[L]earning Media: Dunkin' Donuts, Tide, Allstate & more!

Thought Leaders

Tide Is Using 7 Vines for Halloween - a Killer Time of Year for Social Video

Ad Week 10.18.13

Talk about low-hanging fruit (perhaps blood oranges). Tide has debuted a fun, seven-part Halloween campaign using Vine, Twitter's increasingly popular six-second mobile-social video platform.

Dunkin' Donuts' New #mydunkin Advertising Campaign Puts Real Fans' Social Media Content In The Spotlight

The Wall Street Journal 10.08.13

Dunkin' Donuts, America's all-day, everyday stop for coffee and baked goods, today announced an innovative new #mydunkin advertising campaign that for the first time leverages real fans and their social media content to demonstrate the passion for Dunkin' Donuts coffee.

Inside Allstate's Strategy to Start Mayhem on Twitter

Ad Age 10.15.13

When Allstate's Mayhem joined Twitter on Sept. 24 he got to work quickly, posting nearly 450 tweets in a single day. Then, he went silent for several days beginning Oct. 6. The seemingly erratic behavior is actually a calculated effort by Allstate and its agency, Leo Burnett, to use the social-media tool to extend the reach of one of advertising's most recognized characters with a judicious yet seemingly spontaneous approach.

Interview: How Budweiser Drives Results From Social Media

Ad Age 10.16.13

How does A-B InBev measure its results in social media? VP Digital Lucas Herscovici explained ahead of his presentation at the Ad Age Digital Conference in San Francisco.

Burt's Bees Stages Classic Works of Literature in Six-Second Vines

Ad Week 10.09.13

The brand riffs on classic literature in animated "adaptations" of 20,000 Leagues Under the Sea and Little Women, with more to come, all created by ad agency Baldwin&. Burt's products stand in for the characters and key story elements.

LA Galaxy Launches Video Campaign to Grow American Soccer

The Content Standard 10.09.13

The LA Galaxy soccer team, in partnership with nutrition company Herbalife Ltd., has launched a content marketing campaign to help grow the sport in the United States.

Hyundai Giving Away Another Zombie-Proof Survival Machine in Latest Walking Dead Tie-In

Ad Week 10.15.13

The latest commercial, from Innocean USA, helped kick off the drama's fourth season this week and launch the next round of Hyundai's Chop Shop initiative. Fans can win a custom-designed, tricked-out, zombie-proof 2014 Hyundai Tucson in the "Survive and Drive" sweepstakes.

Israeli Singing Competition Uses Real Time Fan Voting

PSFK 10.15.13

The latest reality show to bring a new twist to traditional singing competitions comes from Israel and incorporates real time voting results. Rising Star, which facilitates voting through a designated mobile app, allows fans to vote during the contestants' performances, and showcases the results on stage in real time.

Starbucks' End-the-Shutdown Petition Spans Social, Mobile and Print

Ad Week 10.11.13

Starbucks CEO Howard Schultz doesn't exactly shy away from politics, and he's gone all-in today on affecting the national debate about the federal government shutdown. The coffee retail exec appears in an Instagram video, asking patrons this weekend to sign a petition to end the shutdown, accenting a larger, text-based effort.

Watch Ray-Ban's New Optical-Illusion Video. You Won't Believe Your Eyes

Ad Week 10.16.13

Optical-illusion masters Brusspup buddied up with Ray-Ban for this anamorphic illusion video to show off Ray-Ban's Clubmaster line of sunglasses.

YouTube to Livestream 'Breaking Bad' Farewell Event

The Hollywood Reporter 10.16.13

YouTube is helping people all across the country say farewell to Breaking Bad. Google's video service will livestream Albuquerque's Walter White funeral. YouTube has partnered with Vernon's Steakhouse, which is hosting the post-funeral reception, and has donated their services free of charge.

Department Store Gets Wrapped in Tumblr Art

PSFK 10.17.13

Nicola Formichetti, Diesel's new artistic director, used Tumblr to find hidden talent from all over the world. Out of thousands of art submissions, only 1,000 talented artists were selected to be a part of Diesel's Reboot campaign.

Ask 'Remote Control' Explorers to Check Out Melbourne for You

Ad Age 10.09.13

Tool's Jason Zada (the director behind the lauded Take This Lollipop) worked with Australia's Tourism Victoria on "Remote Control Tourist," a crowdsourced project that lets potential visitors to Melbourne explore the city virtually via social media.

Will Dodge's Ron Burgundy Commercial Actually Sell Trucks?

Business Insider 10.10.13

Dodge Durango is using Will Ferrell's Anchorman character, Ron Burgundy, as pitchman for its all-new 2014 SUV. According to the Hollywood Reporter, Paramount says, "The partnership marks the first time a movie studio and brand tie-in has used starring talent, in character, to create original long- and short-form content."

Street Food Market Helps Customers Get Around With Tweet-Powered Rides

PSFK 10.18.13

Launched to celebrate the opening of Trinity Kitchen, the Tweet To Ride rickshaw service drives customers to the new food market for a tweet. People can get a ride from one of ten rickshaws available simply by tweeting and including the hashtag #TrinityKitchen.

New from the [L]earned Media Blog

Polo Ralph Lauren Teaches Viewers How To Camp Via Earned Media

10.16.13

Polo Ralph Lauren saw that there was a huge need out there. There was this question that wasn't being answered, and it needed to be addressed- How do you survive a camping trip?

New In Earned Media: Are Prankvertisements Going Too Far?

10.14.13

One of the latest methods in advertising are "prankvertisements": campaigns which dupe ordinary civilians into believing something is occurring to elicit a wild reaction. They make for a hilarious viral video. However, while "prankvertisements" are immensely entertaining, liability can be a huge problem.

"SEE IT" Campaign: Comcast and Twitter Take Another Giant Step For Social TV

10.11.13

The Comcast and Twitter partnership is on a mission to stir up social buzz to drive TV ratings. Commencing in November, by using the "See It" button on Twitter posts, Comcast customers will have the ability to record and watch their favorite shows produced by NBC Universal directly from their Twitter accounts.

Viral Video: For Carrie, The Movie: Telekinetic Coffee Shop Surprise

10.9.13

In a stunt video designed to go viral, one woman skillfully tricks 'Snice Coffee Shop customer in the West Village into believing her telekinetic superpowers are real. We believe it to be one of the most clever earned media campaigns we have ever seen. After debuting on YouTube under the channel CarrieNYC just a day ago, the video has taken the Internet by storm and racked up over 16 million views.

Content Marketing: Q&A With Dominic Pontrelli, Ricoh USA

10.8.13

Most recent on The Drew Blog is a Q&A session with Dominic Pontrelli, who was appointed Senior VP of Marketing at Ricoh in 2012. Responsible for Ricoh's current marketing strategy as well as their Technology Center, The Drew Blog spoke with Pontrelli on a host of subjects relating to content marketing strategy and its importance in the overall marketing recipe.

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