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Case Study

This case study shows how Fanta, the carbonated drinks brand, levelled its brand equity and sales across the Middle East, by creating a gaming platform for teens.

News

NEW YORK: Marketers and consumers think about short-term sales tactics in different ways, and closing this gap could deliver various strategic advantages for brands, a study published in the Journal of Advertising Research (JAR) has argued.

Research Paper

Product innovation, the fragmentation of media, and the surge in digital and social media platforms have forced marketers to increase their focus on short-term sales tactics.

Case Study

This case study shows how Deutsche Telekom, a telecommunications brand, used gaming to raise awareness towards dementia research in Germany.

Case Study

This case study explains how the US Army created a difficult to complete simulation mission contained in a website to attract high quality STEM graduates.

Case Study

This case study shows how Metro Trains Melbourne, an Australian railway-operating brand, increased consumer awareness about railway safety by creating a mobile gaming app derived from its previous 'Dumb ways to die' campaign.

Case Study

This case study shows how Muthoot Fincorp, a financial services company, successfully engaged with its Indian audience through its partnership with the famous movie star Rajnikanth and his movie, Kabali.

Case Study

This case study describes how tech company Dyson aimed to get elite talent to apply to work for the company globally through Rethinkers, a cryptic online challenge.

Case Study

This case study details how Nascar, an American racing league, increased engagement for its The Daytona 500 race through Twitter.

Case Study

This case study details how IKEA, a furniture and home furnishing company, increased brand engagement with its customers in the UK through its IKEA FAMILY loyalty programme.

Case Study

This case study describes how Hindustan Unilever used direct marketing and mobile content to persuade consumers to play games linked to three of its brands: Domex, Comfort and Surf Excel Matic.

Case Study

This case study sets out how Chevrolet used a partnership with Manchester United, the football club, to create an online game which led to an increase in sales.

Case Study

This case study explains how Lego, the toy company, built an emotional connection with Australian families in a Christmas campaign which increased sales.

Case Study

This case study explores how San Pellegrino, the soft drinks brand, increased global visibility and sales through an extension of its long association with fine dining: the San Pellegrino Young Chef Award.

Case Study

This case study details how the Table Tennis Association of the Czech Republic increased awareness of the sport and grew its membership base.

Case Study

This case study details how Eeskomoravska Stavebni­ Spooitelna (EMSS), a Czech bank, raised interest and use of its loyalty program in the Czech Republic.

Case Study

This case study describes how Mercedes-Benz, the German car manufacturer, launched 3 new SUVs into the Italian market with a live broadcast from a drone on Periscope at the F1 Monza GP.

Case Study

This case study describes how Heineken, the international beer manufacturer, leveraged its sponsorship of the Rugby World Cup 2015 in Ireland with a campaign that nodded to the RWC idea: 'It's your call'.

Case Study

This case study describes how Freeview, a TV broadcast channel in the UK, changed perceptions of its free service and engaged a young audience with social media videos.

Case Study

This case study shows how Under Armour, the sportswear brand, promoted the release of its Curry 2.5 shoe in the US by making the Stephen Curry character in an NBA video game ultra-powerful for a limited time.

Case Study

This case study shows how B'lue, a drink brand, increased sales and brand awareness in the Philippines by using Batman vs Superman branded content As sales in the soft drinks and juices market were declining, B'lue wanted to become millennial's alternative drink of choice.

Case Study

This case study shows how Dacia, car brand, increased brand affinity in Italy via a family focused, sponsorship-based campaign.

Case Study

This case study shows how communications agency OMD Spain got employees more involved and engaged in using new time-tracking software.

Case Study

This case study describes how US deodorant brand Old Spice connected with its target audience by creating a live-streaming, live-action, user-controlled video game.

Case Study

This case study describes how 5 Gum, a youth chewing gum brand in the USA, turned its packaging into a game of Truth or Dare to re-engage its core consumer.