Skrevet af Thomas Wittenburg, 31. august 2010

Will Sansom of Contagious Magazine talks about selling great food in an innovative way.
Pepsi Refresh is an initiative from PepsiCo, that allows people to help the company use their marketing budget. Sort of a public controlled CSR scheme.
Marketing should be entertaining.
Gatorade used a fifteen year old football game, that in 1993 ended in a tie, to spark awareness of a growing problem with people over the age of 30 being more and more idle. The concept is called Replay, and it raised massive awareness of Gatorade. It is much more than marketing. All major Hollywood studios have shown interest in making a feature film.
By stading up for grassroot football Gatorade have made fantastic PR for themselves.
Another entertaining example was Heineken campaign, that had made a thousand AC Milan fans sacrifice an important match and instead go to a poetry/classical concert night. After 18 minutes of concert a video appeared, with a small introduction and seconds later the match was on the screen. That event was seen by 1.5 million people on Sky Sports prior to the match. Talk about marketing.
Will talks about a 5% club, that is the niche marketing campaigns, that uses less than 5% of a marketing budget, but creates massive buzz.
Branded utility is also important. Samsung have placed branded power stations in airports, that allows travellers to charge their computers and phones. Curtesy of Samsung.
Carlsbergs swedish "Where's the party" app is a location based service, that allows you to navigate through a city, and guide you to parties, concerts and so forth.
Hippo, a indian snack company, allowes for peopleto tweet when their local store runs out of snacks, and new batches will be sent.
Best Buy, american retail giant, will help you via their Twelp Force on twitter. A massive amount of Best Buy employees helps customers on a volunteer basis via Twitter.
Social networking is essential. And it's not hard. Ikea used foto tagging on Facebook to create a buzz for a new store in Sweden. A Facebook page were made for the store manager, and if you where the first person to tag yourself in one his images from the Ikea showroom as a piece of furniture - you won that piece of furniture. Massive succes!
Skittles made a Facebook campaign that sent a guy to university, if they got 40.000 likes.
Cadbury made online boutiques, that popped up on various fashion blogs across the Internet. Hints were given via Facebook, and the digital boutique had a constant queue of more than 1400 people, with some people hanging in queue for more than 48 hours. All for a free scarf.
Post-Digital. Moving the Internet into the real world. User generated content related to products will be driving marketing. We will be able to scan a barcode from our smart phone, and get instant info on what others think of the product.
Nike Chalkbot is a robot, that allows you to print messages onto streets. Used in the Tour de France it printed thousands of messages from people who was affected by cancer in one way another. Millions of people saw these messages on live TV.
iButterfly is a Japanese app for Android and iPhone. It's an augmented reality type coupon. You catch virtual butterflys, that you can cash in at local stores.
Marketing skould be useful, relevant or entertaining - preferably all three! - Feel good marketing is the new black!

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