Best Global Green Brands 2014

social marketing

Heineken Embraces Second-Screen Trend with New Mobile Push

Posted by Sheila Shayon on April 24, 2013 02:45 PM

Dutch brewing giant Heineken is jumping into real-time "second-screen" experiences with a social media strategy targeting consumers on mobile devices. 

"We're working on projects at the moment that are building on consumer behaviour rather than interrupting it," Jeremy Brook, head of digital strategy and media innovation at Heineken told the UK's Marketing Week.

The brewer acknowledges mobile as a "gamechanger" and is offering marketers a chance to join in on the conversation with consumers through branded gaming and interactive events, like a game that allows users to interact with a live UEFA Champions League match or while in attendance at the Ultra Music Festival.Continue reading...

social marketing

Head & Shoulders Teams With Old Spice for #Whiff Campaign

Posted by Sheila Shayon on March 29, 2013 06:22 PM

Head & Shoulders is... head and shoulders above the competition in its latest “Season of the Whiff” campaign breaking April 1, selling flake-free hair with a sweet but manly scent.

The Procter & Gamble brand, along with "Mane Man" Angels of Anaheim pitcher C.J. Wilson and his teammate Josh Hamilton, are challenging men “to take a whiff of what a double dose of confidence smells like” for the launch of new Head & Shoulders with Old Spice—the official shampoo of Major League Baseball for the past three years.Continue reading...

social marketing

Annie’s Launches "Share Something, Get Something" Campaign

Posted by Sheila Shayon on March 1, 2013 02:22 PM

It’s the authentic, organic kind of success story that makes everybody happy. Annie’s, maker of organic food and snacks, marketed under the tagline, “We make good,” just joined the ranks of digital marketers with a social media campaign true to the core of their brand message.

“Part of our corporate philosophy is doing well and doing good at the same time,” comments Sarah Bird, Annie’s SVP marketing and “chief mom officer.” “We’re hoping to seed a conversation about doing good.”

The video, which can be viewed on Annie's Facebook, shows a woman encouraged to tweet hashtag #sharegood to “get something good.” Post-tweet, (spoiler alert) a series of surprising events begins, such as a man in a bunny suit jumps out with a bowl of Annie’s mac and cheese for the woman to eat. Upon eating, a group of magicians appear and perform street theater while the woman is encouraged to shout “Something Good!” which triggers a musical performance from the back of a truck. 

The macro message, “Share something good to get something good,” starts with sharing the video on Facebook or Twitter, which generates a "thank you" and a stream of cute bunny videos, because hey—who doens't like bunnies? Continue reading...

social marketing

Oreo Continues Its Ascent to Social Media Fame

Posted by Mark J. Miller on February 27, 2013 06:14 PM

When an ad for a cookie contains a "Do Not Attempt" disclaimer, you know you've got marketing gold. 

As the Super Bowl went dark for nearly half an hour, the Oreo employees tasked with handling the brand’s social media during the game went quickly to work and came out with a tweet that won the company major kudos. “Power out?” it asked. “No problem. You can dunk in the dark.”

Oreo has since been showing its social strength, launching a “Cookie vs. Crème” debate on Instagram that encourages consumers to post images that lets the world know which side they fall on. That battle also raged on its Twitter and Facebook pages and is now being followed up on the brand’s YouTube page with a series featuring four inventors who have created “high-tech, robotic-like machines that divides the two for maximum cookie enjoyment,” Mashable reports.

The first inventor to be featured is physicist David Neevel, who explains his position in a monotone while his Rube Goldberg-esque machine gets the separating done. The following three inventors will each be introduced to the world in the next two weeks. The hope is to not only create a hunger for the cookie but for the brand to add some YouTube followers as well. "We are continuously looking at YouTube as a means to share Oreo video content to keep our fans engaged and excited," Janda Lukin, Brand Director for Oreo at Mondelez, told Mashable.

The YouTube channel, which has about 9,500 followers, has got some catching up to do. Oreo’s Facebook page has 32 million likes and its Twitter page has more than 77,000 followers. Of course the YouTube numbers could follow what happened to Oreo’s Instagram followers, which went from 2,200 before the Super Bowl to 87,000 after the game ended. Touchdown! Continue reading...

social marketing

Ford Restarts Fiesta Movement on Social Media With More Focus on Sales

Posted by Dale Buss on February 19, 2013 09:05 AM

Three years after its Fiesta Movement campaign wrote a new playbook for social-media marketing, Ford is launching a "Social Remix" for the 2014 Ford Fiesta that it hopes will represent a similar advance—and sell more cars—through an industry-first paid-media campaign that is completely crowdsourced.

Scott Monty, global head of social media for Ford, is unveiling the Fiesta Movement remix at a Social Media Week panel in New York this morning. Monty told brandchannel before the session that "we're taking the core idea of Fiesta Movement, which is still a very solid concept, and taking it to the next level."

The automaker is introducing the new Feista through a multichannel campaign that will be entirely crowdsourced by consumers. Also, in an echo of the original Fiesta Movement year-long campaign that gave new Fiestas to bloggers and other online influencers ahead of the car's 2011 debut, Ford is once again seeking 100 "social influencers" to convey the "unique personality and attributes" of the attributes of the new car — but "in an entirely different way," as the automaker stated in a press release.Continue reading...

social marketing

KLM Makes Travel More Social With Crowd-Sourced Map

Posted by Sheila Shayon on February 13, 2013 12:35 PM

KLM Royal Dutch Airlines is amping up its digital engagement with KLM Must See Map, a friend-sourced destination map that combines social and print. 

Users create a map for a destination and ask friends for travel tips via Facebook, Twitter and email. Facebook check-ins show which friends have already visited the destination, their tips on favorite places and their locations. You can add your own tips, then order a copy of the map in print and receive it for free.

Up and running in 24 countries, the application comes from Dutch agency Code d’Azur. “One of the biggest challenges was to ensure that the physical map was a perfect representation of the destination, with the tips provided by friends,” said Nik Nieuwenhuijs, Code d’Azur.Continue reading...

social marketing

Social Media Marketing: Tumblr Touts Its Value to Its Users and Brands

Posted by Sheila Shayon on January 14, 2013 02:09 PM

In the heated battle for digital and social loyalty, Facebook is squaring off against Tumblr, which is growing in size and as a platform for brands to have a different kind of voice, one that relates better to millennials in particular: more tongue in cheek, a little more freewheeling and more visual.

With more than 80 million blogs across its network, Tumblr is inspiring online (recently passing "blog" as a search term on Google) and offline buzz, as witnessed in a flurry of Tumblr to book publishing deals, such as Suri's Burn Book.

The microblogging site has hired a full-time literary community manager, Rachel Fershleiser, to help connect Tumblr bloggers to agents that could lead to a book, TV, radio or web deal — or some combination of those platforms. "I'll give them advice or I'll take a look at their book proposal," Fershleiser commented to the PBS MediaShift blog. "Sometimes I'll pass something along to an agent. Tumblr gives them a place to put their work and if it's great, we will get it discovered."

While clearly embraced by the younger creative community, Tumblr founder and CEO David Karp faces the task of monetizing its success by working with brands and marketers while not turning off its user base. Karp isn't a big fan of advertising, so he's looking for subtle ways to engage brands and his community.Continue reading...

social marketing

CES 2013 Watch: Samsung Crowdsources #WeAllShare Short Film

Posted by Shirley Brady on January 8, 2013 04:04 PM

Samsung's marketing team is inviting the public to contribute to "We All Share," a crowdsourced film that it plans to unveil in a live premiere at CES on January 9th at 2pm EST:

"Embark on a global film experience and discover what common bond brings us all together. Tell us 'what does sharing mean to you?' by tagging Twitter or Instagram pics with #weallshare and learn more at weallshare.samsung.com."

Watch the trailer below, and Samsung's other 2013 CES videos on its YouTube channel.Continue reading...

elsewhere on brandchannel

1 2 3 4 5 6 7 8 9
brandcameo2014 Product Placement Awards
Apple loses its crown to a new #1
Coca-ColaIt's the Journey That Matters:
Coca-Cola Opens Up With Story-Based Web Refresh
debateJoin the Debate
Is product placement a waste of money?
Arthur Chinski and Joshua Mizrahi
Model Behavior? Brands Beware
U.S. Legal Changes Impact Use of Brand Ambassadors
paperCorporate Citizenship in Canada
Fresh thinking from Interbrand
Sheryl Connelly
Sheryl Connelly

Meet Ford's Resident Futurist
MetaluxuryMeta-Luxury
Brands and the pursuit of excellence

Advertisements