Read success stories and best practices from Nielsen’s 2013 Breakthrough Innovation Winners. Brands profiled include Allegra Allergy, Magnum Ice Cream, Milo’s Kitchen Home-Style Dog Treats, MiO Liquid Water Enhancer, Skinny Cow Candy, and Reese’s Minis.
Kim Larson, a brand building expert at Google’s BrandLab, works with more than 100 global brands each year. They share their fears, failures, goals and successes. As part of the Engagement Project, she shares how letting go can lead to new, more rewarding relationships in this article.
Lee Nadler, marketing communications manager at MINI, shared examples of MINI’s creative real-time marketing, from social volleys with other brands to turning a moving car into a live concert venue.
Michael Kotick, senior brand manager at Nestlé Purina, and Ian Shafer, CEO of Deep Focus, described Purina’s real-time approach to proactively delivering personalized content via Twitter.
Debra Aho Williamson, principal analyst of social media at eMarketer, explained how companies can move real-time marketing beyond the social sphere.