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Innovation Insights by Stephen Shapiro

Last night I attended an event where three presenters shared examples of how “New Media” has become a powerful marketing tool. Here are my three favorites.

The best video series award goes to the “Will It Blend” videos. Done as a viral marketing campaign, Blendtec, a small blender manufacturer, developed dozens of 90 second videos. What do they do? They put random objects, like marbles or glowsticks, in their blender. They are hilarious and they definitely convince you these blenders will pulverize anything. What I particularly like is that these videos are developed on the cheap. Click the video above to see them blend an iPhone.

The best “spoof” award goes to the “rap” videos developed by Smirnoff Raw Tea.

The best use of New Media award goes to the “Stay Smart” campaign by Holiday Inn Express (done by Digitas). My favorite piece is the “See what the candidates could’ve saved by staying at Holiday Inn Express.” They went through the public records of hotel expenditure of each Presidential candidate during their campaign and then estimated how much they could have saved had they stayed in a Holiday Inn Express. This campaign was timely, funny, and created a splash. Even Mike Huckabee was asked about his hotel expenditures on Fox & Friends. You can’t buy that kind of publicity!

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