Q&As

2011 IMA Award winner, Best Cross-Platform Direct-Response Campaign Using Interactive Channels | To generate quality leads and refresh the retailer’s database, agency Redpepper used the web and instore “ambushes.”

2011 IMA Award winner, Best Social Marketing Campaign: Networks | The scourge of mobile phones: sexting mobile bullying and driving while texting, particularly among teens. LG took this on as a social cause because mobile misuse was running rampant among teens

McAdams, a family-owned web-printing firm, had a B-to-B database of 1,800 existing customers, but only 350 were active. In 2010, McAdams installed a high-quality inkjet inline printer that it wanted to advertise to its customers, but also to potential new acquisitions.

If you

2011 IMA Award winner, Best Social Marketing Campaign: Networks | consumer-generated videos were created by FIFA soccer fans to trumpet their favorite national teams in a promotion from Visa designed to drive awareness of its exclusive card sponsorship of the 2010 FIFA World Cup South Africa

Best Social Marketing Campaign: Twitter | Twitter became the marketing vehicle of choice to host the “Uncork the Passion” contest, which offered a chance to apprentice at the Lapostolle winery in Chile

Best Integration of a Campaign into a Brand’s Main Website | Looking to change jobs or score your first one? How would you like to be the social media voice for a recording superstar’s nonprofit organization? That was the incentive offered in a campaign developed by agency The Marketing Arm and online job lister Monster.com

Social gaming continues to grow, fueling gamification’s ascent from industry buzz to implemented engagement tactic. Here’s a breakdown of the expected trends in 2012:

Cinnabon Bakeries offers a splash of Cinnabon-flavored coffee creamer from International Delight when customers purchase a cup of coffee.

Analyzing customer opinions can provide valuable insights. This knowledge, however, is not easily gained. Knowing how to collect this information without biasing it, and aggregating qualitative — non-numeric — data can be daunting. Chris Cottle, executive vice president of marketing and products for Allegiance, offers thoughts on best practices in aggregating and using customer opinions.