Seeding a multiscreen strategy: Expert advice on marketing to consumers across screens

This article presents best practice and case study examples of approaches to multiscreen marketing. It addresses the difficulty of fragmentation and recommends that in order to establish an identity, companies have to build and maintain a consistent brand that can travel and resonate across channels.

Seeding a multiscreen strategy: Expert advice on marketing to consumers across screens

Chuck Kapelke

The college football players competing in the 2013 Outback Bowl didn't know it, but in the eyes of many viewers, they had been temporarily re-assigned to new teams; one side was playing for Team Bloomin' Onion, the other for Team Coconut Shrimp. That's because a promotional campaign by Bloomin' Brands, owner of Outback Steakhouse, harnessed the power of television, social media, and other channels to engage viewers in a side bet: If the SEC's South Carolina Gamecocks won the game, Outback would give away Bloomin' Onions...

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