With a groundbreaking blog and a sprawling social media footprint, Southwest Airlines is the flag carrier for online customer engagement. But a recent run-in with an outspoken celebrity passenger proved Twitter is a double-edged sword for brands. We spoke to Southwest’s Christi Day about life after Kevin Smith.
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Return on Engagement, Travel
Digital Asia: Cultural Differences and Localizing Your Brand
Asia is a big place. While digital media are thriving on the world’s largest continent, local differences in culture, infrastructure and access mean there’s no one-size-fits all approach for brands. TNS Australia’s Carolyn Childs breaks down the rules of digital engagement.
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Return on Engagement, The Transumer
Brand Olympics: The Best Marketing Campaigns of the 2010 Vancouver Winter Games
Officially, the way for brands to earn the spotlight at the upcoming 2010 Olympic Winter Games is sponsorship. But some brands are finding creative ways to position themselves near the aura of the rings. Local Sparksheet columnist Charlene Rooke reports on the best marketing campaigns of Vancouver 2010.
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AVOD, Q&A, Return on Engagement
The Future of Branded Entertainment: Q&A with Brent Friedman
As executive producer of MTV’s Valemont, Sony’s Woke Up Dead, and other branded transmedia projects, Brent Friedman obliterates the line between broadcast and interactive media. In a special interview for Sparksheet, content marketer Russell Sparkman spoke to him about brand integration and the art of creating “universes worthy of devotion.”
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Q&A, Relationships, Return on Engagement, Travel
New Marketing Man: Q&A with Chris Brogan
You’ve heard of Chris Brogan. His New York Times bestseller, “Trust Agents” (with Julien Smith), was one of the biggest marketing books of 2009. His business blog ranks on the Technorati Top 100. To ring in the New Year, we spoke to him about travel brands, corporate blogging and how the Internet is a lot like “hamburger helper.”
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Return on Engagement, The Transumer, Travel
Lufthansa Diary: Brand Lessons From a Day In Flight
Some would view a 19-hour flight in economy as an ordeal. Travel writer Charlene Rooke sees it as an opportunity to assess an airline’s brand, on the ground and in the air.
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Engagement Checkup
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- I Like to Watch - Salon.com
- MediaShift . On-Demand Publishing Opens Up Magazine Industry | PBS
- What thoughts about metered paywalls say about journalism, the public, and The New York Times » Nieman Journalism Lab
- The State of Online Video: Getting Paid for Content
- Custom Publishing | Ad Age Spurns Custom Publishing | Jim's Blog
- Marketing: Five Best Branded-Entertainment Deals of 2009 - Advertising Age - Madison+Vine: News
- http://canadianmags.blogspot.com/2010/01/2009-year-in-review.html
- Will Super Bowl sponsors stay in the game? - latimes.com
- Idea 004: the rise of the blogazine « Adam Westbrook
- Is journalism storytelling? « BuzzMachine
- Book of Oregon - Travel Oregon
- The American Diet: 34 Gigabytes a Day - Bits Blog - NYTimes.com
- Four Tips for Brands Embracing the New Methods of Storytelling - Advertising Age - Guest Columnists
