Tagged 'music'

'Best of Show' B2B – A Summit Int'l Creative Award Winner (Case Study Video)

Posted by Rick Mathieson on May 29th, 2013 at 12:29 pm

You've never seen B2B marketing quite like this before.
This initiative just won "Best of Show" for best integrated campaign at the Summit International Creative Awards.
How are you using B2C approaches in your B2B marketing? Share your stories here!

LoopNet 3D Projection Magic (Video)

Posted by Rick Mathieson on January 21st, 2013 at 5:34 pm

How are you bringing B2C approaches to your B2B marketing?
Are you doing it at all?
For far too many B2B marketers, there's a view that never the two should meet. But as I write in my book THE ON-DEMAND BRAND, it's critical that B2B marketers realize business people are just that - people. And their exposure to B2C marketing approaches in their personal lives sets expectations for B2B marketing, whether B2B marketers like it or not.
But some savvy B2B marketers have caught on - big time.
Case in point: Our client LoopNet, the #1 online marketplace for commercial real estate.
Over the last few months, LoopNet has launched an integrated campaign that's predicated on a simple, yet powerful message: If your commercial listings aren't advertised on LoopNet, they may as well be invisible. That's because only LoopNet drives traffic to commercial real estate listings like literally no other option can.
Print, direct mail and online advertising developed by has articulated this theme in compelling, brand consistent fashion.
So when LoopNet decided to fete the luminaries of Los Angeles commercial real estate, we got to thinking: What if we took our message and super-sized it? What if we used a full-motion, building-size canvass to drive home... Read more

How Coca-Cola Uses Power of Mobile to Connect at Concerts (Video)

Posted by Rick Mathieson on July 30th, 2012 at 7:55 pm

You have to dig this recent initiative from Coca-Cola in Columbia.
During this concert, the band was playing on a stage that was 50 meters above the crowd.
As Adverblog reports, in order to bring the band down lower, the audience had to "download" them by using their mobile devices to log onto Coke FM and download songs from the band. As they did, the performers would be lowered closer to the public.
This effort, from Ogilvy Columbia, seems to have been a lively way for activate this live event through mobile. And as you can plainly see, it worked.
A QR code or something to instantly log on and download songs could have made this even more immediate.
Either way, Coca-Cola has done it again.
Coca-Cola Mobile Marketing Webinar Thursday, August 16 at 11 AM PDT
For those interested in finding out more about how Coca-Cola leverages the power of mobile - especially during live events - Coke's Center for Mobile Excellence is hosting a Webinar August 16 with the Mobile Marketing Association and Mozes, a client of mine that specializes in brand activation using mobile at live events.
At 'Become Best-in-Class in Mobile Marketing, attendees will learn:
- How to approach cultivating an in-house mobile expert... Read more

Mobile Roundtable (Concl): Brand Marketing & The Future of Social TV

Posted by Rick Mathieson on May 29th, 2012 at 5:00 pm

Will consumers and brands really tune into social TV over the long term?
The whole field is getting a lot of buzz these days, from startups like Miso and GetGlue, to high-profile initiatives at this year's Super Bowl that included a branded app from Chevy and Coca-Cola's interactive Polar Bear experience on Facebook.
I have not seen solid figures on viewer engagement with the Chevy app, but the fact that GM announced this week it will sit out Super Bowl 2013, it stands to reason the initiative wasn't a touchdown.
Coca-Cola's experience, however, was another thing entirely. At last week's Social TV conference, Coca-Cola revealed some astonishing engagement figures for its Polar Bowl. Turns out that while Coke thought they'd engage a couple million people for an average of 2.5 minutes, the Bears - which reacted in real time to the game and even Super Bowl spots from other advertisers - attracted 9 million viewers who spent an average of 28 minutes with the brand.
In the conclusion of our May 2012 Mobile Roundtable, Dorrian Porter, CEO of longtime sponsor Mozes; Julie Fajgenbaum, vice president of brand and social media for American Express; and Rachel Pasqua, executive director of mobile marketing for Organic weigh... Read more

Mobile Roundtable (Pt 4): Facebook's Mobile Challenges Post IPO

Posted by Rick Mathieson on May 24th, 2012 at 11:41 am

Can Facebook monetize the mobile channel as well as it has its desktop experience?
In the run-up to last Friday's big Facebook IPO, there was considerable industry commentary on that outstanding question.
Here, our mobile marketing panel - Julie Fajgenbaum, vice president of brand and social media for American Express, Dorrian Porter, CEO of longtime sponsor Mozes, and Rachel Pasqua, executive director of mobile marketing for Organic (shown above from left) - put their views on opportunities for both Facebook and brand clients in the mobile space.
MOBILE ROUNDTABLE (PT 4): FACEBOOK'S MOBILE CHALLENGE POST IPO
Click here to listen to: Mobile Roundtable (Pt 4): Facebook's Mobile Challenges Post IPO

(3:28)
ALSO LISTEN TO:
MOBILE ROUNDTABLE (PT 1): JULIE FAJGENBAUM - HOW AMEX BANKS ON MOBILE MARKETING
MOBILE MARKETING ROUNDTABLE (PT 2): ORGANIC'S RACHEL PASQUA - KIMBERLY CLICK, SPECIALIZED BICYCLES RAMP UP MOBILE MARKETING
MOBILE MARKETING ROUNDTABLE (PT 3): MOZES ROCKS THE MOBILE REVOLUTION
(11:07)