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Instagram, Careful to Keep Community Feel, Previews Potential Ads

Posted by Sheila Shayon on October 25, 2013 02:56 PM

Popular photo-sharing app Instagram is easing its way into monetization with the introduction of its first ads, slated to begin running next week. And the Facebook-owned company couldn't be any more careful in its efforts to protect and preserve the Instagram community.

After announcing that ads would become a reality on the platform about three weeks ago, it posted a blog post with a sampling of potential ads from brands such as W Hotels, Michael Kors, Macy's, Lexus, PayPal, Ben & Jerry’s and Levis—the latter of which is using the app to track its novel station-to-station campaign. 

The ads will function much like those seen on Twitter and Facebook; clearly marked with a "sponsored" tag in the upper right corner that users can tap to find out more about advertising. Users can also tap the "..." to enable ad settings and feedback.Continue reading...

sustainability

Johnson & Johnson Tackles Big Problems in the Smallest Room

Posted by Sheila Shayon on October 21, 2013 11:07 AM

With 9 billion people in the world by 2050, and natural resources already depleted almost beyond restoration, Johnson & Johnson is launching a campaign on Tumblr to encourage people to recycle bathroom products.

Care To Recycle, the first recycling awareness campaign of its kind to be hosted exclusively on Tumblr, focuses on the “Smallest Room” in the house—the bathroom.

Market research conducted by the Shelton Group found that 40 percent of Americans report recycling no bathroom items at all, as it either never occurred to them, or, as 20 percent reported, they didn't even know that products in the bathroom are recyclable.

"After reviewing the results of the research, we saw a very real opportunity to help reduce waste by educating people about recyclable bathroom items,” said Paulette Frank, VP, Sustainability for Johnson & Johnson Family of Consumer Companies, in a press release. “With its active community of highly engaged content seekers, Tumblr seemed like the ideal platform to help spread the word about recycling in the smallest room of the house and how it can make a big difference to our planet."Continue reading...

social media

Facebook's Latest Bid to Stay Cool Puts Teens in a Vulnerable Position

Posted by Sheila Shayon on October 17, 2013 04:53 PM

Facebook's recent privacy updates haven't exactly pleased people, and have even caught the attention of the FTC. And now, the company is seemingly taking a nose dive into a sensitive debate: the social media site is now allowing posts by teens (ages 13-17) to be made public, a thing once restricted to friends and friends of friends.  

Facebook positions it as giving teenage users more choice, but the bigger motivator is money as the social network is now feeding data-filled content to advertisers jumping at the chance to market their products and services to key younger demographics.  

“It’s all about monetization and being where the public dialogue is,” Jeff Chester, executive director of the Center for Digital Democracy, told the New York Times. “To the extent that Facebook encourages people to put everything out there, it’s incredibly attractive to Facebook’s advertisers.”Continue reading...

celebrity brandmatch

That Escalated Quickly: Dodge Deploys 'Anchorman' Will Ferrell for Dual Promo

Posted by Abe Sauer on October 8, 2013 11:02 AM

There may be no automotive brand that's doing a better job of marrying entertainment and marketing than Dodge.

And if there is a Hollywood A-lister who's doing a better job endorsing products while avoiding the stigma of being a walking billboard than Will Ferrell, we don't know who it is. So it almost seems inevitable that they would end up together.

Coming off an extraordinary coup that saw the Dodge Charger (aka the "Bravado Buffalo") play a major role in the blockbuster new video game Grand Theft Auto 5, Dodge has released a cross-platform campaign featuring Will Ferrell that ties into the upcoming release of Anchorman 2.Continue reading...

brand partners

Diane von Furstenberg, Google Host 'Shoppable' Google+ Hangout

Posted by Alicia Ciccone on October 7, 2013 04:03 PM

Google and high-end designer Diane von Furstenberg have continued to build out their budding relationship since Glass first graced the designer's runway in 2012. Their latest collaboration roped in Google's namesake social network, creating a 'shoppable' Google hangout where participants could click to buy DVF products as the designer fielded questions about her life and career. 

The event, which took place last week, was a first for the network, which is still struggling to make a play for mainstream social users. But the partnership with DVF showed off the site's capabilites well, displaying a window of DVF products for sale to the right of the video window on users' screens. The shoppable hangout is the first of its kind in a string of planned partnerships with other CFDA (Council of Fashion Designers of America) designers, Von Furstenberg being the first as president of the organization.Continue reading...

digital moves

Ford Refreshes Fiesta Movement with Cross-Promotional Competition

Posted by Dale Buss on September 17, 2013 11:36 AM

Ford has learned a lot about social media marketing since launching the Fiesta Movement with 100 bloggers in 2009. Now the brand is applying all of that to its latest social iteration, "The Rider Challenge," an online reality-competition show that Ford is sponsoring with Live Nation Entertainment to help launch the 2014 Fiesta subcompact.

This time, though, Ford is asking its new crop of 100 bloggers and other "agents" to glean more insights from actual Ford customers and other consumers about the new Fiesta and then echo some of those throughout the bloggers' own sites.

"We're getting insights from agents' fans and followers, verbatims about what [consumers] think of Ford and the Fiesta—people who have actually raised their hands with interest in the car," Crystal Worthem, manager of band content and alliances for Ford, told brandchannel. "We'll be able to measure sales matches on them as well."Continue reading...

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Gap Goes Back to TV for 'Back to Blue' Campaign

Posted by Sheila Shayon on September 16, 2013 01:45 PM

Following a four-year hiatus, Gap is returning to TV to tout its latest campaign—called Back To Blue—with two videos, underscoring the brand's recent turnaround. Gap sales have steadily risen for six consecutive quarters, placing it in the best performance leaderboard position for an apparel company in the Standard & Poor 500 Retailing Index this year.

The TV campaign is the linchpin of its "back to school"-timed campaign, which is its biggest to date. The three-screen strategy includes digital and social elements across its websites and social media channels (including the hashtag #backtoblue and videos via Twitter's Vine), as well as in-store digital engagement via partner Styld.by. The "Back to Blue" TV ads feature youthful renditions of Billy Joel's "Just The Way You Are," performed by the singer's daughter Alexa Ray Joel, as well as George Harrison's "For You Blue," which is performed by his son, Dhani Harrison. 

"The entire Back to Blue campaign embodies what it means to be comfortable in your own skin," said Gap CMO Seth Farbman, in a press release. "As a brand that is known for expressing itself through sight, sound and motion, we wanted to bring this idea to life through the voices of two individuals who are recognized for staying true to who they want to be."Continue reading...

fashion week

Is Social Media Making Fashion Week Less Relevant?

Posted by Sheila Shayon on September 5, 2013 04:58 PM

Front row seats at New York Fashion Week may be in less demand now that the world-famous fashion displays have been turned into a second-screen experience of sorts as more brands take their collections digital. 

Designer Rebecca Minkoff is setting the pace with plans to debut photos of her new looks on social photo app Snapchat moments before the models strut their stuff on the runway at Lincoln Center in New York City. Given the 10-second life of the app, users must request to connect to Minkoff for the brief preview. 

"There's been a lot of debate this year about fashion shows and the circus around it; some people are cutting back," said Uri Minkoff, CEO of Rebecca Minkoff and Ms. Minkoff’s brother, according to Mashable. "We believe in a different approach. We believe the consumer is part of [fashion week], and that their inclusion is going to grow. The consumer has a voice and say in [our] brand, they should get special perks even if they can't attend the show."

This year's shows will be live-streamed online on Mercedes-Benz's dedicated Fashion Week website, making it even less necessary for fashionistas to attend the shows in-person.Continue reading...

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