Chase tweaks loyalty effort

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					        4 | DMNEWS | July 12, 2010 | www.dmnews.com


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                 BrandNew                                                                                                                                   US bids for 2018 World Cup
                                                                                                                                                            By Shahnaz Mahmud
                                                                                                                                                            :   The U SA World Cup Bid Com-
                                                                                                                                                            mittee launched an e-mail market-
                                                                                                                                                            ing push July 1 using the newfound
                                                                                                                                                            star power of soccer player Landon
                                                                                                                                                            Donovan. The group’s goal is to get con-
                                                                                                                                                            sumers to support its effort to have the US
                                                                                                                                                            named host country for the World Cup in
                                                                                                                                                            2018 or 2022.
                                                                                                                                                               The organization is working with Blue
                                                                                                                                                            State Digital, a Washington, DC-based
                                                                                                                                                            Internet strategy and technology firm, on
                                                                                                                                                            the campaign.
                                                                                                                                                               Donovan, who plays for the Los Ange-
                                                                                                                                                            les Galaxy Major League Soccer team and
                                                                                                                                                            serves as a midfielder for the US National        Landon Donovan celebrates post-goal
                                                                                                                                                            Team, gained notoriety after his performance
                                                                                                                                                            at the World Cup in South Africa. He scored      one of the greatest feelings I have ever expe-
                                                                                                                                                            the winning goal in a game against Algeria       rienced,” he wrote in the e-mail. “I can only
                                                                                                                                                            that helped the US advance to the World          imagine how that goal would have felt if it
                                                                                                                                                            Cup’s elimination rounds.                        had happened in the United States.”
              The Girl Scouts of the USA launched a rebranding campaign                                                                                        “The strategy in place was to capitalize         The message also emphasizes that FIFA,
              July 7 to reacquaint consumers with the organization. The                                                                                     on the World Cup — and now that Dono-            the world’s soccer organizing body, will
                                                                                                                                                            van is the most recognized soccer player         announce its choice of hosts for the 2018
              effort’s print and outdoor ads, created with boutique agency
                                                                                                                                                            in the US, it was a good time to work with       and 2022 World Cup tournaments on
              The Observatory, will drive consumers to the GirlScouts                                                                                       him on the e-mail marketing push,” said          December 2.
              .org/today microsite. It targets women in general, girls in                                                                                   Jurgen Mainka, director of marketing and            The organization’s “The Game is in Us”
              grades five through eight and potential volunteers.                                                                                            communications for the Bid Committee.            website also collects e-mail addresses of peti-
                                                                                                                                                               The group is sending e-mail messages          tion signees, and invites consumers to upload
                                                                                                                                                            to consumers who have signed an online           their photos or share comments about it via
                                                                                                                                                            petition to bring an upcoming World Cup          Facebook and Twitter. The page also con-
                                                                                                                                                            to the US.                                       tains an e-commerce shop where consumers
                                                                                                                                                               The campaign is a part of a larger digital    can buy campaign-specific clothing and gear
                                                                                                                                                            initiative including Facebook, online video,     in both English and Spanish.

       Chase tweaks loyalty effort                                                                                                                          Twitter and SMS messages, said Mainka.
                                                                                                                                                            The e-mail marketing component is designed
                                                                                                                                                            to be a “two-way conversation,” he added,
                                                                                                                                                                                                                The Bid Committee plans to use celebri-
                                                                                                                                                                                                             ties on its board of directors in future e-mar-
                                                                                                                                                                                                             keting pushes, though Mainka declined to
                     
				
DOCUMENT INFO
Description: : Financial services fi rm Chase launched a national advertising campaign touting changes to its "Ultimate Rewards" loyalty program on July 1. The integrated campaign, created by agency Mcgarrybowen, spans print, online, local and national broadcast TV and cinema and includes a sweepstakes element.
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