Springwise - Marketing & Advertisingtag:springwise.com,2008-12-18://12010-03-09T18:10:16ZYour daily fix of entrepreneurial ideas.Movable Type Commercial 4.24-enVending machines sell fragrance in the Paris Metrotag:springwise.com,2010://1.80762010-03-05T12:55:00Z2010-03-09T18:10:16Z It's been a while since we've come across any new efforts involving vending machines, but recently a nice one in the Paris Métro caught our eye. A week before Valentine's Day, fragrance retailer Sephora installed a series of machines...Springwisehttp://www.springwise.com<p><a href="http://springwise.com/marketing_advertising/sephora/"><img src="http://www.springwise.com/pix/spotlight/sephora.jpg" class="spotlight"></a></p>
<p>It's been a while since we've come across any new efforts involving vending machines, but recently a nice one in the Paris Métro caught our eye. A week before Valentine's Day, fragrance retailer <a href="http://www.sephora.fr/">Sephora</a> installed a series of machines at various Métro stations dedicated to selling Calvin Klein's CK One scent in a special, portable size.</p>
<p>From February 7 through February 20, visitors to the Métro's La Défense, Charles de Gaulle-Étoile, Montparnasse and Miromesnil stations could buy a special 15ml size of CK One at an on-site "CK One Pocket Store" by Sephora. Priced at EUR 10, the limited-edition pocket size is also available through <a href="http://www.sephora.fr/browse/product.jhtml?id=P103011&categoryId=C6401" class="unbold">Sephora</a> itself. The vending-machine concept was created by Paris agency <a href="http://www.facebook.com/NouveauJour" class="unbold">Nouveau Jour</a>, which says it expects to use it abroad as well. A <a href="http://www.dailymotion.com/video/xc5r3t_ckone-pocket-store-by-sephora_lifestyle" class="unbold">video on Daily Motion</a> shows the campaign in action.</p>
<p>Another option, of course, would have been for Sephora to use the vending machines to give out free samples of the fragrances, much the way Fosfor's <a href="http://springwise.com/marketing_advertising/boobox/" class="unbold">Boobox</a> does. Either way, however, the approach is sure to generate far more interest and trials among <a href="http://trendwatching.com/trends/trysumers.htm" class="unbold">trysumers</a> than a traditional advert ever could. Keep the vending-machine ideas coming! (Related: <a href="http://springwise.com/retail/utique/" class="unbold">Upscale vending machine sells curated luxury goods</a> — <a href="http://springwise.com/fashion_beauty/rollasole/" class="unbold">Vending machines sell after-party shoes</a> — <a href="http://springwise.com/tourism_travel/bathingvending/" class="unbold">Vending machines sell bathing suits at hotel pools</a> — <a href="http://springwise.com/marketing_advertising/samsung_and_coke_launch_touch-/" class="unbold">Touch-screen machine for interactive vending</a> — <a href="http://springwise.com/retail/best_buy_starts_vending_gadget/" class="unbold">Best Buy starts vending at airports</a>.)</p>
<p>Website: <a href="http://www.sephora.fr/">www.sephora.fr</a><br />
Contact: <a href="mailto:serviceclients@sephora.fr">serviceclients@sephora.fr</a></p>Local display ads, generated automaticallytag:springwise.com,2010://1.80562010-02-24T07:55:00Z2010-02-23T22:48:38Z Much the way Spot Runner and Spotzer aim to make local television advertising easy and affordable, so PlaceLocal strives to deliver a similar result on the web. The PlaceLocal platform, from Connecticut-based advertising technology company PaperG, allows online publishers...Springwisehttp://www.springwise.com<p><a href="http://springwise.com/marketing_advertising/placelocal/"><img src="http://www.springwise.com/pix/spotlight/placelocal.jpg" class="spotlight"></a></p>
<p>Much the way <a href="http://springwise.com/marketing_advertising/local_tv_advertising_made_easy/" class="unbold">Spot Runner</a> and <a href="http://springwise.com/marketing_advertising/local_tv_advertising_made_easy_1/" class="unbold">Spotzer</a> aim to make local television advertising easy and affordable, so <a href="http://www.paperg.com/publishers/placelocal.php">PlaceLocal</a> strives to deliver a similar result on the web. </p>
<p>The PlaceLocal platform, from Connecticut-based advertising technology company PaperG, allows online publishers to automate local ad creation, sales and management. Aspiring advertisers need only type in their business name, and PlaceLocal will automatically search the web for relevant information—including logos, photos, reviews, awards and other information—and then use it to create a customised online advert. Advertisers aren't required to have their own website in order to create an advert—in fact, if they don't have one, PlaceLocal will create one for them. Once generated, the ad is fully editable by the user. The ads can then be booked to appear on partner websites in the same geographic location. </p>
<p>In addition to the obvious benefits for advertisers, PlaceLocal can also be used by publishing sales reps to increase new advertising opportunities, PaperG says. Publishers can bill their clients directly or use PaperG's credit card billing system, and a PlaceLocal account provides real-time stats for any ad. (Related: <a href="http://springwise.com/marketing_advertising/local_tv_advertising_made_easy_1/" class="unbold">Local TV advertising made easy</a> — <a href="http://springwise.com/marketing_advertising/customadart/" class="unbold">Marketplace for custom advertising images</a>.)</p>
<p>Website: <a href="http://www.paperg.com/publishers/placelocal.php">www.paperg.com/publishers/placelocal.php</a><br />
Contact: <a href="http://www.paperg.com/contact.php">www.paperg.com/contact.php</a></p>
<p>Spotted by: Cecilia Biemann </p>Free products for bloggers at invitation-only eventstag:springwise.com,2010://1.80492010-02-22T07:55:00Z2010-02-22T00:44:36Z Companies are catching on to the fact that bloggers can provide an effective way to create buzz about their brands. We've seen several efforts that explicitly recognise that fact, such as TasteCasting for restaurants and YokmoK's free travel giveaways....Springwisehttp://www.springwise.com<p><a href="http://springwise.com/marketing_advertising/swagapalooza/"><img src="http://www.springwise.com/pix/spotlight/swagapalooza.jpg" class="spotlight"></a></p>
<p>Companies are catching on to the fact that bloggers can provide an effective way to create buzz about their brands. We've seen several efforts that explicitly recognise that fact, such as <a href="http://springwise.com/food_beverage/tastecasting/" class="unbold">TasteCasting</a> for restaurants and <a href="http://springwise.com/tourism_travel/yokmok/" class="unbold">YokmoK</a>'s free travel giveaways. Bringing the notion into the world of new consumer products is <a href="http://www.swagapalooza.com/">Swagapalooza</a>, an invitation-only event that gives influential bloggers free samples of new products.</p>
<p>Created by Bay Area startup Launch Hear, Swagapalooza aims to give entrepreneurs a way to get their producs in front of the most-followed bloggers and tweeters from across the United States. The first event was held in New York in September last year. At it, brands including <a href="http://www.surpriseindustries.com/" class="unbold">Surprise Industries</a>, <a href="http://www.ideapaint.com/" class="unbold">Idea Paint</a> and <a href="http://www.s2h.com/" class="unbold">Switch2Health</a>—which, coincidentally, we <a href="http://springwise.com/lifestyle_leisure/s2h/" class="unbold">just covered</a>—had the chance to make presentations to the select audience of 100 bloggers, 20 Twitterers and 5 Redditors. In exchange for their participation, the audience members were entitled to free samples of any of the products being presented. A <a href="http://adage.com/digitalnext/article?article_id=139269" class="unbold">detailed review of the event</a> is available on AdAge. </p>
<p>Swagapalooza's next event will occur in March in San Francisco, and Launch Hear is currently seeking both bloggers and companies with new products to show off. One to try out in your next promotional campaign? Or how about launching something similar elsewhere? (Related: <a href="http://springwise.com/marketing_advertising/blogger_helps_connect_consumer/" class="unbold">Blogger helps connect consumers and brands</a> — <a href="http://springwise.com/food_beverage/food_blogger_turned_intermedia/" class="unbold">Food blogger turned intermediary & purveyor</a>.)</p>
<p>Website: <a href="http://www.swagapalooza.com/">www.swagapalooza.com</a><br />
Contact: <a href="mailto:alex@swagapalooza.com">alex@swagapalooza.com</a></p>
<p>Spotted by: Jody Turner</p>Web developer focuses on farmstag:springwise.com,2010://1.80482010-02-19T07:55:00Z2010-02-18T08:34:01Z We've seen numerous web services aimed at small businesses, including an automated phone system, an online exchange and—most recently—a trove of marketing ideas. It wasn't until earlier this week, however, that we came across one targeting farms. That's just...Springwisehttp://www.springwise.com<p><a href="http://springwise.com/life_hacks/smallfarmcentral/"><img src="http://www.springwise.com/pix/spotlight/smallfarmcentral.jpg" class="spotlight"></a></p>
<p>We've seen numerous web services aimed at small businesses, including an <a href="http://springwise.com/telecom_mobile/fongenie/" class="unbold">automated phone system</a>, an <a href="http://springwise.com/marketing_advertising/bizual/" class="unbold">online exchange</a> and—most recently—a <a href="http://springwise.com/marketing_advertising/childsplay/" class="unbold">trove of marketing ideas</a>. It wasn't until earlier this week, however, that we came across one targeting farms. That's just what Pittsburgh-based <a href="http://www.smallfarmcentral.com">Small Farm Central</a> does, though, with a service that helps farmers create websites for their farms.</p>
<p>Small Farm Central's core service provides farms with a website, email addresses, a domain name, photo upload capability, page creation, template customisation and more through an easy-to-use control panel. Additional features include phone support, mailing list handling, a blog service and image editing help. An optional e-commerce extension provides a shopping cart and order processing functionality right inside the farm's site, while Small Farm Central's Member Assembler component is a member management platform for community-supported farms. Pricing for core service plans begins at USD 18 per month, while e-commerce options begin at USD 9 each month.</p>
<p>Some 250 farms across the United States and Canada now use Small Farm Central to tell their stories, sell their produce and build community among their customers, the Pittsburgh Tribune-Review <a href="http://www.pittsburghlive.com/x/pittsburghtrib/news/pittsburgh/s_666161.html" class="unbold">recently reported</a>. A model to bring to other parts of the world? (Related: <a href="http://springwise.com/food_beverage/delmioorto/" class="unbold">Remote farming: tailor-made, no-fuss vegetable gardens</a>.)</p>
<p>Website: <a href="http://www.smallfarmcentral.com/">www.smallfarmcentral.com</a><br />
Contact: <a href="mailto:info@smallfarmcentral.com">info@smallfarmcentral.com</a></p>
<p>Spotted by: Jim Stewart </p>Jobs site estimates each candidate's worthtag:springwise.com,2010://1.80472010-02-18T07:55:00Z2010-02-18T08:19:03Z There are job sites galore serving workers and employers around the world, but Spanish Jobsket offers an interesting twist. Specifically, in addition to hosting candidates' CVs and connecting them with open positions, it also estimates their worth on the...Springwisehttp://www.springwise.com<p><a href="http://springwise.com/life_hacks/jobsket/"><img src="http://www.springwise.com/pix/spotlight/jobsket.jpg" class="spotlight"></a></p>
<p>There are job sites galore serving workers and employers around the world, but Spanish <a href="http://www.jobsket.es">Jobsket</a> offers an interesting twist. Specifically, in addition to hosting candidates' CVs and connecting them with open positions, it also estimates their worth on the local market.</p>
<p>With sites targeting both Spain and Ireland, Jobsket allows candidates to upload their CVs without having to alter the format to fit into predefined templates; rather, the site preserves the original appearance as it converts them into Flash. Working from a database of salaries in various jobs and locations, Jobsket then uses a proprietary algorithm to estimate the value of a given CV in a particular role and market given the candidate's background and training. Candidates can decide how public they want their CV to be, including hiding their personal data and worth if they wish; they can also embed it in a website or blog and share it through sites such as Facebook, LinkedIn and Twitter. Companies with jobs to fill, meanwhile, can post their openings on Jobsket; potential candidates can then request email alerts about relevant opportunities, and manage their applications through the site. Jobsket is free for employees; companies wishing to post jobs are charged a fee starting at EUR 15.95 per month.</p>
<p>Jobsket aims to reach an 85 percent accuracy rate in estimating the worth of 90 percent of CVs—whether it achieves that yet isn't entirely clear, as <a href="http://eu.techcrunch.com/2009/09/22/jobsket-hopes-to-mix-up-the-job-search-market/" class="unbold">TechCrunch Europe reports</a>. Nevertheless, it's an interesting concept, and one that will doubtless be refined over time. One to partner with or to emulate in a job market near you...? (Related: <a href="http://springwise.com/life_hacks/getagreatboss/" class="unbold">Jobs site focuses on finding & reviewing 'great bosses'</a> — <a href="http://springwise.com/life_hacks/job_site_for_working_parents/" class="unbold">Job site for working parents</a> — <a href="http://springwise.com/marketing_advertising/job_sites_for_high_earners_upd/" class="unbold">Job site for high earners</a> — <a href="http://springwise.com/marketing_advertising/new_job_for_online_video_recru/" class="unbold">New job for online video: recruitment</a>.)</p>
<p>Website: <a href="http://www.jobsket.es">www.jobsket.es</a><br />
Contact: <a href="mailto:jobsket@jobsket.com">jobsket@jobsket.com</a></p>
<p>Spotted by: Tais Reis</p>Helping rental companies take their business onlinetag:springwise.com,2010://1.80192010-02-07T07:53:29Z2010-02-05T15:12:24Z Rentcycle is an online platform for rental businesses. The brainchild of Silicon Valley entrepreneur Tim Hyer, this startup offers web-based hosting and software utilities to help rental companies streamline their business process and improve customer conversion. In addition, the...Springwisehttp://www.springwise.com<p><a href="http://springwise.com/life_hacks/rentcycle/"><img src="http://www.springwise.com/pix/spotlight/rentcycle.gif" class="spotlight"></a></p>
<p><a href="http://www.rentcycle.com/">Rentcycle</a> is an online platform for rental businesses. The brainchild of Silicon Valley entrepreneur Tim Hyer, this startup offers web-based hosting and software utilities to help rental companies streamline their business process and improve customer conversion. In addition, the site aims to become a portal for consumers wishing to rent goods or services.<br />
<br />
Once registered, companies get a branded online storefront to present their wares, along with reservation systems, inventory management and analytics. Customers can search both by product or provider in their area, and can order and pay for items through Rentcycle. There is also a messaging service delivering reservation reminders and SMS updates on customer inquiries.<br />
<br />
While small businesses in many sectors are squeezed out by the economies of scale of their web-based competitors, the market for equipment rentals relies on local outlets. Rentcycle has recognised this, and developed a solution to help those outlets become more efficient and accessible. With sustainability an increasing factor in consumer decisions, the rental market should be on every entrepreneur's watchlist. (Related: <a href="http://springwise.com/lifestyle_leisure/marketplace_for_p2p_rental/" class="unbold">Marketplace for P2P rental</a>.)</p>
<p>Website: <a href="http://www.rentcycle.com/">www.rentcycle.com</a><br />
Contact: <a href="mailto:info@rentcycle.com">info@rentcycle.com</a></p>
<p>Spotted by: Kare Anderson</p>Free makeover & online profile photo from Estée Laudertag:springwise.com,2010://1.80112010-02-03T10:33:46Z2010-02-10T09:39:51Z With all the online profiles many consumers maintain these days, there's a greater need than ever for flattering photos. Which is why Estée Lauder is offering customers a free makeover and online photo of the result. Late last month,...Springwisehttp://www.springwise.com<p><a href="http://www.springwise.com/fashion_beauty/esteelauder/"><img src="http://www.springwise.com/pix/spotlight/esteelauder.jpg" class="spotlight"></a></p>
<p>With all the online profiles many consumers maintain these days, there's a greater need than ever for flattering photos. Which is why <a href="http://www.esteelauder.com/locator/store_events.tmpl">Estée Lauder</a> is offering customers a free makeover and online photo of the result.</p>
<p>Late last month, Estée Lauder offered shoppers at the Carson Pirie Scott store in Orland Park, Illinois, a chance to get a free professional makeup job and photo for use on a social networking page, website or blog. Consumers had only to book an appointment and come into Estée Lauder on Jan. 30; no purchase was necessary. In addition to the makeover and photo—which, it should be noted, included the Estée Lauder logo in the background—participating customers also received a complimentary 10-day supply of foundation. Similar events were held last fall in other Estée Lauder spots around the U.S., beginning with New York's Bloomingdale's in October, <a href="http://www.stylelist.com/2009/10/13/facebook-profile-pictures-free-estee-lauder-makeover/" class="unbold">StyleList reported</a>. More are planned over the next few weeks in select locations in Canada.</p>
<p>Combining <a href="http://trendwatching.com/trends/freelove.htm">free love</a>, <a href="http://trendwatching.com/trends/TRYVERTISING.htm" class="unbold">tryvertising</a> and <a href="http://trendwatching.com/trends/2002/12/sympvertising.html" class="unbold">sympvertising</a> into a palette with unique <a href="http://trendwatching.com/trends/offon.htm" class="unbold">off=on</a> appeal, Estée Lauder's effort is one that could be replicated by any beauty-focused enterprise. What can <em>your</em> brand do to help consumers put their best face forward online....?</p>
<p>Website: <a href="http://www.esteelauder.com/locator/store_events.tmpl">www.esteelauder.com/locator/store_events.tmpl</a><br />
Contact: <a href="http://www.esteelauder.com/customer_service/contact.tmpl">www.esteelauder.com/customer_service/contact.tmpl</a></p>
<p>Spotted by: Judy McRae</p>Three decks of cards, 125,000 SMB marketing ideastag:springwise.com,2010://1.80082010-02-01T17:22:16Z2010-02-01T17:46:16Z Small businesses in need of marketing help already have countless resources out there at their disposal, including crowd-based efforts such as FreshlyBranded and Concept Feedback. One we hadn't seen until recently, however, is an initiative that encapsulates thousands of...Springwisehttp://www.springwise.com<p><a href="http://www.springwise.com/marketing_advertising/childsplay/"><img src="http://www.springwise.com/pix/spotlight/childsplay.jpg" class="spotlight"></a></p>
<p>Small businesses in need of marketing help already have countless resources out there at their disposal, including crowd-based efforts such as <a href="http://springwise.com/marketing_advertising/freshlybranded/" class="unbold" class="unbold">FreshlyBranded</a> and <a href="http://springwise.com/marketing_advertising/conceptfeedback/" class="unbold">Concept Feedback</a>. One we hadn't seen until recently, however, is an initiative that encapsulates thousands of marketing ideas in three decks of cards.</p>
<p>Australian <a href="http://www.childsplaymarketing.com">ChildsPlay Marketing</a> aims to help business owners create their own marketing campaigns without spending an arm and a leg hiring experts. Toward that end, it now offers a set of cards containing 125,000 different marketing ideas. The first deck helps businesses identify the target audience for their campaign—first-time clients, journalists or passing traffic, for example. The second, meanwhile, offers a variety of potential offers such as promotional sales, samples or new services. The third and final deck helps business owners choose a communication vehicle, with options including cinema advertising, packaging or mail-outs. Zeroing in on a card from each deck, then, guides businesses toward the best campaign to fit their needs.</p>
<p>ChildsPlay Marketing Cards are priced at AUD 69, including GST. One to try out on your next campaign—or, to partner with and localize for small businesses near you?</p>
<p>Website: <a href="http://www.childsplaymarketing.com">www.childsplaymarketing.com</a><br />
Contact: <a href="mailto:support@childsplaymarketing.com">support@childsplaymarketing.com</a></p>
<p>Spotted by: Kathie Holmes</p>Butter brand facilitates bake clubstag:springwise.com,2010://1.79902010-01-25T15:39:11Z2010-01-25T15:38:15Z Back in 2008 we wrote about MakeTheTea.com, a online tool created by dairy brand Cravendale to facilitate the tea-making process among groups. Now, Danish butter brand Lurpak is similarly encouraging online conversation about their brand via a new website...Springwisehttp://www.springwise.com<p><a href="http://www.springwise.com/marketing_advertising/bakeclub/"><img src="http://www.springwise.com/pix/spotlight/bakeclub.jpg" class="spotlight"></a></p>
<p>Back in 2008 we wrote about <a href="http://www.springwise.com/marketing_advertising/office_teatime_goes_web_20/" class="unbold">MakeTheTea.com</a>, a online tool created by dairy brand Cravendale to facilitate the tea-making process among groups. Now, Danish butter brand Lurpak is similarly encouraging online conversation about their brand via a new website called <a href="http://www.bakeclub.co.uk/contact">Bake Club</a>. <br />
<br />
Targetting consumers in the UK, Bake Club is an interactive baking club that allows amateur bakers to connect and have bake-offs. Bakers create a group, invite people to join and set up a baking schedule. Members are called to task via an e-mail alert with a date for baking. Members then share, rate and comment on each other’s bakes. Pictures of people's cakes, cookies and pies are displayed both on the website and on Flickr.</p>
<p>Blending one part viral marketing, one part life hack, one part social network and a generous dollop of the most vital ingredient — consumers — Lurpak obviously hopes to build name recognition and sell more butter. With tea-making and baking covered, will we see other brands join the club? </p>
<p>Website: <a href="http://www.bakeclub.co.uk"><a href="http://www.bakeclub.co.uk">www.bakeclub.co.uk</a></a><br />
Contact: <a href="http://www.bakeclub.co.uk/contact">www.bakeclub.co.uk/contact</a></p>
<p>Spotted by: Ant Cauchi</p>Partnering with Crunch, pop-up Gap store focuses on fitness for a monthtag:springwise.com,2010://1.79742010-01-18T10:25:33Z2010-01-18T10:46:21Z Timing is everything, as a wise Greek poet once said, and in few areas is that more true than pop-up retail. Case in point: Recognizing that many consumers are particularly focused on fitness at the start of a new...Springwisehttp://www.springwise.com<p><a href="http://www.springwise.com/retail/gapfitnesslab/"><img src="http://www.springwise.com/pix/spotlight/gapfitnesslab.jpg" class="spotlight"></a></p>
<p>Timing is everything, as a wise Greek poet <a href="http://www.quotes.net/quote/2491" class="unbold">once said</a>, and in few areas is that more true than pop-up retail. Case in point: Recognizing that many consumers are particularly focused on fitness at the start of a new year, Gap has transformed its rotating New York City concept store into a workout haven for a month.</p>
<p>Through a partnership with fitness chain Crunch, Gap's temporary <a href="http://www.facebook.com/event.php?eid=250293389784">Fitness Lab at 680 5th Ave.</a> now features workout attire from its new GapBody Sport collection along with demonstrations by Crunch personal trainers, discounts and opportunities to win free stuff. Shoppers at the store, which will remain open through Feb. 7, can win free Crunch guest passes, for example; in addition, each day one lucky winner is chosen to receive a free, year-long, all-access Crunch membership. Existing Crunch members, meanwhile, can enter to win a USD 500 Gap gift card, <a href="http://racked.com/archives/2010/01/06/gap_helps_you_keep_your_new_years_resolution_with_a_monthlong_crunch_fitness_lab.php" class="unbold">Racked reported</a>. </p>
<p>Far from fading away, the longstanding pop-up retail concept seems to just be getting stronger—both for major brands and <a href="http://www.springwise.com/retail/kioskiosk/" class="unbold">for minipreneurs</a>—and timely tie-ins stand to make its impact even greater. An example worth emulating for pop-ups the world over! (Related: <a href="http://springwise.com/marketing_advertising/appealing_to_gravanity_of_smok/" class="unbold">Appealing to gravanity of smokers who plan to quit</a> — <a href="http://springwise.com/lifestyle_leisure/a_public_incentive_to_stick_to/" class="unbold">A public incentive to stick to one's goals</a> — <a href="http://springwise.com/lifestyle_leisure/jukari/" class="unbold">Fitness class by Reebok and Cirque du Soleil</a>.)</p>
<p>Website: <a href="http://www.facebook.com/event.php?eid=250293389784">www.facebook.com/event.php?eid=250293389784</a><br />
Contact: <a href="http://www.gapinc.com/public/About/abt_contact.shtml">www.gapinc.com/public/About/abt_contact.shtml</a></p>
<p>Spotted by: <a href="http://racked.com/archives/2010/01/06/gap_helps_you_keep_your_new_years_resolution_with_a_monthlong_crunch_fitness_lab.php" class="unbold">Racked</a> via Judy McRae </p>10 branded suites make up renovated boutique hoteltag:springwise.com,2010://1.79712010-01-14T15:56:07Z2010-01-14T16:11:28Z We've seen myriad examples of hotels partnering with non-hotel brands, including W Hotels' collaboration with Puma for in-hotel fitness services, as well as sponsored rooms in various hotels. Now taking the branding even further is La Casa del Camino...Springwisehttp://www.springwise.com<p><a href="http://www.springwise.com/marketing_advertising/casasurfproject/"><img src="http://www.springwise.com/pix/spotlight/casasurfproject.jpg" class="spotlight"></a></p>
<p>We've seen myriad examples of hotels partnering with non-hotel brands, including W Hotels' collaboration with Puma for <a href="http://springwise.com/lifestyle_leisure/branded_brands_update/" class="unbold">in-hotel fitness services</a>, as well as sponsored rooms in various hotels. Now taking the branding even further is <a href="http://www.casasurfproject.com">La Casa del Camino Hotel</a> in Laguna Beach., Calif., where every one of the hotel's 10 newly renovated suites features a different, immersive branded experience.</p>
<p>Billabong Suite 206, for example, is designed to be a surfer's paradise, with artwork including a 3D piece that tells the company's history through images of surfers, palm trees and the Billabong logo cut into reclaimed wood. Glacéau Suite 315, meanwhile, features aquatic hues and fabrics made, appropriately, from recycled plastic bottles. Other brands involved include Rip Curl, etnies, Roxy, Quiksilver, L* Space and Lost International. A different designer was recruited to create the theme in each branded suite; together, they are all part of the Casa Surf Project in the Riviera Magazine Design series. Pricing for each suite begins at about USD 250 per night, and a portion of the proceeds is donated to charity during the hotel's first year. Pets are welcome.</p>
<p>Whereas many of the in-hotel branding efforts we've covered have amounted to <a href="http://trendwatching.com/trends/trysumers.htm" class="unbold">tryvertising</a> initiatives, this one is closer to a collection of <a href="http://trendwatching.com/trends/brand-spaces.htm" class="unbold">brand spaces</a>, offering patrons an immersive look at each brand's signature style. In addition to tapping into the name recognition of those brands, of course, La Casa del Camino's use of corporate sponsorship also no doubt helped subsidize the costs of renovation. A model to emulate, particularly during tough economic times! (Related: <a href="http://springwise.com/marketing_advertising/beer_cans_that_sleep_two_-_the/" class="unbold">Beer cans that sleep two</a> — <a href="http://springwise.com/retail/hotel_as_retail_space/" class="unbold">Hotel as retail space</a>.)</p>
<p>Website: <a href="http://www.casasurfproject.com">www.casasurfproject.com</a><br />
Contact: <a href="mailto:stay@casaresortsinc.com">stay@casaresortsinc.com</p>
<p></a>Spotted by: Adam Hicks</p>Sympvertising & samples help launch new Maxwell House brand in Dubaitag:springwise.com,2009://1.79562009-12-30T11:18:12Z2009-12-30T11:27:20Z If warm soup and a heated bus stop are the way to Chicago-area commuters' hearts, then coffee, cupcakes and fun are probably a good choice for catching the attention of recession-beleaguered office workers. Such, indeed, proved to be the...Springwisehttp://www.springwise.com<p><a href="http://springwise.com/marketing_advertising/triotime/"><img src="http://www.springwise.com/pix/spotlight/triotime.jpg" class="spotlight"></a></p>
<p>If <a href="http://springwise.com/marketing_advertising/heated_bus_stops_offer_sympver/" class="unbold">warm soup and a heated bus stop</a> are the way to Chicago-area commuters' hearts, then coffee, cupcakes and fun are probably a good choice for catching the attention of recession-beleaguered office workers. Such, indeed, proved to be the case earlier this year, when Kraft Foods' Maxwell House launched its new Trio coffee brand in Dubai.</p>
<p>Throughout the months of May and June, the brand targeted Dubai office workers with free <a href="http://www.trio-time.com">"Trio Time" office parties</a>, available for the asking thanks to a campaign developed by OgilvyOne Middle East. Once securing their employer's permission, office workers needed only register online and pick a date for the party at their office. A team of brand reps would then arrive at the appointed time with cupcakes, music, games, balloons, prizes and of course plenty of Trio samples. More than 150 parties were held in offices throughout Dubai during the 5-week campaign, bringing the taste of Trio to more than 3,000 consumers. Additional impressions were made, too, through coverage of the events on Facebook and Twitter.</p>
<p>Particularly during tough times, a little <a href="http://trendwatching.com/trends/2002/12/sympvertising.html" class="unbold">sympvertising</a> can go a long way toward showing consumers that your brand cares. Add to that a dose of tryvertising—an <a href="http://www.springwise.com/marketing_advertising/esloultimo/" class="unbold">increasingly popular strategy</a> in its own right—and you'll soon be savouring the sweet aroma of success! ;-) (Related: <a href="http://springwise.com/marketing_advertising/nationwide_tryvertising_partie/" class="unbold">Nationwide tryvertising parties</a>.)</p>
<p>Website: <a href="http://www.trio-time.com">www.trio-time.com</a><br />
Contact: <a href="mailto:trio-time@krafteurope.com">trio-time@krafteurope.com</a></p>Pepsi asks crowds which community projects to fundtag:springwise.com,2009://1.79472009-12-20T10:06:35Z2009-12-20T18:13:26Z When the Super Bowl rolls around in another few weeks, there will be no fabulous ad for Pepsi beverages. Instead, Pepsi—which was the largest advertiser during the event last year—will be focusing its efforts on the Pepsi Refresh Project,...Springwisehttp://www.springwise.com<p><a href="http://springwise.com/non-profit_social_cause/refresheverything/"><img src="http://www.springwise.com/pix/spotlight/refresheverything.jpg" class="spotlight"></a></p>
<p>When the Super Bowl rolls around in another few weeks, there will be no fabulous ad for Pepsi beverages. Instead, Pepsi—which was the largest advertiser during the event last year—will be focusing its efforts on the <a href="http://www.refresheverything.com">Pepsi Refresh Project</a>, a crowdsourced marketing effort to revamp U.S. communities.</p>
<p>Pepsi has reportedly set aside USD 20 million to fund a variety of community projects across America. Rather than simply donating to existing charities, however, it will be inviting consumers to suggest and vote on the projects it funds. Pepsi will hold contests every month for 10 months beginning in January. The first will begin Jan. 13, when consumers will have 10 days to submit ideas "that make us think, inspire us and ignite participation," according to <a href="http://gigaom.com/2009/12/17/got-a-good-idea-pepsi-is-paying-for-them/" class="unbold">a report on GigaOm</a>. Toolkits for developing an application will reportedly be made available online starting this week. Ideas will be accepted in categories including health, arts and culture, food and shelter, the planet, neighbourhoods and education. After the 10-day submission period, contributed ideas will be opened up for public voting, and the top projects will win awards of USD 5,000, USD 25,000, USD 50,000 or USD 250,000. Thousands of projects will get funded, likely with additional resources from Pepsi's retail and other partners, according to <a href="http://www.msnbc.msn.com/id/33797502/ns/us_news-giving/" class="unbold">an AP report</a>. Similar in many ways to <a href="http://www.project10tothe100.com" class="unbold">Google's Project 10 to the 100th contest</a>, the effort is part of Pepsi's "Refresh Everything" campaign, which launched about a year ago with the tagline, "Every generation refreshes the world."</p>
<p>Frank Cooper, senior VP-chief consumer engagement officer at PepsiCo Americas Beverages, <a href="http://adage.com/superbowl10/article?article_id=141149" class="unbold">explains in Ad Age</a>: "In 2010, each of our beverage brands has a strategy and marketing platform that will be less about a singular event, less about a moment, more about a movement."</p>
<p>Besides increasing involvement with its brand and tapping into the all-powerful global brain, Pepsi's effort is also sure to please the skeptical masses of Generation G, who increasingly expect—nay, demand—that companies give something back. (Related: <a href="http://springwise.com/non-profit_social_cause/ideascampaign/" class="unbold">Crowdsourcing economic solutions for Ireland</a> — <a href="http://springwise.com/automotive/hypercube/" class="unbold">Contest replaces ad campaign for Nissan launch</a> — <a href="http://springwise.com/marketing_advertising/youtube_contest_for_ecominded/" class="unbold">YouTube contest for eco-minded kids</a> — <a href="http://www.springwise.com/nonprofit_social_cause/grocer_lets_customers_direct_i/" class="unbold">Grocer lets customers direct its community giving</a>.)</p>
<p>Website: <a href="http://www.refresheverything.com">www.refresheverything.com</a><br />
Contact: <a href="http://cr.pepsi.com/usen/pepsiusen.cfm">cr.pepsi.com/usen/pepsiusen.cfm</a></p>
<p>Spotted by: Katherine Noyes</p>New low-impact marketing tool: glow-in-the-dark bacteriatag:springwise.com,2009://1.79442009-12-16T18:43:31Z2009-12-16T19:21:53Z Last time we featured CURB (the natural media agency) they were promoting the London Aquarium by stenciling its logo on city surfaces using seawater. Now, just in time for Christmas, CURB has launched its latest low-impact innovation. GlowFungi, also...Springwisehttp://www.springwise.com<p><a href="http://springwise.com/marketing_advertising/glowfungi/"><img src="http://www.springwise.com/pix/spotlight/glowfungi.jpg" class="spotlight"></a></p>
<p><a href="http://springwise.com/eco_sustainability/seatagging/" class="unbold">Last time we featured</a> <a href="http://www.curbmedia.com" class="unbold">CURB</a> (the natural media agency) they were promoting the London Aquarium by stenciling its logo on city surfaces using seawater. Now, just in time for Christmas, CURB has launched its latest low-impact innovation. <a href="http://www.curbmedia.com/what-we-do-glowfungi.asp">GlowFungi</a>, also known as DiscoFungi, is a marketing tool that uses glow-in-the-dark bacteria. The harmless bacteria's glow is a natural reaction, requiring no chemicals, and can last up to a week. To create a glowing piece of work, CURB adds bio-luminescent bacteria to petri-dishes, a bed of mushrooms, or a writeable gel that can be applied directly to any surface, indoors or out. </p>
<p>CURB has sent petri-dish holiday greetings to twenty clients and agencies across the UK. Which brand will be the first to create a glowing nocturnal campaign using DiscoFungi? We'll keep you updated ;-) (Related: <a href="http://springwise.com/marketing_advertising/curb_media_agency_focuses_on_l/" class="unbold">Media agency focuses on low-impact advertising</a> — <a href="http://springwise.com/marketing_advertising/snowtagging/" class="unbold">More low-impact branding from Curb: snow tagging</a> — <a href="http://springwise.com/eco_sustainability/seatagging/" class="unbold">Latest eco-friendly branding tool: sea tagging</a>.)</p>
<p>Website: <a href="http://www.curbmedia.com/what-we-do-glowfungi.asp">www.curbmedia.com/what-we-do-glowfungi.asp</a><br />
Contact: <a href="mailto:showmethefungi@curbmedia.com">showmethefungi@curbmedia.com</a></p>Crowdsourced marketing ideas, 10 for $99tag:springwise.com,2009://1.79372009-12-14T07:44:26Z2009-12-12T23:23:44Z Small companies can already tap the power of the crowds for help with their graphic design, advertising and other business challenges. Whereas most such services reward the creator of just a single winning solution, however, FreshlyBranded pays its marketing...Springwisehttp://www.springwise.com<p><a href="http://www.springwise.com/marketing_advertising/freshlybranded/"><img src="http://www.springwise.com/pix/spotlight/freshlybranded.jpg" class="spotlight"></a></p>
<p>Small companies can already tap the power of the crowds for help with their <a href="http://springwise.com/style_design/more_crowdsourced_graphic_desi/" class="unbold">graphic design</a>, <a href="http://springwise.com/marketing_advertising/agencynil/" class="unbold">advertising</a> and <a href="http://springwise.com/marketing_advertising/ideasculture/" class="unbold">other business challenges</a>. Whereas most such services reward the creator of just a single winning solution, however, <a href="http://www.freshlybranded.com">FreshlyBranded</a> pays its marketing creatives for the top 10 ideas.</p>
<p>Buyers begin by signing up with Kansas-based FreshlyBranded and posting a description of their project, along with how much they'd like to pay. Typical projects include logo design, slogans and product names; the minimum award for the winning entry is USD 50, with a secondary award minimum—split among the other top nine—of USD 5. FreshlyBranded, meanwhile, takes a flat USD 39 fee plus 10 percent of the primary awarded amount, bringing the total minimum price for 10 submissions to USD 99. Once set, the award funds are transferred into an escrow account, and the project is opened up for submissions from marketing creatives around the world. After two weeks or so, the buyer selects a winning idea, and FreshlyBranded transfers the files and all rights to the winning project. Award funds, meanwhile, are distributed accordingly among the primary and secondary submitters.</p>
<p>Crowdsourced approaches have been criticized for potentially devaluing the work of contributors, since many creatives typically spend time on a solution but only one gets paid. With its mechanism for secondary awards, however, FreshlyBranded's model could reduce such concerns. A concept to apply to your own crowdsourced venture...?</p>
<p>Website: <a href="http://www.freshlybranded.com">www.freshlybranded.com</a><br />
Contact: <a href="mailto:questions@freshlybranded.com">questions@freshlybranded.com</a><br />
<br />
Spotted by: Troy Tessalone<br />
</p>
