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...

brand mascots

RIP, Doug: Ford Sends Focus Spokespuppet Packing

Posted by Dale Buss on September 28, 2011 05:57 PM

It was only last week that we asked, "Has Ford's Focus Spokespuppet Doug Jumped the Shark?" Turns out, he has jumped ship entirely.

Ford has decided to shelve Doug, the orange spokespuppet for the Focus, after a six-month run that did wonders for consumer interest in the car, exceeding the company's initial expectations.

Brandchannel has learned that the denouement of Doug's story will be told on Thursday with the release of the last new video in a series of many.

Ford released the penultimate chapter today, a Doug-less video that featured only "John," the human handler for the smart-alecky mascot, bemoaning the departure of his friend after Doug drove off himself in a 2012 Focus.

"The video today tipped it off," Scott Monty, Ford's head of social media, told brandchannel. "Tomorrow we'll have the concluding video."Continue reading...

sporting brands

Sports Sponsorships Score for Sony Ericsson

Posted by Mark J. Miller on September 1, 2011 05:23 PM

Sony Ericsson, the world’s fourth-largest mobile-phone manufacturer, had such success recently with a tennis sponsorship that it is pouring money, time, and energy into a partnership with the UEFA Champions League, a competition of the top European soccer clubs.

The UK's Marketing Week reports that Sony Ericsson will “include a number of social media campaigns, which the company says have been successful in building brand awareness and driving sales of the Xperia handset range.”

The move follows the brand's successful campaign with women's tennis champ Maria Sharapova (and a group of aspiring Sharapovas) that kicked off earlier this year, a WTA-backed effort that relied heavily on fan interaction with the players on Twitter and Facebook.Continue reading...


Fidelity Reaches for the Little Red Book of Marketing to Pitch China Fund

Posted by Abe Sauer on August 11, 2011 07:30 PM

What to make of Fidelity International's appropriation of Chinese Cultural Revolution propaganda imagery — replacing Mao's Little Red Book and a gun, there are golf clubs and an iPad, for example — to pitch its China investment fund?

The digital campaign — generated by its Singapore office, where its agency must have made one helluva convincing pitch to equate the Chinese "consumer revolution" with the Cultural Revolution, in which an estimated 30 million people died — can be dismissed as creative expression based in ignorance. Still, it shows a surprising insensitivity to the region where the fund is based.Continue reading...

branding together

Tweetcracker: Samsung and Intel Invite Fans to Crack the Code

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

Want to crack a code launching lasers to blast open a safe containing a Samsung Series 9 notebook and $10,000 in solid gold?   

Tweetcracker is the second iteration of the Boosted campaign (you might recall Tweet Wrap from last Christmas), inspired by the Samsung Series 9 with the 2nd Gen Intel Core i5 processor.

Twitter users can tweet three attempts a day to crack a code that unleashes lasers that strike the C4 and blast open a safe located in an underground lair.Continue reading...

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