Archive for Carrie Reichenthal

WTFacebook: Social Shopping?

Posted by Carrie Reichenthal on June 20th, 2011 at 1:20 pm

We all know by now that Facebook is the perfect medium for stalking exes and posting inappropriate photos for friends to see.  Some of us even know that it works as a location-based GPS device and facial-recognition system.  But who knew that the phenomenally-successful site could also take you grocery shopping?
Take a look here, at Farm2Kitchen’s interface designed to help Indian women shop from the comfort of their (internet-enabled) home.

Other brands are also jumping on the Facebook-turned-SkyMall bandwagon, adding shopping tabs to their pages complete with photos of merchandise and shopping carts.
This is definitely an interesting way to tap into the market of the 500 million active Facebook users who often peruse their favorite brands' pages.  The option to add a shop tab to a brand page has been available for roughly a year, and takes a relatively short amount of time to implement.
Adding these shopping tabs is probably the easiest, most-cost effective marketing tactic that brands can utilize at the moment.  While Franny Facebook-User is checking out her favorite organic bread company, she can also buy some bread too --with a simple click of her mouse.  And if there are 1.5 million Franny's who "like" your brand, you've just... Read more

Dove campaign in hot water

Posted by Carrie Reichenthal on May 25th, 2011 at 4:50 pm

Dove has often been lauded for its unconventional beauty marketing techniques, such as launching the innovative Real Beauty campaign, designed to represent women of various shapes, sizes, and ethnicities.
However, the beauty brand is facing major criticism this week for its latest ad for body wash. Three women are depicted in a manner which some say suggests that dark skin and hair is a problem, and that light skin and hair is an optimal result.
The ad, for your viewing pleasure.

Female-driven online sites such as Styleite and Jezebel call the ad "cringeworthy" and downright "racist," harboring angry discussions from countless women who agree in their forums.  Others, like Maggie, from The Online Dish, calls it "a stupid ad" in a viral video.
However, Dove defends its ad, reporting to Gawker, "The ad is intended to illustrate the benefits of using Dove VisibleCare Body Wash, by making skin visibly more beautiful in just one week. All three women are intended to demonstrate the "after" product benefit. We do not condone any activity or imagery that intentionally insults any audience."
Regardless of whether or not the ad is blatantly racist, one thing is true:  Dove is getting a lot of publicity.
It seems hard to believe that such a large company, with... Read more

Gagaville and Best Buy is a match made in heaven

Posted by Carrie Reichenthal on May 24th, 2011 at 2:52 pm

Zynga, the online game developer best known for its Facebook-based and infamously popular Farmville, has since teamed up with none other than Lady Gaga in an advertising campaign that seems to be directed at bombarding the world with psychedelic unicorns -- and edgy synth-pop.
The formula is simple: billions of Facebook users + one of the best selling and controversial artists of all time= a mututally beneficial three-way promotional strategy.  How does Best Buy fit into the picture?
Purchasing a $25 Zynga gift card from Best Buy will allow customers to download an online copy of Gaga's new album, Born This Way (including bonus tracks).  Also available is 145 Farm Cash, an exclusive Lady Gaga Unicorn, and two Mystery Game Darts.

Gaga fans, Farm-villians, and Facebook fans are all key (and easy) targets with this launch -- not to mention consumers who follow Best Buy on Twitter and receive its non-digital weekly circular.
Social games can offer something that traditional online advertising can't:  incentive.  In order to level-up, gain access to bonus levels, or receive special items, customers can purchase virtual game credits with real-life credit cards.
Facebook itself is not known exclusively as a major gaming platform, however social gaming may just prove to... Read more