Summary
This US case study shows how Sprite, the soft drink, connected with the African-American teen market and achieved high active social engagement. It did this through capitalising on its long-standing sponsorship of the National Basketball Association (NBA) Slam Dunk Competition, which involved four basketball players showcasing their most creative and spectacular slam dunks. To give fans an enhanced experience of the competition, Sprite created the Sprite Slam Dunk Intensity Meter, which measured the power intensity of slam-dunks, live on-air. This addition to the competition generated 148,201 tweets and 1,537 mainstream news mentions, creating an additional 171m earned media impressions.

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NEW YORK: Procter & Gamble, Kellogg's and Kraft were among the major brand owners who picked up golds at the 2013 North America Effie Awards. But the top Grand Effie went to the video game Call of Duty: Modern Warfare 3, for its "The Vet and the n00b" launch campaign. This targeted both younger core and older casual gamers, and benchmarked ...

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This case study describes the campaign for Febreze, Procter & Gamble's odour eliminator brand, conducted during the London 2012 Olympic Games in the US, Canada, UK and France. By recognising that unpleasant odours can come from playing sports, Febreze built on its positioning that it freshens even the worst of odours by partnering with the Olympic Azerbaijani wrestling team. After four of the athletes had been training, Febreze was sprayed in the room and real people off the street were brought in wearing blindfolds to describe what they smelled. This experiment, and the team's interactions with a towel boy, were filmed and broadcast as advertisements. In the USA, this generated a 5% lift in sales; in Canada, it grew market share in a declining category; in the UK, Febreze became market leader; and the brand broke value share records in France.

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MELBOURNE: Loyalty programs do not equal customer loyalty, but there are significant opportunities for retail brands to become more valuable to consumers by offering multiple emotional and transactional benefits, a new report has argued. For Love Or Money?, from strategic marketing company Directivity and digital agency Citrus, examined ...

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This case describes the US launch of the video game 'Call of Duty: Modern Warfare 3', which sought to engage two groups of male gamers: its existing core audience of young (18-24) hardcore gamers and an older (late 20s-30s) audience of lighter gamers who wouldn't typically see Call of Duty as a game for them. The creative idea was based around an online video, 'The Vet and the N00b', which depicted a new gamer (known as 'n00bs') slowly learning from an experienced gamer (the 'vet'), and celebrated the thrill of progression. Effectiveness was measured against launch-day sales for core gamers and five-day figures for the older group; both figures substantially beat sales of the previous iteration of the game.

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The market leading position of Tide, Procter & Gamble's laundry detergent brand, was under threat within the US Hispanic market, where its share and equity scores were declining. The resulting campaign was tasked with increasing sales and boosting awareness of Tide's product variants for the Hispanic market, a range which catered for differing levels of consumer acculturation. The campaign needed Latinas to feel that Tide made each product variant exclusively for them and what they valued most. To do so, the 'Mi Tide' campaign broke with the norm of crafting insights known to resonate amongst the majority of the Hispanic segment, by taking a highly targeted approach. TV and online were the main channels, which included the Tide/Espanol website featuring a question-led product selector. As a result of the campaign, Tide grew its share and equity scores.

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In 2011 State Farm, the US insurance company, wanted to reverse declining numbers of American Hispanic customers without sacrificing premium pricing. It did this by recognising that Hispanics are always searching for a better life for themselves and their families in a never-ending process of betterment, but also enjoying themselves along the way. Two Hispanic celebrities who personified this drive were employed in a humorous television campaign and extra online footage. Following its popularity, State Farm went on to sponsor a music tour in 2012, which included delivering exclusive footage to fans and providing a 'better state'. The campaign delivered an increase in automotive quotes and Hispanic policies, with significantly improved brand recall, brand linkage and message linkage compared to its previous campaign peak.

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Marketers in all global regions will continue to see good conditions for business, according to the headline metric of May's Global Marketing Index, which combines responses for marketing budgets, trading conditions and staffing levels. Other standout findings include the rise of global marketing budgets for the fifth consecutive month, especially in The Americas and Asia Pacific, a slight fall back in marketing budgets in Europe, and a sustained rise in staffing levels for all regions.

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LONDON: Marketers are showing continuing confidence in the state of the industry, with Warc's monthly headline Global Marketing Index remaining steady in May and that for marketing budgets reaching a new high. The headline Global Marketing Index (GMI) reading, which combines trends observed in trading conditions and staffing levels as well as ...

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This launch campaign for Pergo promoted a new durable laminate flooring product in the US, justifying its price premium through messaging that differentiated Pergo from an 'ordinary laminate.' The brand faced a challenging economic environment in which to charge a higher price than rivals. The campaign focused on the new product's claims to be much more durable than before - and targeted an audience of consumers interested in high-performance household products and retailers. The communications strategy included events that highlighted Pergo's performance against domestic pets, high heels and even life-size battle robots: these events were filmed and turned into TV ads. Pergo's net sales increased by 22% year on year following the campaign, reversing a decline.