forumforfuturemarketing

additional to the books listed under the item “literature” in the horizontal navigation

For everyone who is interested in more literature on the topic of “Integrated Marketing” or “Integrated Communications” here are two more spezialist books on the subjekt I recommend:

• Strategisches Kommunikations-Management / Integrierte Kommunikation systematisieren und optimieren by Borchard/Harms (1998)
• Integrated Marketing Communications / The holisitc approach by Tony Yeshin (1998)

read and enjoy it!

This is the case of Whiskas’ Happy Cat Moments-Campaign / Social Web

Whiskas is in searchof the happiest cat in the country. Therefore the producer of petfood“Mars” and SevenOneMedia, marketer of ProSiebenSat1, created together a crossmedia-campaign called “happiness happens”.

Goal of the campaign is to make the Social-web-platform „www.so-ein-glueck.de” more known.

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In the winter term 2008 a team of ten students evaluated 360° marketing campaigns. It was a team of tutors and members of association of students named “Marketing zwischen Theory und Praxis” (MTP).  Please send a mail to moedinger@360marketing.eu to get admission.

Do you know Helga?
She’s an over-the-top parody of a German nightclubbing valkyrie presenting the new VW GTI in her German accent.

Here’s the case of VW Americas viral campaign “unpimp your ride” from 2006. The campaign, created together with the advertising agency Crispin Porter + Bogusky (Miami) sought to get tuner culture back on track, and reassert the dominance of German Engineering.

The point of the campaign is to contrast the GTI with gawdy tuner cars created at after-market shops.