Alternative marketing thinking

iCONTRACT

Brands as Content Aggregators

Amex has just launched Entertainment Spotlight, a site (in beta, what else?) devoted to featuring the best in weekly entertainment happening in New York, San Francisco, and Chicago. The site currently features some details of some alternative events such as a Street Art festival in San Francisco, an underground film weekend in Chicago, a punk rock festival in NY and some obscure eateries. Brands as content aggregators is catching on these days with companies going out of the way to woo consumers who have little or no time for conventional advertising. Philips was at it recently when they launched Simplicity Concierge, in keeping with their brand there, Sense and Simplicity. For this they worked with publishing giant Condé Nast to create special content for business travellers in the US who were on the move. The service could be accessed using mobile phones. Similar content was also published in magazines and local guides in the US. A new phase of the campaign is now on with a sweepstake that will help winners simplify their lives. Check out some unusual prizes that are on offer.

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