Adage P&G Program Will Offer Social-Media-Era 'Green Stamps' Deal With RecycleBank Gives Reward Points for Recycling, Green Education and Blogging Procter & Gamble Co. is backing a first-of-its-kind effort to reward consumers for learning and blogging about environmental sustainability as it also underwrites a Cincinnati program to give people points redeemable for goods based on how much they recycle. P&G's multi-brand Future Friendly program will sponsor incentives for people to sign up with RecycleBank, a sort of electronic "Green Stamps" that gives people points redeemable for local merchants or merchandise when they recycle through curbside collection programs. Other marketers, such as Verizon in Philadelphia and Safeway in San Francisco, have similarly sponsored RecycleBank rewards, but P&G is the first to add a nationwide educational and social-media component to its sponsorship. So, besides earning points for putting out more recycling in the 200 municipalities where RecycleBank operates, people nationwide can also get points for reading or watching videos, flash animation or other online content about ways to lessen their environmental impact. They'll earn additional points by blogging or otherwise using social media to get others to view the P&G-backed content.
AdWeek: Consumers Trek Online to Take Charge of Their Health Such research has become a normal adjunct to a visit to the doctor's office or pharmacy There has been talk for years about Americans "taking charge" of their healthcare and behaving more as active consumers than as passive patients. However true that was in the past, it's clearly becoming more true now as people avail themselves of online information, including what they see in online health-related ads. An About.com survey examined consumers' integration of the Internet into their dealings with healthcare. Online research has become a normal adjunct to a visit to the doctor's office or pharmacy, to judge from the survey's findings. Sixty-eight percent of respondents use online information about healthcare because "It enables me to be better informed when I discuss my situation with my doctor." Sixty-two percent go online because "It allows me to research medications and their potential side effects before taking them" and 61 percent because "It enables me to research and compare various treatments and therapies." (The polling was conducted online in June among a self-selected pool of visitors to the About.com site and among members of About.com's user panel.) The ready availability online of such information is a key factor in consumers' basic attitude about healthcare these days: 59 percent of respondents agreed that "Having easy access to information enables me to take charge of my healthcare decisions." Nor is it strictly a matter of checking on symptoms and medications. Fifty-three percent said online healthcare information "gives me suggestions for lifestyle adjustments I can make to improve my/my family's overall health and wellness."
Wall Street Journal Fastest-Growing PR Stunt: Get Into Guinness Records In the scramble to stand out from the crowd, companies including Starwood Hotels & Resorts Worldwide Inc. and Estée Lauder are turning to an unlikely tactic to promote their brands: setting Guinness World Records. Known for chronicling wacky feats, Guinness World Records opened a division this year to help companies figure out what records to set to highlight their products and brands. The business, owned by Jim Pattison Group, a Vancouver, Canada-based company with holdings in media, packaging, cars and entertainment, also opened a PR division to help marketers get media attention. Starwood's Sheraton turned to the division to promote a $120 million upgrade of the hotel fitness programs at the hotel chain. On Thursday, 270 people gathered in the rain at a Sheraton in midtown Manhattan to participate in the largest-ever resistance-band strength-training class. Last Friday, cosmetics giant Estée Lauder set a record for having the "most landmarks illuminated for a cause in 24 hours." Thirty-eight landmarks, including the Empire State Building, were lit up in pink to promote breast-cancer awareness.
Retailers Band Together To Offer Shipping For $79 Annual Fee Wall Street Journal Dozens of U.S. retailers will offer free, unlimited two-day shipping to their customers, Geoffrey A. Fowler reports, as well as free returns for a $79 annual fee. Participating chains include Babies 'R' Us, Rockport, Wilson's Leather, RadioShack, Barnes & Noble and Borders. The loyalty program, called ShopRunner, clearly has Amazon in its sights. "It's amazing what people will do when they recognize there is a bigger threat to their model of retail than just competing with each other," says Fiona Dias, executive vice p of strategy and marketing for GSI Commerce, which owns the service. ShopRunner will manage logistics and bookkeeping for the retailers. Amazon controls 8% of the U.S. e-commerce market, and its $79 Amazon Prime shipping program is generally credited with fueling its continuing growth. Some retailers that have joined ShopRunner also sell products on Amazon through Prime. Amazon did not immediately respond to news about the new service
SunChips Sacrifices Its Noisy Bag To The Roaring Crowd St. Petersburg Times Hundreds of stories online this morning bear the news that Frito-Lay is returning five of its six SunChips flavors to their original packaging, which is a lot less "noisy" than the current biodegradable bags. But no story, as far as I could determine in a highly unscientific sampling, carries as entertaining a description of the sound that got so many consumers squawking as Stephanie Hayes' description does. "The SunChips bag, rest its soul, was a total narc. It showed your cards, alerting roomies and spouses of your raging chip habit," she writes. "See, the snack came in a 100% compostable bag made of a stiff plant formula -- good for the environment but REALLY LOUD. Like an orchestra thunder sheet crossed with crackling bacon, illegal fireworks and the tears of a thousand tin men." Original SunChips will remain in the compostable bags to keep the idea alive while scientists work on a new version. "We know that there is a lot of positive feedback about the compostable bags," says spokeswoman Aurora Gonzalez. "But people also want us to improve it, so we are working on a second generation."
“ Facebook is the equivalent for us to what TV was for marketers back in the 1960s. It's an integral part of what we do now.” -- Davide Grasso, Nike's chief marketing officer
Nielsen research released this week shows that consumers are spending 43% more time on social media than a year ago, making social networking and blogs the top online activity followed by online games and email. #1
Adult Internet Users Who Use Social Network Sites Age 18-29 — 86% — up 13% Age 30 - 49 — 61% — up 15% Age 50 - 64 — 47% — up 50% Age 65+ — 26% — up 100% 86%
Gatorade Mission Control has had more than 2,000 one-on-one conversations with consumers, while the brand's “likes” on Facebook have skyrocketed to 1.2 million, reaching the 1 million milestone a full five months ahead of schedule. 2000
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