It Took Bravery, Total Commitment, but Social Media Is Working for Wellpoint

As a marketing team, we found ourselves at a transitional moment -- we needed to be where consumers were and where they would expect to see their trusted brands live. We could have easily opted to shy away from a medium in which today's customers readily talk back (not necessarily positively) and speak up when and how they want to. But we didn't. And while it has not been an easy task, the results have been well worth it.


Breaking: Official World Cup Sponsor Makes Viral Chart


NEW YORK (AdAge.com) -- It took David Beckham, Snoop Dogg, Daft Punk and Noel Gallagher, but Adidas's "Star Wars" spot finally broke the top 10 viral ads last week. Why is that news? Well, for a key sponsor of the World Cup, Adidas had been strangely absent from the online buzz, dominated by arch-rival and non-sponsor Nike, whose "Write the Future" campaign dominated in views and buzz.


People Will Buy Tablet Editions, Print Consortium Tests Find


NEW YORK (AdAge.com) -- Next Issue Media, the consortium of major print publishers, has run simulations with consumers showing that interactive editions on tablets and e-readers will be hits, a consultant working for the consortium said at a magazine industry event today. But some print professional still have doubts.


Audi Digital Account Up for Grabs


NEW YORK (AdAge.com) -- The account for Audi of America, a marketer noted for digital experimentation, is up for grabs and a number of agencies are circling the business. The automaker's digital account has been parked at interactive agency of record Factory Design, Denver, but that shop's three-year contract is up.


New York Times Plans Public Beta Site for Its Experiments


NEW YORK (AdAge.com) -- The New York Times is building a public beta testing site where it will experiment with new ideas and applications before deciding whether they deserve to go live on NYTimes.com. The Times expects to introduce the site, to be called Beta620, in July or August.