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digital advertising

Heineken and Google: From Entrance to Date to Engagement

Posted by Sheila Shayon on July 1, 2011 03:00 PM

Heineken's first worldwide campaign, dubbed "Legends," centered on YouTube, where the brand's first spot, "The Entrance," scored more than 3 million views globally in the first three weeks of its release in December.

The eagerly-awaited second instalment in the creative brand campaign, "The Date," premiered on Heineken's YouTube channel late last month, and zoomed to more than 4 million hits.

Fast forward to today, when Heineken and YouTube parent Google announced a multi-year global agreement that continues leveraging YouTube and expands to mobile.Continue reading...

digital marketing

Heineken Sees Payoff From Digital Strategy

Posted by Sheila Shayon on June 17, 2011 10:00 AM

Since Heineken’s latest commercial, “The Date,” debuted in late May, it has racked up more than 2 million views on YouTube, with no plans for television broadcast until September.

It’s all, of course, part of the brand’s strategy to use digital to attract younger (or at least, young at heart) consumers.

Alexis Nasard, chief commercial officer at Heineken International in Amsterdam, told the New York Times that brands must “think digital at the inception, not as an afterthought…the digital element must be part of the brief and the creative presentation.”Continue reading...

auto motive

Nissan Raked Over Leaf Shortage

Posted by Dale Buss on June 14, 2011 03:30 PM

We’re told absence makes the heart grow fonder. But if you’re one of the 10,000 to 12,000 Americans who’s ordered an all-electric Nissan Leaf, the continued absence of your vehicle may be leading you to experience and express other emotions. As in: "@$#%$^%^&**(*&/!"

Nissan is encountering a growing problem fulfilling Leaf orders in the United States and elsewhere even though the EV is an extremely low-volume vehicle. The biggest culprit is setbacks in the supply and production network from the March 11 earthquake and tsunami in Japan.

In fact, a Nissan executive told reporters this week that the company no longer can count on beginning U.S. production of Leaf at Nissan’s Tennessee manufacturing complex before the end of 2012 as originally anticipated — further disappointing buyers.Continue reading...

ad watch

Is Nissan Leaf Barking Up the Wrong Tree?

Posted by Dale Buss on June 1, 2011 01:00 PM

Nissan's humorous new advertising campaign for its Leaf all-electric vehicle, called “Gas Powered Everything,” breaks this week. The TV commercials depict an absurd world where the evolution of energy for devices we use has stopped at gasoline power. That includes nearly everything that we’re used to running on electric power, from alarm clocks to dentists’ drills.

Point made: Electric power is superior and certainly suitable for automobiles because, gee whiz, gasoline power isn’t suitable for everyday appliances. Ha ha.

As amusing and well executed as these ads might be, they raise the question: Is Nissan really going to drive home the right message with the new 60-second ad and 15-second teasers that promotes GasPoweredEverything.com — which redirects to its Facebook page?Continue reading...

web watch

FTC Eyes Targeted Ads in Privacy Update

Posted by Sheila Shayon on May 31, 2011 05:00 PM

>The Federal Trade Commission is revising its “Dot Com Disclosures:  Information About Online Advertising” document that was released in 2000.

Those guidelines state that companies must adhere to the same consumer protection laws online that they do in print and TV, including notification to users about product risks and privacy policies advertised online, with specifics about how those disclosures appear on a website or online ad, and in accessible language.

Since publication over a decade ago, the online landscape has undergone a sea change to include mobile marketing, apps, widespread use of “pop-up blockers,” and the rise of social networking.Continue reading...

brand and bottle

Heineken Continues Digital-First Strategy with Eye to US

Posted by Barry Silverstein on May 26, 2011 01:00 PM

Eager to grab the interest of the younger drinking-age male, Dutch beer maker Heineken last December introduced a new marketing campaign under the banner "Open Your World." An elaborate 90-second spot titled The Entrance premiered online. It quickly became a viral hit, and has been viewed more than 3.6 million times on YouTube.

Three months later, the ad migrated to television, while Heineken's YouTube channel also became a destination for additional videos featuring vignettes of the characters depicted in The Entrance, extending the storyline and creating more buzz (and views).

Heineken is hoping to strike digital gold again, once again using a web-first strategy by premiering The Date, the second spot in the "Open Your World" campaign on its YouTube channel and Facebook page before running the ad on TV in September.Continue reading...

campaigns

Social Recruiting: It Takes an Army

Posted by Sheila Shayon on May 26, 2011 12:00 PM

The “Army strong” marketing theme introduced in 2006 keeps on getting stronger – and more social. The above video, voiced by actor Gary Sinise, highlights "leadership" by playing up the army uniform as a “symbol of strength,” and suggests, “Try it on at goarmy.com.” 

Additional spots in the US Army's new campaign highlight the themes of education and opportunity. But the campaign goes beyond traditional TV advertising, as the US military's marketers, ever tilling for new recruits, are taking their campaign to Facebook, Flickr, Twitter and YouTube.Continue reading...

mom's the word

Social Media Moms Wield Rising Clout

Posted by Sheila Shayon on May 12, 2011 01:00 PM

In a funny twist of virtual fate, turns out that social media-savvy moms wield substantial clout when it comes to recommending, among other things, eReaders and banking services to family and friends.

As competition in both markets escalate, it’s women with one or more children under 18 living at home, who regularly engage in social media, that are influencing brand choices. 

Motista's recent survey on eReaders asked consumers about brands including Amazon's Kindle, Barnes & Noble's Nook, Sony's eReader and Apple's iPad.

“Social media moms definitely feel a deeper connection to their eReaders that their non-social media counterparts don’t,” said Alan Zorfas, chief product and marketing officer at Motista, in a press release.Continue reading...

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