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McCain Pummels Obama in Search Ad Relevance; Neither Does Great

While Sen. Barack Obama has historically outdone Sen. John McCain in terms of social media savvy, McCain bests him in sponsored search and targeted advertising. Unfortunately, neither candidate does exceptionally well in the latter regard. Author Jonathan Mendez of search engine marketing blog Optimize and Prophetize conducted an analysis of how well McCain and Obama fare in se  [...]
Posted: Wednesday, September 10th 2008

TiVo: Good Ads Don't Get Skipped!

Viewers are less likely to skip ads they consider relevant to them, reports TiVo (via AdWeek). The company just released its May 2008 data from PowerWatch, its second-by-second commercial audience measurement service. Data was gleaned from 20,000 TiVo users. Findings from the survey: All demographic segments time shift and fast-forward through commercials at a high rate.   [...]
Posted: Thursday, July 31st 2008

Mad Ravings of Busey Take GotVMail Viral

"Gary Busey on Business," an online campaign featuring TV star Gary Busey, appeared on the 'net this month, bringing brand awareness -- if not business -- to virtual phone systems vendor GotVMail. In each spot, Busy shares left-of-field business wisdom and anecdotal entrepreneurial insights:   [...]
Posted: Thursday, July 31st 2008

Automakers Pay for Gas in Popular Promos

Chrysler is extending its offer of $2.99/gallon for gas through July 7 due to the success of the campaign -- and other automakers have followed suit, reports MediaBuyerPlanner. The automaker's "Let's Refuel America" campaign, which offers consumers $2.99 per gallon of gas for up to three years with the purchase of select models. "Let's Refuel America" boosted showroom traffic by 10 to 20 pe  [...]
Posted: Wednesday, May 28th 2008

Mobile Display Ads Increase Brand Awareness and Interest

Awareness of and interest in "The Golden Compass" among users exposed to promotional full-screen mobile ads increased significantly, according to results of a mobile ad campaign by Greystripe and New Line Cinema, MarketingCharts reports. Greystripe commissioned Dynamic Logic to measure the campaign's success in raising awareness, interes  [...]
Posted: Wednesday, April 30th 2008

IAB Debuts UGC, Social Media Overview

The IAB has released the "User-Generated Content and Social Media Advertising Overview." Its purpose is to outline how UGC and social media has altered the digital consumer experience. UGC and social media are formally defined and buttressed by case studies of successful implementations. Download the document on the IAB website.   [...]
Posted: Thursday, April 17th 2008

American Idol Charity Effort Tests Sponsors' PR Savvy; ExxonMobil Proves a Peach

Direct marketing firm SendTec examined the TV sponsors for Idol Gives Back, an event during which American Idol viewers were admonished to donate to charities. Sponsors included ExxonMobil, Ford, Coca-Cola, AT&T, iTunes, Allstate and the M·A·C AIDS Fund. The study profiles how well ExxonMobil, iTunes, Ford and Coca-Cola maximized their public relations. ExxonMobil  [...]
Posted: Monday, April 14th 2008

Economic Impact of Word-of-Mouth Calculated with Net Promoter Model

Customer word-of-mouth (WOM) behaviors have strong financial positive and negative impact on customer loyalty, ultimately affecting company growth, according to a SatMetrix Syst  [...]
Posted: Thursday, April 3rd 2008

Nissan Leaps into Interactivity for EXtraordinary Campaign

Nissan has kicked off EXtraordinary, a multichannel campaign, to promote its Infiniti EX, a luxury crossover SUV. The company worked with TBWA\Chiat\Day and digital agency Tequila to build a site that lets people play with special features in the car via 3D online video units. TV spots for the EX were reviewed yesterday on Adrants. The campaign also includes print and "  [...]
Posted: Wednesday, February 20th 2008

Digital Post Office of Love Draws Flirty Texters to Chicago Art Museum

The Museum of Contemporary Art liaised with Cellit Mobile Marketing to launch an interactive campaign to get singles texting each other. This was part of a campaign to generate buzz for its First Friday event on February 1. The Digital Post Office of Love, a one-day Valentine's Day-inspired event, drew 2,500 people. The event featured a special interactive display where visitors could post messages to other attendees. "We wanted to create a fun and engag­ing activity and to  [...]
Posted: Tuesday, February 12th 2008

Subway Sues Quiznos for UGC Faux-Pas

Subway has filed a lawsuit against competitor Quiznos and Viacom-owned website iFilm. The dispute is over the submissions of a user-generated contest Quiznos ran, which iFilm helped host. Subway says many of the videos depict its brand in a negative manner. The New York Times, which reported the lawsuit and posted one of the offending entries, mused, "Quiznos did not make the insulti  [...]
Posted: Wednesday, January 30th 2008

Low-Maintenance Dating Site Turns $10MM in 12 Months

A free online dating site that began as a class project for an aspiring ASP.NET programmer has turned $10 million in profit in 12 months. According to The New York Times, Plenty of Fish has attracted over 600  [...]
Posted: Monday, January 14th 2008

Arizona Jean Employs Social Marketing to Push New E-Store

Formerly owned by JC Penney, the Original Arizona Jean Company is now independent. And though the jeans have been available for 23 years at the department store, they had never been marketed directly to the teen audience it's geared toward, according to a mini case study by DM News. That's where T3 agency stepped in to help launch an online marketing campaign. A content-rich   [...]
Posted: Friday, January 11th 2008

Land Rover, AdMob Connect with Big Spenders on iPhone

For high net worth customers, Land Rover partnered with AdMob. Its resulting campaign targeted smartphone users and took advantage of AdMob's new ad unit, exclusive to the iPhone (see video), which has a store-locator in the banner itself. Of those who clicked on the Land Rover mobile ad, 23 percent of customers responded to at least one call-to-action on the landing page: 88 percent watched the video, 9 percent enter  [...]
Posted: Tuesday, December 4th 2007

MTVU, Microsoft Partner for Activist Web Series

MTV's mtvU network is expanding online, thanks in part to a partnership with Microsoft. MtvU is a 24-hour college network broadcast to 750 universities in the US. Together the companies will launch a new online video series called "Cause Effect." It will feature two student activists a week, each "using Windows Live Messenger to take action on behalf of a social cause,"   [...]
Posted: Wednesday, November 28th 2007

Music Videos More Intimately Merge with Online Activity

For the launch of its second album Neon Bible, Arcade Fire kicked off a mysterious campaign urging fans to head to beonlineb.com, an anagram for the album's name. Created by Vincent Morisset, fans may not only watch a new video; they can interact with the lead singer's head and hands, according to Reuters. Arcade Fire's efforts are only th  [...]
Posted: Tuesday, November 27th 2007

Threadless.com's Retail Store Is a Great Brand Builder

Threadless started life as a T-shirt e-tailer with one unique twist: not only did users design the tees in a series of regular contests but other users voted on which ones should be produced. The e-tailer has now built a brick-and-mortar location in Chicago and has plans to build similar stores in Boulder and San Francisco,   [...]
Posted: Wednesday, November 21st 2007

Goodby Describes Digital Evolution at Adweek Con

SF-based agency Goodby, Silverstein & Partners described its "Digital Evolution" at Adweek's Creative Conference: Mashup 2007 yesterday. Multi-talented creatives hired across fields -- ranging from academic environments, media labs and design firms -- helped Goodby implement the current HP campaign, "The computer is personal again," where famous hands tell the world what's inside their PCs. The campaign was inspired by a resume film from Goodby new-hire Pete Connolly. The HP  [...]
Posted: Friday, October 26th 2007

Scion Joins Fourth - Yes, Fourth - Virtual World

Toyota's Scion brand has set foot in There.com, making it the fourth virtual world to host a Scion marketing campaign. Already, Scion has entered Second Life, Whyville.com, and Gaia.com. In There.com, Scion launched Club Scion, a three-story nightclub with dance floors, music and hot tub  [...]
Posted: Thursday, August 16th 2007

Study: Branding Can Alter Kids' Perception of Taste

Preschoolers' perception of what tastes better can be heavily influenced by the packaging, if it's branded by ubiquitous food brands - in this case, McDonalds - according to the findings of a study by a Stanford University researcher, writes MarketingCharts, citing the Associated Press. The  [...]
Posted: Wednesday, August 8th 2007

Yahoo and comScore: Online 'Pre-Shoppers' Spend More In-Store

Exposure to online advertising is changing the way consumers shop, according to new research from Yahoo and comScore that examines the impact of search and display advertising on in-store sales for five major retailers, MarketingCharts reports. Consumers exposed to online advertising tend to research, o  [...]
Posted: Friday, August 3rd 2007

Etsy: Artisans Get Their eBay

In adding an e-commerce component to the typical social network model, co-founder Rob Kalin helped to create Etsy, an online marketplace for the arts and crafts set. According to BusinessWeek, Etsy "fits the mold for a second-wave dot-com success almost perfectly." The two-year-old site has $  [...]
Posted: Thursday, July 19th 2007

'YouTube for Gamers' Makes Smaller World of Gaming Industry

Game fans and developers are getting their very own YouTube. Officially launched last month, and touting social features like profiles and friend requests, GeeVee caters to high-definition game graphics by hosting videos at a bitrate four times that of the video-sharing juggernaut. Following in the footsteps of other grassroots Web services like Wordpress, GeeVee responds directly to   [...]
Posted: Friday, July 6th 2007

Bud.TV May Fade in Second Half of '07

CEO August Busch IV of Anheuser-Busch reported that Bud.TV, the company's much-toted online network effort, will likely "fade" in the second half of '07, according to Ad Age. Dubbing Bud.tv " part of a "broader digital future," Busch said the content populating the $30+ million Web destination will likely be spread onto other A-B Web properties. Bud.TV hoped to attract 2 million visits in its first year and  [...]
Posted: Thursday, May 24th 2007

Nissan Deals with Middle-of-the-Road Brand Perception

Nissan is suffering from middle-of-the-pack brand perception despite consistent manufacture of well-received vehicle models, reports Ad Age. Though hardly red, profits are off 11 percent globally and were down 50 percent last quarter. Nissan spent almost $1 billion in measured media in 2006 and has already spent $167 million in January and February. Their campaign, Shift 2.0, also lacks a consistent brand con  [...]
Posted: Tuesday, May 8th 2007