no kidding around

As Digital Marketers, Girl Scouts are Smart Cookies

Posted by Sheila Shayon on February 24, 2011 11:00 AM

Don't be fooled by that cute kid bearing a box of cookies and a big smile: the rebranded Girl Scouts are social marketing ninjas.

Consider that there is a standalone website, YouTube channel, a Flickr group, and Facebook page for Girl Scout Cookies. No wonder today’s digitally savvy 9 year-old Girl Scout can sell 400 boxes of Thin Mints in an hour.

Using Facebook, an iPhone and e-payment service Square, Facebook global policy manager Jud Hoffman’s daughter Greta and a few friends did just that.Continue reading...

brand revival

Calvin Klein Relaunches CK One as Lifestyle Brand

Posted by Shirley Brady on February 23, 2011 02:00 PM

With its men's and women's autumn/winter 2011 runway shows and New York Fashion Week out of the way, Calvin Klein is turning its attention to reviving one of its older sub-brands. On March 1st, it will relaunch ck one (introduced in 1994 with a unisex fragrance) as a broader lifestyle brand.

It will expand from perfume to include jeans and underwear — which model Lara Stone gives a glimpse of in a teaser spot, above, shot by another icon of the era: photographer Steven Meisel.Continue reading...

digital marketing

Hotels.com Invites Fans to Come and Clay

Posted by Sheila Shayon on February 21, 2011 11:00 AM

Hotels.com has been running claymation-based commercials (from Aardman Animation, no less) for a while now. Now it's inviting fans to get in on the fun with ClayYourself.com — a way to create your digital avatar for your Facebook or Twitter profile and render your facial characteristics and personality in clay. The best entries will compete to star in a future Hotels.com commercial.Continue reading...

Making Digital Campaigns Indelible

Posted by Sheila Shayon on February 16, 2011 02:00 PM

iNDELIBLE is a New York-based agency that touts its digi-first sensibility in rendering campaigns through a “harmonized ecosystem of digital elements.”

“When we started the company just over a decade ago, mainly due to bandwidth constraints, the visual representation of a brand online wasn’t much more than a slightly cleaner catalogue,” says iNDELIBLE CEO Ross Glick.

Case in point — its work for Ladies' Home Journal, which was featured on The Today Show (above) for turning the magazine's "Can This Marriage Be Saved?" franchise into a microsite and webisodes to reach a wider audience beyond print.Continue reading...

crowdsourcing

Harley-Davidson: Crowdsourced to Be Wild

Posted by Sheila Shayon on February 15, 2011 11:30 AM

Harley-Davidson's new campaign invites you to custom-design the motorcycle of your dreams. Appealing to "Cage Free Humans," it's appealing to those hidden fantasies and secret dreams to hit the open road. It's also appealing to fans, as the campaign idea came from one: Whit Hiler of Kentucky, to be precise.Continue reading...

Recommended Reading: comScore’s 2010 Digital Report Card

Posted by Sheila Shayon on February 11, 2011 01:00 PM

Nearly 1 out of every 8 minutes online is spent on Facebook as about 154 million Americans are active users.

This is one of the findings in comScore’s just-released 2010 U.S. Digital Year in Review, a recap of key trends in e-commerce, social networking, online video, search, online advertising and mobile…and Facebook as a metric unto itself.

In 2010, daily visits to Facebook grew by 69%, increasing the company’s ad potential by a whopping 71% between December 2009 and December 2010, and nearly one-third of all Internet sessions included a visit to Facebook.

Beyond Facebook, 2010 was a good year for digital media.Continue reading...

digital marketing

Sabra Mixes Webisodes for Taste Intervention

Posted by Jennifer Sokolowski on February 11, 2011 10:00 AM

Sabra Dipping Company specializes in making the exotic mainstream in the U.S. with its line of Mediterranean hummus and dips. But when it sent the mainstream – in the person of Philadelphia firefighter Ray Clothier – to the exotic environment of Turkey, the company found it to be a story compelling enough to warrant its own web series which launched this week on the brand’s website, YouTube channel and Facebook page.

Clothier, who  had never before traveled outside of the U.S., was the winner of Sabra’s “Taste Intervention” campaign, in which participants explained how they needed to get out of their food ruts and try something more adventurous. Clothier said he wanted to be able to cook better meals for his fellow firefighters at Fire Station 56.Continue reading...

digital marketing

Prii: The Preferred Plural of Prius Among Octopi, Winklevii

Posted by Shirley Brady on February 10, 2011 03:00 PM

Toyota is on the hunt for the correct plural of Prius, as we noted last month. The brand's marketing team is inviting the public to vote on plural variations and will announce the winner on Feb. 20 at the Chicago Auto Show. 

As of this morning, Prii is in the lead as the model's plural name (with 25% of the vote — good news for the Winklevii), followed by Prius (24%), Priuses (20%), Prien (19%), and Prium (12%).

The naming contest is being promoted with a campaign dubbed Wordliness, a series of web shorts hosted by James Lipton, the inquisitive host of Bravo TV's Inside the Actors Studio.Continue reading...

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