Nathan Golia

Creative content online attracts new customers in the lengthy b-to-b cycle

Marketers are incorporating Zynga's Facebook games, including FarmVille, YoVille and Mafia Wars, into campaigns that link product purchases to in-game redemptions.

MicroBilt launched MicroBilt Connect, a loyalty program that gives customers rewards points for Twitter referrals, May 27. MicroBilt is a provider of fraud prevention, consumer financing, debt collection and background screening tools for small and midsize businesses.

InterContinental Hotels Group's Holiday Inn chain launched a campaign May 26 to increase its profile in the weddings industry. Consumers who book a reception from June 1 to December 30 at any Holiday Inn could receive a gift card up to $750 toward their honeymoon.

Cleaning equipment manufacturer Hoover launched an integrated campaign May 25 to support several new products. The company is promoting its FloorMate Hard Floor Cleaner through December via both long- and short-form DRTV spots, which were produced by Hawthorne Direct.

Richmont Holdings launched a direct selling program for IV-7 Ultimate Germ Defense, a disinfectant made by Pure Bioscience, May 22.

Multichannel party supply retailer Oriental Trading named Dave Johnson SVP of marketing May 21.

Former travel and e-commerce employees at Expedia, Amazon, Microsoft and Zillow have launched Stash Hotel Rewards, a loyalty currency for independent hotels.

QVC will launch m-commerce applications for Android and BlackBerry smartphones in the coming weeks, the multichannel retailer said May 20. It will also release an enhanced version of its iPhone program.

Microsoft filed a lawsuit against Salesforce.com in Washington State federal court on May 18, alleging the CRM software-as-a-service provider infringed on nine of its patents.