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Voices From The Crowd: Crowdsourcing May Be Ineffective Tool for Government (Fast Company)
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Posted: 09/02/2010
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Can the rise of crowdsourcing sway public policy? According to a Fast Company article, government should stick to the polls rather than relying on crowdsourcing platforms like IdeaScale, which allows the public to raise its collective voice and vote on ideas from state budgets and federal transparency to health care priorities and education. Government 2.0 crowdsourcing is an ineffective tool because it’s not reflective of the entangled way new public policy is brought to fruition – officials can’t simply tap into public opinion and then implement those ideas into law, no matter how popular they are. The article suggests that “what the government needs isn't more lofty suggestions ("End the income tax!"), but grounded ideas on how to actually get things done in Congress.”
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Industry:
Marketing, Design, & Interactive Communications,
Technology, Consulting, & Professional Services
Topic:
Business Intelligence,
Experience & Interaction,
Marketing Communications
Region:
North America
Audience:
Business to Consumer,
Peer Groups & Communities
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Online Game Features Upscale Brands To Give Users A Virtual Retail Fix (BrandWeek)
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Posted: 09/02/2010
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Popsugar's new online game, "Retail Therapy", merges social gaming with e-commerce to give users an insanely addictive fashion fix. Available on Facebook and at Playretailtherapy.com, the game can be played for free or users can purchase virtual goods priced from $1 to $100. Here's how the fashion-forward game works: players fill empty store shelves with virtual goodies from premier labels like Banana Republic, Barneys New York, Gap and Juicy Couture. Sponsors like Diane von Furstenberg and Topshop have even opted to launch virtual stores in which users can purchase products. Players can also make the leap into any of the retailers' sites to fill their shopping carts with real merchandise. Friends can visit other friends' shops or create unique looks to share among their networks. By modeling aspects of the game after the wildly popular Farmville, CEO Brian Sugar "believes that Retail Therapy can entice users to open up their wallets . . . to purchase virtual goods by promising competitive advantages and overall better game play."
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Industry:
Marketing, Design, & Interactive Communications
Topic:
Content Strategy,
E-Commerce,
Experience & Interaction,
Marketing Communications
Region:
Global
Audience:
Business to Consumer,
Peer Groups & Communities
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Social Sampling: The Campbell Brand Joins Facebook (BrandWeek)
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Posted: 08/19/2010
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In an effort to grow sales of its healthy beverages and baked snacks, Campbell Soup Co. has launched a Facebook campaign to promote its new V8 V-Fusion + Tea line via social sampling. Each week through September 30, the Camden, N.J.-based maker of Chunky and Select Harvest soups will give away 1,000 free samples. Another Campbell brand, Pepperidge Farm, also launched a page to promote its new strawberry flavored Milano cookies, gaining nearly 9,000 fans in the month since its launch. Taking a cue from other big name brands – like Ford and P&G's Gillette – Campbell is incorporating more social media marketing into its overall marketing plan to drive consumption. The strategy to connect with consumers online seems to be working: In the first 24 hours, all 1,000 samples of V8 V-Fusion + Tea were gone, Campbell rep Juli Mandel Sloves said.
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Industry:
Marketing, Design, & Interactive Communications,
Retail & Products
Topic:
Experience & Interaction,
Marketing Communications,
Technology Implementation
Region:
Global
Audience:
Business to Consumer,
Peer Groups & Communities
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New Old Spice Campaign Aims To Go Viral With A Little Mystery (Fast Company)
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Posted: 08/19/2010
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Ad firm Wieden+Kennedy has taken a successful “Old” television ad concept viral. Old Spice, owned by Procter and Gamble, is leveraging the appeal of its TV spot star, Isaiah Mustafa, by taping 30-second YouTube videos in response to Twitter feeds. The team behind the campaign works in conjunction with technology to scan responses and identify the social influence of those responders to choose messages that will create a wow factor and perpetuate themselves throughout “virally-relevant” communities. Wieden's global interactive creative director Iain Tait asserts that rather than using a dedicated proprietary site, the campaign gets maximum exposure on YouTube, especially since the current spots are being watched and re-tweeted extensively. The ability of embedded material on YouTube to be liked, shared, favored and dispersed quickly factored into the decision for which social medium to use. Heeding the nature of the ‘want it new, want it now” internet culture, the company strives to produce the video responses in real time to the keep the content fresh, relevant to the brand and newsworthy. The content goes successfully beyond pure entertainment value to make “the connection between the content, the product and the experience of the product.”
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Industry:
Marketing, Design, & Interactive Communications,
Retail & Products,
Technology, Consulting, & Professional Services
Topic:
Content Strategy,
Creative & Design,
Experience & Interaction,
Marketing Communications,
Technology Implementation
Region:
Global
Audience:
Business to Consumer,
Peer Groups & Communities
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Pulling Klout: Website Helps Users Measure Their Social Influence (CNN Money)
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Posted: 08/19/2010
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Users can now discover their social “Klout” by numerical rank by inputting their Twitter name into Klout.com. The San Francisco-based social media start-up is shoring up its position to become the online standard for measuring social impact by partnering with Virgin America to offer a hand-picked group of “influencers” a free flight from San Francisco or Los Angeles to Virgin America's newest destination, Toronto. Here’s how the new type of marketing campaigns (implemented by brands like Starbucks and Cover Girl) work: (1) Users accept product offers; (2) In return, Klout requests for disclosure of the freebie; (3) Klout measures some two dozen variables, including the number of times their comments are retweeted, the size of their Twitter audience, and the influence of those followers, to come up with a numerical value and ranking on a 0-to-100 scale.
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Industry:
Marketing, Design, & Interactive Communications,
Retail & Products,
Technology, Consulting, & Professional Services
Topic:
Business Intelligence,
Content Strategy,
Marketing Communications,
Technology Implementation
Region:
Global
Audience:
Business to Business,
Business to Consumer,
Peer Groups & Communities
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We cut through the clutter of the web to highlight innovation and forward-thinking. The best stories from leading publications – hand selected and organized to provide you a single point of access.
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