PUMA and coBRANDiT: Projects 2009/2010/2011 YTD

The Brief: In early 2009 PUMA began moving heavily into social media. Most PUMA brand pages were turned into blogs (PUMA Running, PUMA Ocean Racing, etc) and PUMA began developing presences in Facebook, Twitter and others while utilizing a range of social tools and platforms. How to make sense of this new space, properly manage communities and technologies, vet research and new partners, calculate ROI, and use the knowledge to improve programs, create value, measure performance and make sales? coBRANDiT's Role: Since February 2009 we have partnered with PUMA on a retainer basis to assist with program and platform development, research initiatives, and other projects related to the socialization of their business. Working out of their international office in Boston, we are continuing in this capacity through 2011. Specific projects to date include: PUMA Football: Develop iPhone and BlackBerry mobile apps, technology and feeds. Assist with football content strategy, mobile and otherwise, surrounding African Cup of Nations and the 2010 World Cup. Get the iPhone app here. PUMA Ocean Racing: Video distribution research & recommendations. Extensive platform set up and maintenance, including facebook, twitter, blog functions. PUMA Running: Set up facebook page, manage Street Meet PR and limited advertising through facebook. Video production & distribution surrounding Street Meet. Develop and execute award winning Usain Bolt video distribution program (see case study here). Ongoing research: The social media/WOM ROI question: Assigning value to fans/friends, figuring out market mix/word-of-mouth valuation methodologies, making research recommendations. Assist in vetting monitoring solutions, develop questions/analysis surrounding research results. Monthly pull of comparative statistics for facebook, twitter, and youtube channels, competitive research. Ongoing research into ramifications of facebook platform updates and the effect on fan growth. Ongoing research and recommendations re: facebook app developers and use of dashboard management systems. Assist in vetting platform development proposals and composing strategy & budgeting docs. PUMA Golf: Video production, tee-off party. PUMA City: Develop and populate elements of facebook page. Tretorn: Video distribution, optimization, & reporting. Sergio Rossi: Video distribution & optimization. Alexander McQueen RAW POWER: Analysis and recommendations related to video editing contest. Research/expose "black hat" video distribution techniques (Findings were presented in our WOMMA Webinar, click here for deck). Research/recommendations: 1) Brand presence/best practices in Orkut for S. American audience. 2) Marketing uses of mobile "Check-In" sites: Foursquare, Gowalla, etc. 3) Analysis and recommendations related to brand uses of photo sharing and archiving sites such as Flickr, Photobucket, etc. Create blogger outreach master list by brand: Research existing resources/contacts and recommend new ones when appropriate. We will continue to post examples of our PUMA work here in the months to come. Thank you PUMA for the opportunity to be a part of your team!