Tagged 'campaign'

Brands and the politics of sponsorship

Posted by Tamara Littleton on February 7th, 2014 at 5:04 am

For brands, sponsoring major events like the Olympics and the World Cup can bring benefits that are hard to ignore. Adidas attributed a boost in sales to its sponsorship of London 2012. Coca-Cola created more than 120 pieces of content as part of its London 2012 sponsorship activity.
Sponsorship gives brands a chance to enter new markets, while promoting the brand on a global scale. Yet when they sign up to sponsor international events, they don’t just get the benefits. They get the politics, too.
The 2008 Beijing Olympics saw sponsors targeted for their association with the event, with protesters putting pressure on them over China’s human rights record. When people took to the streets in Rio over the Brazilian Governments preparations for the 2014 World Cup, the media turned to the sponsors for their response.
Now, at the start of Sochi 2014, some sponsors are finding it impossible to escape political questions over human rights and the government’s controversial law banning so-called gay ‘propaganda’. These are brands that simply signed up to sponsor one of the biggest events in the world, and presumably support the ethics of the Olympics movement (including ‘Principle  6’ of the Olympic Charter which opposes all discrimination).
How, then,... Read more

Chipotle's 'Scarecrow': The Most Successful Mobile Marketing Campaign Ever? (Video)

Posted by Rick Mathieson on October 3rd, 2013 at 6:48 pm

It's looking like Chipotle has scored big with a new mobile campaign centered on YouTube video and mobile game.
As Venture Beat reports, Chipotle and Moonbot Studios produced an animated film and mobile game as part of its overall "Food with Integrity" campaign.
Here's the thing: As a branding initiative, it's generating boffo results. In its first two weeks, the YouTube video saw 6.5 million views. And within four days of the mobile game's release on the App Store, it was downloaded 250,000 times, making it the top 15 free iOS apps in the U.S.
According to VentureBeat, with success like this, other brands will take notice and start creating their own branded games.
But as I write in my book THE ON-DEMAND BRAND, this has been going on for some time, as I take an in-depth look at how Coca-Cola, Burger King, Axe, Dove a growing number of major B2C (and B2B) brands have been doing some very serious business with branded games.
And while VentureBeat credits the fact that there's no overt selling in the Chipotle game, which is being praised for its production values, I think the game is more powerful than just that. In my view, the reason it was worth... Read more

4 Ways to Make Your Campaign Worth Sharing

Posted by Greg Kihlström on April 13th, 2012 at 1:12 pm

When is the last time your boss or client asked you to add a “social” component to your upcoming campaign or create something that will go “viral”? While it is easy to create content that can be shared, it still remains a challenge to make something that catches the attention and imagination of the public enough to create a viral sensation.
It is sometimes easy to forget how memorable stories, advertisements and other details of our lives used to have to wait to be shared. The water cooler used to be more popular in those days. But because of the limited reach of those conversations, and a troubling lack of Internet connectivity of most water coolers, advertisers and marketers didn’t approach campaigns in quite the same way back then. With instantaneous communication, brand followers now have the ability to share whatever they desire, from wherever they are, thus giving rise to the “viral campaign.” This is, in my opinion, an often-uninspired manner in which the concept of word-of-mouth is approached.
Don’t get me wrong – there has never been an advertiser who didn’t think that getting people to talk about their campaign or product in a good way was a bad thing.... Read more

8 Tips for Video Game Social Media Marketing Success

Posted by John Newell on January 11th, 2012 at 4:00 pm

Face it, the old ways of marketing are dead and that means you need to be executing expansive online marketing campaigns. With over 1 billion active users on Facebook and Twitter alone, it’s obvious that social media is the new crux of your video game marketing campaigns. To be successful, there are 8 things you need to do. Read this and then go do it.
Who’s in charge here?
Establish your Facebook, Twitter, Youtube, and Google+ as the go-to authority for all the information your fans need. First, develop and release creative content on a regular basis. Write and schedule updates well in advance that include events, contests, videos and other content. Be prepared to throw some of that out the window and update on the fly as needed.
Second, have a social media manager in place that is engaging and replying to users’ questions, comments and responses in real time. Do (and continue to do) those two simple things and fans will know you’re the boss.
Let’s Get Hardcore!
Hardcore gamers are fewer than casual gamers but they are the most vocal, and therefore influential in the success or failure of your campaign. Get them on your side fast by gaining public support from... Read more

Print Is Still a Strong and Viable Ad Medium

Posted by Rob Reif on June 1st, 2011 at 8:09 am

When we hear the words “interactive advertising” we naturally think of the web, whether it’s deployed on mobile phones, tablets or PCs.
That’s why many people in the advertising and marketing industries have to be reminded that print, as in hard-copy newspapers and magazines, was the first interactive medium, and that’s why it’s still a powerful and effective part of any media mix.
Print is also the most sensory medium. Only print can activate each of the five senses and usually more than one of them at a time: Think scented perfume ads, varied paper textures, and embedded sound devices.
Some ads have a real and practical use in and of themselves. For example, back in 1988, several years before the words “internet” and “web” entered the global lexicon,  Spin magazine caused an uproar when, as part of a public-service effort to combat AIDS, each copy of the November issue contained a free condom (donated by Trojan).
Talk about useful, sensory, interactive, and memorable advertising. We don’t need to count the ways.
And as recently as September 2010, a print campaign in Entertainment Weekly touted the remade series Hawaii Five-0 by playing the show’s iconic theme song when the two-page spread was opened.
It’s tempting to... Read more