BMW Graffiti Contest Gives Bloggers, Twitterers Something to Talk About

BMW’s Graffiti contest that invites Facebook users to color in outlines of 1-Series cars has done a few things very well. One, ad units on Graffiti app pages within Facebook as well as websites outside of Facebook (eg, Boing Boing) are performing better because the campaign invites participation. Two, it enlists a core group of … Read moreBMW Graffiti Contest Gives Bloggers, Twitterers Something to Talk About

Domino’s Pizza Does Conversational Marketing

As reported by Springwise, Domino’s now: “lets consumers create the pizza of their dreams—specifying the type of crust, the amount of sauce and cheese, and unlimited toppings—for a flat rate of USD 10.99. A 10-day contest last month even promised USD 500 in gift certificates for the most creative design. What’s really interesting, though, is … Read moreDomino’s Pizza Does Conversational Marketing

Dell Goes Green; 1,000,000 Votes For Dell

Earlier this month Dell brought its eco ReGeneration campaign to Facebook with a drawing contest among the Graffiti Wall community. (Based on installs of Graffiti’s app, that’s 8,600,000 Facebook members.) Through banners targeted at Graffiti users and on digital culture sites such as Boing Boing, Ars Technica, 43Folders and Make, Dell’s contest inspired 7300 entries. … Read moreDell Goes Green; 1,000,000 Votes For Dell

Cisco’s Human Network Campaign: #2 Result on Google

Last month’s “Welcome to the Human Network” campaign by Cisco continues to illustrate the impact of “author-driven” or “conversational marketing” beyond the surface metrics of impressions and click-through rates. Sure, by letting authors lend their names and personal definitions to Cisco ads on their own sites, Cisco’s ads experienced better-than-average click-through rates. But more than … Read moreCisco’s Human Network Campaign: #2 Result on Google

Everyone’s a Copywriter with Modem’s “Rant” Banner

A year ago in a letter to the editor at the NY Times (link, reg req), I argued that agencies would never support a TV ad model that required them to create hundreds of discrete creative units — one for each micro-target — for every campaign: “Sure, the concept of targeting ads to tiny clusters … Read moreEveryone’s a Copywriter with Modem’s “Rant” Banner