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Marketing Charts, July 29, 2008 — The greatest value of online communities is they increase word-of-mouth (35%), increase brand awareness (28%), bring new ideas into the organization faster (24%) and increase customer loyalty (24%), according to a survey of organizations using online communities.
Advertising Age, July 17, 2008 — Nike's "Just Do It" theme is 20 years old, and the marketer is planning a push of Olympian proportions to commemorate its anniversary.
The company is planning an epic global campaign titled "Courage," with 60- and 30-second spots to begin airing in the U.S. on Aug. 8, the day of the Olympic Summer Games' opening ceremonies, while a micro-site, nike.com/courage, goes live today.
Wall Street Journal, July 16, 2008 — One of the hot investments for businesses these days is online communities that help customers feel connected to a brand. But most of these efforts produce fancy Web sites that few people ever visit. The problem: Businesses are focusing on the value an online community can provide to themselves, not the community.
MediaPost Publications, June 23, 2008 — Fox is pairing with social networking service Passenger to launch a private online community giving the network access to ongoing audience feedback on programming and marketing efforts. Made up of some 2,000 loyal Fox Network viewers invited to join, the community lets members preview new shows, interact with TV producers, post comments, engage in online discussions and participate in polls.
Advertising Age, May 7, 2008 — To pierce through the ad clutter and really engage your consumers, offer a service, not an ad.
That, in a nutshell, is the logic behind Cities by Foot, a new travel-guide website unveiled today that provides high-definition video presentations of local shops and restaurants in different cities, devised by entertainment and marketing agency Red Robot for its client, footwear maker Crocs.
Wall Street Journal, April 10, 2008 — Women turn to all sorts of places for advice and stimulating conversation, from "The Oprah Winfrey Show" to their next-door neighbors. But are they ready to take their life cues from a soap company?
Dove is betting several million dollars that the answer is yes. The hair- and skin-products maker owned by Unilever is trying to create a new online community for women that offers entertainment, blogs, advice and advertising.
MediaPost Publications, August 14, 2007 — TOYOTA'S SCION DIVISION HAS ENTERED a second Second Life. Actually, a fourth. Toyota's Gen Y car division has this year created a presence on Whyville.com, Gaia.com, Second Life, and now, There.com. For the latter, the company--with help from Makena Technologies, which hosts There.com--has just launched Club Scion, a social club doubling as vehicle exploration.
Advertising Age, June 8, 2007 — The little screen got a boost to becoming a bigger media player this week when marketing leader Coca-Cola Co. revealed marketing plans for its Sprite brand — one which puts mobile at the center of its ad effort to snag teens and therefore future generations of customers
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