McDonald’s made its most ambitious movie-tie in with the film Avatar, breaking new ground with virtual reality marketing. During the campaign, young people could log on to the McDonald’s Avatar site and use their webcams to interact with a variety of augmented reality games.1 The goal of the Avatar campaign was simple: to “promote its [...]
Food and beverage companies covet multicultural youth as an important customer segment to target, even describing Hispanics as “the most important U.S. demographic growth driver in the food, beverage and restaurant sectors.”1 Latino and African-American youth are in the forefront of adopting new media devices, and their substantial online activity and digital trend-setting behaviors have [...]
In 2006, Coca-Cola created its MyCokeRewards Campaign in response to flagging soda industry sales. The campaign, still active today, is a loyalty and direct-response marketing system that has offered Coke customers millions of dollars worth of prizes since its inception. To participate, consumers must create online accounts at MyCokeRewards.com, after which they can enter PIN [...]
Recognizing that online media had forever changed youth behavior and the capacity for food and beverage companies to reach them, Doritos decided in 2007 to go the digital route. The company launched SnackStrong Productions, a game-changing digital media giant, a to help them execute a multifaceted marketing campaign that seamlessly combined cutting-edge digital techniques with [...]
Mountain Dew’s DEWmocracy campaign embodies the fundamental strategy of engagement, which is now at the core of many digital marketing efforts1, including those that target youth. The first phase began in 2007 when Mountain Dew, frustrated by how much research and development time it was taking to create its next flavor, decided to turn the [...]