ABC Entertainment, 91, 132, 135–138, 151
activation mechanisms, 184–186
Adidas, 104, 109
advergames, xxii, see also branded games
advertising
customer insights as basis for, 5–8
display, 231–232
in-game, 141–143
mobile, 200
in mobile platforms, 182–184
within social networking sites, 60–62
traditional, 15–18, 43–45
see also smart advertising
AE, see American Eagle
A&E Television Network, 38, 140–141
Ahmad, Nussar, on user-generated content,
187
AKQA (company), 43, 44
Albrecht, Katherine, 244
alternative (alternate) reality games (ARGs),
xxii, 136, 152
Amato, Steven, 92, 105, 115
Amazon.com, xii, xiv, 79, 80, 86, 167, 210, 235
American Apparel, 64, 65
American Eagle (AE), 93, 94, 102–103, 109
AMF Pension, 15–17
Amp (brand), 194–196
Android (program), 240–241, 248
Anheuser-Busch InBev, 71, 103–104, 119
AOL, 85, 227, 236
Apple, 51, 167, 171, 235, 257
applications
for smart phones, xv, 45–48, 74, 76, 191–196
for social networking sites, 45–48, 74–75
AR, see augmented reality
Arbour, Jeff, xxi–xxii, 148, 196, 197
ARGs, see alternative (alternate) reality games
audio, targeted, 38
augmented reality (AR), xxii, 38–40, 212
AXE,2,11,21,25,26,139,163,164
BabyCenter (website), 66–68, 70, 75
Backus, Dale, 121
Baked In (Alex Bogusky),52
banking, xii
Barely Digital (website), 130–131
Barely Political.com, 128–131
Barrett, Jamie, on Goodby, Silverstein &
Partners, 170
Bartley, Simone, on “Voices” campaign, 36
Bateman, Andy, 46, 165, 184, 261
Baylis, Nick, on mobile platforms, 182
BBDO (company), 33, 34, 145
Beacon (program), 239, 249
Beattie, Alistair, on social networks, 61
Bedecarré, Tom, xvii, 43, 44, 48, 261
behavioral targeting, 232–239
behavior tracking technologies, 240–243
Benson,Mike,xxi,135,137,149,151156
Berlin, Andy, 175
Bernbach, Bill, 45
Bernoff, Josh, on feedback, 78, 79
Best Buy, 65, 78, 80
BlackBerrys, xii, 193
Bloomingdale’s, 211–213, 221, 225, 243
Bluetooth, 197, 257
BMW, 39, 188, 189, 201–203, 257
Bogusky, Alex, xxi, 51–57, 102
Bornstein, Julie, 216, 217, 261
Bottari, Danielle, on in-store experiences, 218
branded apps, xxii
branded entertainment, xxii, 89–112
brand’s story in, 97–99
content of, 105–106
guidelines for, 96–97
POS of, 99–101
and product placement, 92–96
Adrian Si on, 107–112
and television series, 89–91
and viral videos, 102–104
branded games, xxii, 135–156
at ABC Entertainment, 135–138
Mike Benson on, 151–156
calls to action in, 145–147
engaging consumers with, 138–141
and in-game advertising, 141–143
INDEX

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