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Posts Tagged ‘Tide’

14 PR and Social Media Winners from Super Bowl XLVIII

superbowl2That was a boring Super Bowl in every way. Not only was the game itself a blowout, but most of the ads were lackluster and no brand recreated Oreo’s breakout success on social.

Still, a few companies and personalities did manage some clever nuggets, which we will now review.

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Vine as a Marketing Tool: Can You Sum Up a Brand In Six Seconds?

tide carrieTide has a campaign, “Stains Better Be Scared,” in which they play off of some of your favorite scary flicks to create detergent-based Vine videos. The first, which has popped up in a few places, is an homage to Carrie, the Sissy Spacek movie that’s been scaring the pants off of people since 1976. Zeroing in on the scene of the movie, Tide takes a bath in some pig’s blood. But hey, it’s Tide, so even evil prom-goers are no match.

Of course, Halloween has a little something to do with this campaign. The timing couldn’t be better. But Adweek also proposes that Vine is great for “horror marketing.”

“After all, gore-and-shock entertainment has always leaned on sudden, short-lived moments,” the site says.

If you can sum up your brand or product in a short clip, Vine could be a useful tool overall. It’s like an elevator pitch for your PR program.

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Don’t Call Russell Simmons’s New ‘Digital Marketing Company’ an Agency, OK?

If Jay-Z can pretend to be a sports agent then Russell Simmons can pretend to be a marketing guru, right? Sure — just don’t refer to his new company Narrative, which offers “digital marketing, entertainment and technology” services, as an agency.

Why not? Because Simmons and partner Tricia Clarke-Stone want to help agencies, not compete with them. How does that work? Narrative‘s founders say they will use its nascent creative team to produce the “marketing solutions” and digital campaigns that said agencies will then promote. The group already has a couple of clients in Sprint‘s Boost Mobile and Simmons’s own site GlobalGrind.

Simmons and Clark-Stone aren’t exactly new to the promo game — GlobalGrind doubles as a marketing company that’s already served some big-name clients like Pepsi, Tide and Toyota. They see their new venture’s purpose as filling a “gap” in an industry ill-equipped to serve a public for which “urban culture is [now] the mainstream” regardless of race, background or geography. But how can Narrative not compete with agencies when its service description sounds so similar to those of its prospective “partners?”

Simmons has obviously done great work in the past, and we don’t doubt his promotional prowess — but this is a strange rollout, no?

Tide Pods Overcome Bad PR with Big Sales Win

Finally, thanks to Tide Pods, laundry-doers everywhere have been delivered from the painstaking multitude of steps required to open a bottle of laundry detergent, measure it out in the cap and pour it into the washing machine. Rejoice!

The convenient, colorful, pre-measured pouches have been advertized as the biggest laundry innovation in a generation, and the public seems to agree — Tide forecasts $500 million in earnings from Pods’ first year of sales. And this fact is even more remarkable given the parade of PR hiccups that the product has encountered since its release in February.

First: thanks to supply shortages, Pods came to market six months late lacking the retail promotions usually afforded new products. In fact, the supply shortage is still something of an issue–Tide keeps smaller packs in storage and excludes the product from all company coupons.

Tide’s biggest PR challenge, however, concerns repeated reports of children eating the small, brightly-colored Pods.

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