MORE THAN ADVERTISING

Watch the case study video here:

“Major sporting events don’t need beer sponsorship. You do!”

This was the starting point for TBWA Vancouver to create an integrated campaign for promoting their clients craft beer. Instead of sponsoring big public events the Okanagan Spring invested his ad dollars directly to its drinkers.

Party hosts could submit their ideas on sponsormespring.ca from their small-scale, backyard or basement social gatherings to party’s like “Hanging Around After Ed’s Soccer Game”. People could vote on who should get supported and by the end of every month sponsorships where given out to the submissions with the most votes.

The documentary pictures of the events could not only be found on flickr and other social media portals but also became part of the official ad campaign.

A great idea that sells, in the frist month of the campaign sales went up by 30%.

Unfortunately they don´t sponsor events in Germany.

Via Creativity Online

Recently Musiol Munzinger Sasserath published a study on Digital Teenies on the Web and the implications of this on brand marketing. A very important topic for many brands in Germany so I´m glad to present you this guest post today:

“We’re not trying to start brand democracy all of a sudden”

An interview with Christiane Wenhart, a partner at the Musiol Munzinger Sasserath management consultancy in Berlin, conducted by Ingeborg Trampe.

Mrs Wenhart: You have just completed a study on how young people make use of Web 2.0. Many marketing professionals are unsure as to how they should deal with Web 2.0. What have you learned from your study?

Our study was primarily focused on social networking sites, taking as a starting point those myths and half-truths which we are keen to dispel. For example, let’s take the notion that if you adapt a classic message and plant it as an idea, it will spread of its own accord like a wild-fire of recommendation on social networking sites.

In contrast, the facts show that brands are not yet an integral part of social networking sites and that their presence per se is irrelevant. Quite the opposite in fact: the obstacles that need to be overcome in order to “infiltrate” essentially private networks such as Facebook or SchülerVZ as an impersonal brand are considerably higher.

What is more, the real state of affairs is often considerably more complicated than is frequently assumed. There is no single definitive social networking site, there is in fact a whole plethora. They all serve a different set of needs and user motives, have different technical nuances and are continually developing, so that each social networking site needs to adapt in its own particular way going forward.

So what are the consequences?

(weiterlesen…)

Jolie O’Dell talks to Bob Nanna of Threadless on using social media to create a brand-lovin’ community.

Threadless is a fascinating company. Their whole business model is based on the thought of ‘community creation’ -  people can submit their designs and vote for the ones they like best.

Social Media is build in their DNA, but the folks at Threadless have also proven that they understand how to use it, from CRM via Twitter to Facebook live video contests.

Another great example for embracing online enthusiasts are their ‘Twitter Tees by Threadless.‘ :

The media aspect of social offers some exciting opportunities for brands, but the potential of the social web can be significantly greater if the power of community is fully realised.

Via: Sebastian Garn, Nick Burcher &  Read Write Web