Campaigns

Coalition of groups launches three-year anti-arthritis campaign

Dianna Dilworth February 08, 2010

The Arthritis Foundation, the Ad Council and the American College of Rheumatology kicked off a three-year-long integrated ad campaign this month. The goal of the effort is to help Americans deal with the effects of osteoarthritis. The campaign includes an interactive microsite, e-mail and social media, as well as TV, print and outdoor advertising.
 

Dove launches campaign for men's line, including social, e-mail opt-ins

Mary Elizabeth Hurn February 02, 2010

Unilever's Dove brand has launched an integrated campaign for its Men+Care line of skin products, including social media, TV and a microsite, DoveMenCare.com. The effort was aided by agency Mindshare.
 

Nailed It: DMNews talks with Alexandra Palau, e-marketing manager at Carnival

February 01, 2010

In July, Carnival began sending e-mails to customers who abandoned their shopping carts while booking online. Alexandra Palau, e-marketing manager at Carnival, discusses the effort
 

Brands kick off CRM at big game

Dianna Dilworth February 01, 2010

Once the domain of splashy branding campaigns, this year's Super Bowl broadcast will feature ads built around social media and loyalty marketing.
 

Creative solutions from Backroads, Lego, Qdoba

January 18, 2010

Direct mail campaign from travel company Backroads, Lego's search effort with iCrossing, Qdoba uses mobile to drive loyalty
 

Nailed It: Julie Cunnyngham, product marketing director, Hallmark Business Expressions

January 18, 2010

Julie Cunnyngham, product marketing director at Hallmark Business Expressions, explains how a campaign generated leads and translated into a new selling strategy for the marketer
 

Panasonic debuts 'Beard Buster' app

Dianna Dilworth January 18, 2010

In a move to promote its new Multi-Flex Wet/Dry Shaver line, Panasonic has released an iPhone application that lets consumers draw beards, shave them off and share the photos with others.
 

How to make a viral campaign infectious

Adi Sideman, CEO, Oddcast January 11, 2010

What makes a viral campaign a hit? That's a question everyone would like to answer. Defining viral success is still a work in progress, but here is an outline of characteristics common in successful viral campaigns.
 

PCH campaign highlights instant prize sweeps

Kevin McKeefery December 31, 2009

In a departure from its traditional approach, Publisher's Clearing House has launched a multichannel campaign for its annual January sweepstakes. The contest this year features "Instaprize" which offers a grand prize of $10 million to consumers, who find out whether they have won within 48 hours. Creative was handled in-house, with KSL Media assisting with television buying, and 360i handling online media buys.
 

Expedia addresses ambivalence with direct campaign

Kevin McKeefery December 30, 2009

Travel booking site Expedia has launched a direct marketing campaign to differentiate the brand from other travel search engines. The campaign highlights both Expedia's convenience of use and the value of booking hotel and flight plans together on the site.
 

Novartis $200 million integrated campaign promotes heartburn drug

Mary Elizabeth Hurn November 12, 2009

Pharmaceutical company Novartis launched a $200 million integrated ad campaign, which includes a number of digital elements, on November 12 for over-the-counter heartburn drug Prevacid 24HR. The effort's digital elements include online ads that drive consumers to the prevacid24hr.com Web site on targeted portals like WebMD, as well as Yahoo and other lifestyle destinations.
 

Kayak looks to expand awareness with push

Dianna Dilworth November 09, 2009

Travel search engine Kayak.com debuted an integrated campaign this month to build brand awareness. After doing research with TNS Media and finding that 68% of consumers that book travel online were not aware of Kayak, the site decided to focus more on marketing. It hired Goodby, Silverstein & Partners as its agency of record in mid-August.
 

Banner Ad Flies Build Book Show Buzz

Carol Krol October 31, 2009

Jung von Matt/Neckar, a German ad agency, created buzz for publisher Eichborn at the Frankfurt Book Fair this month. The agency outfitted 200 flies with banner ads to promote their exhibition booth at the show. What do you call that? A "fly circus?"
 

Creative solutions from Supershoes.com, Rubbermaid, Inkubook

October 26, 2009

Julie Petroski, VP, group creative director at Targetbase talks about the latest campaigns from Supershoes.com, Rubbermaid and Inkubook
 

NBA shoots for Hispanic audience

Mary Elizabeth Hurn October 26, 2009

In an effort to attract the growing economic might of Hispanics living in the US, the NBA this month launched Éne-bé-a, a multichannel marketing campaign.
 

E-mail basics meet new tricks

Douglas Quenqua October 20, 2009

E-mail marketers blend established best practices with new options, such as social media and embedded video, to engage consumers.
 

DMNews chats with Eric Opel, group manager of client communications, Microsoft Advertising

October 12, 2009

Eric Opel, group manager of client communications at Microsoft Advertising, discusses targeting CMOs for the launch of its new search engine Bing
 

Dickies selects GS&P as its AOR

Dianna Dilworth October 09, 2009

Multichannel apparel retailer Dickies has named Omnicom Group's Goodby, Silverstein & Partners its first agency of record after 87 years in business.
 

Digital marketing shift speeds up

Chantal Todé October 09, 2009

CDW and Ikea demonstrate shift in traditional marketers toward digital
 

Chase integrated effort highlights small business cards

Kevin McKeefery October 01, 2009

Chase launched an integrated campaign October 1 to promote its Ink business card portfolio. The integrated initiative highlights the benefits that each of the four Ink cards offer small businesses. Chase is primarily using the effort to build the Ink brand.
 

Retailers find creative fodder in packaging boxes

Chantal Todé September 29, 2009

Retailers have taken to elevating the lowly cardboard box that their merchandise often arrives in.
 

DMNews chats with Skip Weldon, VP of marketing at Friendly's

September 28, 2009

DMNews speaks with Skip Weldon, VP of marketing at Friendly's, about the restaurant's kid-friendly interactive campaign
 

DM vets 21st Century and PCH to test social

Cara Wood September 28, 2009

Insurance provider 21st Century Auto Insurance and Publisher's Clearing House — each with more than 50 years of direct mail marketing experience — are partnering on a multiyear affinity program that has both companies trying new tactics in social media.
 

Get close for niche results

Lauren Bell September 14, 2009

Health and wellness boutiques find demonstrating expertise while building customer relationships help drive e-commerce success
 

E-commerce an easy sell

Chantal Todé September 14, 2009

Retailers train their focus online in a tough market by investing in customer experience initiatives.
 

Burger King taps NASCAR driver for multichannel push

Dianna Dilworth September 14, 2009

Burger King has teamed up with NASCAR Sprint Cup Series driver Tony Stewart, who is serving as the focus of an integrated campaign for the fast food restaurant.
 

IBM Rational software - Mr. Fong by Ogilvy

September 09, 2009

IBM turned to Ogilvy for a campaign supporting its Rational software technology, which allows software developers to work on projects collaboratively while in different locations.
 

British Airways "Face-to-face" with Agency.com

September 01, 2009

With the help of Agency.com for digital promotion, British Airways recently launched its "Face-to-face" campaign, a contest that gives small business owners the chance to earn a flight anywhere in the world to take their business to the next level with in-person meetings.
 

Puma runs with a local crowd

Chantal Todé August 21, 2009

In the latest twist on marketing campaigns designed to corral and showcase customer and/or employee pearls of wisdom, Puma has launched a new effort that puts its stores' roles in their local communities at the center.
 

Sony Quantum Code by Euro RSCG Australia

August 18, 2009

To promote the release of Sony Pictures' James Bond film "Quantum of Solace" down under, Euro RSCG Australia capitalized on the simultaneous launch of QR codes throughout the country.
 

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