Call it a comeback and let social sharing do the rest

Call it a comeback and let social sharing do the rest | Don't let social media distract you from selling things | Lay's partners with Uber on potato chip campaign Created for ignoble.experiment@arconati.us |  Web Version   August 18, 2014 CONNECT WITH SMARTBRIEF        SIGN UP | FORWARD | ARCHIVE | ADVERTISE The Big Story Sponsored By Call it a comeback and let social sharing do the rest Burger King's decision to bring back its chicken fries has proven a social hit, scoring 380 tweets a minute and 150,000 social media mentions in the campaign's first 72 hours. Marketers say "bring back" campaigns are a great way to drive social buzz without spending heavily on paid advertising. Adweek (8/15) Share:  The Inbound Website: Content Targeting & Lead Nurturing This eBook takes you through ways to use content targeting, nurturing and personas to increase relevancy and engagement with your visitors. Learn where to focus and how to use analytics to optimize your digital experience. Download the step-by-step guide to transform your website into an inbound machine. Connecting & Collaborating Sponsored By Don't let social media distract you from selling things Too many companies' digital strategies neglect sales and focus on more nebulous forms of return on investment, Frank Cespedes writes. Bosses should resist such approaches, and demand social strategies that complement rather than distract from old-school sales strategies, Cespedes writes. "The big story is that the internet is realigning, not eliminating, sales tasks," he writes. Harvard Business Review online/HBR Blog Network (8/15) Share:  Lay's partners with Uber on potato chip campaign PepsiCo's Lay's brand teamed up with Uber's courier service on Friday to pass out free picnic baskets that included Lay's potato chip flavors to Uber customers who logged on to Uber's site and entered a code. Lay's launched the digital campaign to promote the second year of its "Do Us a Flavor" contest, which will end in a new potato chip flavor for the brand. Advertising Age (free access for SmartBrief readers) (8/15) Share:  SAVE $100 on 12 world-class wines — plus get 3 FREE bottles This special offer will put 12 delicious reds on your table for just $7.50 a bottle — with FREE shipping direct to your door. Enjoy blockbuster 2010 Bordeaux, rich California Cabernet, top-estate Argentine Malbec and more. Plus get 3 FREE bottles of acclaimed Chianti (a $47.97 value) with your exclusive introduction to the WSJwine Discovery Club. Most Read by Marketing Decision Makers Leaked files reveal LinkedIn's $1 billion business plan Business Insider The horror of liking everything on Facebook Wired.com Analysis: Socially savvy brands are moving beyond Facebook MarketingMagazine.co.uk (U.K.) Why Uber drivers are heading to the Hamptons Bloomberg How much effect will the "ice bucket challenge" have? The Wire Does your content marketing program follow industry best practices? Get the guide to industry standards for content marketing. Download this free Content Marketing Primer for advertisers and publishers. Marketer Moments Fanta's Vine comedy shows get 7-figure backing Coca-Cola's Fanta brand is rolling out a teen-focused campaign centered on a weekly digital comedy series called "Fanta for the Funny" that's made up of Vine videos. The campaign comes from 360i and will be backed with a seven-figure investment. The series will be featured on CollegeHumor.com and other digital channels, while the series' Vine stars will ask for user submissions for future episodes with the hashtag #FantaForTheFunny. Advertising Age (free access for SmartBrief readers) (8/15) Share:  Twix #TBT campaign pokes fun at the '90s Twix has released two 30-second online videos that tie into social media's "Throwback Thursday" trend and use humorous cultural references from the 1990s to explain why new Twix Bites were not introduced sooner. Excuses such as slow dial-up Internet, the Y2K scare and bad hairstyles are included in the campaign. Adweek (8/15), MediaPost Communications/Marketing Daily (8/15) Share:  Platform News Facebook will start flagging satirical content in test There's some good news for Facebook users who inadvertently share pages from The Onion on other satirical sites in the belief that they're genuine news reports: The social network is testing a "satire" tag to identify fake news stories. Mashable (8/17) Share:  Measurement Matters 3 rules for experimenting with social data Experimenting with social data is tempting for researchers and marketers, but it's important to follow a few basic rules, writes Charlie Smith. Be sure to put consumers in the driver's seat, create real value and be transparent about your intentions, Smith writes. ClickZ (8/18) Share:  Social Shareable How to turn $8,000 worth of junk food into fine art Artist James Ostrer has carved out a niche photographing people coated in cream cheese then plastered with strawberry shoelaces, donuts, cheese puffs and other junk food. Over the past two years, Ostrer has spent about $8,000 on junk food for the project. "I wanted to completely engulf myself in these food types to this extreme level," he says. National Public Radio/The Salt blog (8/14) Share:  SmartQuote We have our social media dashboards open all day, every day. We make our decisions in real-time." -- Eric Hirschhorn of Burger King, as quoted by Adweek Share:    Andy Sernovitz, Editor at Large Andy Sernovitz is the New York Times best-selling author of "Word of Mouth Marketing: How Smart Companies Get People Talking" and the blog "Damn, I Wish I'd Thought of That!" He runs WordofMouth.org, where marketers and entrepreneurs learn to be great at word of mouth marketing, and SocialMedia.org, the community for social media leaders at the world's greatest brands.   Subscriber Tools Please contact one of our specialists for advertising opportunities, editorial inquiries, job placements, or any other questions.   Editor:  Ambreen Ali Managing Editor:  Stephen Yusko Contributing Editor:  Ben Whitford Advertising:  Dena Malouf Jobs Contact:  Elizabeth Stack     SIGN UP   SHARE   ADVERTISE   SEND FEEDBACK Update Profile | Change e-mail address | Unsubscribe |  Archive | Web version (print friendly) Download the SmartBrief App  iTunes / Android   Mailing Address: SmartBrief, Inc.®, 555 11th ST NW, Suite 600, Washington, DC 20004 © 1999-2014 SmartBrief, Inc.® Privacy policy |  Legal Information