Courtesy of NY Times April 22 by Andrew Adam Newman “For a New Burt’s Bees Line, Check Your Calendar”
“..WHILE it may seem that advertising is everywhere, one place marketers have not infiltrated is the popular calendar software on computers, smartphones and tablets. But now, in what Burt’s Bees says is a marketing first, the natural personal care brand is introducing promotional messages that will appear as appointments in electronic calendars like those by Microsoft, Apple, Google and Yahoo…
The calendar promotion is by Baldwin& in Raleigh, N.C., the agency of record for Burt’s Bees, with interactive development by RecCenter, a digital agency in New York. Burt’s Bees, which was founded in Maine in 1984, is now based in Durham, N.C., and owned by the Clorox Company.
Katharine Belloir, a Baldwin& account supervisor, said she believed this was the first time a brand was interacting with consumers via their online datebooks, and that it could prove more intimate than social media.
The Next Place to Insert Ads: Email Calendars!