DESKTOP 24 - Upfront Media

8/6/2019 DESKTOP 24 - Upfront Media

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desktopISSUE 24 August 2011

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The Number One Least Asked Questionin Social MediaWhy?

HOW TO:Utilize Social Data More Eectively

5 case studies of location basedmarketing for businesses

5 Best Practices forBeauty Brands on Facebook

Random facts, humormore...

In this issue:
http://www.upfrontmedia.asia/http://www.upfrontmedia.asia/http://www.upfrontmedia.asia/http://www.upfrontmedia.asia/


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The numberone leastasked ques-

tion in social media is also the most important

Asking why in all aspects of business and life in generalis unexploited. Day in and day out I help businesses under-stand the opportunity that lies within new media, not becauseof Twitter or Facebook. I do so because opportunity is perva-sive in the hearts and minds of consumers everywhere. We

just have yet to really understand for what reason.

Report after report, post after post, conference after confer-

ence, I am inundated with examples of social media suc-cess. Except success is difcult to assess, unless we lookat the numbers, sentiment, clickthroughs, and outcomes.Rarely do I see studies, although they are out there, that askthe social customer what they value and why.

In 1964 Marshall McLuhan proposed in his book, Under-standing Media: The Extensions of Man, that the mediumis the message. His observation was that the medium, notthe content it disseminates, requires attention and study. Hebelieved that the medium shapes society based on the char-acteristics of the medium itself.

As Twitter, Facebook, et al. cultivate a dedicated egosys-tem and supporting culture, McLuhans theory is still valid.In an era where information is democratized and inuence isequalized, the message is now also the medium.

There are prevailing cultures unique to each social network.What you create for Twitter is different than what you mightsay in Facebook and certainly not at all how you would say itin Google+. Thats the point. What you say denes not onlywho you are and what you represent in each network or me-dium, but it also inuences the society at large.

What does your prole or presence say about you? Whatdoes it say about who you are in each network? How does itsignify the value you introduce into your networks?

The Anti-Social BusinessIm often asked to research systems and processes to makesocial media participation cost efcient and scalable. WhenI ask why, the response is not necessarily a surprise nor is ita real answer, we need to operationalize social media. weneed cost efciencies.

In reality, many businesses syndicate rather than engage. ATweet could nd a new home on the Facebook Brand Page,

which is then linked to Tumblr, and, well you get the idea. Tare management systems that facilitate one-to-many publisand thats not necessarily a bad thing. One update to rule tall right? Only when the update is deemed valuable by the cmunity at large.

Social channels do not represent syndication opportunitiemuch as they offer unique touchpoints to engage with diffegroups of stakeholders. Theyll tell you what they want, inmany already have. But, are we listening? Are we askingright questions? Are we introducing what we learn into our segies moving forward?

I want to come back for a moment to the question of why.

Why are businesses engaging in social media? Let me askquestion again because its important. Why are businessesing to be social when to date, most have made a businessof being anti-social?

The voice of the consumer is in risk of falling upon deaf earbusinesses explore operational efciencies before they canthe answer to why customers want to engage with them in snetworks. First and foremost, its not to get information nit to build a community with the brand. Customers are fapractical and distracted to invest their time in the long-termsuch reasons.

It starts with asking customers what they want now and time so that we can answer why were investing precious tresources, and passion into social media.

It comes down to value. It comes down to experiences. Peappreciate when theyre heard and in turn, when businessetend to deliver exceptional experiences.

Why do you think it is that people line up for Apple prodwhen theyre released? Lets take the iPad for example. W

is it about that iPad that people must have over all of the otablet alternatives available? Why is it that people pay 2-3x mfor an Apple Macbook than those running Windows or ChroWhy do customers buy from Zappos instead of Amazon.cOr, why do people love or go out of their way for StarbuckDunkin Donuts over every other brand?

Each question has a unique answer, but many share a cmon theme, each company delivers an experience thats whaving, investing in, and sharing over and over again. It codown to people, the 5th P of Marketing. Knowing who theyand what they want is enlightening as it affects not just the o4Ps of product, place, price, and promotion, but also dene

The Number One LeastAsked Question in

Social MediaWhy?July 6, 2011 from Mashable

UPFRONT MEDIA | PA


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user experience. It brings the why to life.

Truth be told, we cant havemeaningful discussionsabout becoming a socialbusiness if we dont knowwhy doing so is advanta-geous to customers andultimately to the business

itself.

So, lets start with a simpleexercise to get us on theright path. Try taking theplace of your customer fora moment. Take some time

to think about and answer the following questions, then re-visit your social strategy for the year and see what it is thatyou would change and why. At the very least, youll have thereasons to justify a new pilot, direction, or plan.

The Top 10 Questions Customers Are Asking You in Social

Media1. Why should I like you on Facebook?2. Why should I follow you on Twitter3. Why would I value the experience? What would I take

away?4. Why would I want to stay connected over time?5. Why would I choose to engage your updates in my social

stream over those of my real friends?6. Why would I tell everyone I know to follow you?7. Why would I share your content with my audience of

peers?

8. Why would I decide to invest my time and express loyaltyin your network and not mine?

9. Why should I care if you dont care about my needs, expe-riences, or questions?

10. Why should I come back?

Answering these questions will also help you answer an im-portant question to move forward in any meaningful, long-term direction. This exercise unlocks an important ingredien

in any customer-facing business strategyempathy. Oncewe truly hear our customers we are inspired by the empathythat develops simply by being human.

Again

Why are you investing in a social presence?

Why are you trying to become a social business?

Why will you succeed where others cant?

Certainly brand afnity plays a signicant factor in all of this

But, what if brand afnity was an hour glass. Taking it forgranted suggests that time could run out. Continually moni-toring and turning it when needed ensures longevity. Andthats what this is all about.

Social is not a means, nor a means to an end. It is an enablerto do something purposeful, meaningful, and valuable. Youcustomers will tell you. The reality is that attention is what itis. And as a result, brands must earn relevance today andevery day. And it starts with answering a simple questionwhy?

Last year, American consumers posted more than a billion

opinions about products and services online, according todata collected by my company. With peer inuence playingsuch a prominent role in consumers purchase decisions,its no surprise many interactive marketers are tapping intothat inuence via viral marketing programs and inuenceroutreach.

However, the vast majority ofmarketers ignore the staggeringvolume of social data all this inu-ence creates. And those who dostudy social data typically use it forthe wrong reason: to measure the

brand impact of their marketing campaigns.

Social Data Is Often Based On Small Sample SizesWith so many opinions posted online, you might assume iwould be easy to nd a reliable sample of data to analyze fobrand impact. But even popular consumer brands often nd

it difcult to collect usable sociadata.

For instance, I recently revieweda listening report for a globasporting goods brand onethat sponsors leading teamsand athletes around the world

build social data into marketing

programs - and not to use it ... as a

tool to measure those programs

HOW TO:Utilize Social Data MoreEffectivelyJuly 27, 2011 from Mashable

UPFRONT MEDIA | PA


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and has strong brand awareness. I was surprised to see thatthe brand was mentioned in social media only a few hundredtimes each week in the U.S., and less than 100 times eachweek in other key markets around the world.

To make matters worse, the low quality of many social senti-ment analysis tools reduces sample sizes further. When lis-tening tools cant decide whether comments are positive ornegative, theyre usually labeled as having no sentiment.

Three-quarters of the mentions for this brand were taggedas such, leaving less than two-dozen weekly usable posts insome markets.

If you asked your market insights team or your survey pro-vider to analyze 25 consumer survey responses, theyd tellyou its impossible to nd statistical signicance in such asmall sample. The same standards must be applied to socialdata as well.

Social Creators Arent Necessarily Representative of YourAudience

Although most online users today engage with social media,that doesnt mean the consumers who post social contentoffer a representative sample.

In fact, 20-year-olds are twice as likely as 40-year-olds tobe what my company calls conversationalists peoplewho post status updates on Facebook or Twitter. And theyrethree times as likely to be what we call creators peoplewho post blogs or videos online.

If youre marketing a product targeted primarily to youngerconsumers, you might nd that the people posting in socialmedia look something like your audience. But for many mar-keters, thats simply not the case.

Social Data Usually Measures Extremes

Ever notice that most online reviews are either very positiveor very negative? Its not your imagination. Our data shows

that most social inuence posts are extreme in nature andit happens for two reasons.

First, consumers are simply more motivated to post opinionsonline if those opinions are strong. If I dont have a strongopinion, I probably wont take the time.

Thats why nearly three-quarters of customer ratings on Am-azons ten best-selling books are either 1s or 5s, and whyvery few reviews fall in between those extremes.

Second, so many posts about products and services are

driven by individual experiences that theyre bound to be polarized in nature. If I waited in line at the bank for 20 minutesI may ll the time telling Twitter that I hate my bank.

Conversely if I get a free upgrade on my ight, I might posabout how much I love my airline. Perhaps these are usefucustomer service data points (and they denitely inuenceother consumers), but theyre not a reliable gauge of overalsentiment towards your brand or campaign.

Valuable Ways for Marketers To Use Social DataSo if you shouldnt use social data to measure brand impactwhat is it good for?

Lots of things. Whether you or your company works directlywith social media or not, you should be using social dataright now to:

Develop your messaging. If you want to create messagesthat resonate with your audience, you need to know what icares about. For instance, companies are using private listening communities to craft their marketing messages. And

increasingly, companies are using data from public sociamedia as an additional marketing guide.

Source your creative. We know that consumers truswhat they hear from other consumers more than any othesource of information. So why not use listening platformsto identify positive social content that can be included incampaign creative? Ive even seen UK bank First Direcuse social sentiment data in an outdoor advertising cam-paign.

Improve your media plan. You probably already have afew staples in your online media plan the sites and networks that consistently perform for you. But social data canhelp you nd new sites to add to your buy. For instancewhen Microsoft found that people were talking about itscomputers in forums dedicated to shing and cars, it quickly added those sites to its plan.

Identify your key inuencers. According to our studiesconsumers in the U.S. create more than 500 billion peer-to-peer impressions about brands and products per yearSocial data can help you identify (and then reach out to)the most vocal and inuential of those consumers, eitherindividually or by nding the forums in which your brand

will have the most inuence.

React to your consumers. You cant fuel a positive con-versation about your products (or get involved in a negative one) unless you nd those conversations rst. Listen-ing platforms can help you quickly nd both the good andthe bad so youre in a position to react.

The key here is to successfully build social data into marketing programs and not to use it, like most companies, as atool to measure those programs.

UPFRONT MEDIA | PA


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Location is still a major buzzword in social media at the mo-

ment, as the initial hype around Foursquare, Gowalla etc..died down and was replaced by even bigger hype with Face-book Places. Its one area that many companies still nddifcult to adapt to, largely because the userbase is still un-known. Its a fairly advanced social technology that requiresinvestment to make it work, but do the numbers justify theeffort and spend? I take a look at 5 case studies of smalland large businesses to see how location based advertisingis being used, and whether its driving real business value.

Sandwich shop advertises lunch specialsShowing how small businesses can use specic locationtools to market themselves and gain case studies, The Co-

lumbus Sandwich company is a good example in direct tar-geting through location services. The company owner, LadDilgard, used a specic location service : Seven Lunches,which is a mobile app that shows you daily specials fromrestaurants and cafes nearby, helping you get the best dealsand the best information.

Now while this is a fairly niche app without a huge userbase,for The Columbus Sandwich company, it provided the rightkind of audience that they needed to target. They used theapp to share their daily specials and made sure to train theirstaff on how to use the app, to ensure it was used acrossthe company. Its a good example to show that sometimesthe best tools might not be the biggest, but the ones thatcan deliver very targeted customers, and cost-effectively (oreven for free).

Subway join location based texting serviceShowing that location services arent just about apps, Sub-way in the UK has joined a campaign led by O2 called YouAre Here. The campaign works through targeting users ona location basis, depending on what retailers/businessesthey are near. For users that are currently opted in, whenthey are near a Subway store, theyll be sent an MMS toalert them, and vouchers can then be redeemed by scan-

ning them with your mobile in the store. The campaign hasbeen introduced to experiment with an easier way to trackvouchers that are distributed. It shows that SMS/MMS stillworks as a marketing tool, but can be brought up to date byintegrating with location services.

McDonalds & Facebook PlacesMcDonalds in Singapore has just launched a campaign tocoincide with Singapores national day, using FacebookPlaces. The campaign isrun through a microsite that showshow many people have checked into McDonalds restaurantsaround the country. They set an aim of 46,000 checkins, incelebration of Singapores 46 years of independence. The

aim is that when the target was reached, a specialsurprise will be revealed, and people can keep up todate with the checkins so far, via the microsite. Theyhave now tracked over 50,000 checkins, unlockingthe special deal. This is a high prole campaign forMcDonalds, as the online element has also beensupported by billboards and TV advertising, showingthat theyre taking social seriously :

Chryslers location-based sponsorshipA good case study for showing location-based advertising,Chrysler experimented with in-app advertising, in a partner-ship with JiWire, who launched an app to allow users to ndwi hotspots across the country. The ad launched by Chrys-ler gave a complete in-app experience, allowing users tobrowse through the model and specications without havingto leave the app to do so. The in-app ad was accompaniedby homepage sponsorship of the JiWire app. While this cam-paign didnt directly utilise a location based app in the moretraditional sense, it showed smart advertising by partneringwith an emerging app that targeted people with a populartrend : location marketing and services.

Level up your BurritoThis is an excellent campaign, combining 2 popular trends location based services and daily deals. Boloco ran a cam-paign with SCVNGR, who offer a location based app thatcombines challenges for users. In the promotion, Bolocotook advantage of a new aspect of the service, which re-wards customers for repeat visits. One of the most commonproblems business owners experience with daily deals sites,is that its great for driving a rush of customers to your busi-

ness, but the majority of these are often just deal seekerswho never returns again.

In Bolocos campaign, they wanted to reward frequent visi-tors and also encourage repeat visits. While an initial offerthrough SCVNGR might offer the customer $10 of burritosfor $5, they would then get the option to level up on theirnext visit, and get a better offer say $30 of burritos for$10. This is a great way of encouraging customer loyaltycombined with location services, showing that theres a reamonetary value in location marketing, providing you run itsmartly .

July 28 2011 from Simply Zesty

5 case studies oflocatioan based marketing

for businesses

UPFRONT MEDIA | PA
http://streetfightmag.com/2011/07/28/case-study-sandwich-shop-uses-location-based-tools-to-advertise-lunch-specials/http://streetfightmag.com/2011/07/28/case-study-sandwich-shop-uses-location-based-tools-to-advertise-lunch-specials/http://www.sevenlunches.com/http://makeitbetter.sg/checkins/congrats_singapore.phphttp://makeitbetter.sg/checkins/congrats_singapore.phphttp://makeitbetter.sg/checkins/congrats_singapore.phphttp://www.sevenlunches.com/http://streetfightmag.com/2011/07/28/case-study-sandwich-shop-uses-location-based-tools-to-advertise-lunch-specials/http://streetfightmag.com/2011/07/28/case-study-sandwich-shop-uses-location-based-tools-to-advertise-lunch-specials/


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Among luxury and personal care brands, beauty brands acategory that, for the purposes of this article encompassescosmetics, fragrance, skin and hair care brands haveemerged as among the most digitally savvy.

This is partly because of beauty brands relatively long leg-acy of ecommerce, says Maureen Mullen, chief researcherat luxury think tank L2. Brands such as Clinique have beenvending their wares online since the late 90s, well beforecomparable brands in categories such as fashion, travel and

jewelry, to name a few.

Although beauty brands continue to invest heavily in tradi-tional advertising and their own websites open any wom-ens magazine and youll see plenty of makeup ads and afragrance sample or two Facebook is playing an increas-ingly central role in their marketing, ecommerce and cus-tomer service strategies.

High-end brands such as MAC and Lancome emerged asearly leaders in the space, accompanied by what Mullen de-scribes as truly powerful integrated campaigns from massbrands owned by P&G (CoverGirl, Olay, Pantene) and Uni-lever (Dove, Tresemme, St. Ives). Their investments, saysMullen, have made the entire industry recognize Facebookas a powerful CRM tool.

Another thing beauty brands have done well, she says, is ad-dressing both global and local markets through Facebook, aperpetual challenge for any global brand.

Weve spoken to several leading beauty brands in the spaceand collected their thoughts and advice for you below.

1. Focus on Engagement and Community, Not Sales

Although several companies are beginning to experimentwith what is being called F-commerce (a.k.a. ecommerce onFacebook), most leading fashion and beauty brands agree:At present, Facebook is a platform for engagement andcommunity-building, not sales.

We dont look at the platform as a sales or promotionalchannel, says Guillaume Jesel, SVP of global marketingat MAC. MACs Facebook Page, which boasts more than 2million fans, is instead dedicated to sharing content that fur-thers its branding, entertainment, engagement and aware-ness efforts.

In addition to a packed content calendar, MAC takes painsto cultivate a sense of community on its Page. This meansrst and foremost, responding to questions posed by fanswhether its a request for makeup, career advancement tipsor customer service inquiries.

The Page also furthers community development by frequently spotlights fans who are the most active or have achievedthe highest scores on various apps.

In one of its larger Facebook campaigns to date, the company invited fans to enter for a chance to be transformedby MACs creative team and shot for an upcoming campaignthat will appear in materials in stores and online this fall an effort that not only makes existing Facebook fans feevaluable, but will bring tangible awareness of the companys

Facebook community to everyone who visits MAC countersand its website as well.

Although MAC has refrained from adding shopping capabilities to its Facebook Page, it has leveraged Facebook to en-able MAC fans to shop together through an on-site instantmessaging service, which can be activated by logging ontomaccosmetics.com with their Facebook logins.

Hair and skincare brand Aveda, on the other hand, has begun exploring some options for F-commerce, although engagement remains the number-one goal, says Digital Com

5 Best Practices

for Beauty Brands

on FacebookAug 1, 2011 from Mashable

UPFRONT MEDIA | PA
http://www.facebook.com/MACcosmeticshttp://www.facebook.com/MACcosmeticshttp://www.maccosmetics.com/http://www.maccosmetics.com/http://www.facebook.com/Avedahttp://www.facebook.com/Avedahttp://www.maccosmetics.com/http://www.facebook.com/MACcosmetics


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munity Manager Annalise Kaylor. The company is looking tolaunch a tab that makes product ratings and reviews imme-diately accessible to visitors and also offers some shoppingcapabilities.

Aveda will also post product usage tips and encourage fansto share tips with each other.

The conversation moves from the brand to fans to fans andother fans, Kaylor explains. Instead of promoting a prod-

uct from our viewpoint only, it provides fans with somethinguseful in a truly authentic voice.

(Cosmetics brands Bare Escentuals has been particularlysuccessful in getting fans to talk to each other. 97% of thecontent on its Wall is from user posts, according to Mullen,and much of it product use suggestions from fans, below.)

Despite other companies decisions to launch tabs that rep-licate the shopping experience of their ecommerce sites onFacebook, Kaylor expects that Aveda will continue to leadcustomers to check out on aveda.com rather than on theFacebook Page, as the company sees no clear benet indoing so.

Marisa Thalberg, VP of corporate digital marketing at EsteeLauder Companies Inc., agrees she believes the bestapproaches will be those that complement rather replicate

brands existing ecommerce sites on Facebook.

2. Develop a Content CalendarAs with other channels, Facebook has become a centralpart of the promotional calendars of many major beautybrands.

Rachel Ostrom, executive director of global marketing atAveda, says that Aveda didnt have a regular content calen-dar when its Page rst launched in July 2009, but her teamnow plans out content one month in advance to accompanyproduct launches and promotions at its salons. The com-

panys marketing team is continually monitoring the typesof posts that drive the most engagement in terms of Likescomments and shares.

She notes that the kinds of updates that perform best arethose that tap into the knowledge and opinions of fans. Sherecalls two posts in particular: One that asked the communityto name and describe their favorite salons, and another thaasked users to name their 10 favorite products from 2010.

For those types of updates, we might have upwards of 600responses, Ostrom says, adding that its important to showusers that the brand is listening by synthesizing their re-sponses in follow-up posts.

Unique stories about the brand and its employees also perform well, she says. Last summer, one of Avedas retail lo-cations in California adopted a sea lion and sent information and photos over to corporate, who in turn shared it withAvedas entire fanbase.

The comments were amazing, and we ended up showing avideo of the sea lions release, Ostrom recalls. The storiesthat show how employees are engaging with the communityand the environment really allow our visitors to engage on adeeper level with the brand.

MAC keeps fans engaged by constantly changing up theform of its updates, which includes a mix of news ashes andvisual content (both photos and video), apps and games. Although the form varies, the focus is always on the topics at

UPFRONT MEDIA | PA
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the center of the MAC brand and community: makeup art-istry and trends, pop culture and social responsibility, Jeselsays, emphasizing that the content is inspired by the collec-tions and not centered on the products themselves.

As a brand weve made the decision to use Facebook asa platform to share engaging content that is inspired by acollection, not to use Facebook as a promotional outlet orvehicle to push specic products, Jesel says, citing two fea-tures launched earlier this year to promote Macs Quite Cute

and Surf Baby collections.

For the former, the company released a game called CutePinball, which attracted more than 30,000 players and anaverage play time of more than 12 minutes. For Surf Baby,MAC launched a tab proling three professional surfers.Photos, video and copy were released over the course ofthree weeks in the form of journals.

Among the brands we surveyed, each posted between threeand ve times per week on average. Its important, Kaylorand Thalberg both stress, that Facebooks geotargetingcapabilities are utilized so that fans get content relevant to

them. (Theres little point in announcing a new product lineto ones entire fan base if the line is only launching in theUK, for instance.)

Its likewise important to make sure that certain targeted us-ers are not overloaded. If a local market is receiving an un-usually high volume of updates, the company will modify theschedule of its global updates and vice-versa, Kaylor says.

3. Rewards Fans With ExclusivesSeveral of the brands wespoke to noted that theirFacebook fans tended to betheir most loyal and engagedcustomers and, as such,make excellent recipients forrewards and sampling pro-grams.

Avedas most recent sam-pling campaign was held inMay the company gaveout 20,000 sample packs containing shampoo, condition-er and smoother. Recipients were given information anda video to watch before lling out a sample request on a

Facebook tab. After the 20,000 samples were gone, fanswere invited to come into nearby stores and salons to pickup their samples.

Sampling campaigns on Facebook are effective not only forincreasing awareness about a product launch, but also forincreasing a Pages fanbase and getting valuable feedback.After fashion label Oscar de la Renta gave away 25,000of a recent fragrance launch a supply it exhausted in amere three days the brands Likes grew by 40%. Roughly5,000 sample recipients also lled out a follow-up surveyabout the scent.

Sampling as a concept is old school, but with a traditionasampling you dont get to hear what people think, says ErikaBearman, Oscar de la Rentas director of communications.I think that the ability to collect feedback on your product isan important advantage to Facebook as a marketing plat-form, she adds.

4. Integrate Across Other ChannelsWhen running any kind of Facebook campaign, its impor-tant to bring the rest of a brands marketing channels into the

mix to maximize total reach, and to bridge online and ofineexperiences with the brand.

A multi-channel Covergirl promotion of a new naturalluxe line of makeup proved particularly successful when itlaunched this January. The makeup company ran TV adsprompting viewers not to head to covergirl.com or theirnearest Walgreens, but to log in at facebook.com/covergirl,where fans could sign up to be part of the Covergirl move-ment, get free samples and upload videos of themselvessampling makeup.

The commercials, which garnered 8,000 Likes on the rst

day of airing alone, were accompanied by Facebook adsfeaturing spokesmodels Taylor Swift and Queen Latifah,catapulting Covergirl into the number-two spot (in terms ofFacebook Likes) among beauty brands on Facebook, saysMullen.

When Aveda launches a Facebook promotion, such as theShow Off Your Curls contest it held in February, the com-pany sends emails to its existing customer base to drivethem to a dedicated Facebook tab, and it posts promotions

in-store and on aveda.com. A recent Checkinfor H20 campaign earlier this summer also inte-grated Facebook Places and Foursquare.

Although Aveda is active on a number of othersocial networks, including YouTube and Twit-ter, it considers Facebook its central hub.

5. Provide Customer Service SupportQuestions posted on Facebook walls are asimportant as any question asked at one of ourcounters, and so we strive to be fully and indi-

vidually responsive to these, says Thalberg of Estee Laud-er Companies Inc., whose portfolio of companies includesMAC, Clinique and Aveda.

Mary Kay, a brand that has been much applauded for theofine customer service it provides through its network ofindependent beauty consultants, likewise emphasizes thatits important to provide the same level of customer serviceon Facebook as elsewhere.

For Mary Kay, its all about creating an online experiencethat mimics the ofine experience weve always had, saysYvette Franco, VP of U.S. marketing at Mary Kay.

And thats tting advice for any brand on Facebook, really.

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UPFRONT MEDIA

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Aug 4, 2011 from SimplyZesty

Mcdonalds didnt grow to become and internationally known brand without hav-ing a brilliant marketing department and their latest campaign from Canadashows just how creative they are. The promotion was around their $1 drinksand involved a giant ice sculpture embedded with over $4000 dollar coins in theshape of the iconic golden arches.

The sculpture was then assembled in the center of Alberta in a prominent areaand left there for users to enjoy as they saw t. As you can see from the videoplenty of families, children and even the odd dog got involved in trying to freethe money and the feature would have provided a huge emotional attachmentto the brand for many. Even though this is a small local campaign there is nodoubt that this video will get featured all over the world on marketing blogs andthat is the market that Mcdonalds will be aiming for with this particular stunt.

These stunts aresimple enough to

put together andthe big interna-tional brands likeCoke have madethem a trade-mark and it iseasy to see why.Who doesnt likegetting somefree money evenif you do haveto chip it out of amassive piece of

ice!!

Aug 5, 2011 from SimplyZesty

Living Social who run daily deals but arewell known as Groupon are having to cowith lots of creative ways of getting thesage out in order to get people interetheir deals site. One thing they are no

of is a large marketing budget and theicampaign using a London Cab to havefun was a great way of getting the messathere.

Not only was the cab fully branded wilogos on the outside but when normal pgers entered the car were told that theyeither continue to their normal destinaspin a set of virtual dice to be sent to location where they would get to try onedaily deals available on the site.

Most users were shocked at rst and youhave to imagine that there was a lot of viditing done to make sure everybody lookepy and didnt jump out but the people waccept the deals all seem to have had atime doing very random things.

The campaign is smart because it gets using deals that they wouldnt normally er and actually enjoying them and probabing about them to friends and suggestsite to others.

INTERESTING TO

UPFRONT M

Humor

Incredibly Smart McDonalds Campaign

Gives Away Free Money

Living Social Tackle Groupon WInnovative London Cab Campa

UPFRONT MEDIA | PA
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