Passenger and JCPenney Create “Ambrielle Team” Community
JCPenney launched Ambrielle Team, a private online community dedicated to consumers of the JCPenney lingerie line, with the goal of learning more about the Ambrielle customer and her fit concerns. Passenger’s team helped JCPenney gain an initial understanding of her fit and quality issues through a series of online discussions within the community. After a “wear” test to gain more... Continue reading...

LG Electronics “Scarlet”: The Integrated Campaign for Digital Displays
Overall Campaign Messaging LG set out to differentiate the LG60 HD LCD TV by delivering a brand message of a TV that goes beyond standard entertainment to a brand that enhances the quality of your life. The central campaign idea was to humanize and personalize the TV by associating its features; beautiful, fashionable, intelligent and iconic to the actress, Scarlet.... Continue reading...

Prilosec OTC Gets Moms Buzzing With The Winning Play Giveaway
Manning, Selvage & Lee (MS&L) was brought in to develop a cost-effective, creative promotion centered on giving away eight Super Bowl tickets on behalf of the frequent heartburn medication Prilosec OTC, marketed by Procter & Gamble (P&G). Within a one month timeframe, MS&L led multiple partner agencies in developing a social media (blogger) campaign involving an online sweepstakes with an... Continue reading...

The SNIFF of success
Objective: Generate mass awareness to reach as many consumers for the launch of sniff (Social Network Integrated Friend Finder), a new service that allows you to find the location of your mates via their mobile phone signal Approach: Paid-for mobile services can sometimes suffer at launch because they often require a face-to-face demonstration. To avoid this and to ensure maximum... Continue reading...

We’re a Lot Like You, A Little Different
CHALLENGE: Insurance is a low interest category: people don’t like to think about it, and they certainly don’t like the companies that sell and service it. As a regional company, PEMCO competes against national players - with very deep pockets, and a non-stop passion for advertising. Our challenge was to cut through the competitive clutter to build brand awareness, favorability... Continue reading...

TuitionBids.com
Objectives College and High School Students, Ages: 16 - 24; and their Parents, Ages 40+ Create buzz and awareness and drive sales leads for this startup website which helps students consolidate loans or get new loans from competing financial institutions. Creative Strategy Surround and Deliver Target Audience with Valuable Information Fanscape worked with its partners and used their below-the-line marketing... Continue reading...

Quicken Loans Uses Word of Mouth-izzle to Make Quizzle Shine-izzle
The launch and success of Quizzle.com is the biggest word of mouth marketing win in Quicken Loans’ history. If this case study doesn’t prove the obvious value of word of mouth, we aren’t sure what does. Quizzle is a departure for Quicken Loans from our normal direct-response-dominated marketing. We created Quizzle as a way to build relationships with future and... Continue reading...

Mom bloggers get pumped on HP
As part of its DreamWorks Kung Fu Panda campaign, HP wanted to drive awareness of and engagement with movie-related content available on the HP web site. Working with BSM Media, HP hosted Mom blogger events in four bicoastal cities, which were designed to bring HP King Fu Panda content and activities to life and incite moms to share their experiences... Continue reading...

Operation Immortality
Richard Garriott, executive producer of Tabula Rasa and a leading game pioneer, decided to embark on a privately funded trip to the International Space Station above the Russian Soyuz spacecraft in October 2008. MindComet, an Interactive agency working with NCSoft, created a multifaceted strategy designed to leverage this rare space voyage and promote The companies collaborated on Operation Immortality, an... Continue reading...

OPI Creates an Army of Brand Ambassodors and New Customers
Long a favorite for both home and salon manicures, the OPI brand has a cult-like following, as much for the quality of its products as for the quirky names assigned to the colors. SheSpeaks, the leading women's insight and word-of-mouth marketing network, worked with OPI to establish a direct dialogue with targeted female consumers. Through its unique relationship with a... Continue reading...

What is ChaCha?
Launched in January 2008, ChaCha is a mobile answers service that uses human Guides to find answers to consumers' questions 24/7 on virtually any cell phone. ChaCha users can send any question via SMS (242242) or voice (1-800-224-2242) and receive an answer back via a simple text message in real-time with no additional effort or cost. Having ChaCha is like... Continue reading...

"Force Out Wong Lo Kat"
May 12th 2008, is a date that will never be forgotten. An earthquake hit Sichuan, China and more than 80,000 lives were lost. On May 18th 2008, the large-scale charity TV gala, “Contributions of Love,” was organized in order to promote Chinese cultural system as well as to relieve the destruction caused by the Sichuan earthquake⁄Wong Lo Kat, an herbal... Continue reading...

Who Should You Thank Today?
A 2006 Reader's Digest Poll ranked Manila as one of the least courteous cities on earth prompting Kraft Foods, the makers of Toblerone, and its communications partner GeiserMaclang, to stage the first National Thank You Day in the Philippines. Its primary objective was to respond to the poll and to position Toblerone synonymous to the value of gratitude. This took... Continue reading...

HGTV’s “Design Star 3” Shines Online with Integrated Digital Word of Mouth Campaign
Challenge In its first two seasons on HGTV, “Design Star” became one of the highest rated shows on the cable channel. The show’s premise – part reality show, part interior design showcase – proved to be a hit with HGTV’s target audiences. The network was looking to capitalize on this success and turned to 360i to develop a digital word... Continue reading...

Twebinars: How Radian6 Generated Brand Awareness Through Social Media and WOM
The Challenge Interest in Radian6’s social-media-monitoring platform depended on a wider adoption of social media among marketing and communication professionals. They planned a webinar series to educate and attract marketing decision-makers who wanted to learn about social media but had yet to embrace it in their own activities. They noted at conferences that social media veterans discussed content both face-to-face... Continue reading...

Building Barilla Buzz Through Consumer Dialogue
While consumers are aware and "have a positive perception” of Barilla, one product, Barilla Tortellini, was not well known in the US market. Research had shown that once consumers tried Barilla Tortellini, they were very likely to buy it again; however, there were several barriers to initial trial, including low awareness. Consumers simply did not know Barilla made tortellini and... Continue reading...

Adam and Tyler's Big Idea
In January 2008, Kraft launched their new 1/3 Less Fat Philadelphia Cream Cheese with a unique promotion entitled, “Breakfast from Heaven”, where on select JetBlue flights, passengers were offered a bagel, the new 1/3 Less Fat Philadelphia Cream Cheese and information explaining the new product. In addition, Adam Butler and Tyler Williamson, Philadelphia Cream Cheese Brand Team members, took to... Continue reading...

Pepsi Uses Super Bowl and Digital Promotion to Drive Buzz
Pepsi needed to drive volume, loyalty and brand relevance at a time when carbonated soft drinks are in decline. The brand created a loyalty program, Pepsi Stuff, and used a wide range of traditional and digital activation tools to generate participation and brand buzz. Pepsi Stuff offers points on Pepsi products, which can be redeemed at Amazon.com for free MP3... Continue reading...

Building Online Buzz for Launch of Ralph Wild Fragrance
In Spring 2008, Ralph Lauren launched Ralph Wild, a fruity fragrance aimed at young females aged 15-25. In order to most effectively target this audience, Ralph Lauren decided to devote most of their marketing & PR budget for the Ralph Wild launch to online marketing efforts. To raise visibility of the brand and its online marketing investments, Ralph Lauren turned... Continue reading...

The Atlas Solution: Stimulate the Economy, and Creating Buzz
The client is an upscale shopping center that opened just two years ago in the middle of a working class area of Queens, New York. An outdoor center, the owner found that the most difficult time of year was the post-holiday winter months. With the economy slumping in January ‘08, the Shops wanted to create something that would generate a... Continue reading...

New York Magazine NY X NY Event Series
Drillteam kicks off New York magazine's second annual NYxNY series of events. The series, conceived and organized by Drillteam to help drive subscriptions amongst younger New Yorkers, kicked off Wednesday, May 21, with an "Indie Rock Trivia" night. Featuring up and coming bands and activities ranging from trivia to barbecues, is part of the lifestyle magazine's ongoing effort to engage... Continue reading...

Anheuser-Busch Recycling Word-of-Mouth Project for St. Charles, Mo.
GOAL Anheuser-Busch Recycling wanted to increase the amount of recyclable materials -- particularly aluminum -- in the curbside recycling program and decrease materials that end up in landfills. Recycled aluminum is generally less expensive than purchasing new aluminum for cans and aluminum bottles. STRATEGY To develop a comprehensive Word-of-Mouth (WOM) marketing plan to help the company decrease materials that go... Continue reading...

Jig-A-Loo Product Launch/ Awareness Campaign
Background: A favorite product in Canada for industrial and commercial uses since 1958, Jig-A-Loo launched to the Canadian retail sector a decade ago. In the Spring of 2007, Jig-A-Loo made its debut in the US. Challenge: Fanscape was approached by agencies Horizon and Taxi to deliver a creative and integrated online word-of-mouth marketing campaign designed to reach potential consumers and... Continue reading...

Regiftable.com: Using a Microsite to Generate Word of Mouth Marketing
Challenge: How do you deliver credit education to consumers during the holiday season when spending is at an all-time high? Position: Money Management International, a nonprofit financial education organization, assumed that consumers would be looking for cost-saving resources and strategies. Our take was that, if done correctly, regifting may be a suitable alternative to purchasing holiday gifts. In addition, regifting... Continue reading...

Establishing Campus CEO as an Indispensable Tool for Aspiring Entrepreneurs
Kaplan Publishing hired Rose Communications to promote its big winter title: Campus CEO: The Student Entrepreneur's Guide to Launching a Multimillion Dollar Business. The book, by Randal Pinkett -- winner of NBC's The Apprentice, an academic superstar, and CEO of a multimillion dollar business -- empowers students to create and grow their ventures. Fresh Perspective Google. Yahoo! YouTube. Facebook. The... Continue reading...

Carlo Rossi: Jug Simple
Carlo Rossi's iconic wine jug has been a staple on American shopping lists for decades. However, with its core consumer base growing older and the proliferation of new wine brands, the large-format wine category struggled to hold its ground at retail. Carlo Rossi needed a radical refresh to stay relevant. We needed to expand the market to a younger, more... Continue reading...

Nike: Beware the Long Ball
The Challenge: Nike's Retail Brand Marketing division and their partner Dick's Sporting Goods wanted to own Major League Baseball's All Star Game weekend with a call that rallied the city of Pittsburgh and positioned both companies at the heart of baseball culture. That was a tall order given the hype and media frenzy surrounding the event. To stand out, our... Continue reading...

Cross-Country Hype for a Ride for Three Reasons
Bob Lee, a 65-year-old cancer survivor, is riding his bicycle 6,500 miles across America in A Ride for Three Reasons. 100% of all donations will go to three charities: American Cancer Society, Les Turner ALS Foundation and National Hospice Foundation. Quicken Loans is the main sponsor of A Ride for Three Reasons and we have created a new website and... Continue reading...

The LeBron Etch-A-Sketch Video - A Slam Dunk!
The Cleveland Cavaliers, a sister company of Quicken Loans, commissioned a professional Etch-A-Sketch illustration of LeBron James from Etch-A-Sketch artist George Vlosich. Vlosich video taped the entire five-hour process. From that source video, they created a five-and-a-half-minute video with prominent Quicken Loans/Cavaliers imagery and uploaded it to YouTube. The Quicken Loans Marketing team stepped in to promote the video and... Continue reading...

The Online Challenge of the 'Bounty One Sheet Challenge'
Situation: Manning, Selvage & Lee Digital was brought in to promote an online sweepstakes from Bounty called the "One Sheet Challenge," that invited consumers to submit an original essay explaining how they use one sheet of Bounty to clean tough messes. The grand prize was a $30,000 kitchen makeover. MS&L Digital began work on the project five weeks before the... Continue reading...

Starbucks CheerPass Campaign Spreads Holiday Cheer Online
What is holiday cheer? According to Starbucks, it's a random stranger holding the door open for you because you have a bunch of packages. It's taking your kids out because you know your partner needs a rest. Starbucks wanted to use cheer as the concept behind their 2006 holiday PR campaign, and the program developed needed to encourage customer participation... Continue reading...

Microsoft Causes a Huge Stir with New Website Launch
Problem: To introduce a new site, Windows Live Expo, whose value stemmed from user participation, Microsoft needed a unique approach to rapidly drive widespread awareness and usage on college campuses. Not an easy task when you're a social listing site competing against Craigslist and a multitude of new social classified and networking sites. Solution: To create the buzz essential for... Continue reading...

Using PR to Spark Buzz with Kettle Foods' People's Choice Program
Challenge To fend off increased competition from mainstream consumer brands entering the natural food category, Kettle Foods invested in a PR program to increase brand awareness and drive product trial in support of its national sales push. Solution By leveraging the cult following of the brand, Maxwell PR created the annual People's Choice campaign, inviting fans of Kettle brand Potato... Continue reading...

An Influencer Marketing Campaign to Re-energize Pabst Blue Ribbon Beer
PROBLEM Pabst Blue Ribbon had suffered from years of continuous sales declines and wanted to reverse this trend. SOLUTIONS * Tap into pre-launch WOM about the brand to understand how the brand was currently being perceived in the marketplace * Redefine the brand using the learnings garnered from listening to marketplace WOM * Create a program to turn brand learnings... Continue reading...

Creating Buzz for the Canary Project
The Canary Project is an effort by photographer Susannah Sayler and a team of researchers, writers, and designers to gather images of global warming and display those images in ways that bring them to the attention of the widest possible audience. The objective of the campaign was to bring to the attention of as many people as possible The Canary... Continue reading...

Did You Hear About The Secret Formula for Coca-Cola?
Program Summary: The 1919 sale of The Coca-Cola Company included the beverage formula. Imposters and con artists sold numerous fake formulas purported to be the Real Thing. As new owner, Robert Woodruff decided to acknowledge the public fascination about the formula. He hired Pinkerton Guards to transport the formula from New York (where it was serving as collateral for a... Continue reading...