Acura leverages hyper-targeted mobile engagement to tap community loyalty
The success of a dealership in Honda’s Acura division in boosting brand engagement and mobile traffic by activating local community groups via a mobile sponsorship platform suggests how automakers can boost loyalty with hyper-targeted engagement without increasing the burden on local dealers.
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Time Inc.’s FanSided acquisition adds weight to Sports Illustrated’s mobile customization
Time Inc.’s acquisition of FanSided, a sports, entertainment and lifestyle digital content network of more than 300 Web sites with 15 million unique visitors per month consolidates the media company’s two-year-old partnership with the network ahead of the personalization and customization of the traditional media company’s Sports Illustrated magazine.
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Dreamworks fires up emotional connection to fans through Twitter
Dreamworks Animation is holding a Q&A on Twitter with How to Train Your Dragon character Astrid, using a Dear Abby format to promote its new Netflix spin-off series.
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Flonase untwists Instagram photo contest campaign and app-enabled allergy tracker
Pharmaceutical company GlaxoSmithKline’s Flonase Nasal Spray is embarking on a cohesive, mobile-friendly campaign for spring, the start of allergy season, by rolling out an Instagram photo contest designed to showcase life without pollen and a sponsored allergy tracker on The Weather Channel’s mobile application and Web site.
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Auto retailers step up scouring of tweets amid Google-Twitter alliance
Google’s addition of tweets to its mobile search results is pressuring marketers in the reputation-driven automotive space and in other verticals to step up monitoring of topics that may also align with real-time consumer search behavior, lest a negative tweet sully a brand’s or retailer’s name.
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