Archive for the ‘Consumer Generated’ Category
April 9th, 2009
Moving from Clicks to Conversions
For over a decade, Website publishers have relied on an old advertising model: Publishers provided advertisers access to online viewers, and the more desirable those viewers, the more online publisher charged for banner impressions. Like the early days of television this model worked (for a while), but as advertising clutter increased and consumers began to see banners as noise click-through rates have dropped to an all time low.
Marketers are now shifting their focus from a one dimensional awareness approach to integrated marketing strategies that leverage the engagement cycle to move consumers from awareness to conversion.
Unlike the sales funnel. Engagement is better thought of as a cycle, a series of touchpoints designed to create engagement with a brand in order to drive a purchase, each time in a meaningful and valuable way to both brand and consumer.
In the world of interactive promotions the engagement cycle is driven by three primary stages: awareness, activation, and conversion (or purchase). Throughout the cycle, marketers must measure in order to add value throughout the cycle.
Categories: Consumer Generated, Digital Advertising, Measurement, Promotions 2.0, Promotions Law, Sweepstakes
February 20th, 2009
VitaminWater goes to the Final Four
VitaminWater revive is asking consumers to share their game winning moment, or re-enact a well-known game winning moment from NCAA Men’s March Madness history and submit it for a chance to win a trip to the 2009 NCAA Men’s Final Four in Detroit!
Through March 21, consumers 18 or over can enter, the VitaminWater, “Revive to Survive Video Contest” by submitting a 2 minute video re-enactment of their favorite game winning moment.
Judges will look for entertainment value, creative execution, overall quality of video to determine the winning video. Grand prize is a trip for the winner and a guest to attend the 2009 NCAA Men’s Final Four including the semifinals & Championship Games in Detroit, MI between 4/3/09 and 4/7/09.
Categories: Consumer Generated
February 19th, 2009
True North Goes to the Oscars
TrueNorth Snacks is a new brand of 100% natural nut snacks made by Frito-Lay. They are currently sponsoring a consumer-generated-content contest which will result in them airing the most extraordinary “True North” story in a 60-second commercial directed by Helen Hunt during the Oscars. Consumers are invited to submit their own “True North” story in 300 words or less which they defined as something amazing, something that makes the world a better or more interesting place or simply a passion that inspires you to get up in the morning because you know it’s your purpose on earth.
There are currently 5 extraordinary True North stories featured as finalists here on their website that you can check out. One of these stories will be the winner and have their story turned into a commercial that will run during the Oscars. The winner will also receive $25,000 in cash.
Categories: Consumer Generated, Digital Advertising, Promotions 2.0
Categories: Consumer Generated, Digital Advertising, Mobile Marketing, Promotions 2.0, Promotions Law, Social Marketing, Sweepstakes
February 2nd, 2009
Doritos Changes the Game
It wasn’t just the Arizona Cardinals who met their match in the Super Bowl - so did Madison Avenue.
And it could be a game-changer. For the first time, it wasn’t an ad agency that created the best-liked Super Bowl commercial. It was two unemployed brothers from Batesville, Ind., whose ad for Doritos - created for an online contest for amateurs - won them $1 million from Doritos maker Frito-Lay, and leaves ad pros with a lot of ’splaining to do.
What the duo did was beat 51 big-budget advertisers and won USA TODAY’S 21st annual exclusive Super Bowl Ad Meter real-time consumer testing of how much they liked the ads as they aired. (USA TODAY had no connection with Doritos and no connection to the online contest.) By , USA TODAY CONTINUE READING…
Categories: Consumer Generated, Digital Advertising, Promotions 2.0
February 1st, 2009
Samsung Activates Super Bowl Fans
During the Super Bowl XLIII Pregame Show on NBC, Samsung premiered their first consumer-generated commercial that was developed from “The NFL. That’s How I See It” promotion.
For eight weekends, Samsung, the Official HDTV of the NFL, and NFL Films toured various NFL markets stopping at Best Buy retail locations and NFL stadiums across the US to capture fans stories of how fans see the game. Hundreds of fans shared their stories including “Mr. Jet”, a NY Jets fan who had his wife sign a contract allowing him to transform himself into some sort of football superhero. Continue on…
Categories: Consumer Generated, Digital Advertising
January 16th, 2009
5 Steps to Successful Consumer-Generated Contests
This year Super Bowl advertisers including Doritos and Samsung are integrating Consumer-Generated Contests (CGC) into their campaigns because of their ability to generate buzz & deeply engage consumers with their brands, but CGC can also be a nightmare for brands if they aren’t executed correctly.
While you can’t control what consumers might say about your brand, there are a few things you can do to ensure your consumer-generated contests stay on track. Continue on…
Categories: Consumer Generated, Promotions 2.0