Archive for April 1st, 2008

TV camera people know two things: No visual is as dramatic as a burning building at night, and none is as appealing as a cold, foamy glass of beer.

But Pacifico Beer, a Mexican-brewed import whose U.S. sales have so far been held to the Western states, has decided that TV won’t play a part in its drive to reach a national market this year. Instead, the company will promote its brew with a Web site that plays up the adventure of exploring the unknown—and of unknown brands like pacific. more

In many of the areas of promotion the Internet has given rise to, being around for ten years qualifies you as a pioneer. If that‘s true, then Streetwise Concepts and & Culture is practically the Lewis and Clark of social marketing, mapping out the territory for those who came after.

The Los Angeles-based agency got its start more than 10 years ago when now-CEO David Benveniste hired on to promote and manage a new band, System of a Down. Realizing that their label in 1998, Columbia, wasn’t planning to support the band’s first album with as much marketing or airplay as he thought advisable, Benveniste logged onto that new Internet thing. He began visiting chat rooms where young people got together to talk about music and asking members what bands they listened to. more

Pepsi is one of the world’s most widely recognized global brands. Now it’s linking to one of the world’s favorite sports with a social network that lets members find out which of five major soccer stars most closely fit their personality type.

The site, www.pepsiyouniverse.com, is built on a networking platform from London-based Imagini Holdings, and one of its most interesting features is that it asks registered members to categorize themselves using pictures rather than text descriptions. Visitors answer questions such as “What do you like best about soccer?” by choosing one of 12 photos that show teammates working together, fans rooting in the stands, some tricky ball handling, and so on. more