How to Brand for Spotify, MOG and More

Posted by Luke Dringoli, 21 Nov 2011

This post originally appeared in our November issue of "Live Report from the Future of Marketing," our monthly Post-Advertising newsletter. Subscribe for free here.

Free music streaming services are here to stay. So when will brands really come out and play? Saviors like Spotify and MOG, plus the now-seasoned vets Pandora and Last.fm—which have dragged the music industry kicking and screaming into the 21st century—are now the best bets at monetizing and spreading music legally into the future. And now, via social platforms like Facebook and its Open Graph, they’re encouraging more sharing than ever before.

Top that off with the hundreds of ingenious apps and web sites taking shape through music’s newfound online freedom and you’ve got one hell of an opportunity—one that most brands have squandered. Turns out, there’s much brands can do, as both advertiser and Page admin, to utilize these valuable new tools.

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Ready, Set, Tweet!

Posted by Karen Nagy, 30 Dec 2010
In a new social media campaign supporting its first ever Super Bowl ad, Mercedes-Benz has announced “the world’s first Twitter-fueled race," in which four teams will race suped-up autos from New York, LA, Chicago, or Tampa to the 2011 Super Bowl in Dallas. The grand prize is a 2012 C-Class Coupe and tickets to the Super Bowl. Here's the catch: it will take more than just speed to win. Racers will have to complete to-be-announced challenges along the way and garner Facebook likes and tweets (according to Mercedes-Benz, the winners will need “gallons of Tweets”). Sure, Facebook and Twitter are great marketing tools, but does this make any sense?
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With Consumers in the Seat, It’s a New Ball Game

Posted by Luke Dringoli, 05 Mar 2010
Advertising on YouTube. It may seem like little more than traditional TV marketing for the digital age. However, innovative means of branding may surprise you. At least, if Mercedes Benz and Adidas are any indication.
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