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digital moves

Nivea Expands Global Campaign with Rihanna on Facebook

Posted by Sheila Shayon on August 2, 2011 12:00 PM

Never too old to learn new tricks, FMCG giant Beiersdorf’s Nivea celebrates its 100th anniversary this year, with local events such as the recent brand experience held at New York's Grand Central terminal.

The billion-dollar global centennial campaign, "100 Years Skincare for Life" features Rihanna as the brand's global ambassador. Tie-ins with the star have included getting fans access to Rihanna's 2011 tour, and virtual photo-taking with the star.

Now Nivea is leveraging its endorsement of the star with an interactive video and augmented reality app on its US Facebook page

Called “Co-Star with Rihanna.”, Nivea's Facebook fans can edit themselves into a video of the pop star's video, California King Bed, mimicking Rihanna’s moves via webcam and then share their ‘dance karaoke’ with FB friends, on Twitter and e-mail.Continue reading...

brand ambassadors

Ford Spokespuppet Teaches Focus Fans How to Dougie

Posted by Dale Buss on July 29, 2011 01:00 PM

Since he was introduced in a viral campaign back in March, "Focus Doug" has shown his true colors (other than orange) as an egotistical and shamelessly self-promotional spokespuppet. But the only reason that Ford marketers still put up with this fuzzy little blowhard – and, indeed, keep giving him online-only video exposure on YouTube – is that he’s helping to sell the new, 2012 Focus compact cars he’s supposed to be touting instead of himself.

“Doug has gotten Focus before hundreds of thousands of people,” Robert Parker, a group marketing manager for Ford, told brandchannel. “It’s too early to tell how many sales have resulted, but on the awareness curve – people who were aware there is a new Focus pre-Doug, versus the number of people aware post-Doug – has gone way up.”Continue reading...

campaign tactics

Got PMS Problems? Men, Drink Up!

Posted by Dale Buss on July 11, 2011 06:30 PM

Lots of relationship humor and a few TV commercials plumb the challenges of PMS for both the sufferer and her loved ones.

Now, the California Milk Processor Board is suggesting that a few glasses of milk might help the whole scourge go away — or at least be more tolerable — not only for the sufferer, but for the longsuffering (read: men).

The new “Everything I Do Is Wrong” campaign, which breaks today, represents the latest attempt by America's biggest dairy marketing co-op to position their staple product as a nutritional aid rather than an obstacle.

They have tried to use scientific research to persuade consumers that certain types of dairy-based diets can actually assist weight loss, for instance, and that chocolate milk is a highly effective post-workout “recovery drink.”Continue reading...

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...

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