How Hershey is approaching earned media
Sarah Shearman
The Hershey Co., the largest chocolate manufacturer and marketer in the US, long ago mastered the trick of creating sweet treats to tempt hungry consumers. And it is now applying that very analogue experience to digital media by generating earned media among web users who are hungry for content.
"Though we define 'earned' in many ways, if you equate it with some version of 'free' or 'incremental' … it is of benefit to us," Marty Baker, the Hershey, Pennsylvania-based confectionery manufacturer's senior manager/global digital content, told delegates at the South by Southwest...