Alcone Marketing Group – Consumer Lab

The Consumer Lab is the consumer insights and brand strategy group at Alcone Marketing Group, a consumer activation company.

Online Video Viewing Surges

Did you watch a video online last month? You’re not alone. US Internet users viewed 11.5 billion online videos in March 2008.


Research Brief » Blog Archive » Online Video Viewing Surges
According to data from the comScore Video Metrix service, U.S. Internet users viewed 11.5 billion online videos during March, 2008, representing a 13-percent gain versus February and a 64-percent gain versus March 2007.


Filed under: Consumer, digital, film, Internet, Video, video search, viral, youtube

Keeping Pace: The Evolution of Marketing and Branding

The 2.0 world is evolving rapidly, creating new promotions and
marketing opportunities such as RSS feeds, podcasting, blogging,
talking avatars and widgets everywhere.


Keeping Pace: The Evolution of Marketing and Branding
In the digital space, the world of marketing and branding is constantly changing. New technology developments are prompting companies to take a fresh look at the ways they reach and interact with their vendors and customers.

Filed under: advertising, Blogroll, Consumer, Customization, digital, entertainment, gadgets, interactive, Internet, Media, Promotions, technology, trends, UGM, viral, websites, widgets

Dancers in the Crowd Bring Back ‘Thriller’

Sony BMG ventured into “guerrilla marketing,” staging dance scenes from
Michael Jackson’s “Thriller” to promote the 25th anniversary of the
record’s release.


Dancers in the Crowd Bring Back ‘Thriller’ – New York Times
FROM their seats on the rumbling London Underground, a group of stony-faced passengers rose at random and burst into the jerky slide kick of a zombie dance before melting away without a word.

The response of British passengers — stiff gazes, nervous silence and
tepid applause — was, naturally, videotaped and posted online, and it
quickly spun off into zombie dance sequels at the central Copenhagen
train station, in Chinatown in London and on the street outside the
Sydney Opera House.

Filed under: advertising, viral

Building a Brand with Widgets

The customizable bits of software on Facebook and other social networking sites are the latest trend in viral marketing. But are widgets here to stay?


Building a Brand with Widgets
The cards were stacked against A&E Television Network as it tried to generate positive buzz about its new series, Parking Wars. For one, it’s a reality show about meter readers. Two, the show doesn’t feature celebrities. “We thought if we could find a clever way of increasing consumer interaction with the concept behind the show that we would increase curiosity in the show itself,” says Lori Peterzell, A&E’s vice-president for consumer marketing.

So A&E hired area/code, a multimedia game developer, to build an online game based on Parking Wars. Played on the social network Facebook,
the game has users park virtual cars on friends’ profile pages, or
“streets,” while slapping tickets on cars parked on their own page and
avoiding tickets themselves.

Filed under: Consumer, digital, Internet, social networking, technology, viral, websites, widgets, Young Adults

For Marketing, the Most Valuable Player Might Be YouTube

The Internet, digital video recorders, mobile devices and other
technologies are giving a strong postgame presence to the annual roster
of Super Bowl commercials.


For Marketing, the Most Valuable Player Might Be YouTube – New York Times
SOME religions believe in an afterlife. Others do not. On Madison Avenue after the Super Bowl, most everyone is a believer.

That is because the Internet, digital video recorders, mobile devices
and other technologies are giving a strong postgame presence to the
commercials that appear each year during the Super Bowl. The spots can
be watched later on Web sites, forwarded to friends through e-mail,
discussed on message boards and assessed on blogs.

Powered by ScribeFire.

Filed under: advertising, Consumer, digital, Internet, Mobile, viral, websites, youtube

Practicing the Subtle Sell of Placing Products on Webisodes

American Eagle Outfitters is at the forefront of a trend toward
advertainment, making videos to engross viewers while glamorizing a


Practicing the Subtle Sell of Placing Products on Webisodes – New York Times
AMERICAN EAGLE OUTFITTERS, the retailer that sells jeans, T-shirts and hoodies for the 15- to-25-year-old set, has been at the forefront of the trend toward advertainment, in which companies make videos to engross viewers while glamorizing a particular brand.

Last summer, on its Web site,, American Eagle introduced a dedicated media channel called 77e, which plays music and videos. The idea was to make visitors intrigued enough by what they saw to entice them to click further and buy clothes. Much of the content on the channel has been commissioned specifically as entertainment and used the American Eagle brand almost incidentally.

Filed under: advertising, Branded Entertainment, Consumer, Internet, trends, Video, video search, viral, VOD, widgets, WOM, youtube

Ad Houses Will Need to Be More Nimble

This article talks about how clients are demanding more and better use of consumer data, specifically when it comes to advertising on the Web.


Ad Houses Will Need to Be More Nimble –
The Web’s emergence is forcing ad executives to succumb to marketers’ demands that agencies reinvent how ads are created, and forgo their TV-centric approach. Clients are even calling for changes in the way ad firms are structured. But until now, few advertisers have spent more than 5% to 10% of their marketing budgets online. With the growth of online video and social networking, ad experts expect that percentage to jump significantly this year.

Softness in the economy also will likely drive more money to the
Internet, which can be cheaper than other media and has a reach that is
easier to measure, which is attractive to advertisers in slower times.
Merrill Lynch predicts overall ad spending in the U.S. for 2008 will
grow 2.3%, while the portion of that spending on the Web will increase
18%. Publicis Groupe’s ZenithOptimedia says it expects the amount spent
on Internet advertising to overtake spending on radio in 2008, and
spending on magazines in 2010.

Filed under: advertising, Consumer, content, digital, Internet, social networking, Video, viral, VOD, websites Gears Up For Valentine’s Day Launch

The site, which targets women 18 to 44, will be ad-supported, allowing sponsors
to buy video ad overlays, ShoeTube Boutique microsites, banners, and contest and
polling efforts. So far, Nine West has signed on to promote its 30th anniversary
as well as the launch of its fall 2008 boot line.


MediaPost Publications – Gears Up For Valentine’s Day Launch – 12/26/2007
BETTING THAT THERE IS NO end in sight for American women’s obsession with shoes, Powderhouse Productions is getting ready to launch, a web channel devoted to nothing but shoes. (okay, there will be a little bit about boots, too.)

Programming for the site–scheduled to launch on Valentine’s Day–includes eight regular segments, says Marcy McCreary, director of new media, marketing and sales for the Somerville, Mass.-based company. “Pimp my Pump,” for example, allows women to show off their own shoe embellishments; “Walk on By” features woman-on-the-street videos shot in major U.S. cities, and “Real or Deal” invites contestants to decide whether a designer shoe is real or a knock-off.

Filed under: Branded Entertainment, clothing, Consumer, digital, fashion, living target, Media, trends, viral, VOD, websites, Women, Young Adults

Gatorade gives audience an early look at Super Bowl ads

As demand and prices continue to rise for the huge TV event, marketers
are trying to get more bang for their 2.7 million bucks, the record ad
rate for 30 seconds in this year’s game. Now, some marketers are giving consumers a sneak peek of their commercials online almost 2 months before they air.


Gatorade gives audience an early look at Super Bowl ads –
Pre-game advertising in the NFL’s Super Bowl used to mean buying a cheaper ad slot in the hours leading up to the game. This year it means promoting the pricey ads in the months leading up to the Feb. 3 ad fest on Fox.

Starting Thursday, Gatorade gives a sneak peek at their Super Bowl ads featuring sports stars Derek Jeter and Dwayne Wade.

Filed under: advertising, Consumer, Internet, TV, viral, websites, WOM, youtube

Laugh at the Web Clips, Then Buy the Gel

With the increasing interest among marketers in embedding brands in
entertainment programming, a viral campaign is arriving that spoofs the
concept — while at the same time playing up the product.


Laugh at the Web Clips, Then Buy the Gel – New York Times
ADVERTISING about advertising has long been a popular ploy on Madison Avenue. So, too, has the idea of ads that parody other ads. Now, with the increasing interest among marketers in embedding brands in entertainment programming, a viral campaign is arriving that spoofs the concept — while at the same time, of course, playing up the product.

The United States consumer products division of L’Oréal is starting
an online campaign — viral, because consumers are meant to pass it
along — that sends up the concept of sponsors insinuating products into
television shows, movies and video games.

The humorous campaign
includes a Web site, video clips and a blog. They were developed by the
L’Oréal division’s digital agency, Avenue A/Razorfish, part of Microsoft, and Kirt Gunn & Associates, an agency in New York that specializes in interactive advertising.

Filed under: advertising, Branded Entertainment, Consumer, digital, Internet, trends, Video, viral, websites, WOM, youtube

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