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Advertising Age, September 1, 2009 — In conjunction with Hunger Action Month, the Cheesecake Factory is launching the Drive Out Hunger Tour to collect 100,000 cans of soup for local food banks.
Financial Times, June 21, 2009 — Big brands’ best customers have been defecting in droves since the beginning of the US recession, according to a study. By this year, more than half of a typical US brand’s most loyal shoppers in 2007 had switched to rival products.
Los Angeles Times, January 6, 2009 — A big reason auto sales have tanked in recent months is the sharp rise in unemployment. Folks who are worried about losing their jobs aren't likely to take on the added risk of a five-year car loan.
Hyundai Motor America unveiled a novel approach to the problem over the weekend. Dubbed the Hyundai Assurance Program, the South Korean automaker said people who finance or lease a new Hyundai during the next 12 months could return the car if they "experience an involuntary loss of income" within one year of the purchase date.
Marketing Daily, November 24, 2008 — The Charmin Restrooms are back. For the third year, Procter & Gamble is promoting the toilet-tissue brand with a grassroots effort that offers what New York desperately needs, if only in Times Square and only for a brief period: clean public restrooms. The loos, in Times Square between 45th and 46th streets, were launched with an official first flush Monday by former N'Sync singer Joey Fatone, who serves as Charmin's "King of the Throne."
Marketing Daily, November 19, 2008 — In a consumer promotion that is being billed as one of the largest not only in video gaming but professional sports, Dr Pepper will kick off its second year as a sponsor of the Major League Gamer (MLG) Web sites by featuring an MLG gaming star player on more than 175 million 20-ounce bottles of the regular and Diet Dr Pepper.
Brandweek, November 10, 2008 — As marketers continue their debate over the next great advertising medium, a new study released today by the Advertising Specialty Institute found it's not TV, print or radio that gets consumers' attention, but good old promotional swag.
Wall Street Journal, October 24, 2008 — Marketers are working overtime to overhaul their promotions, trying to snag customers who are increasingly in penny-pinching mode.
Holiday Inn recently considered the idea of offering guests a $50 credit they could use to play videogames. Instead, the hotel chain decided to attract travelers with print and online ads that offer a $99 flight voucher.
The ads, part of the "Stay Here, Fly There" campaign, began running last month.
New York Times, October 9, 2008 — A new partnership between the retailer Ann Taylor Loft and Procter & Gamble is turning stores into launching pads for two new products, Tide Total Care and Downy Total Care. Both products claim to cut down on dry cleaning bills by helping clothes look new for a longer time.
The store chain is handing out free samples and coupons to customers who buy machine washable clothes, while posters and decals throughout the stores alert customers to the products’ benefits. The retailer has also produced an eight-page magazine, available free in its stores, that provides tips on how to keep clothes looking fresh (hint: they require Tide or Downy Total Care).
“The partnership between Loft and P.& G. is not typical, and we admit that at first we had concerns,”... continue reading
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.
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.
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