WOMMA's Womnibus #2.12
- Mentos, Rock Paper Scissors Talk WOM at WOMMA Summit
- FTC Examines Marketing in the Next 'Tech-ade'
- Dove: Viral Video Outperforms Super Bowl Ad
- Marketers Start Conversations in Dorm Laundries
- Briefly:
Students Market Sweets, Talking About Crocs
 Tell a friend: http://www.womma.org/taf.htm
1> Mentos, Rock Paper Scissors Talk WOM at
WOMMA Summit
WOMMA's Word of Mouth Marketing Summit is just two weeks away, and we've got two brand new reasons for you to register:
1. Douglas Walker, managing director of the World Rock Paper Scissors Society and co-author of "The Official Rock Paper Scissors Strategy Guide," will engage attendees in an exclusive networking event on Day One of the Summit. Learn how Walker turned Rock Paper Scissors from a game into a word of mouth phenomenon. Then, challenge your peers to a match!
2. Mentos' Pete Healy will keynote Day Two of the Summit. Learn why his company embraced viral video and find out how he helped make the now famous Mentos/Diet Coke craze a word of mouth marketing success.
Plus, all attendees receive a free dinner, a free CD of conference audio, and three free books, including Greg Stielstra's "PyroMarketing," Debbie Weil's "The Corporate Blogging Book," and Bryan and Jeffrey Eisenberg's "Waiting for Your Cat to Bark?" So register today -- before it's too late!
Sign up
2> FTC Examines Marketing in the
Next 'Tech-ade'
The Federal Trade Commission wrapped up its three-day "Protecting Consumers in the Next Tech-ade" conference early this month. The conference explored the ways in which globalization and technology are impacting consumer protection. It featured experts from the business, government, and technology sectors, as well as consumer advocates and academics, all discussing how changes in demographics, marketing practices, and technology will affect future consumers. Discussion topics included internet marketing, blogging, social networking, and user-generated content.
By holding the conference, the FTC is following the example set by many of the businesses it oversees: placing consumers at the forefront of conversations about new marketing tools and techniques. WOMMA supports all such dialog and recently launched its new Practical Ethics program in full support of consumer protection.
Discover WOMMA's Practical Ethics program
Learn more (FTC Tech-ade Blog)
Learn more (FTC)
3> Dove: Viral Video Outperforms
Super Bowl Ad
Super Bowl advertisements are big, sure, but if you ask Dove, viral marketing is bigger. The Unilever brand created a 75-second viral film, titled "Evolution," that has received more than 1.7 million views on YouTube -- a fraction of the 500 million impressions gained by its 2006 Super Bowl spot, but impressive given its comparative ROI. While its 30-second spot for the Super Bowl cost $2.5 million, Dove's YouTube upload cost nothing and generated three times the traffic on its "Campaign For Real Beauty" website. Dove owes its success in large part to bloggers, who have made its clip one of the Top 15 most-linked-to videos in the blogosphere.
Learn more (Marketing Vox)
Learn more (Ad Age)
4> Marketers Start Conversations in
Dorm Laundries
Hoping to spark conversations among young consumers, the United States National Guard this month became the first major U.S. advertiser to sponsor a network of electronic "laundry boards" in college dormitories nationwide. While the boards, conceived of by WOMMA member company Alloy Media + Marketing, will initially contain more traditional advertisements, they will eventually include viral marketing techniques, too -- including "clings," whereby marketers place or distribute items with ads attached to them in order to generate buzz within a community of consumers.
Learn more
5> Briefly:
Students Market Sweets, Talking
About Crocs
Chipwich Creator Recruits Students to Spread the Word
Ugly Shoe Succeeds Thanks to Word of Mouth
Learn more
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