Toyota is going artsy to promote its new 2012 Scion iQ. Take a look: There is a lot more to see at ScionAV.com, which is a textbook content marketing play. …
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Brands Who Are Also Publishers Also Publish Ads
Every company is a media company. You hear this line from me all the time, typically as an argument for content marketing. What I don't often discus is how brands can also profit by running ads (often from competitors) on their brand-sponsored media properties, like Target does at Target.com. Newsosaur Alan D. Mutter, writing in Editor & Publisher, notes that most of the ads on the Target.com are related to …
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Nature Valley Explores Shared Points of Interest At Three National Parks
Creating compelling content for marketing purposes, whatever the platform, comes down to utility or entertainment. That's the opportunity for brands, and delivering on that opportunity requires a switch from the messaging approach that we've all grown so accustom to. Nature Valley Trail View is a new entry into the field that offers both utility and entertainment, without bothering to sell anyone a packaged …
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Every Company Is A Media Company, But Ford More So Than Others
Ford Motor Co. has created six episodes of an hour-long reality show, "Escape Routes," to promote the automaker's redesigned Escape. According to Ad Age, the show was made with the help of Team Detroit and and Profiles Television. Ford's commercials during the show will promote the Escape, other vehicles in the company's portfolio and certain sales events. No other car maker's ads will be aired. …
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Want To Reach People? Great, What Is Your Basis of Conversation?
I love to hear from clients who know their stuff. Julie Fleischer, Director of Content Strategy & Integration at Kraft Foods, knows her stuff. In an interview with Forbes she explains in terms crystalline what it takes to be a successful content marketer. The most important question to answer is “what is your basis of conversation?” What do you as a brand have to offer that matters to consumers? What are …
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Not Your Father’s Dealer Advertising
Joel Ewanick, GM vice president and Global Chief Marketing Officer, hopes you will find Chevy's new online content offering, "Under the Blue Arch," funny, charming and interesting. Of course, that is a lot to ask. “We want America to get to know these characters and develop a relationship with them,” Ewanick told Detroit's CBS affiliate. Ewanick wants to alter your perception of Chevy dealers. …
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Is Content Marketing Giving You A Furrowed Brow? Take An Aspirin And Call Me In the Morning
What's on the lips of the Adverati today? Content marketing, of course. Here's Gary Vaynerchuk putting his five cents in: Gary Vee doesn't go back far enough in his historical assessment of the field, but hey, when did he ever claim to be an historian? We can look to Joe Pulizzi for that. Pulizzi traces modern day content marketing back to "The Furrow," launched in 1895 by John Deere. Rebecca Lieb, an …
Even As All Screens Become Social, TV Will Continue To Be “The Fire” We Gather ‘Round
When I was in Boston last October for Geekend/DMA2011, I had a memorable lunch with Baba Shetty of Hill Holiday. At one point, we chatted about how the agency might raise its profile as a content marketing resource, without doing the cheesy promotional thing. I said hold a conference on the topic. Shetty said yes, we're on that. Indeed. Yesterday at Boston's Institute of Contemporary Arts, Hill Holliday hosted TV …
