Niche automaker Mini, through consultancy MotiveQuest and its Online Promoter Score metric, has been able to measure its online brand buzz and use the findings to retool its marketing efforts. Mini is drawing on owners and fans for input on marketing and events, and treating bloggers more like the traditional auto press, according to this article.
Levi Strauss & Co., having chalked up 3.5 million views of a viral video ad in just 10 days, is working with lead agency, Bartle Bogle Hegarty, to further capitalize on the success of the clip, which was initially designed as a teaser to a global campaign for Levi's 501 jeans. The "Jumpin' In" video, one of 10 being produced by project shop Cutwater, depicts men appearing to do back-flips to get into their jeans.
In ads touting its sponsorship of the upcoming Olympic Games in Beijing, credit card marketer Visa is adopting an approach that focuses on the spirit of global cooperation, as exemplified with the advertising tagline, "Go world." The ads by TBWA Worldwide feature a voiceover by actor Morgan Freeman.
AOL is morphing from a one-site-fits-all-content strategy to one in which it is the umbrella brand for dozens of niche sites. "The consumer market is clearly fragmenting," said Bill Wilson, AOL's EVP for vertical programming. "We wanted to give people many front doors, not just one front door to come in."
The online segment continues to experience slower growth with prices of ads purchased through ad networks falling 23% from March to April, per one index, and demand for display ads dropping, although search is holding its own, according to this article. "The weakest form, the one that's most susceptible to a downturn -- and this is what we're seeing -- is display advertising,' said Jeffrey Lindsay, senior analyst at Sanford C. Bernstein & Company.