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Brian Solis, PR 2.0 and Social Media superstar just posted an article on Mashable “Why Brands are Becoming Media“. Brian discusses how brands must stay consistent once a social object is chosen – and how this can become overwhelming with limited resources and knowledge (all the while convincing executives this is a necessary and permanent step).

This is a great topic, so what about brands anyway? Before we even go there, how much of a willingness do these guys have to take the plunge at all? Superbowl ads last weekend did next to nothing with regard to interactive and social media. Did I miss something? Yes, there was the first ever Google spot, the E-Trade baby and some .com references, but there was certainly not a big encouraging push for those to get on the networks and engage. Where was twitter, facebook, youtube or even foursquare!

Interestingly, the big hubbub is that Pepsi chose to not make a Superbowl TV appearance for the first time in 23 years in order make cool things happen (solely) online with their Refresh Campaign.

While were on Twitter and Facebook multi-tasking and talking about the spots, what were the big brands doing? Watching themselves on TV?

What could be going on? Where are big brands? Three possibilities:

• Is this a strategy? Are the big brands trying to buy time before proceeding into the inevitable (two way engagement)?
• Are big brands trying to bulldoze consumer engagement by refusing to advocate social media/online engagement/etc?
• Or, do they still think social media is just a ‘phase’?

What’s your brand doing?

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2009 has been quite an interesting year for rebranding. “Nothing else is working, let’s redo the logo!” But oddly enough, some companies did it twice.

Kraft

February 2009: New Logo

Explanation: “With a new purpose and values setting a fresh direction, Kraft Foods also gave its corporate logo a face lift to more clearly deliver “delicious.” Starting today, people around the world will begin to see the new identity that deliciously features a smile, the natural reaction to delicious foods and experiences, and a colorful flavor burst. It signals to employees, consumers and investors what the new Kraft Foods is all about.” Press Release

July 2009: New Logo

Guess the first logo wasn’t what “Kraft Foods is all about”.

But I have to say the ‘New Kraft’ corporate is more than this logo.

Check out the New Kraft. This feels pretty damn corporate so I’m wondering why they use the old logo. But, that’s what I mean about 2009, weird stuff happened all over the place.

HTC

In early 2009, HTC (High Tech Computer Corp.) also launched a new brand.

Old Logo

via rebrand

New Logo

Then, in October, they did it again.

New, New Logo

via Tracy and Matt

Tropicana

Oh Tropicana. Brand-owner Pepsi screwed this one up. After removing the classic orange and straw design and replacing it with something reminiscent of a private label brand.

Pepsi Co. chose Ominicom agency, Arnell, on the rebrand.  In an attempt to ‘refresh’ the Tropicana brand, Arnell removed the orange and put a goblet of juice on the package. Consumers were pissed. They wanted their orange and red-striped straw back. Peter Arnell, Chief Creative Officer at Arnell was surprised by consumer reaction saying, “Tropicana is doing exactly what it should be doing. I’m glad Tropicana is getting this kind of attention.” Oh Peter.

So the old design is back. GO CONSUMERS!!!

But Why?

Well folks, here again we see the mighty power of the Interwebs. In the early days of the world, pre-1995, we had TV. TV pushed everything at us. We were just waiting for brands to push their nicely packaged messages over the tube. They had time to prepare. Now, not so much. But there is a lesson in all this. Do your homework. Get a focus group together at least. Get some loyal customers and some prospectives in a room and get their input. If you can do it in a controlled white room with one-way glass, you’ll be much better off than on the Web.

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by  lisa kribs + beth lapierre

Oh 2009…what a year. What a crazy, chaotic year. This one caught us with our pants down. 2008 was pretty fat and happy. We had an app, we had 100k Facebook fans, our personal brand flourished, our video went viral–life was good. Then the economy collapsed and somebody had to mention those three letters that send marketers everywhere racing to Monster.com: ROI.

You’d think this would create a slew of bad decisions, horrible campaigns and suicides…and it did. However, some people got busy. They used the Web. They talked to consumers. They got creative. So, instead of meeting with the CEO to justify your ’social media’ line item in 2010’s budget, take a look at some of 2009’s movers and shakers.

Sprint

For Sprint, it was the year for “Now”.

They took home the highly coveted “Gold Lion”.  Sprint’s mixed media “Now Network” campaign by Goodby, Silverstein & Partners scored them best Interactive Campaign in Cannes.

“All content rated N, for now”.

From “words most used right now” to “planes in the air now” or “how many people are getting spray tanned now“- we cannot stop looking.

Sprint spent big bucks on TV, but with the intention of driving us online to the digital Now Network for some 2009 connectivity.

YouTube banners enticed us to upload our own video to appear on the Now Clock and on the network site.

Sprint wants you to know they get it. “We are trying to give a face to the network and talk about the fact that Sprint understands this whole consumer need of having things now,” said Mike Goff, vp of national advertising at Sprint (via). Will be interesting to see how the campaign effects market share. But for now, much respect.

Coca-Cola

Simply put, Coca-Cola is king. The guru’s over at Interbrand have rightfully crowned Coca-Cola as the top Global Brand for 2009. If you’re looking for pointers, Coca-Cola is one of the best (if not the best) examples of how to manage your brand.

This example floated around the web earlier this year; Coca-Cola’s logo vs. their biggest competitor’s logo:

Coca-Cola’s “Open Happiness” campaign hit an emotional chord during this year’s tough times.

The campaign incorporated music tracks via Myspace/iTunes and a “Happiness Factory” gaming website.

Coca-Cola has flawlessly maintained brand consistency for decades and, continues to do so on a global scale. And that, my friends, is no easy task.

You

Hey you, congrats! 2009 was the year of the personal brand. What did you do to strengthen your image and improve your skills?

The life coaches, the personal branders, the career developers – let’s face it: Each and every one of these guys can help.  But c’mon. Could personal branding have been hyped just a wee bit?

Some advice on the personal brand thing–just be yourself.

Congrats, you’ve earned it.

Runner-Up 2009

Oh Snap, It’s Radio Shack

Watch all 8 spots here by BSSP.

Yes, it’s true. Radio Shack is on twitter and even facebook. Lance Armstrong has joined Team Radio Shack, and while perhaps under the radar, stuff is happening with the brand this year.

They’ve got a fabulously weird  (good weird, not bad weird) holiday campaign going right now. It’s possible this whole “Shack” thing could revive the company. While the nickname is unofficial, most of their advertising budget will be spent name-dropping “The Shack”– other brands *ahem* watch closely.

Radio Shack sticks closely to their brand heritage while working to attract a younger, technology-confident shopper back to an old-school brand (88 years).

The Shack’s emphasis on mobile and a more intimate experience (vs. going to Best Buy) could be enough to get The Shack back in the game.

So go have a seat on Santa’s Lap this year thanks to The Shack.

WANT MORE?

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A recent study conducted by Taglineguru revealed some compelling findings on the words that mattered most to consumers in ‘09.

They are:
believe                                  far/further
future                                    imagine/see
innovate/innovation              more
new                                       save/savings
together                                you

In an attempt to strengthen brand loyalty during tough economic times, marketers are choosing to “strategically recast their brand messages”.

Red Flag

The research raises some thought-provoking points. By definition, a tagline represents the brand’s foundational value point(s). That being said, if you’re not revamping your entire brand/values/platform, why change the messaging? Brands spend millions establishing brand identity. Great care must be taken when tweaking messages–anything less than consistent leaves room for questions and may cause audiences to think twice when making a purchase decision.

A deliberate “message recast” in an effort to strengthen loyalty (a.k.a. sell product) can open the door for backlash – customer confusion, fear and disturbance. Modifying your tag with the launch of every new marketing campaign indeed sends a NEW message, but moreover it is a mixed message. No matter how clever, a new tagline can’t compensate for a lack of brand confidence.

This is the chance you take.

You Are Your Tagline

Riding an industry trend is one thing, but flipping your tag with the seasons is another.

You should also be aware of what messaging is being used within your industry. Interbrand’s Paola Norambuena, along with Brand Channel, also commented on this study and emphasized the importance of avoiding overuse and repetition: e.g. Wal-Mart (”Save Money. Live Better”)  and Target (”Expect More. Pay Less”).

So, hang onto those taglines, unless you’re ready to pump some serious resources into a rebrand.
As for “Future”, “Imagine” and “Believe”? I don’t know guys, I’m just not that into it.

Hat tip to @Siegalgale

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If you haven’t heard the @mashable #openwebawards is gearing up.  We at FYB are excited to see how the chips fall for the brands with balls and those that took big leaps and bounds with social media.

Shock, awe and heartache?! How will this roll out? There is no doubt that any brand with a solid online presence, participation and edge will be the ones duking it out. What makes this so exciting for us at FYB is how contests like this provide proof for big brands still caught up in thinking no one is talking about them.

via

With categories like best Brand/Startup/Company/Agency, Best Social Media Agency, Best Use of Facebook and Best Use of Twitter,  the #openwebawards is sure to be a heated dispute. Mashable has made it clear that the winners are up to the people to reveal who is most deserving of category crowns – and by integrating the voting process with twitter and facebook it is ridiculously easy for us to nominate (now) and vote (next week).

Nominations can still be submitted for a few more days but Mashable has reported some leaders in the pack – some front runners in the Best Brand Use of Twitter category:

• @TrueBloodHBO
• Crayola Creativitycast
• @NHLBlackhawks
• @LiveLifeSolid
• @Philips_vs
• @140hours
• #socialmedia
• @Smartcares
• @Digsby
• @KiWeets

Voting kicks off on Nov 18. – Dec. 13, winners announced on Dec. 15 – make sure you vote!

Come on brands, this is like “peek-a-boo”. You don’t think we notice, but we’re right here watching.

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Starting this week, and every Friday from here to forever, Fuel Your Branding will be featuring ‘Brand Spanking’–a smattering of happenings in the fairy tale land of branding. We’ll be taking a look at the week in review with regard to product launches, rebrands, brand buzz and branding movers and shakers. Send your brand sightings and brand spanking news to editor@fuelyourbranding.com if you spot something we should know about. Now onto the news.

Ok. The auto industry. Last week we posted about Cadillac’s shiny new logo. It’s been said more than once that we (@bethlapierre + @lisakribs) are mildly obsessed with advertising. But I have to be honest.  I really do get that excited feeling in my belly when Phoenix’s “1901″ comes blasting through in HD.

Chrysler

Rumor has it Chrylser is now preparing to dive into a new 5 year strategy for the brand – via MediaBistro tip!

image via mediabistro.com

Dodge is also expected to receive a brand facelift. More to come.

Motorola’s Droid

…has been making crazy waves the past few weeks. Yesterday Droid hit the market. We’ll have a full review of the launch up shortly.

Controversy a plenty!

AT&T sues Verizon in a downright fist fight of phone carriers:

Via the LA Times: “We’re getting this out of the way now: Motorola’s Droid is the best Google phone on the market.”

Pfizer

image via adam_d

The strongest player in the pharmaceutical company (thank you Viagra) is in the process of releasing a new, more approachable look/feel. Initially the update seems subtle, but after the first few glances, the oblique wordmark by the designer’s @ Siegel + Gale seem to really help…to quote every client I’ve ever worked with….’make it pop’.

You can see the side by side comparison at Bnet.

MSN msn

And msn’s new butterfly:

via istaredsomething.com

That’s a wrap! Any brand newstuff  you guys are seeing out there?

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via idsgn.org

Take a peek at a few new logos and rebrands launched during the tail end of 09. Some more inspiring than others, but nonetheless something fresh from the branding block.

I have to hand it to Kayak, for their incredible rebrand and logo. Plaid, the agency responsible for the strategy behind the new look, has created a display flap/Grand Central Station theme that Kayak will tease and play off over time.

Kayak Rebrand

Youtube & Google, “1bn Served Daily”

It’s been three years since Google bought YouTube. This week the new ‘1bn served’ tag and icon were unveiled in celebration of the anniversary.

XL

YouTube also launched  YouTubeXL. Not a spankin’ new headline, but it’s quiet release flew under the radar. Purposeful or not, optimized YouTube on TV sounds dangerously addictive. Hulu is bad enough.

Nickelodeon Rebrand

Coming from a 90’s kid, this feels like the end of an era. Nickelodeon made news of the rebrand earlier this year and has recently started rolling out the new look. Part of their motive was to bring all elements of the network together: NickJr., Nick@Nite, Teen Nick and Nick Toons.

Nick@Nite’s transition has been more subtle, but it too has received the new brand skin, as well as the other sub brands.

Then

via retrojunk.com

Now

Hilton

Still getting acquainted with Holiday Inn’s rebrand, we now have Hilton’s new look:

Hertz

Hertz decided they needed a bit of a facelift and ditched the massive drop shadow and oblique text, opting for a simpler, more straightforward look.

Cadillac

Caddie’s been targeting both gamers and ladies for the past few years. Guess they decided this depth also called for a more web 2.0 logo.

What do you think? Did these big brands move in a direction that compliments or hurts?

Perhaps we’ll get a few more rebrands in before the end of the year, stay tuned.

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Brand loyalty has started to see new light through social media. This is a huge opportunity for consumers, brand managers and companies alike. The unique advantage that social media brings to the table and the interconnectedness it creates.  I can now watch a commercial for Joe Brand. I can go to Facebook and become a fan of Joe Brand. Then I can head over to twitter and talk to @JoeBrand personally.

So what does this mean for the brand managers reading this?

Giving a Presentation vs. Working a Room

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In the past, self-help management was about improving oneself. If you wanted to be more level-headed you took a meditation class; if you wanted to be a better designer, you studied Paul Rand, David Carson and William Morris; if you were looking to advance your career, you got a Masters Degree.  The rise of social media and search engine marketing has changed that.

The Internet has provided us unparalleled access to audiences. Twitter, Facebook, blogs and online communities have allowed no-names to become household names and people have taken notice. There are books, blogs, experts and companies to help you build your ‘personal brand’. They’ll tell you that all you need for personal branding is a business card, blog, profiles on LinkedIn, Twitter, YouTube and Facebook, and a personal style.

What if a company took that approach? They get great business cards and collaterals developed, they create a company blog, they’ve got all their social media bases covered and their office is filled with beautiful people, frosted glass and Herman Miller. One problem: their product sucks. Oh, and their CEO is sleeping with his secretary, they have no quality control, all the sales guys are jerks who only care about money and their employees hate their jobs. Is that company going to be successful?

Just like a corporate brand, your personal brand needs to embody who you actually are and what you represent. If you position and promote yourself as an expert, but don’t have the knowledge required to be one, you will fail.

For example, you promote yourself as a Branding Expert. You spend hours writing your blog and filling it with keywords, building your profiles and connecting with industry movers and shakers. You spend your savings on a new Ben Sherman wardrobe. You go to industry events.

You get your name out there and you land a meeting with the Product Manger of a large company. He asks to see your work and the successive ROI of your efforts and you share case studies of Lorna’s Consignment Shop, Park Ave Diner and your Uncle Bob’s plumbing business. Mr. Product Manager then proceeds to laugh in your face and share this with his followers on Twitter, as well as posting a comment about the incident on your blog and Facebook profile.

You. Are. Toast.

So my friends, the ‘personal branding’ process: get the knowledge, get the experience, then get the network. If you start claiming your expertise before you actually become an expert, you’re in big trouble.

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Why does everyone feel the need to have an opinion about Twitter? Was it like this in China back in the day? Back when they invented paper, I mean.

Were half the population going around saying that this new paper stuff will change everything, while the other half tried to convince them that they were full-of-it?

Were the fireworks sellers and rice merchants running around, like chickens with their heads cut off, yelling about paradigm shifts and the need for paper-specific strategies?

Did the recipient of the first letter written on paper go; “Why are these people telling me what they did yesterday – do they really think I care?”

Did the readers of the first newspaper go; “Why are these people telling me what all these other people did yesterday? I’m really busy and important and don’t have time for this.”

Was the first guy to write his shopping list on a scrap of paper greeted with a chorus of; “We gave you this amazing technology and all you can think to do with it is write an inane list?!”

People, Twitter is just another tool. Let’s all stop taking it so personally. Either it will become the notepaper of its day or it will be another fad. What will be, will be. In the meantime, if it works for you, use it and shut up– and if it doesn’t work for you, don’t use it and shut up.

Now, can we just move on?

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Nearly a year ago, The O Group sent an article out to its clients entitled “Eco-Luxury: How Luxury Brands Can Go Green.” It was highly relevant at the time, as many of our clients were struggling with the idea that going green meant sacrificing a certain level of sophistication. Now, the burning question is not “how can we retain our brand values and integrate green practices?” but rather, “how can we prove our commitment to green practices to our customers?”

Countless polls and indices have revealed that consumers now expect brands to have a position on environmental responsibility. But are we even just talking about “green” anymore? The combination of the economic downturn and the new administration’s focus on environmental and social responsibility has meant that businesses and consumers alike are looking for ways to cut extravagant, wasteful spending, focus on value and embrace community. This movement is more about sustainability– a broader term that actually allows brands more flexibility in how they choose to position their commitment, whether that means local sourcing, using materials and processes that have a low environmental impact or giving back to the community.

I can’t help but make a comparison to the impact the Internet has had on the way brands position themselves and interact with audiences. Once upon a time, having a website was a forward-thinking marketing extension; it is now a benchmark and mandatory tool. No website, no way for consumers to find you or differentiate you from the competition. This seems to be the direction the sustainability trend is taking as well, and the implications are just as broad. Excess, whether it be in the form of bloated packaging or corporate behavior has become a detriment to consumer perception for every kind of brand out there. Not recognizing the need for a position on sustainability will soon seem just as antiquated as not recognizing the need for a website.

So, if everyone will be jumping on the sustainability train, how can brands participate AND differentiate themselves? The particular advantage here is that a creative approach can align your efforts with your brand attributes, resulting in a cohesive positioning and clear value proposition. This means looking at long- and short-term goals for your brand, and identifying opportunities that are meaningful and cost effective. For example, reuseable shopping bags are already de rigeur for many retailers. Retailer Target takes this one step further by offering reuseable bags made from their own discarded plastic bags.

Packaging design has also been moving more towards sustainability. In September GreenerPackage.com (in partnership with Walmart) will launch a new database with information on sustainable packaging. The database will allow creatives, consumers and buyers to easily search for sustainable packaging materials, products and suppliers.

Pangea Organics, purveyors of ‘ecocentric’ bodycare products, is one company who’s brand is truly sustainable. Case in point; their holiday packaging. The boxes are 100 percent compostable, biodegradable and plantable, made from a zero-waste process using 100 percent post-consumer newsprint, without glues and dyes. The raffia is made from a minimum of 30 percent recycled content and is itself recyclable.The outer labels are 100 percent post-consumer, FSC-certified, elemental chlorine-free, and printed with vegetable-based inks.

Your brand is making a statement about your commitment to the environment, you are producing less disposable shopping bags, your customers are advertising their loyalty and feeling good about themselves. But you have to take it a step further: invest in an attractive, functional design that will appeal to your customer base, make it stand out in their collection. Maybe it folds down to a small square that attaches to a keychain, maybe it has lots of extra pockets, maybe it’s constructed from last year’s catalog… just make sure what makes it special is in line with your brand’s unique qualities.

Industrial designers Mike and Maaike’s Baja BBQ Firepack for Lazzari is another example of a good brand gone sustainable. The BBQ Firepack is eco-friendly instant charcoal packaged in recycled paper pulp. Just light the package and place in your BBQ.

Sustainable parameters actually allow for a more creative, focused outcomes. The mandate for sustainable practices should be viewed as an opportunity to connect with your customer in a new way, to build loyalty and get attention for compelling initiatives that build your brand as well as your reputation. Oh and another plus: you might actually improve your bottom line.

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Seems like the big guys are finally moving into the social mediasphere.

Pringles, Proctor’s last major food brand, has blasted onto the multi + social media playing field with a new challenge for consumers. Now that brand owner P&G put a stop to billable hours, it seems that Grey Global is working a bit harder.

Consumers are asked to text message or send photos or videos showing how they eat Pringles crisps (that’s chips for you yanks) for the 100 Ways to Enjoy site. There’s also a web app that allows you to design your own Pringles can. The only thing I can’t figure out is why they included clickable Better Business Bureau graphic in the lower right. So weird.

The new “Everything Pops” campaign will include tv spots, banner ads, print ads, in-store signage, PR and heavy social media to promote…wait for it…..a bigger can. The whole thing is a little last year but check out this banner ad. Seems like a case of too many target audiences or too many ideas.

Global fashion retailer, Gap is leveraging social media to unveil its new fall denim line, Premium 1969.  Trading TV spots for digital media, they are also spending campaign dollars on print, cinema and outdoor advertising. Tell the world what you were “born to do” by creating your own interactive Gap ad and have it featured on borntofit.com (actually a facebook application).  Their style mixer iphone app lets you “share what you wear” and receive style tips.

OfficeMax hosted a blogcast earlier this month featuring back to school tips and ranked as the 3rd Trend Topic on Twitter the day of. The Max has created a viral campaign called Penny Pranks where people buy things with pennies…lots of pennies. They’re supporting the campaign with deep discounts during ‘Back To School For Pennies’.  So far the videos have gotten over 2 million hits and the Penny Pranks YouTube channel has 7,500 subscribers.

Video: Paying With Pennies by OfficeMax

In a recent press release Ryan Vero, EVP and Chief Merchandising said, “We sell school supplies and classroom tools, but if we can also serve as a resource for parents, teachers and students and offer compelling content, this is what sets OfficeMax apart”.

Nissan is hoping to make waves for it’s 100% electric car, The Leaf, using a Twitter-powered Q&A on their website as they aim to answer questions and dissolve confusion in evolving electric car market. The leaf, its 100-mile range and its tag, “100% Torque”, are expected to hit the US by late next year.

I’m interested to see if the big guys will keep audiences engaged or slip back into the cushy world of mass marketing.

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Brands like Starbucks, Sun, Kodak and Ford have hired social media gurus and spent thousands, if not millions, to develop their social media platforms. Everyday you hear about brands defining best practices, rules and policies to keep themselves and their employees in line.

Take a look at social media from the perspective of a 5-year-old, you might find that you’ve already got most of the tools you need to define your brand’s strategy.

Walk Don’t Run

Down the hall, in the cafeteria and by the pool–walk don’t run.

Assess and review the big picture of your social media initiatives. Before jumping in, develop strategy up front. It saves a lot of headaches down the road. Define your goals, identify the tools you’ll use, establish a basis for measurement and set guidelines for listening and engaging. You want to answer these types of questions first and foremost.

Think Before You Act

“If you don’t have anything nice to say…”

Avoid being reactive. There isn’t room to jump to conclusions and assumptions, this is a transparent playing field. Proactively approach any issue – whether its positive or negative.

Don’t Eat the Paste

Don’t eat this and that, keep your finger away from electrical sockets and stop touching Jimmy.

There’s always going to that one guy who won’t like anything your company does. Look at it as a challenge and if you can’t be friends, try to figure out their angle. What is making this person/group of people hostile? What can you do to influence their opinion?

M.Y.O.B.

My kindergarten teacher, Mrs. Klenk felt she had to explain this one to me on a weekly basis (“MYOB Lisa, MYOB…”).

Never play dirty. This, of course, can be awfully tempting. But when it comes to social media, don’t trash talk. Taking shots at your competitors will only bite back at you. What’s that? You’ve got an evangelist talking smack about the other guys while singing your praise? Well then, that’s their prerogative isn’t it?

Sharing is Caring

This one is almost as good as the golden rule. Almost.

Folks, let’s be good listeners. Talk to and engage with your customers. Show them you care through the thick and the thin. May the lines of communication be forever open. This is the best market research you never paid for. You may find it a harsh reality but seriously, get to know your customers, they are ultimately paying your bills.

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Back in the day retailers and grocery stores didn’t invest too much in their private label brands. Such store brands were often considered sub par and little thought was given to packaging them. Now consumers are increasingly product savvy and know that most of today’s private label products match the quality of the big brands. Private label products account for more than US$ 81 billion (16.2 dollar share) in the US, up 10.2 percent over last year according to Interbrand. As upticks in private label sales are typical in periods of economic turmoil, some retailers are taking this opportunity to reinvent their store brands and gain market share.

In the past, package design for store brands was limited to say the least. But honestly, some of these minimalist designs would be considered extremely timely today.

Out with the old, in with the new

Staples
Office Supplies Superstore
Products: TUL + Ascend Brands
by Gravity Tank

Target
Archer Farms Brand
by Templin Brink

Publix
Southern Supermarket Chain
by Publix Creative Department
(Publix’s packaging even has its own fan site.)

All Seasons Wild Bird Store
Seller of all things bird-related
Product: Bird Feed

Homebase
UK Home Improvement Retailer
Lawn Care + BBQ Products
by Turner Duckworth

Waitrose
UK Supermarket Chain
Product: Frozen Dinners + Soups
by Pearlfisher

Alcro
Premium Paints
by Bas

Safeway
Supermarket Chain
Product: Fruit Sodas
by Anthem

Brooklyn Fare
Gourmet Store
by Mucca Design

Tesco
Supermarket Chain
Cooking Products
by P&W

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Microsites aka. minisites or weblets aren’t a new concept. As soon as there were websites, there were creatives thinking outside the template. There’s even a microsite dedicated to microsites. Brand managers love microsites because they allow a sharp focus on one product or class of products. Creatives love microsites because you can do a lot off cool things with a microsite.

3rd Generation Prius

Microsite by EVB + Laika

Coke Zero

Microsite by North Kingdom

Puma Lift

Microsite by Firstborn and Droga 5

AirTran

Microsite by Firstborn

Wonderbra Ultimate Strapless

Microsite by Iris Manchester

Intel Sponsors of Tomorrow

Microsite by Grow Interactive and Speedshape

And my personal favorite…..

Hardees Name Our Holes 

Microsite by Mendelsohn Zien