What’s with the gay golfer?

A few savvy observers have noted the appearance of a gay rights symbol (the Human Rights Campaign’s blue & gold logo on the guy’s shirt) in the new Orbitz hovercraft commercial from Mullen.  We’ve had press inquiries on this subject with people wondering about motives.  Well, it’s pretty simple.  Orbitz was the first online travel… Read More
Analysis & Opinion, Work

10 steps to launching a new product using social media

Recently Mullen had a wonderful experience working with Olympus to launch its new E-P1, the world’s smallest interchangeable lens camera.  This beautifully designed camera shoots great stills and HD video.  As a content creating machine, it seemed the perfect product to bring to life in the social media space.  After all, aren’t YouTube, Flickr and… Read More

Live Blue: a simple way to preserve endangered oceans

From our perch at 40 Broad Street in Boston Mullen has a lovely view out to the New England Aquarium and Boston Harbor.  We’re constantly reminded of the great oceans in the distance and compelled to do something to preserve this precious natural resource.  In partnership with the Aquarium we’ve just launched “Live Blue,”  a… Read More
Awards, Work

This week’s featured Twitter user : @getolympus

Every week or two, changes the featured Twitter feed on the right hand column of this page.  For the last couple of weeks it’s been our CCO Edward Boches who heads up our social media operations.  For the next two, it’s Michael Bourne, our in-house gadget freak who tweets for Olympus Imaging America, “the… Read More

Stanley iPhone App

Challenge The launch of the Stanley iPhone application provided an opportunity to illustrate The Stanley Work’s commitment to business diversification and modern technology and to strengthen Stanley’s position as a progressive leader beyond its 166-year old hand tool heritage. Solution By combining social media channels and traditional press outreach, we raised awareness for the new… Read More

Sweethearts meet hot bachelors

It’s must reading material for the beach.  The special double-issue People Summer’s Hottest Bachelor edition features Mullen’s first work for Sweethearts®, the famous NECCO candy brand.  Sweethearts® supports the USO and Operation USO Care Package, which has distributed over 1.5 million care packages to U.S. military service personnel.  Hope everyone will chip-in and send a… Read More

Will it blend? Part two

That nutty Blendtec guy is at it again stuffing expensive cameras into his blender to see what’ll happen. Confession:  Mullen made him do it. It’s the focal-point of an all-out social media launch for the Olympus E-P1, a snazzy new device that is the world’s smallest digital SLR and HD video camera all-in-one. Get the… Read More

CSX: Transporting a Brand Forward

[/caption] Challenge: Increase awareness and improve opinions of transportation giant CSX. Solution: Show that CSX is a responsible way to ship the products we love and need. CSX is one of the biggest transportation companies in the U.S., but few people know exactly what they do or how important they are to our day-to-day lives.… Read More

So, you want to make a viral video?

Why not? It’s cheap. Easy. You can put it on YouTube and not have to pay for any media. Wishful thinking. The fact is, you don’t determine what becomes viral. The consumer does. Creators, marketers, even YouTube itself are often surprised at what goes viral and what doesn’t. There’s no real formula or blueprint, and… Read More