Video has steadily been climbing the ladder of importance by both consumers and marketers. Rich media has the ability to strengthen a brands recognition among consumers and is proven to be much more engaging than a static website or advertisement.

A recent study done by metrics firm comScore and VideoEgg, a rich media advertising network found that brands that integrated video into its marketing campaign increased favourability, ratings, recognition and engagement.

“We believe engagement is what truly drives brand metrics,” said Troy Young, VideoEgg president. “The results have important implications for brand advertisers seeking to maximize brand lift, and further validate our focus on delivering the right mix of creative. . .to optimize online brand engagement.” (more…)

For years Oreo fans have debated whether to dunk or not to dunk and now the time-honoured tradition is taking the debate to its Facebook fan page for its Oreo Cakesters product asking fans to declare their allegiance to one side or the other in a new user-generated content (UGC) jingle contest.

Teaming up with ex-Idols Anoop Desai and Matt Giraud, Kraft is trying to encourage America to take a side the best way they know how - through song. The pair have each created their own a cappella versions of a new Oreo Cakesters jingle to help promote the contest. (more…)

For the first time ever, PBS’s American Experience will be launching a new documentary through the social networking platform Facebook. The move is an innovative attempt to engage a new audience and solicit feedback from viewers in a way that television does not normally allow.

“It’s such a distancing medium that we work in, in television,” said American Experience executive producer Mark Samels. “You put all this work into something, and then it goes into this black hole, the ether.” (more…)

Twitter is increasing its reach even further with the announcement by CEO Evan Williams at this year’s SXSW Conference of a new platform to integrate with the rest of the Web through a plug in called @anywhere.

Operators of third-party websites will be able to integrate some basic Twitter functionality without requiring their community members to navigate away from a page to the profile at Twitter.com. (more…)

Thierry Mugler and luxury brand Clarins Fragrance Group launched the Womanity website last week in collaboration with Microsoft’s MSN. The initiative which appears as a mosaic of tiles is designed to inspire women and invite them to share their thoughts on femininity and what it means to be a woman today. (more…)

Capitec Bank has just been declared on of the 27 Great Brands of Tomorrow by Swiss financial institute Credit Suisse, and the only one to come out of Africa. As such, the brand is looking to the Idea Bounty community to develop a creative concept for both print and online to make the big announcement to the world. (more…)

With the season and weather finally changing students are beginning to think about their final months of school before they are unleashed into the real world. Department store giant Neiman Marcus is inviting fans to create a custom look that will Rock the Prom.

Participants can register with Brickfish, the leader in social media marketing and upload a photograph of your customized and unique prom look and include a description of how the look will Rock the Prom. This is only the first round of the contest which runs from March 4 to April 16, 2010. Looks should be created by indulging in luxurious Neiman Marcus gowns and accessories. (more…)

The Coca-Cola Company, initially reluctant and slow to start in the social media game has pulled in huge numbers this year in terms of brand love and brand health. While they might not calculate out to exact dollars and cents, “social media marketing is where it’s at.”

“If people are interacting with our brand every day, that’s fabulous marketing,” said Carol Kruse, Coca-Cola’s vice president of global interactive marketing. “Word-of-mouth is one of the key drivers.” (more…)

The Web is all a buzz with the upcoming launch of Radian6’s most powerful social media engagement and monitoring tool since its start date. The Radian6 Engagement Console uses all the power of Radian6 in one fluid desktop application that will help companies coordinate their entire social media outreach in one place. The only question left is: Who will manage it all? (more…)

German beer maker, Beck’s has been committed to producing one of the finest beers in the world since its creation in 1873. Its brand is a symbol of independent thinking and self expression, and it has refused to follow fads. Even today.

In March 2010, Beck’s will be launching a new packaging label on its bottles and cans globally. The new look has changed subtly over the years, demonstrating that it is a brand that remains true to the values it promotes.

To support the global launch Beck’s has introduced a viral video competition through the Poptent community to give fans a chance to promote their favourite beer in a hip and entertaining way. (more…)