doing good

Google Chrome Touts It Gets Better

Posted by Shirley Brady on May 3, 2011 01:30 PM

Google, which has already thrown its support behind Dan Savage's "It Gets Better" public service outreach to gay teens who are the targets of bullying, today released this video — ostensibly to show off its Chrome browser — to demonstrate how the digital campaign represents the "best of the web."

digital marketing

Hotels.com Throws a Facebook Party With Dennis Rodman and Vanilla Ice

Posted by Shirley Brady on May 2, 2011 01:00 PM

Hotels.com is extending its Clay Yourself digital avatar campaign with a social entertainment experience to woo Facebookers to engage with the brand.

Billed as three wild nights and featuring b-list celebs, the mildly risque "Trip Your Face" experience combines elements of the OfficeMax Elf Yourself campaign, Perrier's digital tease with Dita Von Teese and ties into pre-Hangover 2 buzz, without being overtly related to that movie's plot or characters.

The Expedia-owned site's new Trip Your Face website is the hub for an interactive journey that starts when visitors select one of three destinations (New York, Paris or Las Vegas) and upload their Facebook photo plus profile photos of up to three friends to participate in the fun.Continue reading...

celebrity brandmatch

Betty White's Celebrity Brand: Not Just Funny Business

Posted by Shirley Brady on May 2, 2011 10:30 AM

Betty White is taking full advantage of her late-in-life career resurgence, but it's not just about her comic persona. In addition to developing a reality series for NBC, where she made her comeback on Saturday Night Live, she's continuing her association as a spokesperson for The Lifeline Program (which calls her "Lifeline's Darling") for more than five years.

In addition to appearing in commercials for Lifeline, which helps people looking to sell their life insurance policies, she's the anchor for the newly launched "Betty's Corner" social media section of the brand's website, which aims to personalize its messaging (homey touches include "handwritten notes" from White) for existing customers and other consumers with questions about so-called "life settlements."

viral buzz

Viral Hits Don't Put Money in T-Mobile's Pocket

Posted by Abe Sauer on April 28, 2011 11:00 AM

Of all of the creative capitalizations on the upcoming Royal Wedding, T-Mobile's viral campaign has to be both the most ambitious and bizarre.

Part of its "Life is for Sharing" campaign, this viral (viroyal?) hit pays homage to an earlier viral video smash: the now-iconic JK Wedding Entrance video, which has been viewed more than 65 million times.

T-Mobile's royal update is on its way to that stratosphere, having passed 13 million views in the two weeks since it was posted on YouTube, so it's certainly popular. But is it effective?Continue reading...

campaigns

What’s Your Outdoors? JanSport Wants to Know

Posted by Sheila Shayon on April 21, 2011 06:00 PM

JanSport’s What’s Your Outdoors? campaign asks fans to answer the question by sharing their original videos in a sweepstakes that that complement the brand's tagline. "Discover Freedom."

Focused on younger outdoors enthusiasts, creative agency Creature was inspired by the belief that "outdoors" is as much personal as it is public space. 

Users can upload and share a panoramic 360˚ film of a favorite spot, defining outdoors however they choose, with the most popular videos eligible to win a top prize of $10,000 and JanSport merchandise. 

Fans can participate a number of ways: directly at whatsyouroutdoors.com, on social media via Facebook and Twitter, and JanSport’s Unzipped and Be Outdoors blogs.Continue reading...

campaign tactics

Evian Babies Boogie On

Posted by Barry Silverstein on April 19, 2011 11:00 AM

The Evian babies campaign just doesn't get old.

The spot (above) featuring pint-sized roller skating whirling dervishes to promote the water brand's "Live Young" theme has racked up nearly 40 million views, and that's just the international version. It's one of the most popular brand campaigns to ever hit the web.

The challenge: how to top an award-winning, widely viewed, iconic campaign?Continue reading...

a brand apart

Coca-Cola Gets Ready for 125th Anniversary

Posted by Shirley Brady on April 18, 2011 09:30 AM

Coca-Cola UK is running the above commercial, featuring its classic anthem, as part of its 125th anniversary celebrations leading up to the actual day on May 8th.

A special section of its UK website is tracking the 125th related marketing and promotions, including commemorative packaging, in-store signage and outdoor ads, digital marketing (such as a retro poster maker) on the Coke Zone and social marketing on Facebook and Twitter.

crowdsourcing

Method Says Love Your Laundry

Posted by Barry Silverstein on April 13, 2011 05:30 PM

There's a battle being waged in laundry rooms throughout the world and it's all about environmentally friendly laundry products. This product category has seen significant growth recently, and the fight among brands isn't always friendly. 

Witness the dispute last year over the use of a yellow daisy — that's right, a daisy — in product packaging. Clorox, maker of Green Works, took legal action against Method, the manufacturer of non-toxic laundry and personal care products, because Green Works wanted the exclusive right to use the yellow daisy in its product packaging. Method, it seems, was displaying a yellow daisy in some of its promotional material, claiming that a yellow daisy couldn't be owned by anyone, since it was a product of nature.

That's old dirty laundry. This month, Method sprouted a new campaign called "Laundry Love" that has nothing to do with flowers.Continue reading...

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