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IN THE NEWS

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IN THE NEWS


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Amazon Selling Customizable Obama Book USA TodayEvery copy of "The Obama Time Capsule," which is on sale exclusively at Amazon, can be customized to add such personal touches as the purchaser's name on the cover as one of the authors, a dedication, an image on the back cover and another on a page next to pictures of celebrities such as Oprah Winfrey. There's also a place-holder for a child's Obama-related artwork, Edward C. Baig reports.

The 200-page coffee-table book, which costs $35, chronicles Obama's election campaign and his first 100 days in office and contains images from more than 140 professional photographers and essays from prominent observers. After ordering the book at Amazon, reader/"authors" receive a link to the Time Capsule Web site, where they have 10 days to customize the book or it will get shipped as is.

"We hope this will be the world's first print-on-demand New York Times best seller," says Andrew Bolwell, director of new business initiatives at Hewlett-Packard, which supplies the print-on-demand technology and is lead sponsor for the project. Google, Facebook, AOL, Microsoft, Blurb and paper manufacturer NewPage also participated. http://www.usatoday.com/tech/news/2009-05-20-obama-time-capsule-amazon_N.htm?csp=34

After ordering the book at Amazon, you'll receive an e-mail with a link that takes you to the Time Capsule website. You'll have 10 days to customize the book there or it will get shipped as is. You get to write a dedication, and your name appears on the cover (and an inside page) as one of the authors, next to Smolan and co-project director Jennifer Erwitt.

You can upload one image to appear on the back cover and another that will appear on a page next to pictures of Sean Penn, George Clooney, Oprah Winfrey and other celebrities. There's also a place-holder for your kid's Obama-related artwork.


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ADAGEIn Mac vs. PC Battle, Microsoft Winning in Value Perception View Has Shifted Dramatically Among Young Demo Since 'Laptop Hunters' Campaign

Apple may have some of the most interesting online ads we've seen in a while, but Microsoft's recent push to paint the competitor as pricey is starting to work, according to data from BrandIndex.

The perceptions of value the two brands offer has shifted dramatically in the eyes of 18- to 34-years-olds since Microsoft began running its "Laptop Hunters" campaign in late March. Apple's "value perception" has fallen considerably, while Microsoft's has risen



NEW YORK TIMESNew Starbucks Ads Seek to Recruit Online Fans

In a new ad campaign, Starbucks wants to tell its message to a new generation of coffee drinkers and then recruit them to retell the story online.

The coffeehouse chain is putting up new advertising posters in six major cities. To further spread its message, it is trying to harness the power of online social networking sites by challenging people to hunt for the posters on Tuesday and be the first to post a photo of one using Twitter.

The outdoor ads boil Starbucks' message down to headlines, some of them veiled jabs at competitors: "If your coffee isn't perfect, we'll make it over. If it's still not perfect, you must not be in a Starbucks."


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AdWeek: Cause Marketing Meets Social Media Brands tap do-gooder impulse to encourage consumers to pass along marketing messages

Target is no stranger to cause marketing. The retailer is unusual in that it dedicates 5 percent of its income to charity. It's also no stranger to social marketing, having more than 260,000 fans on Facebook.

Last week, it brought the two together by kicking off "Bullseye Gives," a campaign that invites users to choose from a list of 10 charities to which Target will donate $3 million. The social twist: After voting for a charity, users are invited to broadcast their selection to their Facebook friends via their news feeds, the running summary of updates that is central to the Facebook experience. In less than a week, Target tallied 40,000 votes, which translated into tens of thousands of peer-to-peer impressions


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Innovation


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Web 2.0


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To entice night owls into its restaurants, Denny's created "Denny's Allnighter" between 10 p.m. and 5 a.m. -- a special environment featuring affordable, easy-to-share menu items, alternative music and relaxed server uniforms. Now, the Allnighter concept is being promoted via a campaign dubbed "Creature Comforts," employing "irreverent, tongue-in-cheek content," social media and mobile applications keyed to the target audience.



Green


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Social Media


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Innovation


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Viral Marketing


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