The Best Digital Marketing Campaigns In The World

Enhanced descriptions from Syndetics:

With the enormous growth of the internet and social media sites, digital marketing is now worth more per annum than TV advertising in the UK. Social network advertising spending is expected to increase to a staggering $4.3 billion in 2011 in a bid to attract today's media-savvy consumer. The Best Digital Marketing Campaigns in the World brings together an international collection of the most successful digital marketing campaigns of our time, assessing what they achieved and the business lessons learnt. This practical and insightful book explores how businesses large and small have harnessed social media, blogs, forums, online video and email to boost their brand and attract customers. Damian Ryan and Calvin Jones present a selection of hand-picked case studies, sharing the knowledge and skill of the world's top creative minds. Covering everything from household names such as Pizza Hut and Pepsi to Obama's 2008 presidential election campaign, this book is the must-read guide for all marketers looking to embrace the new digital landscape.

Table of contents provided by Syndetics

• Acknowledgements (p. vii)
• Introduction (p. 1)
• The rapid evolution of (digital) marketing (p. 11)
• Case study 1 Dockers 'pants dance' (p. 25)
• Case study 2 The truth about smart (p. 33)
• Case study 3 Doritos Hotel 626 (p. 37)
• Case study 4 Lynx Primal Instinct (p. 45)
• Case study 5 Rage Against the Machine for Christmas number one (p. 53)
• Case study 6 Pizza Hut iPhone application (p. 59)
• Case study 7 The Photographic Adventures of Nick Turpin (p. 65)
• Case study 8 TurboTax Super Status (p. 71)
• Case study 9 The Spoonful (p. 79)
• Case study 10 In an Absolut world (p. 87)
• Case study 11 Wario Land 'Shake It' YouTube shake-up (p. 91)
• Case study 12 WALL-E (p. 97)
• Case study 13 The Best Job in the World (p. 103)
• Case study 14 Star Trek (p. 113)
• Case study 15 Shadow Napping (p. 119)
• Case study 16 The Ozometer (p. 125)
• Case study 17 Playing the City (p. 133)
• Case study 18 Lost in Space (p. 139)
• Case study 19 Online as it happens (p. 147)
• Case study 20 The Ephemeral Museum (p. 151)
• Case study 21 Pepsi Makes Your Day (p. 157)
• Case study 22 12 cams create your rainbow (p. 163)
• Case study 23 World Malaria Day Twitter war (p. 167)
• Case study 24 Break the Cycle (p. 175)
• Case study 25 Barack Obama 2008 presidential campaign - the 15 swing states (p. 181)
• Looking forward to a creative digital future (p. 187)
• Index (p. 199)

Reviews provided by Syndetics

CHOICE Review

This book performs the invaluable service of featuring in one place 25 of the most successful international digital marketing campaigns. Among these top campaigns are Dockers' "pants dance," the Pizza Hut iPhone application, Star Trek, World Malaria Day on Twitter, and Barack Obama's 2008 presidential campaign (the 15 swing states). With the explosion of social media, Internet applications, and digital marketing, this collection provides a snapshot of best practices and the proverbial "state of the art." To assure "even playing field" comparisons, the authors (digital marketing specialists and authors of Understanding Digital Marketing, 2009) present each of the 25 case studies in a uniform template that facilitates side-by-side comparison of key factors: the challenge, campaign budget, target audience, action, and results. This breezy, well-organized, easy-to-read volume is the best summary of the development and application of social media to the marketing arena. Of course, "success" has subjective elements, but this should not deter readers of this book, which is filled with practical advice and all the excitement of being present at the explosive development of social media use in marketing. Summing Up: Highly recommended. Marketing collections at all levels. S. A. Schulman CUNY Kingsborough Community College