Posts tagged with Cash4gold

Super Bowl advertiser torpedos $3M media buy

cash4goldThe $3 million dollar media buy on the Super Bowl, the ad featuring MC Hammer bought Cash4Gold....a reputation management disaster?

The blogosphere is ablaze with negative stories about the business that buys gold, jewelry and valuables from cash-strapped consumers. In fact, those stories started months before the big game when blogger Rob Cockerham of Cockeyed.com provided extensive documentation that the online service offered only one-third the cash for his gold as a local pawn shop.

The post was picked up by A-list blogs Boing Boing and the Consumerist (the latter has run a slew of negative posts about the company) with predictable results -- the negative stories shot up to the top of Google's search results for the company's name.

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Social Media Channels Ready For Biggest Ad Day of the Year

cash4goldAfter nearly a decade of interactive marketers bemoaning the fact that the web didn't get its due on game day, the tide has definitively turned for Super Bowl advertisers. An interactive component to those $3 million :30 spots is now solidly de rigeur, rather than a nice-to-have.

"No one just runs a TV spot any more. Most people pair their spot with an integrated campaign that includes the Internet," Prof. Timothy Calkins, a clinical professor of marketing at the Kellogg School of Management at Northwestern University, is quoted as saying on Google's Retail Blog. Calkins condusts an annual Super Bowl ad effectiveness study.

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