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Provide samples of products to key audiences who are likely to reach out and spread the word.
Electrolux is a high-end, premium, European brand in Korea. In spite of Electrolux's targeted PR, consumers still are more likely to make a choice between Samsung and LG than to consider Electrolux, because they simply didn't have Electrolux on their minds. To put Electrolux top of mind, AML had to create the conversation between consumers -- specifically moms. In order...
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Situation: Best Buy, a Fortune 100 growth company, launched its Insignia 4-Gigabyte Bluetooth-Enabled MP3 Player, the first of its kind in the marketplace, exclusively on BestBuy.com. Best Buy needed to publicize the product via online avenues to drive traffic to their Web site for product purchase. Challenges: - Distinguish the Insignia Player from the crowded MP3 marketplace, including iPod. -...
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Situation: General Mills wanted to maintain buzz around Fruity Cheerios, a product introduced in summer 2006, while reinforcing brand messaging that Fruity Cheerios is a cereal moms and children can enjoy together "guilt-free." Challenges: - Maintain buzz around a product that was launched eight months prior to the start of the campaign - Find a way to reinforce brand messaging...
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Situation: General Mills introduced its newest product, Fiber One Chewy Bars. The company wanted to publicize the product via online avenues to raise awareness of the brand and encourage purchase. Challenges: - Distinguish the Fiber One Chewy Bars as tasty fiber supplement snack bar in an over-saturated snack bar market. - Execute campaign without an informational web site from the...
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Program Summary: Chapter One: This summer, radio talk-show host Glenn Beck regularly mentioned his love of Coke zero. He made a humorous reference to the high level of his love of the brand ... including a tongue-in-cheek death threat if we ever stop offering it ... in a cross-over interview on CNN Headline Prime. Chapter Two: Coca-Cola decided to join...
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