Marketers understand the importance of a multiscreen, cross-channel approach to effectively reach today's perpetually connected consumer. So what's keeping them from transitioning more of their digital campaigns into cross-screen campaigns?
Kraft Macaroni & Cheese's "Dinner, Not Art" initiative has one aim in mind: to help people create lovely macaroni art without putting a single noodle to waste.
And it's Atmosphere Proximity for the win. The agency takes on The Economist's digital promo in 2013.
Dubbed "Adventures in Living," Idaho tourism's campaign asked contestants to nominate a family member in need of a vacation.
The Opel Movano can move up to 3.5 tons and 2 GB. To raise awareness about the utility vehicle's actual "utility" as a transporter of large loads of cargo, Belgium-based agency McCann Lowe created a Web banner that serves double duty as an advertising vehicle and a file transfer device: The banner "carries your stuff... across the Web."
Brand marketers who favor creative ads that run at scale should not believe digital media to be the domain of direct-response advertisers and ignore the channel's capabilities, said the heads of two industry trade organizations at the "Digiday Agency" event on Dec. 12 in New York.
Gap, whose previous campaigns have focused primarily on the US, has rolled out a global campaign to create awareness around its 1969 autumn collection.
Top brands are introducing digital and social elements to summer road tours and live events to continue interaction with consumers well after the appeal of the in-person experience has worn off.
Peter Minnium, IAB consulting director and head of the Rising Stars program, about how the units' adoption offers a window into the display advertising landscape.
Callaway Golf launched a one-day consumer-generated display ad campaign on ESPN.com's home page on April 8 (ahem, the second day of the Master's, golf's first Grand Slam of the year). The initiative, part of the golf products manufacturer's "Winning Redefined" campaign, promoted the company's line of Razr drivers and Iron golf clubs. Callaway developed the campaign with its agency Eleven.
Clothing retailer Old Navy launched a mobile marketing campaign February 17 with mobile app developer Shazam. The effort gives consumers digital coupons and product information through Shazam's music identification service. The retailer developed the campaign with Crispin Porter & Bogusky, the lead creative agency of parent company Gap Inc.
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