May 1, 2008
THE PLAYERS
Eyeballs All the Same
Television viewers who forget to set their VCRs or DVRs to record their favorite programs may still get to see what they missed, thanks to many broadcast...
COVER STORY
2008 INTERACTIVE MKTG AWARDS
Ay Caramba!
Social media, coupled with new gadgets, have conditioned Web and cellphone users to interact with brands more than ever. Indeed, our judges for Promo...
BEST IN SHOW:
Everyone's a Simpson
The precocious cartoon preteen may usually eschew such organized contests that bestow superiority on the less fortunate. But here's an outcome that would lead even the usually humble Lisa to scream “COWABUNGA” with her irrepressible brother Bart...
AWARD CATEGORY SMS/MMS Mobile Marketing:
Taste Test
The Marketing Arm, the lead agency on the Doritos account, brought in its wireless marketing arm ipsh to develop a mobile element and call-to-action that prompted people to name the product via text messaging...
AWARD CATEGORY Viral Promotion:
T-Shirt Beacon
PetStyle.com launched in late 2006 and initially created awareness among pet owners through paid placements on search engines and online banner ads. But in its first four months, the site attracted only 4,000 registrants...
AWARD CATEGORY E-mail Marketing:
Instant Database
After operating stores for 69 years, Dollar General somehow still lacked a customer database. So the retailer came up with a clever way to build one...
AWARD CATEGORY Internet-based Trial Recruitment:
Tied in Category Parental Pride
Kids are cute. No doubt that Gap, Kodak and ePrize had that in mind last fall when they brought back the Gap Casting Call, an online search for young models to represent the brand...
AWARD CATEGORY Internet-based Trial Recruitment:
Tied in Category Pack up the SUV
Print doesn't have the cachet that it once did, which is why space salespeople are constantly looking for value-added opportunities...
AWARD CATEGORY Internet-based Loyalty:
Rewarding Redemption
My Coke Rewards has established a benchmark for all marketers considering an online loyalty program. But Coca-Cola Co. hasn't rested on its laurels...
AWARD CATEGORY New Media:
Tied in Category Cyber Barbie
Barbie dolls have been entertaining young girls for nearly 50 years. Mattel last year wanted to bring the venerable vixen into the digital era...
AWARD CATEGORY New Media:
Tied in Category Buzz Pick-Up
International Trucks unveiled its answer to the Hummer H1 at last year's Chicago Auto Show: the International MXT, a pick-up truck...
AWARD CATEGORY Search Engine Marketing:
Finding Coke Drinkers
When Coca-Cola wanted to build on the more than 9 million members it had signed up since 2006 for its My Coke Rewards loyalty program, it looked to search engine marketing...
FEATURES
How Bulletproof?
If a recession hits, will interactive marketing be one of the first budget lines on the chopping block? That question hangs in the air over the 2008 Promo...
What a Ride
Mark Mears has spent his marketing career working for brands like Pepsi-Cola, Pizza Hut, McDonald's, Frito-Lay and JCPenney. He's seen the business not...
RETAIL
Recession Rewards
The economic downturn has spurred at least one positive: an increase in gift card usage. If the number of retail store card displays and direct mail offers...
INTERACTIVE
Comfort Virally
Social media campaigns have been used to fight every scourge from global warming to genocide in Darfur. But let's face it: Some problems strike closer...
NBC Makes 'Law & Order' a Mobile Game
Fans of NBC's enduring “Law & Order” series can now assume all the principal roles in the crime drama, investigating, solving and prosecuting a murder case on their mobile phones....
EXPERIENTIAL
Toaster On Wheels
In the old days bakeries used to make home deliveries for bread. Mrs Baird's Bakeries is sort of reviving the tradition in celebration of its 100th year...
MARKETPLACE
Blogging 101
Think of it. A cheap, direct means of working one-on-one, one-to-many with customers, partners, prospects. The ideal means of educating informing persuading....
COMMENTARY
Paying the Piper
Intellectual property especially that tied to entertainment and sports is still coveted by marketers as a conducive environment for a commercial message to be received...
Invisible Line
Is the term below the line still relevant? Should it even be used in the day-to-day vernacular when advertising and marketing are being discussed? The...
Magnifying Big Ideas Locally
What we really need now is a global activation agency. That's what the CMO of a major financial services company said to me a few months back. Then, just...
Letters to the Editor
Consumers have some responsibility, too (What Rebate? March) Although you bring up a number of interesting points regarding unclaimed rebates and unused...
PROMOLAND
A Midtown Castle for The Tudors
To provide the right ambiance for its premiere screening of The Tudors second season, Showtime commissioned a castle for midtown Manhattan. The premium...
Promo Editor Gets into the Act
All the attention in these pages devoted to guerrilla marketing prompted Promo editor-in-chief Larry Jaffee to pull off a stunt of his own. For the past...
Notable Quotes
a remark garnered from the Promotion Marketing Association's 2008 Interactive Marketing conference in Chicago last month: Sally Mueller, director of marketing...
