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Use a social network to reach new people or provide content to the social network so it can be promoted to the participants.
Background: The NEW! website is Clear Channel's just-launched effort to discover new musicians and give exposure to talented artists. NEW! uses the strength of Clear Channel's local radio brands to introduce audiences to new and developing artists early, before songs are "on the radio." Listeners choose from hundreds of songs and videos, plus exclusive home videos and interviews. Challenge: Fanscape...
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Every young, single guy has a common enemy -- the Gamekiller. A Gamekiller is a person who interferes with your efforts to pick up women. In 2006, AXE's ad agency, BBH, developed a group of 14 Gamekiller characters who were on a mission to stop the AXE guy from getting the girl. Once AXE had this cast -- from the...
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The Re-release of the 20th Anniversary animated movie. Needs: Sony/BMG Home entertainment wanted to bring back the 20 year old animated movie "Transformers The Movie" but didn't want it to seem like a big corporate push and wanted to incorporate the fan interaction. Solution: VIABUZZ incorporated a cross promotional campaign between Sony/BMG Home Entertainment and Teen Social Networking Community TagWorld.com....
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As Coca-Cola fountain availability spread across the U.S., company President Asa Candler used a simple, powerful program to build the refreshing beverage to the right members of each geographic community. His efforts drove tremendous results and helped make Coca-Cola what it is today. Asa Candler launched a brilliant sampling campaign. In a letter to his brother in Nashville, Candler spelled...
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