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social marketing

PGA Hits the Links with TaylorMade on Twitter

Posted by Mark J. Miller on February 16, 2012 10:21 AM

Before Tiger Woods came on the golf circuit and livened things up on and off the course, professional golf was decidedly unhip. The Professional Golf Association wasn’t exactly known for getting involved in anything that might have been labeled “young” or “cool.”

Times have changed, of course. Tiger’s star may be fading, but the PGA isn’t planning to give up all those new markets that Woods and friends opened up for the organization. The PGA wants to keep that young, vibrant beat going. And it’s using social media to help. This week, the PGA Tour got its first branded Twitter hashtag, #driverlove, which is being worn on the hats of players at the Northern Trust Open in California, as Mashable notes.

#driverlove tees off on golf gear manufacturer TaylorMade’s “larger campaign that plays off the special connection that some players feel with their clubs.” The brand's driverlove.taylormadegolf.com microsite is showcasing fans' tweets and twitpics of their beloved Taylor drivers using the #driverlove hashtag.Continue reading...

social marketing

#WhatWorks for GE CMO Beth Comstock? Collaboration to Spur Healthcare Innovation

Posted by Shirley Brady on February 14, 2012 05:55 PM

Above, GE Chief Marketing Officer Beth Comstock discusses the "great mash-up" — the collaboration between big companies, start-ups, government and academia driving healthcare breakthroughs, as GE demonstrated in the "big data" elements of its Super Bowl campaign. Feel free to follow and join in the conversation via the #WhatWorks hashtag on Twitter.

social marketing

Dove Wants to Be Your Tweetheart

Posted by Sheila Shayon on February 14, 2012 11:01 AM

In honor of Valentine's Day, London's Victoria Station is hosting an interactive billboard (which it's calling a ‘tweet screen’) to engage the public through February 19th. Over the seven-day run of the interactive campaign, Dove will post a question on the JCDecaux large-format Transvision screen in the path of 350,000 commuters daily.

The public is invited to respond via tweets using the #DOVELOVE hashtag or by SMS DOVELOVE to 60002 or via the Dove Facebook page at Facebook.com/dove.

On Monday, the question was, "What makes you feel beautiful?" with responses sent via Twitter or SMS posted on the screen. Today, on Valentine's Day, the question is: "What do you love about your Valentine?" with Dove brand ambassadors handing out white tulips.Continue reading...

social marketing

Kraft Runs #VoiceofLove Valentine's Day Promotion with Ted Williams

Posted by Shirley Brady on February 13, 2012 10:01 AM

Here's another novel Valentine's Day promotion — Kraft is running a Twitter-based campaign with brand voice Ted Williams. The "homeless to Hollywood" voiceover phenom is reading fans' Valentine's Day Tweets tagged #voiceoflove and for every tag, Kraft will donate 100 boxes (up to 100,000 in total) of Kraft Macaroni & Cheese to Feeding America. Check out one example below and more on KMC's YouTube channel.Continue reading...

social marketing

#Pinning: Brands Get Pinteractive and Engaging on Pinterest

Posted by Sheila Shayon on January 24, 2012 02:02 PM

Pinterest, the virtual pin board at the crossroads of social and style, covered here in December when the buzz was reaching fever pitch, has burgeoned into a marketplace for consumer brands, offering a visual and demonstrable platform for engagement.

A wide range of major brands are using Pinterest to engage fans through social curation and as an online focus group to see what clicks with consumers, including:Continue reading...

social marketing

Groupon’s Ends Post-IPO Quiet Period Loudly

Posted by Mark J. Miller on December 8, 2011 05:04 PM

Groupon Inc. went public in November and finished up its post-IPO quiet period by proclaiming, loudly. The group deal purveyor sent its never-shy CEO, Andrew Mason, out to complain about how the media is always negative.

"The anecdotes that get picked up in the press are examples of plane crashes just being more interesting and more media-worthy stories than the safe landing," Mason stated at the recent Credit Suisse Technology Conference, according to the Chicago Tribune.

While Mason said that Groupon “maniacally” surveys its merchants to be sure that it is providing value to them, it also is still “figuring out what sort of capacity is appropriate for various merchants,” the Tribune reports.

Indeed, the company has been on the outs with merchants such as those participating in a lawsuit claiming illegal altering of contracts. Groupon also appears to be expanding from its small business roots, partnering with major brands such as KFC in Hong Kong, just as rival LivingSocial (now seeking $400M in funding) has done with McDonald's.

social marketing

Old Spice MANta Claus, Day 2: A Billboard for Billings

Posted by Shirley Brady on December 6, 2011 04:07 PM

Old Spice kicked off day 2 of its social gift-giving holiday campaign with a video gift to the residents of Billings, Montana, who apparently can now check out a billboard thank you, too. W+K started marketing the return of Old Spice Man Isaiah Mustafa in earnest today, buying space on Yahoo (see below) and other highly trafficked websites.Continue reading...

social marketing

Chevy Lends Sonic to Those with Klout

Posted by Dale Buss on November 30, 2011 11:55 AM

Chevrolet is teaming up again with Klout, the ranker of "social influence." This time, GM hopes to plant seeds of enthusiasm with some of Klout's highest-rated social-media mavens about the new Chevrolet Sonic subcompact car that is being launched these days.

As part of the social marketing cross-promotion, Chevy will pay Klout an undisclosed sum to arrange three-day loans of its new American-made car to people with a Klout score above 35 in five cities. The Klout selectees won't be obligated to write something positive about Sonic or actually anything at all, though Chevrolet has to make sure the recipients of its largesse report the transaction under recent FTC guidelines covering bloggers and other social-media acolytes.

The brand is hoping for magic similar to what it achieved earlier this year when GM lent Volt to 20 Klout-approved participants; all but one complimented the car in their blogs.Continue reading...

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