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I Share, Therefore I Am: Building Brand Engagement Campaigns

This report describes various ways brand managers can harness the power of sharing to develop more effective brand engagement campaigns.

PepsiCo Pulse Drives Millennial Content

The beverage giant has been trying a host of different digital programs focused on delivering a range of Millennial-facing curated content around things like music, art, film, and sports.

My Favorite Cafe — GEORGIA Vending Machine App

The Coca-Cola Company used a mobile app to give vending machine customers the personal experience of a neighborhood coffee shop.

2013 MKZ/29HD Tablet Magazine Integration

To engage its audience, Lincoln partnered with Edition29 and created a 20-page interactive brochure to highlight product features and reach the affluent target.

SONY 4K Ultra HD TV Launch

To launch the new SONY 4K Ultra TV, the brand partnered with Amazon and integrated consumer reviews into its advertising.

Balance Rewards

Walgreens offered incentives for consumers to sync their fitness apps or wearables to its Balance Rewards loyalty program.

NCAA March Madness Live

The NCAA March Madness Live app offered live video feeds, social integration, and instant replay abilities to fans across multiple devices.

Air on the Side of Humanity

JetBlue designed a voice-activated rich media banner ad for mobile to connect with frequent flyers.

Win the Hour

Nike’s “Win the Hour” program integrated with its FuelBand SE wearable and strengthened the brand’s one-on-one relationship with consumers.

Pipe Burst

A Brazilian building materials retailer designed an interactive tablet ad unit to surprise magazine readers.

Nike Locker Room

To stop sneaker speculation in Hong Kong, Nike created an online mobile Locker Room that provided avid fans with unique content and perks, including the opportunity to preorder the latest products.

Coca-Cola Share Happiness

Coke and pizzeria franchise Mellow Mushroom teamed up to drive beverage sales by engaging restaurant guests with a mobile game and sweepstakes.

OMO Handwash Campaign

OMO developed a mobile rewards campaign to encourage and reward loyal consumers.

Owner’s Hub

An app drove brand loyalty by offering rewards and upgrades to Samsung device owners at select entertainment events.

Taking a Brand Story from Good to Great

Anheuser-Busch shared why a brand story is more important than random content, especially in a world replete with content — what really counts is content that systematically and insightfully builds the brand long-term.

Building Your Brand on Purpose

CMO Source illustrated examples of how strong brands have succeeded by building their brand promises around meaningful ideas.

Expedia: Find Yours

By focusing on the emotional aspects of traveling, Expedia was able to differentiate itself from its competition in a category that had become highly commoditized and price-driven.

BlackRock: It’s Time to Be an Investor Again

By focusing on consumer needs, and beginning an intelligent dialogue about financial planning, BlackRock differentiated itself from competition and engaged users like never before.

Internal Brand Makeovers

Every organization has a compelling story to tell. BASF, the world’s largest chemical company, branded its Total Rewards employee benefits package with the help of Monaco Lange. All of this was done without increasing base salaries or making changes to benefits.

From Improvising to Integration: Brand Voice is King

Big Lots shared strategies for creating efficient content that integrated across multiple channels to drive customer engagement and sales.

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