FXUK’s Walking Dead ‘Kill Count’ app is second screen marketing at its best, driving positive brand image and show buzz
by Lawrie Doran on 8th March 2012
FXUK show how well-tailored, interactive second screen apps can encourage fans to participate and discuss the shows they watch, while also building a strong brand image as consumers associate the network and the app with their positive attitudes towards the show itself.
Verbatim analysis: assessing brand attributes in discussion around Neutrogena
by Leonie Bulman on 20th October 2011
With Verbatim, WaveMetrix’s entry-level service, brands are now able to map brand attributes onto consumer discussion, giving them an understanding of consumer attitudes on a more emotional level. The example of Neutrogena shows how these attributes can help brands better relate to consumers
All Saints show how to use celebrities to generate positive engagement around your brand
by Leonie Bulman on 29th September 2011
All Saints reveals how celebrity endorsement can successfully promote the lifestyle and aspirations associated with a particular brand and attract positive consumer engagement on a brand’s community page.
British Airways' advert launch sees Facebook fans endorse the brand's traditional values
by Charles Allison on 22nd September 2011
British Airways' exclusive advert launch suggests that Facebook fans are a more reliable audience for brands seeking to reaffirm their traditional brand values, than those attempting brand repositioning
Nando’s demonstrates the benefits and pitfalls of adopting a crowdsourcing campaign
by Rachel Ditchburn on 7th September 2011
The latest marketing effort from Nando’s demonstrates how effective crowdsourcing can be in garnering positive consumer engagement around a campaign. However, they also show that reliance on user-generated content can be a risky strategy.
HTC and Beats show brand alignment is key to a successful partnership
by Andy Pilkington on 6th September 2011
Consumer reaction to HTC’s partnership with Beats by Dr Dre suggests that key differences in brand values can lead some consumers to be sceptical of brand collaboration.
Attempting to dirty a competitor's reputation risks backfiring
by Andy Pilkington on 30th August 2011
WaveMetrix analysis suggests that attempting to emphasise a competitor's weakness may have the opposite effect. Instead of agreeing, consumers tend to voice issues with the original brand and flock to the support of its rival.
Oakley drive purchases and desirability by connecting themselves with “cool” sporting personalities
by Andy Pilkington on 23rd August 2011
Oakley show that using social media to publicise links with key brand ambassadors can make a brand more desirable and trigger purchases.
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