Sheila Shayon on October 20, 2011 01:13 PM
PepsiCo and its Frito-Lay subsidiary are on notice for “engaging in deceptive and unfair digital marketing practices in violation of Section 5 of the FTC Act” for online marketing campaigns that may seem tame compared to the new Take This Lollipop Facebook-stalking campaign.
The complaint — filed by the Center for Digital Democracy (CDD), Consumer Action, Consumer Watchdog and The Praxis Project — focuses on Frito-Lay's no longer active digital campaigns for Doritos under the "Snack Strong Presents" branded entertainment banner.
Specifically cited in the complaint to the FTC: the online game Hotel 626 (which launched in 2008) and sequel Asylum 626 (launched in 2009), plus the Doritos Late Night concert series which last year released a Rihanna tie-in. According to the complaint, these efforts and related digital marketing are claimed to “target teens through a variety of stealth interactive marketing and data collection techniques involving social media, immersive multi-media content, mobile phones, and gaming platforms.”Continue reading...
Posted by Sheila Shayon on October 10, 2011 03:29 PM
What could bring under one tent, Scripps Networks, the National Hockey League, Cox Media Group, InvestingChannel and Martini Media?
Crowd Science and their CITRUS audience measurement, segmentation and targeting publisher’s platform, just unveiled at the 2011 IAB MIXX Conference & Expo in New York.
CITRUS aggregates the data in a single closed-loop, first-party solution that leverages a publisher’s own data and converts low-value run-of-site ad inventory into premium-branded segments.
“Publishers are in desperate need of solutions that help them monetize more of their valuable audience,” says Corey Leibow, Crowd Science CEO. “CITRUS gives publishers back ownership of their audience data so they can increase ad sales and grow CPMs. In turn, their advertisers are able to find more of the valued segments they seek and improve campaign performance.”Continue reading...
Posted by Sheila Shayon on June 17, 2011 10:00 AM
Since Heineken’s latest commercial, “The Date,” debuted in late May, it has racked up more than 2 million views on YouTube, with no plans for television broadcast until September.
It’s all, of course, part of the brand’s strategy to use digital to attract younger (or at least, young at heart) consumers.
Alexis Nasard, chief commercial officer at Heineken International in Amsterdam, told the New York Times that brands must “think digital at the inception, not as an afterthought…the digital element must be part of the brief and the creative presentation.”Continue reading...
Posted by Shirley Brady on June 16, 2011 02:30 PM
As part of its global "Visual Life" campaign, Intel has launched what it's calling a first of its kind YouTube interactive: The Escape, an "immersive, impactful interactive experience that draws users into a new world of visual possibilities with Intel."
The YouTube experience (tagline: "Escape to a new world of visual possibilities") integrates with the user's Facebook profile (although non-Facebookers can participate), the viewer is drawn in as a participant in a cinematic thriller, taking part in the adventure by solving puzzles and following along with the action (the camera is from the user's point-of-view).Continue reading...
Posted by Sheila Shayon on June 15, 2011 12:30 PM
Hearst Magazines Digital Media unit is now the the first publisher to launch a scalable social platform for thirteen of its brands with Buddy Media on Facebook, making it the largest publisher presence on the Buddy Media Platform.
Buddy Media will power Hearst’s ‘sapplets’ — branded social media applications — a boon for advertisers that extends content from participating brand sponsors and drive e-commerce traffic.
The ‘sapplets,’ available on Facebook in July (with additional roll-out in August) cover 13 Hearst media properties including Cosmopolitan, Seventeen, RealBeauty.com, Redbook and Marie Claire, marking the latest foray in Hearst's increasing digital marketing prowess.Continue reading...
Posted by Shirley Brady on June 8, 2011 06:30 PM
Perrier is in the midst of an interactive marketing campaign — one that comes, naturally, with a twist. In what's being billed as a first, the French beverage brand has opened Le Club Perrier on YouTube. As the screenshot above indicates, as more people watch, more of the online experience is revealed.Continue reading...
Posted by Shirley Brady on May 2, 2011 01:00 PM
Hotels.com is extending its Clay Yourself digital avatar campaign with a social entertainment experience to woo Facebookers to engage with the brand.
Billed as three wild nights and featuring b-list celebs, the mildly risque "Trip Your Face" experience combines elements of the OfficeMax Elf Yourself campaign, Perrier's digital tease with Dita Von Teese and ties into pre-Hangover 2 buzz, without being overtly related to that movie's plot or characters.
The Expedia-owned site's new Trip Your Face website is the hub for an interactive journey that starts when visitors select one of three destinations (New York, Paris or Las Vegas) and upload their Facebook photo plus profile photos of up to three friends to participate in the fun.Continue reading...