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Becel Vegan Blasts Across Digital Space On Earth Day (Strategy Magazine)
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Posted: 06/09/2010
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Becel Vegan infiltrated digital space as part of a campaign targeting Canadian consumers. Launched in conjunction with Earth Day, the digital campaign was designed to reach environmentally-conscious consumers interested in the brand’s lactose-free, gluten-free product. The campaign featured a reach block on Facebook to reach every female logging in to the site for the first five times with a Becel-sponsored ad; a Google splash across green and food-friendly niche and mass sites like Naturopath.com and FoodNetwork.com; and homepage ads on MSN, AOL and Canwest, and exclusive placement on British Columbia’s Weather Network homepage. "We're trying to drive awareness and drive trial of the product in a fun and engaging way," says Caroline Moul, digital group director at PHD in Toronto.
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Industry:
Marketing, Design, & Interactive Communications,
Retail & Products
Topic:
Content Strategy,
Experience & Interaction,
Marketing Communications
Region:
North America
Audience:
Business to Consumer,
Peer Groups & Communities
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Mastercard Campaign Praises Hockey’s “Unsung Heroes” (Strategy Magazine)
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Posted: 06/09/2010
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“Unsung heroes” are typically the faces behind the scenes, eschewing the limelight to help launch others to the top spot. In an unexpected turn, Mastercard’s new campaign casts new light on the "unsung heroes" of the hockey world. In support of its title sponsorship of the 2010 MasterCard Memorial World Cup, MasterCard’s saucy, mockumentary-style campaign features live-action vignettes that pit inanimate objects against each other to battle it out alongside real athletes. The digital campaign celebrates mundane objects like alarm clocks, cups of coffee, garage doors, dumbbells, slush and shock absorbers, whose efforts are often overlooked in the hockey player’s quest to meet challenges. Designed to be dynamic, memorable and cost-effective, the campaign extends the creative theme with trading cards featuring each item and rich media ads on TSN.ca, Sportsnet.ca, CHL.ca and NHL.com, as well as the major Canadian portals that drive visitors to the Mastercard.ca site to vote on their favorite videos. Mastercard will run the "Unsung Heroes" campaign until the end of the Memorial Cup on May 23.
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Industry:
Marketing, Design, & Interactive Communications
Topic:
Content Strategy,
Creative & Design,
Experience & Interaction,
Marketing Communications
Region:
North America
Audience:
Business to Business,
Business to Consumer
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Boomers Offer Blooming Profits For The Beauty Industry (Marketing Vox)
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Posted: 06/09/2010
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A Mintel survey provides ample rationale for marketers to target Boomers to get online beauty profits blooming. Mintel cites that 10% of women purchase beauty aids and cosmetics online. Boomers represent one-third of the online population and the female portion of the demographic is expected to surge by 30.9% by 2015. Boomer females spend an average of 13 hours a week online with the following impact reported: 8% purchase products at big-name retail sites; 8% purchase from Wal-Mart.com, 8% purchase from Target.com, 5% patronize drugstore sites like CVS or Walgreens and 8% visit other niche Web retailers. Mintel advises online beauty marketers to infiltrate social networking platforms and incorporate value-added services like virtual makeovers and internet sweepstakes to round out their internet campaigns. The Nielsen Company suggests that loyalty reward programs that offer cash-back savings and other underutilized outlets like Twitter could also have a big impact on profit.
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Industry:
Marketing, Design, & Interactive Communications,
Retail & Products
Topic:
E-Commerce,
Experience & Interaction,
Marketing Communications
Region:
Global
Audience:
Business to Consumer,
Peer Groups & Communities
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Video Voyeurs: Nordstrom Rack Previews New Store At Construction Site (Marketing Vox)
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Posted: 06/09/2010
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The Nordstrom Rack at Union Square in New York City generated buzz for the launch of its new store by integrating video screens into the facade of the construction. Peephole boxes offered the chance to preview the store’s up-to-the-minute fashion in 30–90 second looped video displays of models browsing racks of clothes and trying outfits on in a virtual dressing room. Touted as 'fun, provocative and playful,' digital out-of-home (DOOH) campaigns like this extend the reach of marketers looking to connect with consumers in places beyond their living rooms. Other successful DOOH campaigns include interactive exhibits and place-based video networks, reaching an estimated audience of 237.4 million in 2009. One Los Angeles shopping mall provides visitors the experience to transform themselves into Avatar’s blue-skinned Na’vi while video screens in Lego stores prompt reality checks when visitors hold a Lego product box in front of the screen.
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Industry:
Marketing, Design, & Interactive Communications,
Retail & Products
Topic:
Creative & Design,
Experience & Interaction,
Marketing Communications
Region:
North America
Audience:
Business to Business,
Business to Consumer
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InStyle Splashes Into E-Commerce (B&T)
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Posted: 05/27/2010
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Online shopping has never been more InStyle. Pacific Magazines recently launched into e-commerce with ShopIt!, which is linked exclusively to its iconic title, InStyle. The Web site crosses insight from the fashion magazine’s glossy spreads of products to online purchase and home delivery. ShopIt!’s launch is being coordinated with InStyle Australia’s 10th anniversary and is designed to impart a consistent brand experience across the print and online mastheads. The launch will begin with InStyle’s April issue and the site will be refreshed with major monthly updates that correspond with each new issue. An integrated campaign to promote the launch will feature TV commercials, point-of-sale advertising, social media, direct marketing and cross promotions across the magazine and virtual storefront. The media conglomerate also has plans to launch a similar site for Bride-to-Be.
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Industry:
Marketing, Design, & Interactive Communications,
Retail & Products
Topic:
E-Commerce,
Experience & Interaction,
Marketing Communications
Region:
Asia Pacific
Audience:
Business to Consumer
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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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