Pizza Hut Pins Turnaround on $10 Pies, Two-Click Ordering Five Questions With VP-Marketing Kurt Kane At a time when Domino's is defending its new recipe and Papa John's is an increasingly formidable third-place competitor, No. 1 pizza chain Pizza Hut is pinning its turnaround on sending a value message to consumers, tempting them with lower prices, new advertising and two-click ordering. Touting $10 pizzas and 50-cent wings, the chain appears to have promoted itself out of a slump in which same-store sales fell as low as 13%: Parent company Yum Brands reported Pizza Hut sales were up 5% in the U.S. in first-quarter earnings earlier this month. Also during the first quarter, Pizza Hut debuted its first advertising from Interpublic Group of Cos.' Martin Agency, focusing on young families, married couples and college students taking advantage of the $10-large-pizza promotion. Kurt Kane, VP-marketing, said the fresh perspective has been helpful in that it provides real-life applications of the chain's value offerings.
Adage Nielsen: Facebook's Ads Work Pretty Well When Social Ads Collide With Stated Interests, Awareness Goes Up It pays to have fans on Facebook if you want your ads to work there too, according to the first public study to come out of the collaboration of Nielsen Co. and Facebook. The study of more than 800,000 Facebook users and ads from 14 brands in a variety of categories shows a marked increase in ad recall, awareness and purchase intent when home-page ads on the social network mention friends of users who've become fans of the brand in the ad. The impact on awareness and recall is even more pronounced when a home-page ad coincides with what Facebook and Nielsen term "organic" social advocacy, i.e. an item in a user's news feed indicating a friend has become a fan of a brand. In short, so-called earned media generated when people mention or advocate brands makes the paid media considerably more effective, according to the study. Nielsen and Facebook plan to discuss results of the study in a session at Ad:Tech in San Francisco on Tuesday.
Linking Customer Loyalty With Social Networking PepsiCo wants to sell its customers sodas whether they are near a grocery store, a restaurant or a gas station. With a new partnership that weaves its loyalty program into the location-based network Foursquare, PepsiCo gets a live notification when its customers are close to those sites, and can present offers that get them into the stores. "Being able to drive foot traffic into our restaurant partners and our retail partners is a huge opportunity, because that's where our product is sold," said B. Bonin Bough, director of social and emerging media for PepsiCo. "Ten blocks mean a lot." Through smartphones that signal someone's location, stores and brands like Starbucks, Tasti-D-Lite, Macy's and Pepsi are getting live information about when and where people are shopping. Some companies are turning Foursquare into a virtual loyalty-card program, while others are creating their own location applications, offering customers discounts or other rewards for shopping.
Adage That Coke Can You're Holding Could Be Your New Media Channel StickyBits App Lets Users 'Check In' to Objects Via Barcodes A new check-in app for objects is turning soda cans into media channels. StickyBits, which launched during South by Southwest Interactive in March, is an app that lets users affix video, photos, text or audio to real-world objects, as long as those objects have barcodes. This is an example of what some call physical URLs, and while StickyBits is in its early days, consumers are already turning their iPhone and Android apps to consumer package goods, meaning user-generated clouds are starting to form around real cans of Coke and Red Bull. How does it work? After downloading the free StickyBits app, users scan a barcode -- either unique codes on stickers purchased from StickyBits or printed out, or those on products already in the world -- and then upload a piece of content or view what others have already uploaded. That uploaded video or message is geo-tagged and attributed back to the user's social-media profile and becomes part of that object's content stream.
Thanks to Social Media, Direct Marketing Is Going Do-It-Yourself How More and More People Are Bypassing Agencies and Taking Matters Into Their Own Hands Musician Phil Marshall has performed for stadiums of 24,000. Now he's setting out on a tour where he'll play for audiences conceivably as small as one. Mr. Marshall's "Living Room Concert Series," in which he'll bring his act to backyards, lunchrooms, birthday parties -- you name it -- for a nominal fee is just one in a series of creative do-it-yourself marketing initiatives among entrepreneurs from book authors to murder-mystery theater companies to bring their brands directly into the homes of consumers. "People have an innate desire to connect, and while that can mean social media, it also means in person," said Leslie Poston, founder of the Uptown Uncorked consultancy, which counts independent filmmakers, wine makers and restaurants among its client base. "The interesting thing about a great social-media campaign is it has to have an offline component. The whole point is to get people together."
New York Times Monetizing an iPhone Spectacle We all know that advertisers need to pay for clicks to keep the Web spinning. But what does it mean when publishers start paying for them as well? I'm not talking about some seedy click-mills in the Far East where drudges press buttons to gin traffic, but a far more transparent and audacious strategy in which a publisher pays for content that he knows will be irresistible. We're talking about Nick Denton, the entrepreneur-chief provocateur behind the Manhattan-based Gawker Media. Last week, Mr. Denton gleefully bought an iPhone prototype left behind in a California bar and then cracked it open like a raw oyster for all to see. He then carefully doled out the story on Gizmodo, the gadget blog, until 3.6 million of us, four times the site's normal traffic, had dropped by to see what all the fuss was about. He paid $5,000 for the phone. What was it worth? Some reports about the scoop have speculated that based on the site's ad rates, the 3.6 million unique visitors were worth as much as $200,000, but all of the advertising on Gizmodo was presold. (Eastman Kodak was the lucky winner on Monday, when the exclusive ran, having bought out the site for the day.)
Brand Republic Jimmy Choo uses Foursquare for real-time shoe giveaway High-end shoe brand Jimmy Choo is running a real-time treasure hunt around London, using location-based social media tool Foursquare. Over the next few weeks, a single pair of trainers from the new Jimmy Choo trainer range will check in at fashionable hangouts around London, and will send real-time updates about their whereabouts. They will only remain at each venue for a few minutes. The person who reaches the venue in time to catch the trainers, will win a pair in their size. The idea was conceived by social media agency FreshNetworks and it is the first time Jimmy Choo has used a social media tool to engage its audience both online and offline simultaneously
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