areas: promotion: materials

ARContribution by Deborah Y. Cohn, Michael Levin, Zinaida Taran, Greg Thomas, Dana VanDen Heuvel

Please send additional material or comments to arc@ama.org. 

The AMA Blog - Marketing Beyond the Web Site

Dr. Pepper's "Raging Cow" campaign was an early attempt to use blogs as a promotional vehicle

• http://www.richardsi.com/ - Richards Interactive, originator of the Raging Cow campaign
• http://www.businessblogconsulting.com/2004/06/raging_cow_the_.html - Discussion of the "Raging  Cow" campaign at Business Blog Consulting

Key links on the phenomenon of "corporate blogs"

• The Use of Weblogs in Practice - PPT presentation by Dana VanDen Heuvel, BlogSavant
• http://www.micropersuasion.com - Steve Rubel's blog on blogging and public relations
• http://www.thenewpr.com/wiki/pmwiki.php/Resources/CorporateBlogsList - numerous examples of corporate blogs

Microsoft employs blogger Robert Scoble

• http://www.economist.com/people/displayStory.cfm?story_id=3644293 - An article in The Economist on the Microsoft blogger Robert Scoble and Microsoft's use of blogs.  are:
• http://radio.weblogs.com/0001011/ - One of Scoble's blogs

Other examples or commentary:

• http://www.thecaptainsblog.com/ - Captain Morgan's Rum
• Warner Bros, commented on in David F. Gallagher. (2004, August 16). Warner's Tryst With Bloggers Hits Sour Note. New York Times  (Late Edition (east Coast)),  p. C.1.
• Nike (created by Gawker)
• Cadbury Scheppes (used a blog to launch it's mild products)
• Mazda used a stealth blog which was attacked by other bloggers once exposed
• Bart A. Lazar (2005), "Marketing blogs present new legal issues," Marketing News, April 15.