Closed Brand Community Firm Passenger Calls Amex, JC Penney, MySpace Clients

  |  December 17, 2007   |  Comments

When I last wrote about brand community platform Passenger in February, the firm was squarely focused on the consumer-aimed uses of its system

passengerlogo.gifWhen I last wrote about brand community platform Passenger in February, the firm was squarely focused on the consumer-aimed uses of its system. Clients like Nestle, Coca-Cola, ABC Television and Sara Lee were using Passenger to enable private brand communities to conduct product or ad research with brand fans.

Passenger has shifted its client base to include companies using its system for internal purposes. Think Intranet meets work wiki meets social network. Apple and BP are among clients using the platform to share ideas, innovate, improve efficiencies, etc. "It's a lot easier for [clients] to embrace that," said Passenger Marketing Officer Justin Cooper of the new internal business use of the platform.

There are some interesting new clients utilizing Passenger to harness insights of consumers, though. MySpace, for instance, is a customer; although Cooper wouldn't share a lot about how his firm works with the social site, he did hint. In Q1, the two companies expect to make some sort of announcement. There's a chance it could involve the ability for brand community members to add widgets to their profile pages to gather comments about brands and products from their MySpace networks of friends.

Among the latest consumer-aimed clients are JC Penney, American Express and Fidelity. JC Penney has recently created an online community for its Ambrielle lingerie brand.

According to Cooper, companies can qualify audiences participating in private brand communities, making sure they're diversified appropriately. Also, community members can be invited to participate in certain discussions according to age and geography, for instance.

Passenger also weighs the value of a member's comments and opinions according to its "Influence Predictability Rating" algorithm and uses filters to surface certain issues discussed among brand community members.

Cooper agreed with me that brand aficionados often are the harshest critics. In light of that, he noted use of the platform allows companies to learn about a brand community's concerns behind closed doors, rather than throwing an idea to the public Web wolves. "It's an opportunity to treat those people as a new conquest," he said.

UPDATE: To be clear, Passenger is still working with Nestle, Coca-Cola, ABC Television and Sara Lee.

ClickZ Live San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!

ABOUT THE AUTHOR

Kate Kaye

Kate Kaye was Managing Editor at ClickZ News until October 2012. As a daily reporter and editor for the original news source, she covered beats including digital political campaigns and government regulation of the online ad industry. Kate is the author of Campaign '08: A Turning Point for Digital Media, the only book focused on the paid digital media efforts of the 2008 presidential campaigns. Kate created ClickZ's Politics & Advocacy section, and is the primary contributor to the one-of-a-kind section. She began reporting on the interactive ad industry in 1999 and has spoken at several events and in interviews for television, radio, print, and digital media outlets. You can follow Kate on Twitter at @LowbrowKate.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

Jobs

    • Internet Marketing Campaign Manager
      Internet Marketing Campaign Manager (Straight North, LLC) - Fort MillWe are looking for a talented Internet Marketing Campaign Manager to join the...
    • Online Marketing Coordinator
      Online Marketing Coordinator (NewMarket Health) - BaltimoreWant to learn marketing from the best minds in the business? NewMarket Health, a subsidiary...
    • Call Center Manager
      Call Center Manager (Common Sense Publishing) - Delray BeachWanted: Dynamic Call Center Manager with a Proven Track Record of Improving Response...