Andy on Twitter

  • Wow! ,
  • Everytime I have to go back to the world I think "I just wish this company used for everything". ,
  • Every time I am "forced" to use Microsoft software it is nothing but a major disappointment - think the hardware might be ahead of software,
  • RR points to the sad state of the CMO. Succession is the major issue - aside from the turnover itself ,
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  • Like how McKinsey frames culture and behaviour together. ,
  • Fed Up with Super Rugby games stopages for criminal investigations. Equaly tired of thuggery ,
  • Quarter final super rugby and the stadium looks pretty empty. Sad state of super rugby in AU,
  • Agree with Mark - don't get it. Don't need to be reminded that my sandwich was a beauty chook. ,
  • I just published “The Cannes Conundrum” ,
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Making the Campaign Social

For so many advertising campaigns social is merely a bolt-on. An amplifier added at the last minute to improve reach.

TD Ameritrade’s latest Olympic campaign looks to have done it right, integrating social into the fabric of the campaign.

In what the brand is calling a first, it also is sending seven athletes, aged 14 to 21, to the Winter Games in Sochi, Russia in February, who are not competing but hope to qualify for the Winter Olympics in 2018. These next-generation athletes, as the brand refers to them, compete in the same sports as the sponsored Olympic athletes, who will act as their mentors.

TD Ameritrade set up brokerage accounts for these next-generation athletes, and once they arrive in Russia, every time consumers use the hashtag #itaddsup, the company will add $1 to a fund that will be split equally in their accounts, with each receiving a total of as much as $25,000.

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