crowdsourcing

Pepsi Refreshes Refresh - and Pepsi Challenge

Posted by Dale Buss on May 11, 2011 01:00 PM

Remember the Pepsi Challenge? Launched in the mid-Seventies, it was a blind taste test, heavily used in Pepsi's TV advertising, in which participants invariably would pick Pepsi over Coke as the better-tasting cola. It spoke directly to relevant brand equities that helped Pepsi-Cola mount a rising challenge to Coca-Cola over subsequent decades.

Well, there’s a new Pepsi Challenge in town. But it has nothing to do with taste-testing, cola or even Pepsi per se. As part of PepsiCo’s ever-expansive Pepsi Refresh community-revitalization project, Pepsi Challenge is now the name of an online activity that encourages users to submit ideas and weigh in with solutions.Continue reading...

viral marketing

Tassimo Mother's Day Viral Hopes For Old Spice Guy Buzz

Posted by Abe Sauer on May 6, 2011 04:30 PM

Single serving coffee brand Tassimo is taking a page from the Old Spice Guy's well-thumbed viral playbook with its 2011 Mother's Day promotion.

In a series of YouTube videos, Tassimo singers reply with personal Mother's Day messages for consumers. The videos address Julie, Jennifer, Elizabeth and other moms whose digi-kids get a kick out of this kind of thing.Continue reading...

brand accolades

Coca-Cola Turns 125 With Free Concert

Posted by Theresa Howard on May 5, 2011 01:30 PM

Coca-Cola doesn’t look a day older than 25 as it counts down to its 125th birthday Sunday to kick off a year-long celebration.

The American icon soft drink brand that seems to have won the battle with old age has prevailed. It shows just how young and hip it is with a free concert for Coke associates and families on Saturday.  

The lineup of musicians and artists includes World Cup flag-waver K’NAAN, Natasha Bedingfield, and Ne-Yo. And, oh, America’s favorite emcee, Ryan Seacrest, will host. Get all the details on catching the concert's live-stream at cocacola.com/125.

Tomorrow we’ll take a look at how Coke has shed its stodgy image over the years and is poised to use its youth and vibrancy to help double revenue by 2020. 

campaigns

Hertz Hopes Mascot, Characters and Owen Wilson Will Drive Rentals

Posted by Barry Silverstein on May 4, 2011 01:00 PM

The new marketing campaign being launched by Hertz breaks convention for rental car companies in two respects: it uses a mascot, and it features live characters to differentiate Hertz from its competition.

The mascot, at right, is a little yellow animated guy that looks like he may have just escaped from a video game. Voiced by actor Owen Wilson, "Horatio" (the cheery mascot's name) is featured in a series of television ads directed by Tucker Gates, who has worked on such TV series as The Office and Parks and Recreation.

Thirty and sixty-second versions of the Wilson-voiced campaign (watch below) will run on network and cable television. The deal also marks the first time Wilson is working on the commercial side of the street.Continue reading...

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...

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