Social Media: P&G’s Rouge, Kraft’s iSnack 2.0, Coke’s Facial Profiler, Estee Lauder’s Makeover

Procter & Gamble Co. is enlisting help from mommy bloggers as it makes over its Canadian custom-published quarterly Rouge for a full-scale U.S. launch expected to reach 11 million households in both countries by next year. Custom magazines from package-goods marketers have been around for a while, such as Kraft Foods’ Food & Family, launched earlier this decade with a free circulation of 12 million, according to Redwood Custom Communications, which produces the program. But a new wrinkle in the U.S. rollout of beauty magazine Rouge, which began earlier this month, is the use of the mommy blogger community to help build the database of the relationship-marketing program.
rouge magazine
Kraft today announced that Australians have voted for a name to replace the seriously unpopular and high criticised iSnack 2.0. Kraft gave customers the opportunity to vote for one of six names in response to the negative publicity. We’re told that around 10,000 customers voted for Cheesybite, equivalent to 36% of the total vote making it the most popular name – just pipping ‘none of the above’.
If you’ve always reckoned you have an evil twin somewhere else in the world or that you were separated at birth but no one’s got round to telling you, Coke Zero’s ‘worldwide social networking experiment’ could help. The fizzy drink has created a Facebook app called the ‘Facial Profiler’ which has the aim of finding people’s online lookalikes. The app encourages people to upload a photo of themselves to a database, Coke then analyses the characteristics and attempts to find the nearest match from other uploaded images.
The venerable Estee Lauder cosmetics brand has found a seemingly natural way to connect with social media: offering free makeovers and photo shoots at its department-store cosmetics counters coast-to-coast to produce shots women can use for their online profiles. The promotion, which kicks off Oct. 16 at Bloomingdale’s in New York and will extend initially to Macy’s, Saks and other Bloomingdale’s stores in Southern California, Miami and Chicago, also includes a giveaway of a 10-day supply of foundation.
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