It's up to brands to empower consumers to explore, while providing seamless real-time experiences at every touchpoint, says Forrester. No pressure.
The secrets to a brand gaining digital "all-star" status are the think multichannel, collaborate cross-functionally, and take creative risks.
FYI Direct is launching an integrated campaign for its FreeScore.com brand, a company that gives free credit scores online. Two new TV commercials will begin airing on Feb. 6 along with online efforts.
Unilever launched a campaign with digital agency Razorfish to promote a new line of Axe body spray called Anarchy. The campaign centers around a YouTube-based graphic novel that is being written in real time, which the company is promoting through its Facebook, Twitter and YouTube pages.
Agribusiness manufacturer Tate & Lyle is launching a b-to-b direct mail and email campaign this week to promote and generate leads for its new brand of sweetener, called Purefruit.
Whether you call them "triggers," "retention touchpoints" or "lifecycle campaigns," timed communications that reach your customers automatically play an important role in any direct marketing strategy. Here are three techniques to help you routinely communicate with your customers without spending a lot of time.
The turn of the calendar year inevitably incites end-of-year reflections and New Year resolutions. Many times, to welcome in the new, we've got to let some things die. As such, I've been contemplating the evolution of our industry and begun questioning the shelf life of a traditional "campaign" model.
The U.S. Postal Service will let consumers make purchases on USPS.com with PayPal beginning next month. The organization will also streamline users' site accounts into one umbrella login and make site pages available in Chinese and Spanish.
Kraft's Jell-O Pudding brand has launched the second phase of its Pudding Face campaign, which builds on the existing TV and social media elements with a digital billboard in New York SoHo neighborhood.
Diesel wants customers to know that finding items to "like" on Facebook is no longer limited to the digital world. Brick-and-mortar customers are now able to scan a quick response (QR) code next to each product across stores in Spain to register that they like the item on Facebook, just as they would an online product.
If you look at the big winners at this year's Cannes Lions International Festival of Creativity, amid the highly anticipated usual suspects you'll see a name that sounds more like computer software or a robot than a brand: Rom.
As part of Dunkin' Donuts' Get Dunk'd campaign, New York metro-area customers can visit stores at select times to be eligible to win tickets to New York Mets and New York Yankees baseball games, as well as entry to amusement parks in New Jersey and Pennsylvania.
Oasis Grower Solutions, a horticulture and commercial greenhouse products brand, introduced Wedge Plus growing medium in April. The product decreases the usual 24-day root propagation period for poinsettias by five days.
The minimalist campaign lives on DirecTV, where subscribers can tune in to channel 111 for a chance to earn free Whoppers simply by watching a channel whose only programming is a single-frame view of a Whopper and a countdown clock.
With a glass of Merlot in hand, an affluent 46-year-old woman skims the pages of a Boston Proper catalog packed with photos of striking models in knit tops, maxi dresses, swimwear and sandals.
For two Saturdays in May, McDonald's and Tribal DDB Stockholm gave pedestrians in Stockholm's Stureplan, a busy intersection in the city center, the opportunity to interact with a digital billboard using their mobile phones.
Intel Corp. and Toshiba America Information Systems debuted "Inside," a "social film project" that allowed consumers to be part of a short film starring Emily Rossum. The companies are encouraging consumers to interact with the film's protagonist, who is trapped in a room with only her laptop, through Facebook, Twitter and YouTube.
American Honda Motor Co. launched the "Super Civic Quest" Facebook scavenger hunt, asking consumers to scour the Internet for clues to help an imaginary Mexican wrestler find his Honda Civic.
Javelin Marketing Group's North American SVP of strategic planning, RP Kumar, offers insights on summer marketing. Does his wisdom hold up against a classic hip-hop jam?
Women who participate in Kraft Foods' "Real Women of Philadelphia" campaign can submit recipes over the course of eight weeks to qualify to win $25,000 and a number of other prizes.
Virgin America created a series of videos that consumers can vote for and comment on via online social video forum Squabbler as part of its integrated "Breath of Fresh Airline" campaign. Each viewer who interacts with a video has a chance to win a plane ticket.
New York-based accounting firm Marks Paneth & Shron wants commuters in the metro area to participate in the same problem solving it faces each day. Posters featuring brain teasers appear at stations throughout New York transit and as ads in regional publications.
Agencies should create campaigns for clients that drive consumer communication to increase brand awareness, said Carla Serrano, partner at consulting company Naked Communications, during the Mirren New Business Conference's April 13 keynote.
Using Starbucks' size for good, BBDO brought 156 countries together at the exact same time to raise money and awareness to help fight AIDS in Africa.
Spanish airline Spanair surprised nearly 200 passengers on one of its flights from Barcelona to the Canary Islands as part of its "Unexpected Luggage" campaign, developed by Shackleton.
The Juvenile Diabetes Research Foundation wanted to increase awareness and donations for its cause during the holiday season. The nonprofit partnered with the London office of Initiative, an Interpublic Group agency for "The World Smiles" global campaign.
Nonprofit Big Brothers Big Sisters of America, in partnership with The Ad Council, launched its "Start Something" campaign in January to coincide with National Mentoring Month.
Kevin McKeefery talks with Frances Allen about Denny's "Always Open" marketing platform
Online retailers drove a holiday season of aggressive discounts that may be ingraining a culture of 24/7 bargain hunting among their customers.
Carnival Cruise Lines' "Hey America, Didja Ever" Facebook campaign provides adventure seekers the chance to win a free cruise and other prizes by documenting activities they'd like to accomplish.
Company of the week
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Retailers' Thanksgiving Day sales pitches came in heavy via email.
Key passages from the mailing industry's anti-exigency appeal to the Postal Regulatory Commission.
The fast casual restaurant chain relies on digital to drive in-store traffic and sales for its seasonal menu.