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china breaking

Johnnie Walker Celebrates Chinese Pioneers

Posted by Jennifer Sokolowski on February 3, 2011 01:30 PM

In the most populous country in the world, Johnnie Walker is launching a massive digital and social media campaign focusing on individuality and celebrating modern-day pioneers in China.

The campaign, which ties into the whisky’s “Keep Walking” theme, is called “Yulu” (“Words of a Journey”) and features mini documentaries on leaders in business and the arts, from Zhou YunPeng, a blind folk singer and poet, to Xiao Peng, entrepreneur and founder of 1rest.com.

The subjects of these high-quality documentaries are certainly not shilling Johnnie Walker – the whisky isn’t mentioned at all by them – but rather, they are part of building a brand associated with following one’s dreams.Continue reading...

Fiat Pursues Mass-and-Class Strategy in U.S.

Posted by Dale Buss on January 31, 2011 04:00 PM

Now that Chrysler today has cleared the decks of leftovers from last year by reporting a $199-million loss for 2010, Fiat CEO Sergio Marchionne can’t pivot fast enough to building Chrysler’s future.

And in doing so, the charismatic Fiat CEO is pursuing a two-pronged strategy: re-ingratiating Chrysler (funding a "Game On" blogger road trip to the Super Bowl, above) and its pre-existing brands with the American masses while re-introducing the Fiat brand, via the 500, to an upscale market.Continue reading...

digital marketing

Brooklyn Decker Boosts Esquire, Barnes & Noble and New Movie

Posted by Sheila Shayon on January 21, 2011 01:00 PM

Selling books got a whole lot sexier this week as Barnes & Noble hosts a virtual Brooklyn Decker. It's all an augmented reality stunt for Esquire magazine, whose readers voted her the sexiest woman alive, prompting a February cover that is now on newsstands.

The model/actress is virtually appearing in 700 Barnes & Noble stores via GPS-enabled technology that allows iPhone users to have their picture taken with her virtual image. It's also a clever digital marketing coup for all concerned.Continue reading...

branded entertainment

HP ePrint Live Premieres on YouTube with Live Improv Event

Posted by Barry Silverstein on January 18, 2011 04:00 PM

Social media has pretty much reinvented everything, including the way brand advertisers approach digital marketing. So it's no surprise that marketers are employing a promotional technique commonly used in the past, but updated for the digital world.

Live product demos (and live television shows, for that matter) dominated the three television networks in TV's heyday, the 1950s and 1960s, as Stuart Elliott points out in today's New York Times. It wasn't unusual to see personalities like John Cameron Swayze demonstrate a Timex watch being mercilessly tortured in a live television commercial that ended with the famous line, "It takes a licking and keeps on ticking."

Fast forward to 2011 and watch Hewlett-Packard reinvent the idea. Marking its first foray into branded entertainment, the tech brand will stage a live product demo on YouTube, Facebook and mobile this Friday — instead of TV. And while it won't be torturing one of its Web-connected printers, HP hopes the blend of live + crowdsourced + comedy will engage viewers with its new technology.Continue reading...

social media watch

Levi's Looking for Next Levi's Girl

Posted by Shirley Brady on January 17, 2011 11:45 AM

Levi's announced that they're looking for the next Levi's girl, with a national search underway through Feb. 2nd: "Are you hip, passionate about life, and social media savvy? If so, you could win the job of a lifetime: acting as the face and voice of Levi's women and the Shape What's to Come online community. To enter, upload a video telling us why you'd be perfect for the job at facebook.com/levis."

Despite our raised eyebrow at Levi's for referring to the paid internship/social media ambassadorship (announced last June) as "the Levi's girl," the first such hire — artist Meghan Ellie — brought social media savvy, artistic skills, refreshing honesty for a corporate blogger, and a quirky enthusiasm to the role. She leaves big boots to fill as she heads back to Brooklyn following her six-month stint at Levi's HQ in San Francisco.

digital marketing

P&G Opens Virtual Clubhouse for Men to Figure Out What Women Want

Posted by Sheila Shayon on January 14, 2011 04:00 PM

Procter & Gamble is offering men tips on relationships, parenting, cooking, cleaning and health in Man of the House, a digital marketing initiative centered around a microsite that subtly promotes its brands in a "Girls Keep Out!" setting. 

Promotions and "house ads" for its brands such as Gillette are found alongside original content, including frank videos (such as the "Ask a Pregnant Lady" series, above), blog posts, articles organized by channel (such as money and career) and other guy-to-guy subjects.Continue reading...

brand news

Brands to Watch: American Airlines, Groupon, Time Inc. and more

Posted by Shirley Brady on January 10, 2011 07:00 PM

Brands to Watch

American Airlines wins court order barring Sabre from hiding flight and fare information.

Barneys rumors pan out, as creative director Simon Doonan steps down to become 'ambassador.'

Campbell's soup returns to UK after two-year break.

CNN simplifies on-air look.

Facebook rolls out new profile design to all users.

Groupon raises record-breaking $950 million in venture capital.Continue reading...

digital moves

FedEx and Economist Deliver a Changing World

Posted by Sheila Shayon on October 29, 2010 01:15 PM

FedEx is launching a digital web experience as part of its global advertising campaign focused on business trends and insights.

The brand's new FedEx Delivers to a Changing World microsite invites users to interact with content from The Economist Intelligence Unit, the research arm of The Economist, on topics including air travel, urban populations, entrepreneurs and success, the coffee effect, household appliances, education, recycled paper, and more.

An animated, dynamic world map that transmogrifies second by second mirroring trends in real-time is a central feature. Visitors can analyze EIU data, share information, participate in polls and print a 2D marker that illuminates as a floating 3D world globe with economic indicators by country.Continue reading...

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