P&G Social Media Night: The Results

Shar VanBoskirk

Sharvanboskirk [Posted by Shar VanBoskirk]

The results are in.  And the collective effort of the four teams partipating in P&G's digital night sold 3,000 Loads of Hope t-shirts and raised $50,000 for charity.  Tide actually matched the money raised, putting the total disaster relief donation to $100,000 for four hours of effort. Thank you to all who bought t-shirts!

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P&G Tests the Power of Social Media

Shar VanBoskirk

Sharvanboskirk [Posted by Shar VanBoskirk]

So I got a golden ticket to P&G's digital hack night -- a P&G party to bring together social media experts, P&G digital minds, and experienced interactive marketers to share ideas.  The event is to test the strength of digital media to try to generate $100,000 for charity.

Here's how it works:

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Reebok's "Run Easy" Creates A Movement, Not A Campaign

Shar VanBoskirk

Reebok and its agency Carat shared the details of their "Run Easy" campaign -- a multichannel effort to create a movement in running.

The situation: Reebok has strong brand recognition, but a much smaller share of sales than competitors.  Reebok wanted to create a perception that running was for everyone, not just for the elite, a very different message than competitive positioning.  Reebok also believed that to do this well, they needed to create a *movement* around running.  It wouldn't work to try to motivate people around running just with a few outbound campaigns.

The approach: Creating a movement is different than creating a campaign.  In fact, Reebok used an approach somewhat contrary to how traditional media efforts are developed.  They seeded their market with the "run easy" idea in advance of a large media blitz.  Then they used media to further interest in the idea and enroll people in the movement.  And last they spread the message through in-person events and viral elements in order to drive participation and encourage the community to spread the word on Reebok's behalf.

From my perspective the primary lessons to take away from Reebok's effort, are:

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Wunderman Defines The Age of Influence Marketing

Shar VanBoskirk

Mark Taylor followed Jaap by discussing a new take on Wunderman's long-term strategic approach to relationship marketing.  Specifically, he mentioned marketers must acknowledge the shift to "The age of influence marketing" by embracing two new channels: 

1) The Channel of Me and 2) The Channel of Us

Both channels actually leverage the *consumer* as a marketing vehicle as well as as a target audience.

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Jaap Favier to Brands: Don't Walk Alone

Shar VanBoskirk

Greetings from Forrester's EMEA consumer and finance forums in Barcelona!  We've just finished the first two speakers of the event:  Forrester's VP and Research Director, Jaap Favier and Wunderman's Chief Marketing Technologist Officer, Mark Taylor. 

The presentations were an excellent introductions to the themes for both the consumer and the finance tracks:  Share Your Brand (for the consumer track) and Beating the Competition With Superior Customer Experience (for the financial track).

Jaap had a few particular soundbites which I thought really crystalized the current state of marketers today, and also the changes they need to make in order to accommodate the growing influence of user generated content and virtual communities.

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Boston's Recent Marketing Prank Turned Terrorist Scare

Shar VanBoskirk

No doubt many of you are already well aware of the ad-campaign-turned-terrorist-scare that rocked us in the city of Boston on January 30.  I'm a little behind the 8-ball in writing up my thoughts about it.  But since it is still coming up -- both in our team conversations here, and out in the world at large -- I thought it would be worth talking about, even a few weeks after the fact.

The redux of what happened:

In an attempt to promote its Cartoon Network show "Aqua Teen Hunger Force," Turner Broadcasting positioned LED displays of one of the show's characters around significant city structures, including bridges and i-93, Boston's central artery. (See images of the devices here).

The question we've been debating internally, is: Was this good marketing?

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Listen Up! Announcing Forrester Podcasts

Shar VanBoskirk

In the name of “humanizing the digital experience” – the theme from Forrester’s 2006 Consumer Forum -- we’ve decided to try a new way to deliver you relevant research content to make you more successful in your job: Forrester Podcasts! 

Our first installment of podcasts focuses on interactive marketing including: mobile marketing, social computing, consumer generated content, word of mouth marketing.  And it includes a conversation with Pete Kim about his big idea for re-inventing the marketing organization, and the work I have in progress about the interactive marketing organization.  Our podcasts also sample some great Forrester and industry presentations from our Consumer Forum featuring Jim Skinner the CEO of McDonalds, Michelle Peluso, President and CEO of Travelocity, and Jeff Hicks the CEO and Partner of agency giant Crispin Porter & Bogusky among others.

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