While talking to AOL about the Dove campaign , Tina Sharkey, SVP of network and community programming, described the " Chief Everything Officer " microsite and contest as a "network special" and said it was the first of several that would be rolling out over the course of the next year
While talking to AOL about the Dove campaign, Tina Sharkey, SVP of network and community programming, described the “Chief Everything Officer” microsite and contest as a “network special” and said it was the first of several that would be rolling out over the course of the next year. Now that AOL is accessible to the wider Web and not just to subscribers, the company will use special content like this periodically — in a sweeps period-like approach — to drive traffic. The hope is that such content, (Sharkey mentioned the Good Morning America partnership for “America Takes it Off” as another example) will give AOL cross-media exposure for its content.
“Now we’re doing this one, and we have a whole slate of things rolling out over the year in our network specials line up,” Sharkey told me. “It’s very analagous to sweeps in television.”
More about:
Customers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...
View resourceThe Merkle B2B 2023 Superpowers Index outlines what drives competitive advantage within the business culture and subcultures that are critical to succ...
View resourceMaking forecasts and predictions in such a rapidly changing marketing ecosystem is a challenge. Yet, as concerns grow around a looming recession and b...
View resourceEight fresh launches this week — spanning viral food mash-ups, brand reinventions, and nostalgia-fueled creative. Read More...
View articleA J.Crew storefront sign in New York City. From Ivy League Catalogs to Chapter 11 A Preppy Phenomenon Is Born J.Crew launche...
View articleAs healthcare apparel evolves beyond basic uniforms to premium lifestyle products, FIGS leads with purpose-driven branding and global ambitions—but me...
View articleRetailers are building media empires, creators are becoming sales channels, and brands that connect the two are redefining how products get discovered...
View articleA Holistic Approach to Measuring DTC Success Beyond Amazon Read More...
View articleAdobe’s 2024 results showcase the power of subscriptions, but the model’s challenges are prompting businesses to rethink how they deliver value and re...
View articleEven retail giant Amazon needs a little Hollywood magic during the holiday season. Read More...
View articleCannes Lions, where the advertising world's most daring minds gather to redefine the rules of engagement. This year, a new creative order has emerged,...
View article
Leave a Reply
You must be logged in to post a comment.