clipped from www.newcommreview.com MEDIA CREATION, CORPORATE DIVISION AWARDS OF EXCELLENCE: coBRANDiT for PUMA Running PUMA's running division (PUMA Running, http://www.pumarunning.com/) faces a tough marketing and PR challenge--the competition is better known to runners, while PUMA has generally been regarded more as a lifestyle brand than a true athletic brand. With the Beijing Olympics approaching it was decided to highlight PUMA Running’s sponsorship of the Jamaican National Track Club’s elite runners, particularly 21 year old Usain Bolt, an up-and-coming star on the international scene. coBRANDiT served as consultant to PUMA and as social media program manager, providing strategic and operational assistance to the program. In this role coBRANDiT coordinated video releases and related uploads, community messaging and calls-to-action, media buys, approved placements and opportunities as they arose and generally acted as liaison between PUMA Running’s managers and the audience.

Posted by Owen on 15 Nov 2008 in | Permalink | Comments

We are live streaming sessions from WOMMA's word-of-mouth marketing summit today and tomorrow. You can check out the stream here.
UPDATE: Archived Summit 08 content can be seen here. An example can be seen above.

Posted by Owen on 13 Nov 2008 in Live + News + Video + womma | Permalink | Comments

clipped from mashable.com 1. Blogs (Johnson & Johnson, Delta Air Lines) 2. Bookmarking/Tagging (Adobe, Kodak) 3. Brand monitoring (Dell, MINI) 4. Content aggregation (Alltop, EMC) 5. Crowdsourcing/Voting (Oracle, Starbucks) 6. Discussion boards and forums (IBM, Mountain Dew) 7. Events and meetups (Molson, Pampers) 8. Mashups (Fidelity Investments, Nike) 9. Microblogging (method, Whole Foods) 10. Online video (Eukanuba, Home Depot) 11. Organization and staffing (Ford, Pepsi) 12. Outreach programs (Nokia, Yum Brands) 13. Photosharing (Rubbermaid, UK Government) 14. Podcasting (Ericsson, McDonalds) 15. Presentation sharing (CapGemini, Daimler AG) 16. Public Relations - social media releases (Avon, Intel) 17. Ratings and reviews (Loblaws, TurboTax) 18. Social networks 19. Sponsorships (Coca-Cola, Whirlpool) 20. Virtual worlds (National Geographic, Toyota) 21. Widgets (Southwest Airlines, Target) 22. Wikis (Second Life, T-Mobile Sidekick)

Posted by Owen on 7 Nov 2008 in | Permalink | Comments

clipped from abcnews.go.com

Posted by Owen on 5 Nov 2008 in | Permalink | Comments

I will be broadcasting live from Ben McConnell and Jackie Huba's SWOMfest '08 in Austin, October 30. Using my N95, run thru Qik.com over AT&T's 3G network into Mogulus, as seen here in player above.

Follow-Up: I turned off the live player and have instead embedded the opening minutes of SWOMfest: A Zombie Dance to MJ's Thriller, and Ben McConnell's opening remarks. Be patient...it takes 50 seconds till the zombies come out... More of our SWOMfest video content can be seen here on our qik channel and a revolving selection here on the SWOMfest mogulus channel we built.

Posted by Owen on 28 Oct 2008 in Clients + Live + Mobile + N95 + News + Video + Vlog + Widgets | Permalink | Comments

The Brief:
In early 2008 PUMA Running began sponsoring up and coming Jamaican sprinter Usain Bolt. On May 31 Bolt surprised the running world by setting a new world record in the 100m, and it was decided to create a video “blogumentary” following Bolt as he prepared for and competed in the 2008 Beijing Olympics. A flash based site and game was built to contain the program, but how to attract online running communities and the wider world of Olympic enthusiasts? What word-of-mouth and social media strategies could be used to involve viewers, improve SEO, and drive traffic to chasingbolt.com?

coBRANDiT’s Role:
In the space of 4 weeks we developed a multi-faceted social media outreach strategy that consisted of distribution to 15+ video sharing and social networking sites, as well as a branded Facebook application with a related cross-platform video widget. We optimized the videos within networks, responded to commentary, reached out to top running and olympic bloggers to gain choice placement, managed ad buys supporting the program, and ran a user-generated photo contest through the Chasing Bolt Facebook app. During the month of August, 12 videos were sent from Beijing to us for distribution and optimization, resulting in over 2 million views, a 64% increase in PUMA-related online chatter, and on August 20th the greatest number of daily uniques for any PUMA web property ever.

UPDATE: On November 14th 2008 this program received an Award of Excellence from the Society for New Communications Research.

“coBRANDiT put together a great social media campaign, the results of which exceeded our expectations. They know the space very well and are very easy to work with. I highly recommend coBRANDiT.”
-–Matt Taylor, Global Manager, PUMA Running

“coBRANDiT has been an incredible help to PUMA in areas from consumer research to digital campaign launches, always bringing fresh ideas and seeing them through to execution. Their passion and energy lifts up our entire team.”
--Ryan Eckel, Group Head, Marketing Strategy and Operations, PUMA AG

**Note: coBRANDiT has also conducted man-on-the street video research for PUMA in top markets such as Paris, London and NY; produced internal sales vids for PUMA Running; and consulted on social media and word-of-mouth programs off and on since 2004.

Posted by Owen on 27 Oct 2008 in Case_Studies + Clients + News + Puma + Video | Permalink | Comments

This is hot off the press, I'll write up a complete case study soon. We shot the above video last week in Dublin, Ohio documenting the ADA Midwest's Refuel with Chocolate Milk program. This part of the program aims to spread awareness at high school football games. The program is managed by Fizz, who brought us into the project.

"The coBRANDiT team really knows what they're doing. With work from Sixthman to Chocolate Milk they bring some great creative ideas to the table. They always deliver results and they do it within your time frame and do it with class. I highly recommend their work."
--Tyson Yirak, Director of Operations, Fizz

Posted by Owen on 24 Oct 2008 in Case_Studies + Clients + News + Video | Permalink | Comments

The Brief:
Athlete’s Performance provides training staff, facilities, and equipment to top athletes in the NFL, NBA, MLB, and many other sports. For the launch of their new consumer focused website coreperformance.com Athlete’s Performance required interview and demonstration videos shot on location with their coaching staff, as well as long-term social media video capabilities and strategic assistance.

coBRANDiT’s Role:
Working with Core Performance’s site editors, coBRANDiT shot interviews in Boston and Phoenix, creating over 40 2-3 minute HD videos in the space of about four weeks. We developed custom compression specs and delivered finished flash video ready to be uploaded to coreperformance.com’s servers ahead of schedule. As an ongoing partner to Athlete’s Performance, coBRANDiT continues to provide regular video content for coreperformance.com, and assists with strategic facilitation of social media video strategy.

“We needed storytellers experienced with video production and coBRANDiT did an excellent job. By helping us translate our needs into video presentations they really helped me sell-in to our organization just how we can use video to help out users out.”
--Sean Bohan, VP Strategy & Production at Athletes' Performance

Posted by Owen on 24 Oct 2008 in Case_Studies + Clients + News + Video | Permalink | Comments

The Brief:
DailyGrommet.com is a web retailer hooked in to social media. Daily Grommet is “a place to learn about, and buy, one great product a day. Our promise to you is to offer fresh finds, and true stories, every day.” Launched in mid-October 2008, Daily Grommet emphasizes community, and stays connected to it’s audience with widgets, blog posts, twitter, and numerous social networking sites. Founders Jules Pieri and Joanne Domeniconi knew daily video would be a key storytelling component, but had no video production or distribution experience.

coBRANDiT’s Role:
Every weekday we produce a 2 minute video which features Jules and Joanne (and others) talking about their product offerings; the vids are distributed on 9+ social media video sites as well as on Grommet's homepage. We built a simple studio in the Daily Grommet offices for regular shoots, and work with Jules and Joanne to integrate manufacturer videos and their own Flip Video content. We also produced introductory and “about” videos for the site launch, and continue to offer strategic counsel relating to social media video. Video upload and optimization is handled by our distribution partner Pandemic Labs.

“I hired coBRANDiT to produce our daily videos for www.dailygrommet.com. This was a big decision because our team had no expertise in this area and we really needed pros… coBRANDiT is delivering on all counts. They are highly dedicated, make us sound way better than we should, and really add valuable experience, creativity, and perspective to the whole project. Our video shoot day is becoming a highlight of the week… Great work!” --Jules Pieri, Founder, Daily Grommet

Posted by Owen on 24 Oct 2008 in Case_Studies + Clients + News + Video | Permalink | Comments

clipped from willvideoforfood.com Is Online-Video Recession Proof? Online-video advertising is still dwarfed by television advertising. But fear not the recession, online video advocates! And this is according to  Christine Beardsell from Digitas writes in a ClickZ article. Here are three reasons Beardsell says online video advertising will come out ahead during an economic downturn. No Longer Experimental. during financial struggles, aren’t the customer-centric things exactly what brands and their customers need most? Possible, Affordable Optimization: If you’re a marketing executive given the option to either make two new TV spots for the year… or create several video brand content experiences throughout the year that can guarantee measurable, detailed, optimized results and build engagement with your customer, which option would you choose? Less Buying, More Conversation: frugal spending often means longer hours researching products and discussing those products with trusted friends and family.

Posted by Owen on 23 Oct 2008 in | Permalink | Comments

clipped from news.zdnet.com How will the recession affect Web 2.0? Analyst: 'Potentially a good time for emerging technologies' Charlene Li, founder of the Altimeter Group, talks about how Silicon Valley will be affected by the current economic downturn. She says that Web 2.0 companies will face a scarcity of resources and more hardship, and will need to buckle down and focus on new innovations, collaboration, and getting things done.

Posted by Owen on 23 Oct 2008 in | Permalink | Comments

clipped from mashable.com Biggest Mistakes Made by Social Media Gurus Think you know what you’re doing every time you engage in social media? Neither do I, and neither do the social media gurus I spoke to about their biggest social networking blunders. In an effort to learn from others’ mistakes, here’s a list of some all star errors in judgment from some social media all stars. I’ll lead off the order by admitting an error of my own. Respond to all negative comments Participate in flame wars to increase traffic Send a specially selected mass mailing to your friends Post a comment on your own Facebook profile wall “You’re not supposed to write on your own wall. You’re such a dork, dad.” Don’t engage with people who only want to push their own initiative Be overly careful about everything you say online Don’t come to your own defense when people bad mouth you online Accept friend requests from people you barely know You haven’t done everything right online, have you? Want to fess up to a massive blunder in social media?

Posted by Owen on 22 Oct 2008 in | Permalink | Comments

The Brief:
Craft brewer Flying Dog has an ambitious social media program; they aim to be the most web 2.0 savvy brewer online. The goal is to communicate with home brewers, beer drinkers, and afficianados in the environments where they live, and to create and place content in easily sharable formats. Video is a clear part of the mix.

coBRANDiT’s Role:
coBRANDiT travelled to Flying Dog HQ in Denver, CO for 2 week long taping sessions; one in the winter and one in the summer. While in Colorado we documented the brewhouse, interviewing brewery founders, the head brewmaster, bottlers, and other staff; the brewery Superbowl retreat in Steamboat, a roadtrip to Flying Dog’s original location in Aspen, and various staff interactions and brewery events. The results were edited into a year’s worth of bi-weekly video which was distributed on various sharing sites, and on a vlog we built and continue to manage. We also developed and distributed a video widget that brought the entire series to embedded locations. In addition we worked with FD marketing on how best to integrate our activities with event, advertising and packaging initiatives, tying it all together with an outreach strategy that incorporated all elements of the program. SNCR recognized our work with the 2007 Award of Excellence in the Corporate Video category, a full case study can be seen here.

“The guys at coBRANDiT are forward thinkers. They’re constantly analyzing new and current social media technologies to present to clients and integrate into their marketing efforts. They love this stuff.” –Neal Stewart, Prime Minister of Marketing

**Note: Neal was formerly the Brand Manager for Pabst Blue Ribbon, and in that role became coBRANDiT’s first client. We produced a series of PBR neighborhood interviews for him in exchange for beer. The story was written up by Rob Walker in Inc. magazine, August 2004. That’s what put us on the map.

Posted by Owen on 17 Oct 2008 in Beer + Case_Studies + Clients + Flying Dog + News + PBR + Video | Permalink | Comments

clipped from www.creatingcustomerevangelists.com SWOMfest is a conference and party for the members and friends of the Society for Word of Mouth, the social network dedicated to helping companies and brands build word of mouth into the DNA of their organizations. 9/15/08: In this video, Ben and Jackie explain the rationale for SWOMfest, what it's about and why it'll be fun-fun-fun. People learn more when they're having fun, which is why SWOMfest will be unlike any other business conference.

Posted by Owen on 9 Oct 2008 in | Permalink | Comments

The Brief:
MS&L PR strategists put together a series of “blogger roundtables” on behalf of clients Roche (cancerandcareers.org), P&G (Febreze), and Eli Lilly (inspiredbydiabetes.com). Top health and fashion bloggers were brought together with celebrity endorsers and experts for question and answer sessions relating to brand topics. Event highlights and interactions were videotaped and released online in formats the bloggers could embed and attach to.

coBRANDiT’s Role:
We shot and delivered finished, edited videos (6-8 per roundtable) within days of the event, and in the case of cancersandcareers.org we developed a cross-platfrom widget containing videos, info pages, and links to relevant urls. Distribution was handled by MS&L.

Posted by Owen on 7 Oct 2008 in Case_Studies + Clients + Fashion + News + Video + Widgets | Permalink | Comments