LG came up with an exclusive marketing tactics of humanizing its LG60 HD LCD TV to deliver a brand message. The aim of the entire campaign was to humanize and personalize the TV by associating with features like beautiful, fashionable, intelligent and iconic to the actress, Scarlet. The company used PR, online buzz and social media to build on Scarlet’s image primarily in the campaign. Also as apart from this 500 people gathered at the Pacific Design Center in Hollywood for a screening of “Scarlet” the series of TV. The campaign was successful in using the actress’s traits to personify the TV’s features and benefits. Case study
Voices of MammoSite program targeted breast cancer patients in order to generate awareness regarding their unique breast conservation therapy. The marketing strategy of Mammosite involved a national, volunteer-based, ambassador program where women who received the therapy spoke about it. The program was conducted in parts wherein primary stages involved recruitment of volunteers and launch of website that provided the relevant information. Later the program was extended through Internet advertising, national PR, e-newsletters and telegatherings. Since its launch the program now boasts of 71 volunteers from 24 states with 8-10 new volunteers joining every month. Case study
The online and TV campaign initiated by Alltel in concern for Mycircle, which allowed its customers 10 calls free, on any network gained enormous support. The campaign was instigated since other networks were not pleased with MyCircle allowing Alltel customers. The TV promotion featured Chad, the Alltel sales representative letting you call 10 people for free without anyone’s permission. Further, the campaign was extended by launching a website and MySpace profile of Chad, which gathered 530 Friends and 12,866 profile views. Case study
SplashCast wanted to increase traffic to its site, showcase its publishing software and motivate people to subscribe as publishers. For this, they set up a blog that was updated daily, linked with other blogs, commenting on posts on other blogs, making bloggers the focus of new campaigns, developing relations with other content producers, Twittering and dealing with suitable topical aggregators. It enabled the company to get 5.5 million subscribers. Case study
Pronto conducted a WOM campaign for ABSOLUT LOMO that asked guests to share their LOMO style photos and their notion about ABSOLUT on the LOMO WALL. Its aim of turning the attention of various sites and blogs to the WALL was succeeded by sending a press release and setting up a “Blog This” tool on the photos. The blogs hosted competitions and posted an “I Love Lomo” ribbon along with it. Case study
Network Solutions involved Livingston Communications, a social media group to maintain social monitoring and its social PR. This reputation management program by network Solutions aims at identifying, listening and resolving problems. It connects with people posting negative commentary on blogs and engages them in a listen and reply conversation. The company intends to decrease its negative standing by 58% and establish the company as a reputable service provider. Case study
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