Continuing our holiday spirit, this week’s #SundayMusings w/ Shore Branding has a Valentine’s Day twist to the top news in branding and digital marketing from the past week!
At the same time, I want to make a quick announcement and decision on the frequency of our #SundayMusings write-ups. We’ll be moving to an every other week frequency moving forward due to several contributing factors. What I would like to do is focus on a particular topic or storyline in each write-up. This gives more time to come up with better stories that tie together under said umbrella.
#1 – “How’s Your Brand’s Love Life” – via Strategy-Business.com
Premise: After reading “Romancing the Brand”, the author of the article was able to ask a few questions to the author of the book about how brands can build deeper, more meaningful relationships with brands.
Thoughts: Beyond being a Valentine’s Day-related write-up, this article caught my attention for two reasons. First, it looks like there is another branding book to put in the queue. Second, the Radio Shack Super Bowl ad was used as an example of brand authenticity in its communication to consumers.
#2 – “Physical Brands Send Some Digital Love This Valentine’s Day on Social” – via brandchannel.com
Premise: Valentine’s Day branding on social media was in full swing this week and the author put together three great examples of brands using different platforms to build engagement. Evian, Necco (the maker of the heart-shaped candy), and TGI Friday’s were put in the spotlight with their campaigns.
Thoughts: While I enjoyed Evian’s efforts, Necco’s “#tweethearts” campaign is great. Even a company that is over 150 years old can figure out how to leverage digital marketing and engage with (potential) consumers.
Nice job from TGI Friday’s as well, rewarding the first 500 people to tweet their message with a gift certificate to the restaurant. Contests are still an effective means of winning the hearts (pun intended) of consumers.
#3 – “10 Valentine’s Day Tech Gifts to Warm Hearts With Cold Silicon” via DigitalTrends.com
Premise: Sick of the same old flowers and candy gift ideas for Valentine’s Day? Well, here you go; gift ideas for her and him!
Thoughts: I’m incredibly impressed with BloomThat Flowers – order from your mobile and the flowers are delivered within 90 minutes (in San Francisco)? Wow! The QR code necklace was a bit too far, no? I can imagine trying to scan the code and running into all sorts of annoyances.
For men, it was interesting to see Dollar Shave Club as a tech-related gift, no? I can’t stress enough how handy my touchscreen gloves are this winter. Everyone should own a pair, no matter what brand you want to put money out for. I can’t say I have convinced myself into the smart-watch market yet, but Pebble Steel makes an interesting case by running both iOS and Android systems. The fact that it is waterproof is an added bonus.
What tech gifts might you be looking for this weekend?
#4 – “TechCrunch Giveaway: A Bouquet of Flowers” via TechCrunch.com
Premise: TechCrunch ran a promotion this week that gave five lucky readers free flowers from a company called BloomNation. All readers had to do was drop a comment in the story above and they picked five lucky winners.
Thoughts: More than anything, I thought this was a good example of “brandscaping”. First, from the TechCrunch perspective, you invite a company to sponsor a promotion on your page. You then ask readers to pick up the engagement level a little bit and add a comment to the write-up in order for a chance to win a prize/gift.
From the BloomNation side of this; would I have ever known about this company if they weren’t running this promotion on TechCrunch? No. Running a promotion that fits with your core values as a business with a site that receives heavy traffic … brandscaping 101.
#5 – “Ad of the Day: Heineken Wants Guys to Show Their Feelings This Valentine’s Day” via AdWeek.com
Premise: Forgot about Valentine’s Day this past Friday? Did you happen to see the latest campaign from Heineken as a potential saving grace? Heineken asked followers to tweet “#DateInABox” to their US account and those that shared the experience on their Instagram account unlocked the code for the “free” date night.
Thoughts: In the shadows of their “Departure Roulette” campaign, Heineken comes up with another “fun” campaign for the risk-takers out there. It surprised me a little bit to ask followers to jump from Twitter to Instagram – given the Twitter/Vine and Facebook/Instagram obvious connections.
Do you know anyone that gave this a shot? See the video below …
Tweet of the Week:
— Cheesecake Factory (@Cheesecake) February 13, 2014
Yet another use of the hashtag for the holiday, this time from The Cheesecake Factory, who decided to go all Phil Donahue on us with advice/verdicts to those that sent out tweets with the “#sliceofjustice” hashtag.
That wraps up today’s Valentine’s Day edition of #SundayMusings! Look for a new ‘Pin of the Month’ later this week and based on our new writing schedule, a new #SundayMusings in two weeks.
What caught your attention this week?