desktop

an UPFRONT MEDIA publication

ISSUE 20 April 2011

In this issue:

The Rules of Social Media Engagement 2

Why Facebook’s New Questions Tool Is 4

Good for Brands & Businesses

HOW TO: Add Facebook Questions To 5

Your Brand Page

HOW TO: Get the Most Out of Google 6

AdWords

Why Xbox Kinect Technology Will Be 7

the Next Frontier for Marketers

Random facts, humor 9

more...

The Rules of Social Media Engagement
A study published in 2010 surfaced a startling statistic, “75
percent of employers say their business has no formal policy
instructing employees on the appropriate use of social net-
working sites on the job.” The report, “Employer Perspec-
tives on Social Networking,” compiled data from 34,000 busi-
nesses in 35 countries.
Does your organization have a formal policy regarding em-
ployee use of social media? Perhaps better asked, does your
organization offer training, guidelines, and insights to help
employees excel in new media on behalf of your business?
In the same study, 63% of employers that employed social
networking policies reported that those policies improved
productivity. More than a third also stated that social media
policies helped protect intellectual property.
Social Media represents the democratization of information
and the equalization of influence. Therein lies both the chal-
lenge and opportunity for organizations.
Nowadays, anyone can create, publish, and distribute ideas,
observations, news, and information. Content can now travel
around the world through a myriad of connected channels
and people faster than the time it took you to read this sen-
tence.
While many businesses are attempting to figure out the po-
tential of social media and their voices and roles within rel-
evant networks, many confuse effective engagement with
everyday chatter.
At the same time, Instead of establishing leadership and in-
vesting in communities, a fair share of organizations relegate
the important task of social media to the most junior people
on staff with some placing interns in charge of representing
the brand online. Why you ask?
According to brand managers, it’s because they understand
how to use Twitter and Facebook already. These “Twinterns”
as they’re called, literally hold the fate of the brands they rep-
resent in vibrant and influential networks, where years brand
reputation can erode in a matter of minutes.
In order for businesses to maximize the opportunity present
within social networks, we must place engagement in the
hands of those representatives qualified and trained to do so
effectively and strategically.
Training Day
Social media is a critical enabler of engagement, connect-
ing businesses with customers and the people who influence
their decisions and perceptions. If we look at other important
customer facing functions within the organization such as
customer service or sales, training on procedures and com-
pany-specific value propositions and solutions in a variety of
applications is part of the regiment.
UPFRONT MEDIA
Social networks present opportunities to reach a variety of
important segments that complement the structure of any
organization and as such, in addition to standard commu-
nity management, delegation is necessary to engage on all
fronts combined with the wherewithal to do so.
Everything begins with defining the rules of engagement
and then providing the necessary training to prepare quali-
fied representatives for the predictable and also unforeseen
circumstances that await them.
For example, if we review the oft-cited incident involving
GreenPeace and Nestle’s Facebook Brand page, one could
argue that the community manager representing Nestle was
unprepared for such a hostile engagement. Unfortunately,
not everything in social media is sociable.
In this case, GreenPeace targeted Nestle over its use of
Palm Oil in certain products. Personal beliefs and opinions
aside, this is a very real confrontation that took place in a
popular social network because of its visibility.
But, what works against us can also work for us. These pub-
lic forums also represent our opportunity to steer perception,
conversation, and action in our favor. Without training and
preparation however, even the best will fumble.
The careful selection of capable officials combined with
coaching is only the start. The pairing of training with the
productive policies and guidelines provides the boundaries
for fostering performance and governance.
In the case of Nestle, even though the representative acted
in a questionable manner, I would bet that the actions did
not fall outside of any rules of engagement as they were
most likely ambiguous or undefined.
With Social Media Comes Great Responsibility and Oppor-
tunity
Going back to 2009, BusinessWeek shared a series of ex-
UPFRONT MEDIA | PAGE 2
A
amples where companies were caught by surprise over the
stories and updates shared by employees on social net-
works.
The article offered simple advice to help businesses shape
their presence rather than react to it, “To prevent information
leaks and other liabilities, companies are drafting guidelines
for social media interaction.”
It is paramount that every company, regardless of size, in-
dustry, or location, immediately draft and circulate guidelines
and policies – whether or not social media is practiced of-
ficially or unofficially within the organization.
The larger the company the greater the imminent risk and
drafting policies and providing the training necessary to rep-
resentatives and employees alike, will prevent unwanted
details from spreading. Accordingly, it will encourage the
propagation of desirable information.
Employees are enraptured with Twitter, Facebook, YouTube
and other social networks and the sense and sensibility
that governs self-restraint and judgment is, for the moment,
35 hours of video is uploaded to YouTube every minute. This comes up to 50,400 hours of video everyday
circumvented by the public recognition that ensues after
pressing the “publish” button. In some regards, social media
clouds our gift of inner monologue and common sense ex-
changed in part for instant recognition.
This is more than publishing and it’s far more important than
empowering employees with the ability to chat online. It’s
our responsibility to contribute to the increase of a signifi-
cant, tuned, and strategic signal over noise. I assure you
that in doing so, you will earn a place among the elite in the
ranks of social, new, and emerging media practices within
your organization.
Establishing Policies and Guidelines
When writing Engage!, I reviewed countless examples of
Social Media policies, many of which are available online for
your review.
One of the most universal rules I encountered in my research
was to “not be stupid” or to “use common sense.” To assume
that common sense is common, however, isn’t applying
common sense at all. It leaves actions open to interpretation
and not everyone will approach the same instance equally.
Perhaps the biggest mistakes committed by businesses,
personalities, and brands in Social Media are those that
jump into social networks blindly without a plan of action,
a sense of what people are seeking and how and why they
communicate.
To help, I assembled a list of best practices for guidelines
based on published policies I reviewed. Use them as a
framework to provide specific instruction of what to do and
what not to do in your branded profiles, outside communi-
ties, and also when acting on behalf of the brand or the indi-
vidual’s personal brand.
Once completed, holding formal workshops around these
guidelines for spokespersons and general employees pro-
vides a foundation for a formal understanding of the circum-
stances, objectives, hazards, and nuances associated with
community building. Doing so also introduces the gover-
nance necessary for rewards and reproach.
The Top 25 Best Practices for Drafting Policies and Guide-
lines
1. Define a voice and persona representative of the brand’s
purpose, mission, and characteristics
2. People expect to interact with people, be personable, con-
sistent, and helpful
3. Keep things conversational as it applies to portraying and
reinforcing the personality and value of your brand and
the brand you represent
4. Add value to each engagement — contribute to the stat-
ure and legacy of the brand
5. Respect those whom you’re engaging and also respect
the forum in which you participate
6. Ensure that you honor copyrights and practice and pro-
mote fair use of applicable content
7. Protect confidential and proprietary information
8. Business accounts are no place to share personal views
unless they reinforce the brand values and are done ac-
cording to the guidelines and code of conduct
9. Be transparent and be human yes, but also do so based
on true value propositions and solutions
10. Represent what you should represent and do not over-
step your bounds without prior approval
11. Know and operate within the boundaries defined, doing
so protects you, the company, and the people with whom
you’re hoping to connect
12. Know when to walk away. Don’t engage trolls or fall into
conversational traps
13. Stay on message, on point and on track with the goals
of your role and its impact to the real world business in
which you contribute
14. Don’t trash competition, spotlight points of differentiation
and value
15. Apologize where applicable and according to the estab-
lished code of conduct. Seek approval by legal or man-
agement where such action is not pre-defined
16. Take accountability for your actions and offer no excuses
17. Know whom you’re taking to and what they’re seeking
18. Disclose relationships, representation, affiliation and in-
tentions
19. Refer open issues or questions to those most qualified
to answer
20. Practice self-restraint, some things are not worth sharing
21. Empower qualified spokespersons to offer solutions and
resolutions
22. Seek the approval of customers and partners before
spotlighting their case studies
23. Take the time to interpret the context of a situation before
jumping in with a response
24. What you share can and will be used against you – The
internet as a long memory
25. When in doubt, ask for guidance
UPFRONT MEDIA | PAGE 3

Why
^ Facebook’s New Questions Tool is Good for
Brands & Businesses
Mar 27, 2011 from Mashable
Brands and businesses are looking for ways to leverage
Facebook’s recently unveiled Questions tool in ways that
differ from what they’re already doing on Q&A sites such as
Quora, Yahoo Answers and LocalMind.
The feature, which Facebook rolled out to all users March
24, functions as a recommendation engine. It also presents
a major opportunity for businesses to conduct market re-
search and crowdsource in a far more elegant way than was
previously possible, according to Ben Grossman, communi-
cation strategist for marketing agency Oxford Communica-
tions.
“We know from Nielsen that
recommendations from friends and family and the
opinions of online strangers are the top two most
trusted forms of advertising,”
Grossman told Mashable. “Facebook Questions offers the
perfect opportunity for brands to tap into exactly that.”
Businesses, groups and organizations can use Questions in
several ways. For example, Grossman said:
a Ice cream parlors can find out what the flavor of the
week should be.
a A gym can find out what time is best for its new hip-
hop yoga class.
a Radio stations can determine the hottest concerts
for the summer.
a Manufacturers can do a pulse check on fans’ holiday
shopping plans.
Mashable: How is Facebook Questions different than the
Q&A tools already online?
Grossman: Though Questions certainly falls into a similar
category as Yahoo Answers and Quora, there are two very
major differences:
a Answers to questions are not free-form; users are limited
to multiple-choice responses.
aQuestions (and their answers) are not catalogued by
search engines at this time. Public Q&A sites like Yahoo
Answers and Quora will still remain important for public-
facing customer support and inquiries.
Mashable: How will Facebook Questions change the way
users of Facebook Pages interact with their fans? Why is
this important?
UPFRONT MEDIA
Grossman: Though third-party Facebook application devel-
opment companies such as Involver and Wildfire have de-
veloped turn-key “poll” applications, many users were likely
to get hung up on that pesky “Applications Permissions” box
that demands access to users personal information.
Questions changes that. No permissions are required, and
the Questions platform lets you answer and talk about ques-
tions with all your friends no matter if they’ve engaged with
a third-party application before or not.
The other great thing about Questions is it comes with a
setting that allows users to add more answers to the multi-
ple-choice answers. This bit of flexibility will really and truly
allow businesses to learn from their consumers — they just
have to know the right questions to ask.
Questions also demands a higher level of fidelity to opin-
ion statistics for brands. If brands bind themselves to the
Questions platform to pose questions and they relate to the
brand’s business, it’s going to be a lot clearer to all the fans
what public opinion is.
If the brand doesn’t follow through by acting on that opinion,
Questions has a nice comment area that gives fans the per-
fect place to call a brand out on it.
Mashable: How have you or Oxford used Facebook Ques-
tions so far? How do you plan to use the feature in the fu-
ture?
Grossman: Oxford Communications decided to test out the
functionality and float this question out to our fans:
Within 15 hours, we had engaged 13% of our fanbase and
had not only gained votes on answers we had given to the
question; we also had fans suggesting (and voting for) new
answers, including local couponing sites, LiveTVChat and
more.
UPFRONT MEDIA | PAGE 4
A
For us, it was an opportunity to enjoy a high level of engage-
ment with our followers, emerge as a thought leader and
learn a little all at the same time.
The next frontier, after some additional testing, will be to ac-
tivate Questions on behalf of our clients. Next month, we
are planning on extending Legends Outlets Kansas City’s
“Charity Check-In” program through use of Facebook Ques-
tions.
On Legends Outlets Facbeook Page, Legends Outlets is
currently encouraging its consumers to check-in with Face-
book Places in order to trigger the brand to donate $1 to a
pre-determined, local Kansas City charity.
Next month, the brand will be doing the same, but we will
also be employing Facebook Questions to ask the fans what
charities they would like to see appear as part of the ongoing
Charity Check-In program.
We’re excited to help Legends Outlets partner with the chari-
ties that mean the most to its fans, while raising their friends’
awareness of ways they can give back to the community.
HOW TO: Add Facebook Questions To Your
Brand Page Mar 28, 2011 from Mashable
Facebook released a new version of Questions late last
week and will soon begin to roll the feature out to Facebook
Pages as well. The feature can be used by brands and pub-
lishers as a new way to survey customers or crowdsource
information from readers.
Page owners can ask questions with a set of possible an-
swers, and they have the option to allow users to add addi-
tional answers for which other users can vote. The best part
is users can share the questions for their friends to answer,
broadening the potential exposure.
But, if you want to get your hands on the feature for your
Facebook Page today, you can add it by following the sim-
130 million photos are uploaded into Flickr per month
ple steps below. Note: The feature is not yet available in all
countries.
1. Sign In To Your Facebook Page
Go to the “Account” tab at the upper-right side of your Face-
book account and click “Use Facebook as Page.” Click
“Switch” next to the page you’d like to be signed into (this
should be the page you want to add Questions to).
Mashable: What was your initial reaction to the new Face-
book Questions tool?
Grossman: Any time Facebook adds a new standard appli-
cation to all user and business profiles, I get excited. When
Facebook adds major new functionality like Questions, it
stands to shift the social dynamic of over 500 million people,
creating richer, more diverse and increasingly dynamic con-
versations.
Beyond the impact it will have on users, the widespread
release of Facebook Questions is also emblematic of the
continuing trend we’ve seen from Facebook: As soon as a
new trend in social media begins to rise up, Facebook acts
quickly and decisively.
For those long-time Facebook users out there, Questions
will hearken back to the days when Polls were far more com-
mon on Facebook. But this round of Q&A-based functionality
released by Facebook is likely more of a direct response to
the increasing popularity of up-and-coming sites like Quora
and LocalMind.
What I love about Questions is how true it is to Facebook’s
zeal for transparency and trust.
2. Go To Facebook’s Questions Page
Go to Facebook’s Questions page, which not only outlines
the product, but is also where you add Questions to your
Page. Once you’re there, click on the bright green button
that says, “Get Questions Now.”
The action will apply to the Page you’re logged in as, so if
you’d like to add Questions to multiple Pages, repeat step
one and two for the specific Page in question.
3. Ask Your First Question
After you’ve clicked “Get Questions Now,” a pop-up box will
open confirming that Questions have been added to your
Page. You’ll now see the Questions tab on your Facebook
Page and you’re ready to ask your first question. You can
add poll options and the ability for your fans and others to
add other answers. The question will post to your wall as
well as the News Feed of users who have “liked” your Page.
It’s as simple as that.
UPFRONT MEDIA | PAGE 5

hOW : Get the Most Out of Google Adwords
tO
Google AdWords (those sponsored links that appear along-
side search results and web content) can be one of the most
cost-effective ways to advertise on the web. Your ads are
highly targeted based on keywords, and you don’t pay for
anything unless they are clicked.
But often, small businesses set up a campaign and load it
with relevant phrases, only to see little traction. Or worse,
they get clicks (which cost money) but aren’t converting
them into sales.
If you’re struggling to hit pay dirt with Google ads, or you’re
interested in signing up but not sure where to start, take
some cues from these small business success stories.
Where to Begin
Before you get started, “know that AdWords is a real com-
mitment, and is likely to be a time drain,” says Chris Conn,
founder of MightyNest.com, purveyors of organic and natu-
rally made home wares and accessories. His company uses
AdWords to drive potential customers to the online store. “It
will take from other activities, so make sure that fits with your
priorities.”
In that regard, start small, says Timothy Thomas, a small
business consultant who cultivates successful AdWords
campaigns for his clients.
“Focus on one campaign, lock your budget and use the tools
provided by AdWords to learn how Google does its magic,”
Thomas adds. He recommends that companies continue
their standard SEO efforts in order to rank high in organic
search for free (more on this in a bit), and then optimize an
AdWords campaign accordingly.
“Don’t buy ads in areas where you are getting a top-five link
already. Think about terms that are unique to your offering
and try to make the most of those keywords by standing
alone in paid search.”
If you’re trying to get the maximum value out of a small Ad-
Words budget, don’t worry about appearing at the top of ev-
ery search.
“ Keep your bids as low as you can
and edge them up — you do not need to be
the number one paid search term, however being in
the top three is valuable. ”
“Being number one in the wrong search will only cost you
money.”
UPFRONT MEDIA
Mar 27, 2011 from Mashable
When you settle into an AdWords campaign that works for
your budget and time, think about using the platform to glean
a bit more insight into what your potential customers want.
Conn uses AdWords as a real-time testing and intelligence
tool. “If we want to know what messaging works, we launch
a quick AdWords campaign to see how customers respond.”
Making fine adjustments based on small messaging chang-
es can really hone your ads and give you the most bang for
your pay-per-click buck.
AdWords and SEO Go Hand-in-Hand
A theme that held true for all the small businesses we spoke
with was the importance of traditional SEO as it relates to
AdWords campaigns.
“We find that paid search lifts other traffic channels,” says
Conn. “When we increase our paid search, our direct traffic
and organic traffic also rise.”
And the tides flow in both directions. Jordan Schaffel, co-
founder of Say It Visually, a company that produces animat-
ed instructional and demo videos, explained that their exist-
ing SEO efforts were crucial to the success of their AdWords
campaign.
“When we re-did our site recently, we had AdWords in mind,
so we did our homework prior to re-launching,” Schaffel
says. “Without the foundational efforts, we would’ve struck
out, or at the very least, been behind the eight ball on getting
clicks through our AdWords campaigns.”
Schaffels’ strategy included titling and tagging all of their vid-
eos to tie in closely with the AdWords campaigns. “If you fail
to do one or more of the pieces of the SEO puzzle, you’re
hurting yourself exponentially.”
One of those puzzle pieces is knowing when not to pay for
search terms that you already own for free. “If Google can
UPFRONT MEDIA | PAGE 6
A
match your ad to a search, they are happy to sell a click
whether it’s a good one or not.
The only valid strategy is to narrow Google’s ability to pres-
ent your ad,” explains Thomas. Make sure your AdWords
keywords are embedded in the HTML of your website, and
if you’re already dominating a search term organically, don’t
buy it from Google. “You only want to pay for eyeballs that
you can’t get in front of organically.”
Optimization
Even if you have a good AdWords campaign that’s produc-
ing quality leads, there’s always room for improvement. In
some cases, it can be a complicated matter. Thomas says
he worked with an engineering company that specializes in
LED lighting and testing.
Its customers are technically trained engineers, but its ads
were being surfaced by consumers looking for Christmas
lights, Xbox controllers and LED TVs. In short, the company
was spending money on lots of useless impressions and
clicks.
“The solution was eliminating ‘broad matching’ criteria,”
says Thomas. “We put our keywords into either Phrase
Match or Exact Match. Each day we would look at what the
company had paid for on the previous day and just started
Why Xbox Kinect Technology Will Be
the Next Frontier for Marketers
20 million Facebook applications are installed everyday
Mar 23, 2011 from Mashable
If you’re among the many marketers trying to grasp the
game-changing impact of Xbox’s motion-controlled add-on
Kinect, you’re not alone. Even Microsoft didn’t realize what
it had on its hands.
When launching in November, Microsoft predicted sales of
3 million units by the end of 2010. Instead, the company
sold 8 million in two months and recently entered the Guin-
ness Book of World Records as the fastest-selling consum-
er electronics product in history. For brands, the excitement
is just beginning — and so are the challenges.
In addition to sensing motion, Microsoft’s newest periphery
for the Xbox 360 recognizes voices, captures facial expres-
sions in real time, and can even tell players apart. It’s argu-
[adding] negative keywords. Words like ‘Christmas,’ ‘au-
tomobile,’ ‘rope light,’ ‘Playstation,’ and all the variants for
‘television’ were identified and blocked from matching.”
Thomas adds that “the daily review and elimination of in-
appropriate search matches is the secret sauce of mas-
tering AdWords. You have to tune AdWords for about 15
minutes every day or it can eat you alive, financially.”
Closing the Deal
Like any good lead-generation tool, it’s how you turn an
interested click into a repeat customer that really counts.
“It is important that you build a relationship with the cus-
tomers you find through AdWords and that a meaningful
amount of those relationships are sustainable in the long
run,” says Conn. “If not, AdWords can turn into a tread-
mill.”
In the case of Thomas’ engineering client, most of the
potential customers know what they’re looking for by the
time they reach the company’s website. Once they’ve
clicked through, “we encourage them to approach us by
phone so we can really help them find the service or prod-
uct they need.”
Schaffel’s company takes it a step further by monitoring
real-time analytics. “We use Woopra to track people com-
ing to our site from AdWords (and other links), and we
see patterns emerge when people are truly interested in
creating explanation videos.”
Paying attention to traffic patterns like this can help you
fine-tune your campaigns and figure out what customers
are expecting when they arrive. A sale may hinge on the
context of the ad that sent them there, or the appeal of
the site itself.
ably the biggest advance in mainstream digital interface
design since the widespread adoption of the computer
mouse in the ’80s.
Kinect and its underlying PrimeSense technology prom-
ise to open new doors and could explode our conceptions
of what’s possible online. Today’s online world remains
UPFRONT MEDIA | PAGE 7

governed by the conventions of preset hyperlinks and point-
and-click devices, but over time, those constraints will be
shattered.
The popularity of touchscreens on smartphones and tablets
suggest we were already headed in this direction. Market-
ers may play an important role in determining how quickly
Kinect technology crosses the chasm from hardcore gamers
to mainstream adoption.
The Engagement Potential for Brands
Big brands, including Burger King and Samsung, jumped in
first with Kinect gaming promotions. But the marketing po-
tential of Kinect extends far beyond video games.
In the near term, marketers could leverage
Kinect technology to create eye-opening trade
show displays and in-store promotions.
Freed from the gaming console, the technology
can draw people into an immersive, interactive
experience.
Innovative web-based applications will also be worth con-
sidering as the technology reaches a critical mass of 15% of
households or users, a point at which adoption rates tend to
accelerate.
With Avatar Kinect, Microsoft will soon move into augmented
UPFRONT MEDIA
social media. Microsoft’s plans for the new technology clear-
ly go beyond gaming. And Kinect’s controller-free environ-
ment should appeal to casual gamers, not just the hardcore
console jocks, which will heighten appeal for mass market-
ers.
Indeed, the pitch to advertisers from Microsoft is that wom-
en, younger children and tweens are “joining in the fun” with
Kinect. Most importantly, perhaps, the price is relatively inex-
pensive; approximately $150.
In the future, it’s conceivable that consumers scanned into
the system could theoretically interact with three-dimension-
al models of products.
Why couldn’t Ford, which recently launched an exclusive
Xbox campaign for its C-MAX, put consumers behind the
wheel and let them take the newest model for a spin?
For catalog clothing brands, the ecommerce implications are
immense. Why couldn’t Eddie Bauer let consumers try on
clothes virtually?
In the travel industry, the applications are even more numer-
ous — a walking tour of the cabanas at Club Med, anyone?
And with the capacity to scan an entire room, why couldn’t
The Home Depot let customers design the layout of new
kitchen cabinets or Ikea showcase sofas within digital mod-
els of consumers’ living rooms?
Peak Expectations Meet Practical Challenges
Marketers have tremendous opportunities to differentiate
themselves from their competitors in this new environment.
Yet they also face the challenge of developing those experi-
ences without instructions or precedents.
Before agencies and developers can create the architecture
of this new world — and customized applications for brands
— they must first study what makes the new technology tick,
which is why developers have been so busy “hacking” Ki-
nect.
The development tools for Kinect are still fairly immature at
this stage, but they do provide enough capabilities to build
some interesting applications.
As more work is done to support these tools by Microsoft
and the larger development community, the possibilities for
Kinect will grow exponentially.
UPFRONT MEDIA | PAGE 8
A
Humor INTERESTING TO KNOW
Color: The Location Based Social
Photo App
Mar 27, 2011 from DigitalBuzz

Instagram has taken the app world by storm,

but here comes the challenger in a universe
obsessed with instant photo sharing, com-
plete with a tonne of great social features,
and minus the need to “filter” everything
for coolness, instead, showcasing location
based group albums.

Now, it’s not just “location” as the primary

feature, its actually all about creating social
photo albums based around those loca-
tions, from you, your friends and every other
Foursquare Check In Activated Dog Treats! stranger within 150 feet.
Mar 28, 2011 from DigitalBuzz
The app takes everything into the “multi-lens”
view, were you can literally see every photo
being taken right now, with in that 150 feet,
allowing you to experience a location or say,
an event, from other perspectives in real time.

It also allows you to comment and interact

with the people taking photos.

At first glance, this is about to become a

“must have” event/party app, but I suspect it
might just be a little more in the long run as
By 2010, there were 2.4 billion Instant Messaging users

If you can excuse the demo video, you’ll find a seriously cool Foursquare people discover the power of social perspec-
campaign installation for GranataPet in Germany, who make a leading range tive. Get the app here.
of ultra-premium pet foods.

The idea was to target dog owners as they take their best friend for a walk,
positioning a socially activated installation on a key walking path. Dog own-
ers walking past would be stopped by their dogs smelling treats, only to see a
billboard saying “Check in. Snack Out” and accompanying information telling
each person how to check in with Foursquare to activate a free bowl of dog UPFRONT MEDIA
food.
UPFRONT MEDIA
The catch was, by doing this, each time the dog walked past it would stop, 31A Kreta Ayer Road, Singapore 088998
knowing that there was a free source of food waiting for it (conditioning they Trunkline: 6225 7655
call it!), and with they were also training the owners to believe their dog loved
GranataPet food, driving increased demand in local stores. Thorsten Nolte, CEO
Samir Ahmed, Philippines Country Head
I also love the simplicity around the tech side here. Leveraging a widely used
social platform to activate a mechanical food release. A cheap-ish installation Visit us at www.UPFRONTMEDIA.asia
that was easy and very very effective.
UPFRONT MEDIA | PAGE 9