Archive for Nanette Marcus

A Pringles banner ad you can't help but click

Posted by Nanette Marcus on June 30th, 2009 at 12:00 am

How often do you come across a banner ad worth talking about? And worth giggling over? And worth clicking and clicking and clicking? Not often enough, my industry friends, not often enough. An innovative banner ad from Pringles, which recently won a gold Cyber Lion at Cannes last week, keeps one's attention by telling a tiny story within its ad. Well, perhaps it's best described as less of a conventional story and more like a one-sided conversation from which you can't turn away. I clicked to the very end -- I couldn't help it.   Check it out for yourselves, and tell me if I'm wrong.      

Orbitz' Twitter ticket to 10K more followers

Posted by Nanette Marcus on June 26th, 2009 at 12:00 am

Travel company Orbitz jumped on the latest Twitter marketing bandwagon earlier this week when it announced a contest via the microblogging site on Wednesday. The prize? A free round-trip ticket within the continental U.S. The catch? Twitterers had to follow @Orbitz and then retweet a message about the contest.   According to TwitterCounter, Orbitz' followers jumped from 2,809 to 13,853. And although TwitterCounter projects nearly 20,000 followers for Orbitz by tomorrow based on the previous growth spurt, that's doubtful without another contest.   It remains to be seen whether any of the numerous Twitter-tied contests prove to increase engagement (and sales) or if they become flashes in the Twitter pans.          

Your missed marketing play?

Posted by Nanette Marcus on June 23rd, 2009 at 12:00 am

A new study from the Entertainment Software Association reveals that more than two-thirds of U.S. households play computer or video games. That's a three-percent increase over last year, across all demographics. A PDF of the study can be downloaded here.   The study also found that women account for 40 percent of gamers, and adult women represent a significantly larger percentage of the game-playing population (34%) than boys ages 12-17 (18%).   Gaming is growing, but few brand marketers seem to be paying attention.
Doritos is a rare brand that sees the potential for in-game advertising. The brand is featured prominently on vending machines and delivery trucks throughout the new Ghostbusters game.

El Pollo Loco calls fowl play on KFC

Posted by Nanette Marcus on June 19th, 2009 at 12:00 am

It started with the Oprah/Twitter coupon fiasco.
El Pollo Loco said it would gladly accept the free grilled chicken coupons when KFC said it couldn't/wouldn't.
Then El Pollo Loco snarkily pointed out that KFC's "grilled" chicken isn't "grilled" at all -- it's baked in an oven.
El Pollo Loco challenged KFC to a "Taste the Fire" challenge, which KFC has seemed to ignore.   And now El Pollo Loco has taken the rumble one step further. It turns out that KFC's "grilled chicken" contains beef. Say what? As noted in this smart-aleck site -- http://beefychicken.com/ -- El Pollo Loco examined the ingredients of KFC's grilled chicken marinade and discovered beef powder and rendered beef fat.
Steve Carley, chief executive of El Pollo Loco, told the Los Angeles Times, "The use of beef ingredients in grilled chicken just seems wrong to me, and we believe most consumers would agree."
A tweet to El Pollo Loco brought these ingredients to El Pollo Loco's attention.
The Beefy Chicken URL is featured prominently in the chain's latest television campaign, as well.

Nestle offers a Juicy way to tweet

Posted by Nanette Marcus on June 16th, 2009 at 12:00 am

Nestle is taking a chance on a new ad unit this month by allowing moms visiting CafeMoms and BabyCenter to tweet directly into the Juicy Juice ad. If site visitors are logged onto Twitter, they can tweet directly into the ad to answer questions like, "How do you help your child shine a little more every day?" and "How do you stimulate your child's mind?" If visitors are not logged in, they'll be directed to Twitter to sign in before the entering responses. The tweeted responses appear wherever the ad is across the web.
According to AdAge, the tweets, which also appear in users' Twitter feeds with a "hashtag," are moderated by Nestle, but there's the option for that to be turned off. The article also notes that the difference between other recent attempts to integrate Twitter streams (think Skittles) is that Nestle's campaign allows a conversation to be instigated by -- or occur within -- the ad unit, rather than just syndicating tweets already posted on Twitter.