To the 2012 Toy Fair, and Beyond.

February 7, 2012

Augmented reality technology gives classics a modern makeover.

Sometimes, it’s best for marketers to “think small.” After all, plenty of good things come in small packages. Take kids, for example. Long considered by marketers to be a complex demographic and an ethical challenge, kids often provide marketing inspiration. Next week’s 2012 Toy Fair in New York City should prove to be that, and more. Featuring some 100,000 products from more than 1,200 exhibitors, the fair — the largest of its kind — will parade the best of classic toys and interactive entertainment for young people. And while the majority of attendees will be of age, marketers know that the trends that emerge at the annual Toy Fair impact everything from products and packaging to promotional content and displays. One brand already generating buzz (thanks to the recent London Toy Fair) is Bandai America, whose forthcoming Ben10, Power Rangers and Thundercats action figures boast a packaging boost from Aurasma augmented reality technology. Here’s how it works: Bandai fans can download the Aurasma app for their Androids, iPads and iPhones. Then, using the app’s toy store feature, fans aim their device’s camera at the action figure packaging and watch as a 3-D model of said action figure comes to life on their screens. Flip the package over, and the AR technology launches a video advertisement for similar Bandai products. And the fun doesn’t stop there. Everything from books to trading cards to Legos are using AR technology to enhance their brands and appeal to tech savvy consumers.

Maybe I’m just blogging out loud, but it seems like children, or at least products targeted to children, offer a glimpse of the future. Marketers would do well to let them lead the way.

But not all promotions need to have flashy packaging and tricks. In 2010, Vertical Marketing Network worked with Bandai America and handled a good old-fashioned sweepstakes that encouraged brand interaction on multiple levels. It started with a game that could be played online, and once the activity was completed, kids — nay, players — could enter to win a trip to the 2010 Toy Fair to serve as the official Bandai Kid Reporter and get a sneak peek of the upcoming hottest toys. Also up for grabs were weekly shopping sprees at Toys ‘R’ Us, coupons and a mail-in offer for an exclusive Ben10 action figure. The promotion was supported with broadcast and online media, as well as in-store, and proved that — with kids — a little imagination goes a long way. Of course, with this new crop of kids being christened “Generation App”, we’ll likely be seeing that imagination take on many shapes and sizes. The possibilities are as varied as the toys themselves, and just as much fun to consider.

Brought to you by Vertical Marketing Network, a Leading Integrated Marketing Agency.
Photo: capl@washjeff.edu

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Posted by JJ Nelson

Back Talk: What’s Your Super Bowl Game Plan?

January 31, 2012

As the Patriots look to avenge the upset to the Giants in the 2008 Super Bowl, for both brands and consumers, the action off the field could be as exciting as in the stadium. An estimated 171 million viewers are expected to tune-in to Sunday’s game, which will see Super Bowl legends such as Anheuser-Busch InBev, Coca-Cola, General Motors and PepsiCo sharing airtime with newcomers including Vertical Marketing Network client Dannon (the first-ever Super Bowl commercial in the yogurt category will feature John Stamos). Besides Mr. Stamos, celebrities making appearances in Super Bowl commercials this year range from David Beckham to Apolo Ohno, Mötley Crüe and even Joan Rivers. Some companies pay as much as $3.5 million for a 30-second Super Bowl spot, but the entertainment need not stop there; Chevy is extending its TV spots this year with a mobile Game Time app, which will feature trivia relevant to the game and the commercials. Yes, there will be prizes, too. And while some brands skip commercial advertising altogether, the “big game” still provides opportunities for promotions and in-store merchandising. Perhaps the best news is that consumer spending is up. According to a new survey by the National Retail Federation, spending related to Super Bowl XLVI is expected to reach an all-time high this year; it’s projected that the average viewer will spend $63.87, up from $59.33 in 2011. While the majority of consumer spending goes toward food and drink, apparel, electronics, even home furnishings see a boost around game day. Thinking about buying a new flat screen? There’s no better excuse…

Maybe I’m just blogging out loud, but it seems like marketers should treat every day like Super Bowl Sunday. Creativity, energy and hype are the major players, and they win consumer dollars every time.

Which prompts the questions: What’s on your Super Bowl game plan? Has an early promotion inspired your game day spirit? What will you take away?

As always, please leave your comments below, or join the conversation on the Vertical Marketing Network Facebook page.

Brought to you by Vertical Marketing Network, a Leading Integrated Marketing Agency.
Photo: Creative Commons

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Posted by JJ Nelson

What Would A Brand Builder Award Winner Say?

January 24, 2012

5 Questions for CKE Restaurants CMO and visionary Brad Haley.

Our industry is teeming with experienced leaders and visionaries, people from whom we all have much to learn. In continuing with our series highlighting some of these leaders, today Blogging Out Loud speaks with Brad Haley. Brad has served as Chief Marketing Officer for CKE Restaurants, Inc. since 2011. He joined the company as executive vice president of marketing for Hardee’s in 2000, and he took on the marketing responsibility for Carl’s Jr. in January 2004. Before joining CKE, Haley’s experience included marketing stints for companies such as Clorox, Foster Farms and the California Lottery. While working for Jack in the Box in the 1990s, Haley received the Brand Builder Award from Brandweek magazine for his work that helped the chain’s turnaround following an E. coli outbreak. Blogging Out Loud caught up with Brad to discuss the lessons he’s learned and what he sees in the future for his brands and for all marketers.

What do you see as the biggest challenge marketers currently face and why?

We’ve had a long protracted recession, and that sort of redefined “value” as “affordability”. We’ve weathered the storm but I think that’s been the biggest challenge for marketers in recent years, and I think it will be a challenge for many more. The key is finding the way consumers define quality, so that it’s something they’ll be willing to pay for despite the tough times they face.

You recently changed advertising agencies for the Carl’s Jr. and Hardee’s businesses, and you’ve been part of the team that has made changes in your brands’ outside resources in the past. Can you describe the tangible and intangible factors when deciding it’s time to look for a new agency?

Obviously a lot of factors come into play. One is the relationship itself. Do you find your agency partner is one you enjoy? The creative process is one that needs to be nurtured and developed, and that doesn’t happen if the relationship is not an open and trusting one. Then, there’s the quality of the work. The biggest challenge clients have with creative agencies isn’t in dialing them back. They either have it or they don’t. You want to find someone who understands the brand and the target audience. Some people can do great work for certain categories, but they may not be able to do that for others. It’s key to find a partner who understands your specific business.

It seems the real worth of a working relationship is tested during periods of turmoil. Earlier in your career, you were tossed into the perfect storm when an E. Coli outbreak occurred. What did you learn from that experience? Did it affect how you currently work with both internal and external resources?

I had a little experience with crisis management from my Foster Farms days, because, while I was there, there was a salmonella outbreak — not at Foster Farms, but nonetheless, it made big news. It was a terrible time. You have to remain calm. You have to boil the problems down to their essence and articulate them to the rest of the organization. When people are under pressure, they develop tunnel vision. Focusing on one or two things is key.

What are your go-to resources — whether they be on the streets, in print or online — for keeping up with trends?

We do a lot of our own proprietary research. Our agency partners are huge resources for that. They track the pulse of our customers through a variety of channels. One of the most valuable: I get copied on every guest comment — it’s a time sponge, but it’s worth it. It’s a real-time feel for what our consumers are experiencing, how they’re reacting to products, how they’re reacting to ads. It gives me a real world look at what our customers are thinking and feeling all the time.

What marketing and promotional campaigns and tools are you most excited about now? How has new and social media — namely YouTube — helped your campaigns?

Mobile is huge. It isn’t new for us but it’s continuing and still growing. We were one of the first in the industry to launch a location-based loyalty app, and we’re continuing to expand the penetration of that app. The [smartphone] screen is always with consumers, it’s what they have closest to them at the point of purchase.

We put a lot of effort and energy into social media, although traditional media is still the most powerful one we use. The majority of our focus is on Facebook, because everyone’s there, and it allows for a conversation that not all media affords. YouTube is part of our digital outreach because we make an effort to produce media that’s edgier and appeals to a younger male demographic. YouTube is a great medium for that.

“5 Questions For” is a new and occasional feature in which Blogging Out Loud interviews influential industry leaders on current and future marketing trends.

Brought to you by Vertical Marketing Network, a Leading Integrated Marketing Agency.
Photo: Brian Corll

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Posted by JJ Nelson

Back Talk: What Marketing Trends Make Your Radar?

January 10, 2012

Trends come and go, but these days, more trends seem to be coming – and staying – than going. Case in point: the marketing buzz building as we head into 2012 leans heavily to the mobile and social side of things. It makes sense: last year, Pew Research Center estimated 42% of consumers use smartphones to stay connected. And no longer are they only using Facebook. Burgeoning social networks such as Instagram, Pinterest, Tumblr, and even Google+ continue to generate fuss among consumers and marketers alike, as they create new ways to document and share information. Meanwhile, savvy brands ranging from Chik-Fil-A and Oreo to Sephora and Walgreen’s have given themselves modern makeovers, complete with mobile apps, interesting social media campaigns and – perhaps most importantly – an obvious commitment to engage consumers in meaningful (read: personal) ways. My Vertical Marketing Network colleagues and I have pointed to some trends we think matter most now, but there will surely be others. Is your marketing radar ready?

Maybe I’m just blogging out loud, but it seems like today’s trendsetters are tomorrow’s marketing tools. Never underestimate the potential of a new product.

Which begs the question: What marketing trends are on your radar for the near — and distant — future? What trends would you like to see take off this year?

As always, we encourage your comments in the section below. Or, head to Vertical Marketing Network’s Facebook page to join the conversation.

Brought to you by Vertical Marketing Network, a Leading Integrated Marketing Agency.
Photo: freeimages.co.uk

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Posted by JJ Nelson

5 Marketing Predictions For 2012.

January 4, 2012

Keeping track of the ever-changing course leads to new success.

Marketers start your engines; if 2011 was any indicator (and surely, it was), 2012 is going to be a stellar year. Digital media, social media, the livelihood of traditional media — my Vertical Marketing Network colleagues and I wound down last year reflecting on these trends and more. And while we’d be remiss to predict whether this will be the year Google+ makes headway on Facebook, or whether 2012 will be the year QR codes really connect with the consumer consciousness, it’s hard to ignore what’s being said. It’s also safe to assume that certain talking points from yesteryear will build momentum going into the future, and they could help redefine what it means to be a marketer now. To ready you for the new year, Blogging Out Loud spent the waning weeks of 2011 compiling the below list of trends that we think will matter most in the coming days and months. Are you on your mark?

Maybe I’m just blogging out loud, but it seems as if successful marketing doesn’t necessarily mean winning the race, but rather, success means keeping pace with the ever-changing course. A new year is the perfect time for a tune up.

With that in mind, here are the top 5 marketing predictions for 2012:

1. Mobile Money Makes Sense — Sure, mobile money apps were a marketing hit in 2011, but 2012 will really be their year. While apps like Google Wallet and the AT&T/T-Mobile/Verizon-backed Isis allow consumers to shop — and pay — with the aid of their smartphones, other apps — like Mint — aim to help consumers keep money in the bank. Consumers are buying it; marketers should, too.

2. Pictures Make a Push – Pinterest — the bulletin-board themed social networking site — has generated a lot of, well, interest, from curious Facebook users, media writers and venture capitalists, who’ve invested $27 million in the project. In August 2011, the site had 1.2 million users. Today, it has over 4 million, and they are changing the ways consumers — and brands — share visual information.

3. Apple Turns Square  — Rumors popped up late last week that 2012 could see the release of Apple’s “iTV”, which could drastically rock the way content is distributed. As of press time, the rumors remained just that, but the potential for the medium is as exciting as it is vast. And knowing Apple, it will have major cultural impact, to boot.

4. Brands Branch Out — Many are speculating 2012 will see the face-off between the world’s largest social network and the world’s biggest Internet company get serious. With 800 million users worldwide, we think Facebook still rules the numbers game — especially for brands and businesses. But Google’s trying to change that, and some think it can ultimately succeed. Whether or not that’s true remains unseen. But for marketers, the implications are clear: it’s never a bad time to expand your social circle beyond the obvious Facebook and Twitter, even if it means learning other lingo. Circles, anyone?

5. Optimism Reigns Supreme — Between this summer’s Olympic games in London and the upcoming Presidential election, opportunities will abound this year for marketers to tap the emotions and excitement of the public. Consider now how you can be involved, and plan something meaningful. Affiliations aside, events such as these rally people. For consumers, they inspire passion, and for brands, they create opportunities. Be aware.

And be ready. These are just a few of the many exciting changes we’ll see this year. Hopefully, they’ll fuel your thinking for a better — and more profitable — 2012. See you at the races!

Brought to you by Vertical Marketing Network, a Leading Integrated Marketing Agency.
Photo: ph-stop

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Posted by JJ Nelson

5 Marketing Hits & Misses From 2011.

December 13, 2011

Not every trend turns out to be a hit, but even this "misses" can inspire. From Foursquare and Google+ to digital media and mobile money apps, 2011 was good for brands and marketers.

Deeper discounts, QR codes, web video. Many of the trends that emerged this year will continue to bewitch consumers and inspire marketers in 2012, while many we’ll be happy to take a break from (fingers crossed) in the coming weeks and new year. At the top of that list is Facebook, the social networking party that’s become so big it can no longer be described as one party, but rather several miniature mixers inside one gigantic rec room, albeit a virtual one. Google+ continues to attract consumer attention; Google boasts that its social media answer to Facebook attracted more followers this year than LinkedIn and Twitter combined, which sounds more impressive than it is. At press time, user numbers looked like this: Facebook: 800 million, Google+: 43.3 million (as of mid-October), LinkedIn: 135 million, and Twitter: 380 million. For my colleagues and me at Vertical Marketing Network, a little competition is a good thing, and no matter the social network, brands and businesses will continue to log on and engage. After all, it seems engagement is the marketing buzzword of the moment. Whether it’s in stores, online or via television, marketers are forever challenged to connect with their brand demographic in meaningful and authentic ways. And with so many tools at our disposal, we have plenty to look forward to.

Maybe I’m just blogging out loud, but it seems like yesterday’s micro trends are tomorrow’s everyday occurrences. Marketers can learn plenty from cultural hits and misses, and possibly influence a little sway.

Below, Blogging Out Loud’s Top 5 Marketing Hits & Misses from 2011 (OK, maybe not misses, but we’ve certainly had our fill):

Hit: Foursquare – The darling of the location-based social networking scene has redefined what is means to “check-in” and check businesses out. More than 10 million users can’t be wrong.

Miss: Google+ – No matter that they say (see above), the little social network that could has a long way to go before playing with the big boys.

Hit: Digital Media – Television may still be the preferred medium for old school adverts, but this year saw online advertising outnumber print for the first time ever. And it’s going to continue.

Miss: Augmented Reality – Not so much a miss, but rather: Let’s stop predicting its future and make AR what it’s going to be — not just the Next Big Thing, but the future.

Hit: Mobile Money – New mobile apps enable consumers to shop with ease and empower small businesses to operate like big ones with little to no cost. Will mobile money render the paper stuff a thing of the past?

Miss: Recession Marketing – Since we’re in the midst of the biggest holiday shopping season in recent memory, let’s stop talking “recession” and adopt a new and necessary sensitivity to the needs of average consumers.

Hit: QR Codes – Since we explored their potential a mere 3 months ago, Quick Response codes have gone from being “those bar code thing-ys” consumers barely understand, to stand-alone advertisements that connect brands and consumers on multiple levels, all with the help of a smartphone.

Miss: QR Codes – Still, has anyone seen a campaign that really truly works? And, more importantly, just how many consumers are using them?

Hit: Crowdsourcing — Thanks to the Internet and social media, never before have consumers had so much influence over brands and businesses. The trend will surely continue, but how will it shift?

Miss: Green Marketing – Everybody wants to save the planet, but we still have a long way to go in reducing media waste. Have any green campaigns caught your eye?

Blogging Out Loud will return Wednesday, Jan. 4, 2012. From our family to yours, happy holidays and best wishes for a safe and prosperous 2012.

Brought to you by Vertical Marketing Network, a Leading Integrated Marketing Agency.
Photo credit: Stock photo

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Posted by JJ Nelson

Back Talk: What Can We Learn From Small Business?

December 6, 2011

Many small businesses do things differently than big box retailers. Do marketers have something to learn from them? Chime in below in the comments section.

By all appearances, the holiday shopping season keeps getting bigger and better; by lunchtime on Cyber Monday, news of this year’s record sales numbers were circulating widely to the tune of “For the Love of Money.” But the Ghost of Christmas Future is singing another carol. It’s message: think small business. While the National Retail Federation was reporting a record $52.4 billion in spending over the four-day Thanksgiving weekend (that’s Thursday through Sunday), and Cyber Monday sales were up 15% over last year, the American Express-sponsored Small Business Saturday was celebrating its own tiny victories. This year’s event, which encourages consumers to shop local, saw the credit giant offering card members a $25 credit for any $25 spent at qualifying small businesses nationwide, and the event’s Facebook page boasted 2.6 million “likes,” more than double last year’s numbers. In the spirit of the season, leading software developer Intuit finally jumped on the e-commerce trend; yesterday, the company announced Intuit SimpleStore for Facebook, which allows small business owners to accept debit and credit payments via the social network, and perhaps more impressively, automatically syncs a merchant’s website with its Facebook page. In August, the company partnered with Verizon Wireless to sell its smartphone credit card reader GoPayment, another nod for small businesses.

Maybe I’m just blogging out loud, but it seems like Small is the new Big. With more ways for small businesses to engage consumers, marketers best take stock and adapt accordingly.

Which prompts the question: What can marketers learn from small businesses? Has a recent campaign or effort inspired your marketing mind?

Brought to you by Vertical Marketing Network, a Leading Integrated Marketing Agency.
Photo credit: Emily Carlin

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Posted by JJ Nelson

5 Social Media Platforms Worth Thanksgiving.

November 15, 2011

Top brands go online to promote their name, spirit of the season.

The Thanksgiving "place mat" of social media platforms is as varied as our celebrations. Below, Blogging Out Loud shares 5 platforms worthy of Thanksgiving and your marketing consideration.

For the next 10 days, many U.S. consumers will forgo visions of sugar plums in favor of Thanksgiving, that delicious kick off to the holiday season’s biggest shopping events — Black Friday and Cyber Monday. Both in stores and online, social media is proving to be Santa’s preferred little helper, with smart brands promoting coupons, incentives and sales via Facebook and Twitter. According to a recent study by the University of Massachusetts Dartmouth Center for Marketing Research, 58% of Fortune 500 companies have an active Facebook presence and 62% are utilizing Twitter. Still, some surprising brands are turning to social media to promote both their name and the spirit of the season. John Deere, long associated with farming and, in recent years, trucker caps sporting their iconic green and gold logo, has used social media to launch Project Can Do, a food drive of sorts in which 300,000 cans of food will be used to construct a model of a John Deere tractor before turning to stock a food bank in Illinois. The campaign — designed to raise awareness of the role farmers and ranchers play in producing healthy food for the growing population — largely uses Facebook to engage both consumers and the agriculture businesses it celebrates. The brand’s Facebook page features a “design a can app” and other features such as live streaming, photos and forums to engage farmers, who John Deere notes, are eager to engage consumers in new ways. That “can-do” attitude inspired my Vertical Marketing Network coworkers and me to consider other social media platforms that celebrate the season’s most social holiday.

Maybe I’m just blogging out loud, but it seems like the potential of social media is as diverse as the brands the consumers who use them. A greater number of platforms can only mean more ways to inspire and engage.

Below, 5 social media platforms worthy of your Thanksgiving and marketing consideration:

1. The Ever-Expanding Twitter-sphere – Social media’s equivalent of a chat room has reached more than 100 million global active followers, with an additional 400 million unique monthly browsers, up 70% since the beginning of the year. Just as impressive, 55% of Twitter’s active users rely on cell phones to engage.

 2. Tumblr, minus the “e” – The micro-blogging site is said to be the best thing since WordPress, and millions of users agree. Brands are starting to jump on board, too.

3. Sonar Power – Our favorite new mobile app  shows hidden connections we share with strangers nearby. Whether they be friends, friends of friends or like-minded strangers, Sonar connects consumers using shared connections, such as mutual Facebook friends and fan pages, common Twitter interests and more.

4. The Plus-side of Google+ – Social media’s NBT hasn’t proved to be quite that, logging 40 million users to Facebook’s 800 million. Still, Google+ and its +1 feature are maintaining interest and redefining the ways consumers talk about media contact. No wonder experts say the battle’s not over.

5. Vimeo, for other video – Just like Google+ is no Facebook, Vimeo is no YouTube. Last week, the video-sharing website reported 150,000 paid subscribers, making it the 13th online video destination according to comScore. Still, the platform continues to draw a highbrow creative audience who share an interest in both video making and community.

Now that’s something marketers should be thankful for.

Brought to you by Vertical Marketing Network, a Leading Integrated Marketing Agency.
Photo credit: Care Networks

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Posted by JJ Nelson

Marketing’s Brave New Dimension.

November 1, 2011

Augmented Reality apps create virtual worlds on top of real ones.

The line between reality and illusion is getting thinner. Augmented Reality mobile apps use built-in smartphone features such as cameras, compasses and GPS to build virtual worlds -- entertaining and helpful -- atop real ones.

It was Albert Einstein who famously observed that “reality is merely an illusion, albeit a very persistent one.” Imagine what he would’ve thought of Augmented Reality. Just how common is Augmented Reality (AR)? Think about football broadcasts where the yellow first-down marker is seen on every play? Or, consider Olympic broadcasts where the current position of the race leader is projected on the challenger, from swimming races to downhill skiing. Apply AR to the world of smartphones and mobile apps and you have a dimensional revolution. With Gartner estimating that U.S. sales of smartphones will increase from 67 million in 2010 to 95 million by year’s end (making it the highest-selling consumer electronic device category), and Nielsen reporting that more than half of U.S. adult consumers will be smartphone savvy by December, the modern marketplace would seem — to Einstein, anyway — almost a delusion. But marketers know better. Reality has never held so much potential for illusion. Take, for example, AR mobile apps. While AR is far from new — brands ranging from BMW and Toyota to Doritos and Wrigley have been using AR for years to engage consumers online — the implementation of AR technology in mobile apps is only now causing electronic waves. With smartphone sales rising, consumers are no longer confined to their home computers and webcams. Using smartphones and built-in technologies such as compasses, GPS and gyroscopes, consumers can use mobile apps to create virtual worlds atop the real one. It’s no wonder ABI Research is expecting the market for AR to top  $350 million by 2014. The illusion is very real, indeed, and for marketers, the possibilities are as exciting as they are endless.

Maybe I’m just blogging out loud, but it seems AR technology creates an inspiring picture of the present and future. Marketers should Applaud and Respond to the changes AR creates in products, consumer expectations and marketing itself.

Used correctly, AR technology can offer entertainment, engage a wider audience and amplify the kind of consumer experience a brand hopes to impart. One of the first mobile apps to successfully implement AR was ARSoccer, which helps consumers to better their ball skills by aiming their smartphone camera to the floor, where the app then projects a soccer ball onto the smartphone screen to be kicked around and then some. Since then, AR technology has expanded to include mobile apps such as AR: Augmented Car Finder, which does exactly what it claims to do, Metro AR Pro, which identifies subway and metro stations in major cities, and Wikitude, which allows users to explore their surroundings by producing — again via the smartphone camera — icons and Wikipedia articles for nearby places of interest. And now that Apple is in on the mapping game, these features are sure to increase. But AR technology doesn’t stop at games and geography. Real Estate agents in 25 major U.S. markets can benefit from mobile apps such as ZipReality Real Estate, and businesses ranging from big to small are being discovered with the Yelp app’s AR features. Last year, in an effort to appeal to the twentysomething demographic, Kia Motors created an AR game for its Facebook fans. And retailers such as H&M and J.C. Penny have used AR tricks such as virtual mirrors to engage consumers with “illusions of grandeur.”

After all, isn’t our modern-day reality just that: grand and vast and not an illusion, but a glimpse of future potential?

Brought to you by Vertical Marketing Network, a Leading Integrated Marketing Agency.
Photo credit: turkletom

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Posted by JJ Nelson

5 Marketing Tips For Your Brand’s X-Factor.

September 27, 2011

New show engages consumers on all levels; marketers can, too.

Television's newest show it ripe with marketing lessons. Brands can -- and should -- unlock their own x-factor.

Simon Cowell was back last week with the much-hyped premiere of The X-Factor and while ratings might not have been as high as he wanted, there’s no denying that the creative minds behind the latest singing-competition show are breathing new life into what increasingly feels like an old genre. The X-Factor could reshape the ways consumers engage with a brand on multiple levels. The X-Factor goes beyond “the American Idol effect” in that it is not just about the singing voices of a few; the show is giving fans voice, too, especially online. Marketers can learn a lot by “tuning in.” Head over to the show’s website, and you’ll see that fans of The X-Factor are getting almost as much screen time as the show’s celebrity judges and budding stars. The X-Factor Community presented by Pepsi is essentially a loyalty rewards program that encourages fans of the show to join in and earn points for tasks as simple as daily logins and connecting to the show on Facebook and Twitter. Although the points have no actual value, some 3.5 million fans have connected to the show via Facebook and the “newsfeed” of fan activity on the show’s website indicates a little healthy competition can go a long way. Beyond existing social networks, fans can use The X-Factor Community itself to connect with other fans and actual friends. It’s a show-specific social network, and consumers are using it. PepsiCo hopes their also picking up cans of its namesake soda. The brand has partnered with FOX to promote the show and is running a campaign that uses image recognition and SMS. Just when my Vertical Marketing Network colleagues and I were debating the potential of QR codes, a PepsiCo executive tells Mobile Marketer the decision was based on research that shows more people have SMS and camera phones than QR code reader apps. Either way, the reward for the Pepsi campaign will likely fuel competition and participation: Pepsi is giving away grand prize trips for two to L.A. to watch a taping of The X-Factor each day though Oct. 29. That’s a lot of soda…

Maybe I’m just blogging out loud, but it seems like marketers have a ‘x-factor’, too. In our increasingly technology driven world, winning campaigns seek to engage consumers on all levels.

Successful marketing campaigns create buzz and excitement; sometimes, they’ll even drum up a little healthy competition. Below, 5 marketing takeaways from The X-Factor:

1. Consumers like rewards, even virtual ones. Witness the aforementioned “fan-feed” as proof.

2. Social media is a tool marketers can use to fuel healthy competition and –repeatedly — bring attention full-circle, back to the brand.

3. Successful partnership marketing is mutually beneficial.

4. Brands can — and should — engage consumers online in new and interesting ways.

5. The cell phone isn’t just the ultimate accessory; for marketers, it’s a gateway — to consumers, to technology and to the allusive, yet essential, Factor X.

With increasing ways to activate your brand’s potential, marketers are wise to give voice to their own X-Factor.

Brought to you by Vertical Marketing Network, a Leading Integrated Marketing Agency.
Photo credit: Leif Carlsen

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Posted by JJ Nelson

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