March 31, 2015 A look at the media, marketing, event, and promotional campaigns making headlines in our For the Record news feed. Read up then log in to connect with related decision-makers, view spending, and more.
3 Musketeers Icons Woo Millennials in Video, Web, Social, Shopper Mktg, & PR
Mars Chocolate North America is running the first new campaign in about 10 years for its 3 Musketeers bars, bringing the trio of iconic characters back together in the ads. The “Why 3?” digital-video effort is centered around four humorous YouTube videos—one running 45 seconds and three 17 seconds—being promoted via digital ads, shopper marketing, public relations, and social media platforms. The campaign’s goal, says senior brand manager Allison Miazga-Bedrick, is “to attract new, younger fans from the millennial demographic,” as well as to tantalize current devotees.
AmEx, Other Leading Brands to Collaborate in Plenti Coalition Loyalty Program & Campaigns
American Express is introducing a loyalty coalition program, one of the first in the U.S., called Plenti, which will let shoppers earn rewards across many brands. The program rolls out in May, supported by an AmEx TV, radio and digital campaign.
The roster of co-founding brands, to which more will continue to be added, so far includes AT&T, Direct Energy, ExxonMobil, Hulu, Macy’s, Nationwide and Rite Aid. Plenti will be incorporated into each of the various brands’ marketing efforts – Rite Aid plans to shift Read More…