i [love] marketing.

Out with the ads, in with the content

Denny’s and Percolate created something extraordinary. Denny’s is better known as the America’s Diner for the past half of the century. Percolate is better knowns as the content publishing platform for brands. Combine the two and you get an impressive 680% increase of consumer social engagement with 55% less time invested.

The social content campaign created in collaboration with Percolate was a result of Denny’s recognition of social media as an increasingly important consumer touchpoint for the brand. The challenge that followed this realization was equally big: build and expand brand’s digital presence without diluting its widely known and beloved “classic diner feel.”

By mapping Denny’s interests, visual guidelines and key events, Percolate managed to distill this brand’s social DNA that informed all further content selection and distribution decisions. The results are clearly impressive. You can read more here.

 

What business is AirBnB in?

Rather than defining themselves as part of the struggling-to-innovate hospitality industry, AirBnB smartly embraced the dynamic of digital economy that revolves around finding a new way to connect abundant supply with the underserved demand and to build a business around this connection. AirBnB’s laser-sharp focus on making accommodation accessible to global travelers anywhere now allows it to explore monetizable adjacent lines of its business, without diluting its original business model. The latest initiative of this mold is to make homes of notable LA people open to anyone with enough of healthy dose of curiosity and affection for design. In partnership with Sonos and a few other LA-based brands, AirBnB created an immersive series of events named Hello LA that make the most interesting people, places and experiences in LA accessible and bookable through AirBnB. Spending a night at the home of James Franco, anyone? (Let’s just hope the night doesn’t pan out as in “This is the End” movie…) Those who are into this kind of thing can submit a love letter to LA through Facebook, or enter to win an overnight stay via pop-ups around the city of LA. As far as the market-building strategies go, this is a pretty smart one.