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Campaigns

FYI Direct to launch campaign for FreeScore.com

Dianna Dilworth January 25, 2012

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.

Axe campaign has fans collaboratively write graphic novel online

Dianna Dilworth January 10, 2012

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.

Tate & Lyle launches b-to-b direct mail, email campaign

Dianna Dilworth January 04, 2012

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.

Ride word-of-mouth movement

Allie Kline, VP of marketing, 33Across January 01, 2012

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.

Postal Service to integrate with PayPal in October, launch TV campaign this month

Tim Peterson September 15, 2011

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.

Outdoor advertising at center of Jell-O campaign

Kevin McKeefery August 04, 2011

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.

Audacity, Romanian style

Tom O'Keefe, executive creative director for North America, Draftfcb August 01, 2011

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.

Dunkin' Donuts urges customers to get Dunk'd for baseball tickets

Kevin McKeefery August 01, 2011

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.

Diesel elicits 'likes' in Spain

Kevin McKeefery August 01, 2011

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.

Our look at the most - and least - engaging social media

August 01, 2011

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.

McDonald's boosts billboard

Kevin McKeefery August 01, 2011

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.

Burger King directs viewers to tune in for free Whoppers

Kevin McKeefery August 01, 2011

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.

Oasis campaign prompts benefits

Kevin McKeefery August 01, 2011

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.

Boston Proper builds customer database and sales with summer catalog initiative

Heather Schultz August 01, 2011

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.

Our look at the most - and least - engaging social media

July 01, 2011

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.

Summer marketing advice from DJ Jazzy Jeff and The Fresh Prince

Juan Martinez May 31, 2011

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?

Kraft relies on Paula Deen for second  round of Philadelphia recipe contests

May 01, 2011

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's videos elicit laughs

May 01, 2011

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.

Puzzles engage commuters

May 01, 2011

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.

Naked Communications partner: Drive consumer action to raise awareness

Tim Peterson April 13, 2011

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.

BBDO New York - Starbucks Love Project

March 10, 2011

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.

Spanair taps demographics to deliver holiday surprise

Kevin McKeefery March 02, 2011

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.

JDRF's smile campaign counters children diabetes

Kevin McKeefery March 01, 2011

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.

Big Brothers Big Sisters spurs donations in fundraising effort

Kevin McKeefery March 01, 2011

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.

Frances Allen, CMO, Denny's

February 09, 2011

Kevin McKeefery talks with Frances Allen about Denny's "Always Open" marketing platform

Hooked on discounts

Mercedes Cardona February 01, 2011

Online retailers drove a holiday season of aggressive discounts that may be ingraining a culture of 24/7 bargain hunting among their customers.

Carnival's 'bucket list' contest

Kevin McKeefery February 01, 2011

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.

Niche brands boost Facebook campaigns with analytics, but still desire more data

Alex Palmer January 01, 2011

Marketers' use of Facebook has exploded in recent months, and brands with niche audiences have begun to use the site's social media analytics to better understand their fans.