Why I’ll Buy a Newcastle

I enjoy beer. I’m certainly no connoisseur (nor could I spell that word without the help of my friends, Red Squiggly and Right Click), but I’m glad to pay a couple extra bucks for the good stuff. That makes me a prime target for premium beer brands, and none do it better than Newcastle.

Their social content is hilarious, and pokes fun at seemingly every other advertiser – do yourself a favor and go check it out. They’ve made a successful effort to associate the…

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Spending Bad Money On Top of Good

Have you seen the latest sports YouTube sensation, NBA Rookie of the Year (ROY) and Cleveland Cavalier point guard, @KyrieIrving as his alter ego, “Uncle Drew”?  Pepsi Max published a YouTube campaign with the tagline, “A Zero Calorie Cola In Disguise” on May 18, 2012 – two days after Kyrie won the ROY award.  The premise is that an old man – 60 years or older – named “Uncle Drew” is drawn onto the basketball court to replace an “injured” player during a Pepsi Max…

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Old Media’s Helping Hand

As social media hits the next phase of maturation, a critical point of engagement will be driving revenue through social sponsorships. To really grow revenue, it must grow beyond sponsored posts, pre-roll ads/messages and promoted tweets. The next steps are:

Integrating a brand seamlessly into an entire content program
Driving interaction and participation to make a campaign truly social
Latching onto an old media partner to help drive awareness and participation


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Facebook vs. Hoarders

People like to collect things. They collect baseball cards,  furniture, mugs, flags, comic books, Star Wars action figures and a number of other items you may not consider having in your house. Shows like Hoarders and Storage Wars are not popular because these are isolated incidents. The sad part is that most people do nothing monumental with their collection of stuff. It usually just sits in a place of storage or in their house collecting dust or trying not to be warped by the…

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Does Social Engagement Equal Box Office Success?

This summer is sure to be one of the most profitable in Hollywood’s history. Kicked off by the Avengers, which had the highest-grossing weekend of all time and currently tracking to shatter numerous other box office records, this summer still promises a handful tent-poles that aim to challenge these numbers.

From Ridley Scott’s long overdue return to science fiction with “Prometheus,” Christopher Nolan’s “Dark Knight” finale, or our friendly, neighborhood…

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Cause Celeb: Giving Charities and Non-Profits Star Power Through Social Media

Celebrities and causes already make strange bedfellows – but when social media is the bed, it gets even more complicated. How much would you pay a Top 20 music artist for a tweet? What kind of endorsement video would you ask an Academy Award-winning actor to upload to YouTube? Charitable organizations have been leveraging star power for decades, but social media has certainly changed the rules of engagement.

First, let’s decode why celebrities are so attractive to charities…

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“People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” -Maya Angelou
It’s as old as the spoken language – the irresistible draw of a good story.  One that pulls you in makes you laugh or cry or sigh or take that sharp intake of breath in disbelief.  Cavemen told stories with pictures on caves and around campfires, we tell them a little differently today.

Today that story may be told in 140 characters, a…

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Why a Dutch Dad’s Time-Lapse Video of His Kids Went Viral

Exactly. Why? When this was sent to me I thought, “so what?” But because I value the opinion of the person who sent it to me and, probably more importantly, have a daughter who just celebrated her 1st birthday, I chose to watch. Admittedly, I was a bit bored by it in the beginning. After all, this isn’t a child I know. But somewhere around the time Lotte turned 11 years old I could feel the tears welling and understood for myself what all the fuss was about.

I don’t think…

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NOTvertising: Spotify and Coca-Cola’s New Symbiotic Relationship

Everyone knows that Spotify launched in the US in July 2011.  However, people might not know that brands took an interesting role in that launch (outside of just advertising dollars).  I know this because I worked with Chevy to partner with blogs/publishers to generate editorial exposure for Spotify and Chevy in exchange for advance access to the streaming service for their readers.  It seemed only suitable that Spotify would try to evolve this symbiotic relationship with brands…

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Why I #LoveNYC

One of the many reasons why I personally #loveNYC is its passion for embracing technology, social media and digital progression overall.  Everything from sponsored hackathons to incubators for tech start-ups has flooded the city. New York City has quickly adopted the name Silicon Alley for these reasons.

Social media has become a huge part of New York City’s online visibility. The city’s Chief Digital Officer, Rachel Stern has initiated a social media campaign for New York City that…

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Social Media, Travel, and Tourism: My Thoughts on the Belize Road Warriors Program

With Social Media Week well behind us, we’ve been spending a lot of time the past week exchanging thoughts and ideas from the various sessions we attended. On Friday, I went to a panel at the Tribeca Grand whose subject matter was a lifestyle vertical that I am very interested in exploring: Travel and Tourism. Travel has been a passion since exploring the American west for months on end with my family in our 30-foot Jayco RV as a kid and still ranks among the top culprits in the…

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We Are... BIG FUEL

Hello! Big Fuel is a full-service marketing and communications company based in New York that takes brands from Content To Commerce. A unique approach that bridges "people stories" to "product stories" through social media and branded content.

Big Fuel is one part marketing agency, building brands through consumer insight; one part entertainment company, creating content that people love; and one part distribution company, driving guaranteed results by delivering content to targeted audiences. We work with major brands, leading agencies, publishers and platforms to help marketers achieve true consumer engagement.

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