Cool Cubes: Never Lose Your Cool

The mobile application developed by Lipton Ice Tea in early 2013, launched May 2013 has seen global fame and success – best of all, it’s all been organic.

In 2013, Lipton Ice Tea launched their new brand message – Never Lose Your Cool. Designed to make fans smile and stay refreshed, the messaging was rooted in playful brand experiences. Edelman Digital was presented with the opportunity to develop an activation that helped drive this message via a medium that was fun and enjoyable for our fans. Given that our target demographic of both males and females, 18 – 25, are …

Bringing Real-Time Brandplay to Mobile World Congress

Trade shows often start with a bang. But after a flurry of announcements on day one, the next couple days can end with a whimper. Keeping people interested means keeping them talking, and brands need to look outside of their usual content topics to create opportunities for conversation. This often means quickly jumping into organic conversations that are bubbling up at the show.

At Mobile World Congress, brands tried to keep people engaged by introducing touch screen social media walls, surprise and delight programs, and even the first 3D printing of custom phone cases at an …

Cars.com Drives Real-Time Engagement

For the launch of its new advertising campaign during the Super Bowl, Cars.com got behind the wheel of Edelman Digital’s Social Intelligence Command Center (SICC) to monitor online chatter and engage with consumers for whom online and in-real-life are almost inseparable. Led by members of the Cars.com brand team, online conversation was monitored before, during and after the ad’s first-quarter airing, allowing analysts to analyze conversations driven by the spot and #NoDrama hashtag, engage with consumers in real-time, and identify organic trends, such as the consumer preference…

Slim Jim Wins 2012 Gold WOMMY in Social Media

Edelman and ConAgra Foods won the Word of Mouth Marketing Association’s 2012 Gold WOMMY in Social Media for Slim Jim Online Community Management.

Slim Jim sought to increase its relevancy among 18-29 year old males who are infrequent snackers. In a short amount of time, the Slim Jim Facebook page saw 285% growth in his fans and 2.8 million impressions from Twitter promoted posts. To match the increased need for engagement with such a large community, Slim Jim introduced the “Sultan of Snap” and earned over 75% positive responses to questions of brand affinity in social me…

Johnnie Walker Launches Instagram-Fuelled Facebook Cover Photo

Johnnie Walker, the world’s leading Scotch whisky, is a brand with a deep commitment to progress and innovation, and remaining cutting edge on social media is very much part of this commitment.  With the sharp rise in usage of Instagram, and Facebook’s recent purchase of the platform, Johnnie Walker (already with over 4,000,000 Facebook fans globally) was keen to establish a strong presence on Instagram.

Johnnie Walker called upon Edelman in early July 2012 to develop a launch strategy for its Instagram feed which integrated Facebook, and would ensure that the brand gene…

Pop-Up Conrad Concierge at Tribeca Film Festival

To celebrate the opening of the Conrad New York hotel, Conrad Hotels & Resorts (one of Hilton Worldwide’s global luxury brands), became the Official Hotel Partner of New York’s Tribeca Film Festival. The Conrad team was charged with garnering awareness of both the partnership and the new property while simultaneously bringing the brand and hotel tagline, “The Luxury of Being Yourself,” to life.

As a way to showcase the style and personalized, smart service of Conrad Hotels & Resorts and stand out among the festival’s more t…

A Year in the Like from Microsoft

To celebrate its first million Facebook fans, Microsoft turned to Edelman Digital to create A Year in the Like, a one-of-a-kind Facebook application to discover the past 365 days in a whole new way – through the eyes of your friends and family. A Year in the Like is a personal, experiential gift to thank the one million and more fans who share their opinions and support on the Microsoft social media channels.

A Year in the Like builds upon the new Facebook Timeline by revealing your stories through the perspective of the people who share t…

Tweets for Sweets: Ben & Jerry’s Takes Social Media Marketing on the Road for Second Year

Last year, in celebration of the 25th anniversary of their “New York Super Fudge Chunk” flavor, Ben & Jerry’s aligned its summer sampling program with the culturally relevant Food Truck craze – you can’t walk down the street of any major U.S. city without seeing one. The program ran in New York City and Boston giving fans an active voice in determining the tour stops by using social media platforms to tell Ben & Jerry’s where THEY wanted the truck to deliver FREE ice cream.

At the completion of the program the results were so successful that Ben & Jerry…

Slim Jim Snaps into Facebook

Originally posted on Forbes.com.

In this Brand Innovator Spotlight, Brett Groom, VP Content Activation at ConAgra Foods shares how the CPG doubled down on Facebook for their Slim Jim brand and discusses how brands should approach the social network.

Brandon Gutman: What made the Slim Jim brand double down on Facebook?

Brett Groom: The key for us was witnessing the natural enthusiasm and passion from folks interacting on what initially began as a naturally occurring (non company supported) Facebook presence. So when we stepped back and linked this to our target’s natu…

Twitter + Random Acts of Kindness = A Successful Social Campaign

Originally posted on Mashable.

Running out of cereal is usually a problem that one must face on his own. But when David Berkowitz awoke to the dilemma one morning this October, he got some support from an unexpected source. After reading a tweet about his irritation, Edge Shave Gel sent him enough cereal that it should be a very long time before he runs out again.

“I’m still eating the cereal they sent me, so the positive brand association continues,” says Berkowitz.
Copywriter Katie Facada and Account Executive Kevin DeStefan relieved irritation on a full-time ba…

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