Ideas & Innovation
The Ideas & Innovation group’s vision is to leverage emerging media for two fundamental purposes: to move from interrupting consumers to providing content that they actually seek out and talk about and to harness the accountability that allows us to move in real time to a better and more productive marketing solution. We focus on six core areas: advanced TV, digital out of home, digital video, gaming, mobile and social media. Our goal is to help lead clients through the changing landscape or one that is influenced by technology, culture and the economy. We also work very closely with the IPG Emerging Media Lab in Los Angeles, which has dedicated personnel in each of these six areas and has a state-of-the-art facility where clients can experience new media firsthand.
Doritos Wins Brand Bowl 2012
According to the 400,000 tweets monitored by BrandBowl2012, Doritos was the most effective brand to advertise on the Super Bowl telecast on the NBC Television Network this year. Brand Bowl ranks brands based on volume of chatter and positive/negative commentary on Twitter in reaction to their Super Bowl commercials. Doritos won with its “Crash the [...]
// read moreIt’s Game Day at Brand Bowl 2012
OK football and TV advertising fans, the game day edition of Brand Bowl 2012 is live. Mullen and Boston.com together have launched Brand Bowl 2012, a social media event using Salesforce Radian6 to analyze the Twitter commentary and rate the most popular and disastrous Super Bowl TV commercials. Realizing how social media has changed the [...]
// read moreForget New Hampshire…Who will win at CES?
With the Iowa caucus behind them, the Republican candidates are vying for a win in New Hampshire. CNN will once again have John King and the wonderfully bearded Wolf Blitzer analyze Twitter chatter to understand how the public feels about the candidates, using tweets from the masses as a crystal ball to predict the outcome. [...]
// read moreLet it snowify.me
On this Friday before Christmas, it gives us great joy to announce that the Mullen Digital Holiday Card got picked as the #3 Best Agency Card of the Season by Adweek/Adfreak. We finished behind only the brilliant Droga5 “Press Release” stunt and a Louisville, Colorado (?) digital shop called Voltage which did this whacky beatbox [...]
// read moreCalling all pretty faces
We have two new spots out for Google to support the Galaxy Nexus smartphone. These broke just as the Android 4.0 “Ice Cream Sandwich”-powered device from Samsung arrived in Verizon stores in the U.S. The two spots put a human touch on some really cool features – “Face Unlock” face recognition unlocking technology and the [...]
// read moreA new success metric for magazines
In an effort to fight for their share of ad spend, one of the world’s biggest publishers of consumer magazines, Meredith Corp., is working with Nielsen to provide a new ROI program called Meredith Engagement Dividend. The goal of this partnership is to demonstrate magazines’ contribution and accountability by linking print advertising directly to product [...]
// read moreMobilizing Mobile – Alabama that is
Can an entire city be mobilized? Can one place, given time and resources, convert every business to websites optimized for mobile phones? Over the next 48 hours, we are going to find out. As an extension of our Howtogomo campaign, encouraging businesses to create websites that are mobile-ready, Mullen has created an initiative with Google [...]
// read moreAre you ready to GoMo?
Over the past few months, it’s been my privilege to work on Mullen’s latest collaboration with Google: GoMo. It’s been an amazing experience to work with such a large and forward-thinking company, and to see their vision for the future of the web. GoMo is an initiative that aims to help businesses build mobile-friendly websites. [...]
// read moreFive lessons for marketers from Naked Pizza
Last week a couple of brand planners from Mullen met with Peter Biro, franchisee-owner of Naked Pizza’s Boston locations (Brookline and Brighton). As they are one of our #goodbellyproject participating restaurants, we were naturally inclined to order lunch from them. However, one of the senior planners in our group, Janene Lin, decided to also invite [...]
// read moreThe Good Belly Project launches
We’re really excited to launch the Good Belly Project, a social-media powered philanthropic project in aid of UNICEF to help relieve hunger in East Africa. The Situation Millions of children across Somalia and the Horn of Africa are suffering a deadly combination of drought, escalating food prices and armed conflict. The famine in Somalia is [...]
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