Content that creates a connection

In 2012, travel site Expedia wanted to create brand awareness in an original and engaging way.  They did this by launching “Find Yours” – a series of videos that followed the emotional journeys of real people. From Maggie Cupid’s flight to St. Jude’s Research Hospital to share her story of battling cancer to Artie Goldstein traveling across the country to attend his daughter’s same-sex wedding, Expedia aimed to tie their brand to feelings of boldness and discovery, rather than simply finding the best prices on air travel.

Qualcomm Spark, a technology company that makes the chips inside most of our phones, created a content marketing campaign when they realized many people had no idea what they did. By launching “Spark” – a blog with contributors such as Harvard technology professor Christopher Dede and Gizmodo/Engadget/GDGT founder Peter Rojas – they not only became a platform for stimulating conversation and a source for technology news, but they also exposed themselves to a whole new audience of “techie” talent.

Click here to find out how other prominent brands such as Red Bull, Coca-Cola and Intel are beginning to create content-focused marketing campaigns to create an emotional connection to their brand that people will want to share.

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2 comments
    • Good point! The Red Bull Stratos campaign linked the Red Bull brand not only to the future of space travel and safety, but the great challenge of making the impossible possible. Thanks for your comment.

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