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United States

Travel Channel: Everything is Social, Even a Kidnapping

It used to take television advertising to create a runaway hit. But an idea can go big if it’s the right idea in the right place at the right time. Social media can turbocharge what used to be called one-to-one marketing. Take “Kidnap!” It’s just a Facebook app, but it connected with the 25- to 34-year-old target and became one of Facebook’s Top 20 most popular apps. Ad Age named it the number two social media campaign of the year, second only to a campaign that helped a junior senator from Illinois get elected president of the United States.

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United Kingdom

Strongbow: The Battle in the Pub Isn't Won in the Pub

Strongbow is the leading cider in Britain, but the very people who make Strongbow number one are known to drink the odd pint of lager. The trick to getting these consumers to drink more cider was to engage them before they arrived at the pub. An integrated push with location-based mobile stunts positioned along the route to the pub did the trick. For the duration of the campaign, Strongbow drinkers consumed 44 percent more cider than before.

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France

Sony: 6 Degrees of Solution

The competition had Sony beat. A new technology was eating Sony’s lunch. But wait, Sony’s screen is tilted 6 degrees — not a very big deal but a difference nonetheless. So RAPP brought it to life and put it on the web. The competition had the bigger technological advantage plus traditional marketing. Sony had a smaller technological difference plus the power of the web. Guess who redefined the category?

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Interview

RAPP: An Interview With Global CEO Bob Horvath

Global CEO Bob Horvath discusses RAPP’s current success in the Brazilian market and looks ahead to future opportunities.

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