This list may spark a Twitterstorm all its own.
We know some people are going to disagree with our list. Indeed, in some quarters, the fact that we didn’t include Kony 2012 is going to be enough to send some in the socialsphere over the edge.
It is, after all, arguably the most astonishingly successful social media effort ever. And everyone (everyone) is reverse engineering the campaign to see if they can replicate it.
It’s just that ultimately (again, don’t hate), we found certain aspects of the effort unsettling for
reasons we haven’t quite taken the time to fully puzzle together in our own minds.
But the other, far more important reason: This particular list is for brand-oriented social initiatives
versus cause-oriented efforts (or political, for that matter - which would have resulted in the Obama campaign's inclusion on our list this year).
And in that regard, like a few of our Top 10 lists so far this year, it is one that is dominated by Coca-Cola. It's no wonder the brand has been named the 'Creative Marketer of the Year' for the 2013 Cannes Festival.
So: Here’s our list. If you disagree, make your own list and share.
10. Social Media Street Fight: Duke It Out for Your... Read more
Tags: 10, 2012, advertising, bears, branding, cam, coca-cola, dance, dkny, Dove, drive, Facebook, ford, marketing, media, mercedes, mitsubishi, mustang, pepsi, polar, project, re:brief, social, solomo, top, twitter, you
Posted in Creative Best Practices, Emerging Platforms, Entertainment, Social Media, Video, Wireless, Word of Mouth | No Comments »
Mobile marketing is so much more than advertising.
As readers of my books THE ON-DEMAND BRAND and BRANDING UNBOUND know, I don’t consider mobile advertising very compelling. So it
won’t come as a shock that there isn't much in the way of pure-play mobile ads in this year’s list of top 10 mobile marketing initiatives.
For me, mobile isn’t about taking an ad model from the old-school Internet – namely a "ad banner" – and plopping it onto a business-card size screen, or even the larger screen of an iPad.
It’s about creating unique and differentiating branded experiences that drive home your value proposition in amazing new ways.
To that end, here are 10 of my favorite mobile promotional initiatives for 2012.
Agree with my list? Disagree? What initiatives would you ad to the list?
Let us know!
TOP 10 IN MOBILE MARKETING 2012
10. Heineken Personalized QR
Code Stickers Become Ice Breakers at Music Festival
Talk about a conversation starter.
9. ‘Dance Cam’ Mobile App
Lets you Create Music Videos on Your Phone
Because there are few things more entertaining (and, often, disturbing)
than watching folks dance on the Xbox Kinect system on games like Dance
Central. So why not mobilize it?
8. Starbucks Brings Mobile
AR to Valentine’s Day
It’s the AR, Cupid.
7. Red... Read more
Tags: 10, 2012, advertising, axe, branding, cam, coca-cola, code, coke, dance, heineken, kat, Kinect, kit, marketing, Microsoft, mobile, project, qr, re:brief, red, shadow, starbucks, tomato, top, volkswagen, vw, wonderbra
Posted in Creative Best Practices, Emerging Platforms, Social Media, Wireless, Word of Mouth | No Comments »
This weekend I thought about what social media meant. It’s not about the medium we use e.g. Twitter, Facebook, or Linkedin. It’s about a power shift from marketers to consumers. This is a radical shift from the 1950’s when marketers conceived, built, and nurtured iconic brands.
Today, customers insist on being informed and entertained. Now clients and digital consumers co-create. Consumers contribute content and can become advocates for brands.
Social media is about people talking to one another. People make up Tribes. Think of Tribes when you think about social media. Tribes are made up of communities of enthusiasts. Within each community of enthusiasts is a potential brand advocate. This potential brand advocate can influence not only his / her tribe but other Tribes as well through spheres of influence.
We know instinctively that content spread from consumer to customer via word of mouth is more effective at driving brand preference and purchase intent than a marketer distributing similar brand content. Content is more likely to go viral if it’s placed on Facebook, Twitter by a brand advocate who shares this content with his / her tribe. A brand marketer doing the same thing on a Facebook fan page won’t be nearly as... Read more
Tags: 2012, brand advocate, brand preference, enthusiasts, Mini Guruswamy, purchase intent, Social Media, trends, Tribes
Posted in Social Media | 1 Comment »
It's already one of the world's preeminent payment companies.
With its entry into m-commerce, does American Express - its merchant partnerships and its massive database of customer preferences and purchase behavior - become the ultimate mobile marketing platform?
In the conclusion of our Fall 2011 Mobile Marketing Roundtable, our panelists - Julie Fajgenbaum, vice president of brand marketing and social media for American Express, Jeff Hasen, CMO of mobile marketing firm HipCricket, and Adam Broitman, CEO of digital ad agency Circ.us - talk QR codes and Near Field Communications (NFC) and their (to some, questionable) value to marketing and advertising.
And I ask them to consider the place payment companies like AMEX might hold in the future of mobile marketing.
FALL 2011 MOBILE MARKETING ROUNDTABLE (CONCL): AMEX: the Ultimate Mobile Marketing Platform?
Click Here to Listen to Fall_2011_Mobile_Marketing_Roundtable_Conclusion
(Approx: 5:25)
PLUS: Don't miss the other installments from this exclusive roundtable:
In Part 1 of our Fall Mobile Marketing Roundtable, we talk to Julie Fajgenbaum, VP of Brand Marketing & Social Media for American Express about how AMEX is going social+mobile+commerce.
In Part 2, we talk to Adam Broitman, CEO of Circus about ways this equation will play out over the next five to 10 years... Read more
Tags: 2012, adam, advertising, american, amex, arby's, branding, broitman, circ.us, express, fajgenbaum, ford, hasen, HipCricket, jeff, julie, marketing, mobile, print, radio, red bull, Super Bowl, traditional, TV
Posted in Creative Best Practices, Emerging Platforms, Social Media, Web Analytics, Wireless | No Comments »
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