Channel | Data Driven ROI

Chevrolet has created an online promotion that challenges armchair apprentices to become an "Apprentice Project Manager" and create their own commercial for one of its new vehicles.

Daniel Powell has been tapped to serve as president of Newgen Results Corp., a customer loyalty and business-to-business channel management services provider.

Famous for Chunky Monkey and Phish Food flavors, Ben and Jerry's is turning over its ice cream-making talent to consumers with a new contest to create an original flavor for the brand.

Jose Cuervo is on the hunt for undiscovered Latino musical artists and is building a major event around the search.

Tommy Hilfiger is out with a new campaign designed to build buzz around its revamped juniors line with an instant-win game, which promises a grand-prize trip to New York.

Where do African American entrepreneurs turn for business advice? Many are now going to www.izania.com, a Web site that in one year has experienced a 400% growth in traffic. And many are reading the weekly Izania e-mail newsletter.

Many marketers are treading gingerly around the notion of adding a blog to their Web site. But don’t count online jewelry retailer Ice.com among the pussyfooters. The Montreal-based e-commerce site has not one but three blogs up and running and linked to its Web pages.

What’s with this explosion of blogs? Every schoolkid has one. Every would-be author or philosopher has one. Every frustrated lover has one. That’s why a potentially informative medium already has its waters loaded with mud.

Ford Motor Co. is boosting two of its brands via Webisodes that promote the new Mercury Milan and Lincoln Zephyr sedans.

The Hershey Co. this week breaks a multi-pronged marketing blitz for its Take 5 candy bar, its first comprehensive campaign since launching Take 5 last year. Hershey hopes to jumpstart trial with extensive sampling, buzz marketing and in-theatre promos as well as TV, online ads and a dedicated Web site, Thegreatestcandybarever.com.