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"

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

social marketing

Buick is Pinning and Winning (with a Dash of Tumbling, Too)

Posted by Sheila Shayon on December 13, 2012 04:58 PM

The 2013 Buick Encore is powered by a 1.4L turbocharged engine, has an EPA-estimated 33 mpg highway fuel economy, and standard six-speed automatic transmission with front-wheel drive. It also features personalized technologies well-suited to the desired demo such as Intellilink and QuietTuning with Buick’s first use of Bose Active Noise Cancellation. 

That's all well and good, but it's not very exciting to non-car buffs. So how to excite the social web with those features? Excite bloggers to become inspired by the brand and become social ambassadors, for a start. With 71% of Pinterest’s nearly 25 million users under the age of 45, (50% age 25-44), the “Pinboard to Dashboard” program has generated 17 million plus unique visitors, followers or users across Pinterest, Facebook, Twitter, Instagram and blogs.

“Knowing the Encore’s target audience spends a great deal of time online, and on Pinterest, we created a social strategy to reach them where they ‘live’,” said Lloyd Biermann, Buick Crossovers marketing manager. So In October, Buick selected 10 influential design, fashion and food bloggers to create pinboards on Pinterest showcasing how the all-new Encore speaks to their personal style and life passions.Continue reading...

social marketing

From Perfume to Hot Dog Pizza, Pizza Hut Canada is Winning Facebook

Posted by Shirley Brady on December 5, 2012 04:19 PM

Pizza Hut Canada thrilled its Facebook fans by whipping up a batch of limited-edition perfume and sending it to the first 100 to raise their wrists — with a new batch on its way — while sending one lucky follower an original cartoon on the inside lid of a pizza box (check 'em both out, below).

Now the brand's Canadian marketers are rolling out (no joke) a hotdog-stuffed pizza crust, previously tested in the UK, from Dec. 4 to Jan. 7. Only in Canada, eh? Pity.Continue reading...

social marketing

#My2K Hashtag Campaign Spurs Twitter Townhall Fiscal Cliff Debate

Posted by Shirley Brady on November 28, 2012 12:06 PM

In July 2011, President Obama warned House Majority Leader Eric Cantor that he would pressure Republicans to compromise and make a deal by "going to the American people" in order to avoid the so-called fiscal cliff, and he's doing just that.

The White House (with more than 3 million Twitter followers) and Obama (with 23.9 million followers) created a trending topic on Twitter today by promoting the #My2K hashtag to rally support for the president's call for legislation before the year-end fiscal cliff deadline for former president George W. Bush's tax cuts package.

Obama is stepping up his effort to get Americans to lobby their elected representatives to pass the middle class tax cuts, personalizing the message with "My 2K" as a reference to the $2,000 (well, $2,200) that may be coming out of their pockets: "If Congress fails to act before the end of the year, every American family’s taxes will automatically go up. A typical middle-class family of four would see its taxes rise by $2,200 starting in 2013."Continue reading...

social marketing

Social Marketing for Brands: Tweet Smarter, Not Harder [Infographic]

Posted by Shirley Brady on November 28, 2012 10:57 AM

Kudos to Untypical Marketing (aka Joe Schaefer, a one-man web/mobile marketing band based in Albany, NY) for his "Tweet Smarter" tips for brands, which we share below but encourage you to click here and share his short, sweet and helpful infographic — which is pretty much the secret to making Twitter work for you.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
Highlighting the Present—and Future—of Branding in Latin America and Iberia