Goodby Promotes Gareth Kay to Director of Brand Strategy
The inexorable rise of Gareth Kay. Always great to see one of the good guys getting to the top. And he’s rid himself of that perplexing title of “director of *digital* strategy” to boot. (Is digital strategy different? That’s a mindset rather than a different discipline, surely?)
Hovis embarks on first ‘buzz marketing’ drive
Hovis is launching its first marketing advocacy programme, to promote its recently launched Hearty Oats product. The Premier Foods bread brand is mirroring initiatives undertaken by Procter & Gamble, which has also used word-of-mouth programmes to raise awareness of its products. The aim of the campaign is to recruit 8000 advocates to help support the launch of the product, as Hovis introduces a greater word-of-mouth element to its marketing activity. Hovis Hearty Oats is the UK’s first loaf baked with 50% wholegrain oats and 50% wheat flour. Premier Foods claims that it can help to maintain normal cholesterol; the company has received the backing of charity Heart UK. Meh. For me Hovis is still about the Hovis ‘Bike’ advert from 1973 (Britain’s favourite TV ad apparently)
Hit the road
The first experience will put you in the seat of B.A. Baracus driving the iconic van throughout the maps of some world’s main cities.
It’s on YouTube, with the 3D Google Earth plug-in, and it is aimed at promoting the upcoming movie The A-Team..
Foursquare Lands New Partnership With Starbucks
Starbucks is partnering with location-based social network Foursquare to offer discounts to its most loyal customers, Mashable reports. The “mayor” of each Starbucks location — the person who has checked-in there on Foursquare the most — is entitled to $1 off of any Frappuccino. It’s a one-time offer, lasting only for the next month, but Foursquare says it is confident that it will continue working with Starbucks on more offers in the future.
How a Barcode Could Make F-1 Racing Illegal on UK TV
In the UK it is illegal to show tobacco advertisements on certain television programs, like sporting events. Today, a bar code painted on the spine of a Formula-1 race car is causing problems for Marlboro and the Ferrari F1 cars sponsored by the cigarette maker. This story is worth reading if for this quote alone: “The bar code looks like the bottom half of a packet of Marlboro cigarettes. I was stunned when I saw it. This is pushing at the limits. If you look at how the bar code has evolved over the last four years, it looks like creeping branding.” -prominent English physician John Britton.