For mature brands like Coke, entering the mobile space is no easy task. Mobile is a rapidly growing space, but the brand means something with consumers, and the company doesn't want to harm that relationship through intrusive mobile advertising. There are 1.8 billion smartphones in the world today, and 1.6 billion Cokes are consumed everyday.
"Think [...]
Archive for Rich Cherecwich 
Case study: How Coke cracked into mobile
Posted by Rich Cherecwich on April 13th, 2011at 3:08 pm
4 mobile companies step into the startup spotlight
Posted by Rich Cherecwich on April 13th, 2011at 9:39 am
The mobile segment is a hotbed of innovation right now, and four fast growing start-ups got the chance to strut their stuff in front of a panel of judges at ad:tech San Francisco on Tuesday. Here's a quick look at the quartet:
Yinzcam
When Yinzcam founder Priya Narasimhan moved to Pittsburgh, she fell in love with the [...]
A crash course in neuromarketing
Posted by Rich Cherecwich on April 12th, 2011at 11:58 am
Neuromarketing is usually very heady stuff that leaves the uninitiated scratching their brains (all puns intended, sorry). It's the type of thing that can be reduced to layman's terms, but diving into the real nitty-gritty takes years of study.
Luckily, Joseph Carrabis, NeuroMarketer-in-Residence at Critical Mass, offered a few quick hints into the science of the [...]
The power of influencers in action
Posted by Rich Cherecwich on November 4th, 2010at 8:39 pm
We're always hearing about influencers in social media marketing, but what are these supposedly-connected consumers actually good for?
In a panel called "Learning to listen to your customers," Josh Bernoff, SVP of idea development for Forrester Research, revealed how one tiny mobile operator in the UK used influencers to build itself with absolutely no marketing.
That [...]
NHL and BlackBerry score with multi-screen campaign
Posted by Rich Cherecwich on November 3rd, 2010at 10:48 pm
When Research in Motion wanted to drive consumer adoption and foster loyalty for its BlackBerry mobile device and BlackBerry Messenger technology, it turned to a partner with an intensely passionate and loyal fan base of its own – the National Hockey League (NHL).
In a panel presentation at ad:tech, New York on Tuesday, the NHL and [...]
Cognitive targeting: Showing you things you weren’t aware you already knew
Posted by Rich Cherecwich on November 3rd, 2010at 9:12 pm
The problem with miscommunication in the world isn't differing points of view -- it's differing points of thinking. That's according to John Furey, the founder and CEO of MindTime, a social science company that builds a framework for predicting individual differences in people based on the three fundamental drivers of human cognition.
Sounds pretty heavy, right? [...]
