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campaign tactics

New York Life Wants You to Keep Good Going (And Make Your Dog Proud)

Posted by Sheila Shayon on September 19, 2012 11:57 AM

"Keep Good Going" is the tagline and rallying cry for New York Life's new campaign. The Facebook announcement includes a Twitter hashtag and the call to action, "What inspires you? There is good all around us, and at New York Life, we believe in perpetuating that good. The people, words, videos and stories on this page have touched and inspired us. #KeepGoodGoing"

The Facebook and Twitter push promotes to a microsite featuring "found" video and photographs in "Snapshots" that highlight a cross-section of ages and customers. The digital hub for the campaign also invites visitors to ponder life lessons such as "#27 Be the man your dog thinks you are" and then share the life lessons that means the most to them.Continue reading...

creative snack

Google Creative Sandbox Invites Digital Creatives to Showcase Work

Posted by Sheila Shayon on September 18, 2012 02:43 PM

Remember Google's Agile Creativity Pitch to agencies? It's now amping up its own digital creativity to attract ad agencies to come and play in its Creative Sandbox, an "open platform to surface and celebrate" inspiring new campaigns and digital creative.

The name is no doubt familiar to digital types, as Creative Sandbox was the banner under which Google hosted events, dating back to San Francisco, Chicago in 2008, and more recently popping up as events to inspire creatives in Cannes, New YorkLondon and Shanghai.

Now the party is moving online with the launch of a virtual gallery to share and showcase new creative work .Continue reading...

digital marketing

IBM Pitches Smarter Commerce for Digital Marketing with Cloud Services

Posted by Sheila Shayon on September 7, 2012 05:34 PM

Technology and creativity are fusing to drive a new interdependence between two seemingly diverse business disciplines, the CIO and the CMO.

According to Gartner, by 2017 the head of marketing — not the head of technology — will have greater influence on technology purchases. Gartner predicted earlier this year that chief marketing officers would soon spend more on technology than chief information officers.

Anticipating that shift, IBM has just launched a new set of services targeting CMO’s and CIO’s to augment engagement with increasingly savvy and empowered customers. CMOs can now target customers as individuals instead of clustering them within vague demographic categories — a vital approach, as social media has also made the CMO responsible for building an internal employee culture that represents the company's brand in online interactions.

IBM will rapidly assess a business's current needs against future marketing vision, conduct a gap analysis to evaluate which of the future capabilities are currently supported through existing business architecture and then determine the new processes, technology, data, skills, and governance required for the transformation strategy. IBM will design customized roadmaps for clients built on industry-leading techniques and methodologies developed in worldwide client engagements.Continue reading...

digital moves

Nike Japan Fans Give Shoe Face

Posted by Mark J. Miller on April 27, 2012 10:20 AM

Brands can ask their fans to do some crazy things to show their love, but Nike Japan has found a new way to get its devotees to make themselves look a little crazy while helping to spread the Nike name.

Their marketing team's latest stunt: Free Face, which asks consumers to, well, load an image of their face that the magic of technology will use to create an oddly similar image of a Nike shoe. This, of course, has led to some hilarious results.Continue reading...

digital moves

Social Notworking: Read Interbrand's New Report on the Corporate Digital Divide

Posted by Shirley Brady on March 21, 2012 12:56 PM

The organizers of the Digital Media Summit today in Toronto tweeted the following question: "Are you guilty of 'social notworking'?"

Some new research spearheaded by Jeff Mancini, Interbrand's New York-based senior director of digital strategy, who's also a participant at the conference, reveals how companies are guilty of 'social notworking' — and what they can do about it.

Interbrand's just-released survey of 672 companies across 10 sectors — in a new report titled "From Digital Strategy to Brand Mastery" — takes the pulse of corporate social marketing efforts with some telling results:Continue reading...

digital marketing

P&G is Ready to Co-Innovate on Digital

Posted by Dale Buss on March 16, 2012 01:19 PM

If the path Procter & Gamble is pursuing in turning hard toward digital marketing is reminiscent of another recent, major strategic shift for the CPG giant, that's because company executives are deliberately borrowing from that model. More than a decade ago, P&G shook up the corporate world by opening up to outsiders for ideas for innovations in the products and features that make up its brands, in an initiative that came to be called Connect + Develop.

And now P&G is doing something similar for its digital-marketing push. "We want to leverage the knowledge and power of everyone we can" in accelerating investments in digital communications and marketing, Alex Tosolini, P&G's vice president of e-business, told brandchannel. Indeed, if members of the marketing and advertising community have "wonderful ideas" for digital plays, he said, "Please come to us and we'll be open to co-innovating with you."Continue reading...

digital moves

PepsiCo Refreshes Digital and Brand Innovation at SXSW

Posted by Sheila Shayon on March 15, 2012 03:03 PM

Launching Doritos' new "Jacked" product line via a giant vending machine isn't the only thing PepsiCo has been up to at SXSW. The CPG giant, and its brands, have been all over Austin this past week.

“What I love about SXSW is it’s a place where culture breaks — and specifically digital culture,” Josh Karpf, PepsiCo’s Global Director of Digital and Social Media, told brandchannel. “We get to see the latest technologies 12-18 months before they hit the consumer consciousness. We’re getting it earlier which makes it a key part of the calendar.”

It’s PepsiCo’s fourth year at SXSW and its corporate and brand presence is larger than ever with four of its "billion-dollar" brands on-site, including festival novice Doritos plus SXSW veterans Pepsi, Mountain Dew and Brisk.Continue reading...

political season

Altria's Altruism: Helping Smokers Fight Back on Election Day

Posted by Mark J. Miller on January 4, 2012 11:55 AM

More and more rules and regulations are popping up across the U.S. that make it more difficult, more expensive, and often both of those things for Americans to enjoy their tobacco products. Over the years, there have been plenty of organizations and events that attempt to help people put an end to smoking in their lives and others.

Now the Altria Group has launched a website that can help consumers keep track of everything that’s going on to curtail smoking. But given that it's a digital marketing move from the cigarette maker formerly known as The Philip Morris Companies Inc., it's suggesting ways for smokers not to quit, but how to fight back by voting for candidates who are sympathetic with the tobacco industry.Continue reading...

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