Hershey's Promotes Bliss via Experiential Party

Promo Magazine, May 27, 2008 — The Hershey Co. has turned to parties to generate word-of-mouth and buzz around some of its new products. The company recently used themed house parties via House Party, a marketing services firm, to support its new Hershey’s Bliss chocolate line. Hershey’s staged 10,200 “House of Bliss” parties over the April 25 weekend to sample its latest item and spread interest as the product rolled out in stores.

Fans Resist End of Virtual Disneyland†

Created to Celebrate 50th Anniversary, Free Game to Shut

Wall Street Journal, May 20, 2008 — For Walt Disney Co., the task of opening a virtual version of Disneyland on the Web was relatively easy. Closing it, though, is proving to be quite a bit more difficult, thanks to the wrath of obsessive fans of Disney's theme parks.

In conjunction with the 50th anniversary of Disneyland in 2005, Walt Disney launched a free online game called Virtual Magic Kingdom whose look and layout mimics Disneyland's. Users created avatars and explored the online park's various regions, such as Tomorrowland and Main Street; chatted with other users; and participated in online promotions that crossed over into real-life activities at the company's resorts in California and Florida.

Disney's notoriously obsessive fans got deeply into this.

Starbucks Seeks Jolt From Another Mass Tactic†

Coupons Follow Close Behind Free Samples

Advertising Age, April 21, 2008 — Howard Schultz insists he's returning Starbucks to its roots, but he's doing it with mass-marketing tactics once anathema to the original brand.

The company is estimated to have nearly doubled its marketing spending to $100 million, and last week it began an aggressive coupon program unlike anything in its history, raising questions about its turnaround strategy.

Shifting Coupons, From Clip and Save to Point and Click

Coupon lovers, take heart. The era of waiting, scissors in hand, for the Sunday newspaper circular is over.

New York Times, December 27, 2007 — COUPON lovers, take heart. The era of waiting, scissors in hand, for the Sunday newspaper circular is over.

On Jan. 3, Valassis Communications, which distributes paper coupons for products like Eggo waffles and Dr Pepper cola, will take a giant leap onto the Internet by introducing a portal for coupons called RedPlum.com. Until now, Valassis had distributed coupons primarily through newspaper inserts and snail mail envelopes.

Promotions, In-Store Displays Key to Swaying Electronics Shoppers†

Survey Shows How Men and Women Approach Shopping Differently

Advertising Age, November 29, 2007 — This just in: Men and women shop differently. Shopping for a big-screen TV is an exciting process for men, who definitely find it easier than shopping for groceries or shoes. For women, it's stress-inducing and requires careful consideration and research.

7-Eleven's Simpsons Movie Stunt: Brilliant Cross-Promotion†

Kwik-E-Mart Gambit Took Incredible Marketing Courage

Advertising Age, July 9, 2007 — Let's just say you were running into the 7-Eleven to use the ATM, and you didn't notice the sign spanning the storefront: "Thank you for loitering. Please come again." Or the ones in front of the parking spaces: "5 Minute Parking. Violators Will Be Executed." Or the one over the ATM itself: "First Bank of Springfield. Misplacing Decimal Points Since 194.5"

New, Groundbreaking Study Demystifies Why Americans Tend to 'Try and Buy'

Mass Connections Continues to Empower Retail Industry With Follow-up Book on Impulse Shoppers

Associated Press, May 31, 2006 — Ever walked out of a store and wondered how you ended up buying some of the items in your bag?

Bet on Ultimate Trifecta†

Wall Street Journal, February 1, 2006 — Everyone knows KFC, Pizza Hut and Taco Bell, but hardly anyone knows Yum Brands, their publicly traded parent company. To fix its identity problem, Yum is off to the races.