Strategic Public Relations

Scrabble, Target Fumble; JCPenney, M&Ms Recover and Score

Here are two Goofus and Gallants in one post as marketers continue to demonstrate how to and how not to.

Scrabble and Target Go Goofus
Scrabble finds out it has a huge following on Facebook through an application that “pays homage” to Scrabble. Tapping into this fan base would be a double-word score for the game’s owners Mattel and Hasbro. Hint: Send them all a coupon for the handheld game?! Instead, they’re calling in legal to piss off thousands of potential customers.

Target has tapped into the power of Facebook.This makes their recent blogger relations move all the more puzzling.

PRNewser tells us “a Target PR rep sent the following message to a blogger questioning a recent ad campaign:”

Thank you for contacting Target; unfortunately we are unable to respond to your inquiry because Target does not participate with non-traditional media outlets. This practice is in place to allow us to focus on publications that reach our core guest. Once again thank you for your interest, and have a nice day.

Target deals with non-traditional media outlets. They just don’t deal with the Z-Lister that reached out to them.

JCPenney Thinks Link, M&Ms Goes Green
JCPenney created what Ad Age calls “organic search equity” by aggregating blog content into a branded Fall Shopping Guide. As bloggers connected their readers to the content and people Stumble(d)Upon it, the Google Juice started flowing.

Now the site “shows up as No. 5 of 13 million results for the search term 'fall shopping' and second out of more than 4 million results for 'fall shopping guide.'"

M&Ms cashed in on the urban myth equity around its green candy to stand out amongst a sea of red and pink packaging. The end result? Buzz.

tags | public relations | PR

Interactive Conversations about Social Media, er, Dinner

Added a blogger dinner to the end of a busy and wildly successful trade show effort in New York City this week.

Connecting with industry colleagues from around the world that I simply would not have met otherwise? It's like jet fuel for my blogging efforts.

As we settle into 2008, I'm getting back to my steady diet of social media. Watch this space.

Heading to NRF, the CES of Retail

Heading to NYC this weekend to attend the National Retail Federation Show at the Javits. In addition to media briefings, we have two presentations and a booth so we’ll be plenty busy.

But I’m pumped to see this year’s ”Store of the Future” exhibit. I’ve covered pop-up retail here before as a great marketing and public relations tactic. The exhibit features technology that supports pop-up retail.

The exhibit will show what the pop-up might look like in the future – “demonstrating technologies such as rear projection film, use of retail scales, pedestrian traffic measurement methods, in-store design, electronic shelf labeling, custom store fixtures, high-definition display screens, user-interface shopping technology, mobile marketing devices, interactive communications systems, innovative anti-theft security solutions and more innovative products.

The M-Wallet, one of Motorola’s latest mobile phones which allows consumers to pay for their purchases with the handheld device, will be displayed. Additionally, IBM will feature a 3D Second Life experience to demonstrate both the consumer and retailer perspective of virtual retailing.

Looks pretty interesting. We’ll see.

If you’re in NYC next week and want to check it out, let me know. I have plenty of free passes.

tags | marketing | retail design | NRF 08

Photophlow: A Twitter/Flickr Mash-Up Yields Interactive Photo Sharing

If 2.0 or social media is added to the above headline, somebody wins a round of buzzword bingo.

But I just started playing with Photophlow and I’m having fun with it. Anyone that gets a lot out of Twitter and/or Flickr will also find it interesting. Thomas Hawk describes Photophlow pretty concisely here.

Photophlow turns Flickr from a static sort of photo sharing site into a dynamic, interactive experience complete with chat.

It's hard to describe, but basically users congregate in chat rooms where they submit and discuss photos, can post to their twitter streams, can add contacts, fave photos etc.

The service uses the Flickr API to deliver a radically different and interactive version of Flickr.

Go with the Phlow?
I know what you’re saying, “yeah, OK, but what do you DO with it?”

I’m the first to point out admit that there are some uses of API that make you laugh, er, curious about their purpose. But to me, the beauty of the API is that user creativity tends to find new applications for sites like PhotoPhlow. And besides I’m just playing with some of the shiny new, not selling my possessions to follow the Phlow full time.

Invites are starting to spread, and, as proof, I have a spare one. Drop me a line if you want it.

photophlow uploaded by d.j.paine
tags | Photophlow | Flickr | Twitter