Q&As

The History Channel is building buzz around its new mini series, 10 Days That Unexpectedly Changed America via a seven-city mall tour and sweepstakes, in which consumers can win themed trips to historic U.S. locations.

A 2005 appearance in the reality show juiced the launch of GM’s Pontiac Solstice. Now in year two, the on-air/online campaign was recognized tonight with the 2006 Super Reggie award from the Promotion Marketing Association.

Online video-sharing community vMix and Twentieth Century Fox Home Entertainment are building buzz around the release of Walk The Line on DVD with an online sweepstakes challenging fans to create a musical slide show to win their very own copy of the movie.

Welcome, television! For years you

What drives engagement and loyalty for your brand? Wait, I’ll make the question easier. What drives engagement and loyalty for the category in which your brand competes?

Marketing productivity is down, and marketing resistance is up. It’s tough to disagree with the statements that Craig Wood, group president of marketing research firm/consultancy Yankelovich

I write about customer loyalty for a living, so it would seem that producing a monthly column for CHIEF MARKETER would be an easy task–until you realize how broad a topic loyalty marketing really is. What are we talking about, exactly? Points programs? Grocery-store discount cards? Cobranded credit cards? Dialogue marketing campaigns? Punch cards?

Direct marketers have long lived by the 40-40-20 rule: 40% of the success of a campaign is due to lists, 40% to the offer, and 20% to the creative. Grant Swain, senior vice president/executive creative director for marketing services firm Rapp Collins, argues that in today’s hypercompetitive world, to succeed the equation is now 40-40-40.

1-800-Flowers.com has partnered with Tourism Ireland in an instant-win promotion that dangles a trip to the Emerald Isle.

Universal Records is launching a Willy Wonka-style promotion to build buzz around Prince’s newest album 3121.