(RED) Taps Media Convergence to Promote Awareness

12/06/2011

(RED) Taps Media Convergence to Promote Awareness

Some will tell you I've got an Instagram addiction. While I'm not sure about that, the social photo-sharing platform does have a loyal following.

Instagram has shown me some great examples of brands testing and learning the concept of No Channels.

Brand Power
Of the 35 or more brands I follow on Instagram, (RED) seems to have the most fun playing up the visual nature of its brand and the various partnerships it has with other brands.

But more than brand awareness, (RED) is smart about giving followers simple calls to action. In one example, (RED) is using Instagram to encourage users to tap into a promotion for the (RED)-branded Shazam app for music discovery on the go. The proceeds benefits the non-profit's push for AIDS awareness.

Convergence & Cross-Platform Thinking
The promotion starts and ends on a mobile device and it uses two niche apps to get users to support (RED). This is certainly not new. But it is a great reminder that thinking cross-platform doesn't just apply to multiple platforms. In this case it applies to a single-device.

Cross-Posted to my work blog

Posted on 12/06/2011 at 02:56 PM in Advertising, Brand, Marketing, Media, Social Media, Web/Tech | Permalink

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Comments

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Posted by: Hm Adnan | 02/20/2012 at 12:23 PM

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