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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

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...

social marketing

Citroën Woos Back-Tweet Drivers to ‘Twitter Race’ for a New DS5

Posted by Sheila Shayon on November 15, 2011 05:00 PM

Euro RSCG Amsterdam and Perfect Fools have created the world’s first Twitter Race as part of the brand's Citroën DS5 launch marketing activities.

The social media race starts November 17 in Amersfoort, Netherlands, offering Twitter users the chance to win a new Citroën DS5 by being the most persuasive tweeters and directing the car driver’s to their location — no easy feat in 140 characters.

The tool aggregates real-time tweets, navigating the car on the one-day user-led tour around the Netherlands. Citroën fans worldwide can participate on Twitter by using the #ds5race hashtag, while a live videostream from inside the car will broadcast on the Citroën NL Facebook page.

Dutch TV and radio host Froukje de Both is the driver, and a co-pilot will instruct her, via Tweets, where to go. When the time is up, the car will stop, and Froukje and her co-driver will step out displaying a sign with the final Twitter message; the first re-tweeter wins the Citroën DS5.Continue reading...

social marketing

Altoids Opens Hall of Curiosity on Tumblr and eBay

Posted by Michael Waltzer on November 14, 2011 04:30 PM

In the world of Altoids, you can't be curious enough. Which is why, with the help of Energy BBDO, the brand is inviting fans to explore the Altoids Hall of Curiosity. The site includes a back story on how "Once upon a time a there were Altoids.

A mint so strong, it changed the course of history forever (and ever and ever.)" Historical relics from Altoids' "curiously strong" past are on display and also available on eBay for auction to the highest bidders.Continue reading...

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