Benetton has announced the birth of an online community of bloggers dedicated to communicating the very essence of the brand to the target audience. A new blog, or superblog, to be more precise, has been launched at www.blog.benetton.com showcasing the latest and most interesting topics related to technology, fashion, culture and life of young people around the world. However, Benetton has its own point of view on each of these areas and perceives fashion as something born in the streets, inspired by everyday life and embracing colors of the world; and technology as a tool that is capable of bringing people closer and improving the way we communicate.
youth marketing
Dr Pepper learnt a tough lesson in Great Britain last July with the huge scandal concerning the status take-over promotion on Facebook started as part of the brand’s ‘What’s the worst that could happen?’ campaign. Having tendered apology for the blunder (the thing was that a mother found her 14-year-old daughter searching for the meaning of her new status update with ‘two girls, one cup’ phrase referring to a notorious porn video), the brand closed the activity. Now, the buzz went down and almost one year later, the brand comes back with another teen-oriented project, dubbed ‘Pepperhood,’ which definitely will not have any unwanted after-effects.
In July, more than 400 of the brightest young minds from around the world will travel to New York to showcase their innovative ideas for using technology to solve the world’s toughest problems. As the winners of regional, national and online Microsoft’s Imagine Cup competitions, these high school and university students represent the pinnacle of innovation, creativity and entrepreneurialism from 73 countries and regions around the globe.
Guitar Center, one of the biggest stores specializing in music gear sales, has teamed up with Apple to run series of public workshops entitled ‘Recording Made Easy’. As said in the tagline, the purpose of the free workshops series is to familiarize general public with functionality of Garage Band software developed by Apple.
In pursuit of the young male American consumer, Red Bull has turned from must-drink into must-read. The brand announced it is about to start publishing a new monthly lifestyle magazine for 18- to 34-year-old male audience in the U.S., The Red Bulletin. The June issue will be available later this week, USA Today reports.