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Social Advocacy and Guerrilla Marketing: The No Fly List Kids Canada
Fareena SultanCase IVEY-9B19A022-EEntrepreneurship, MarketingA group of Canadian parents wanted the Canadian government to create a redress system related to Canada’s no-fly list, which affected some of their young children whenever they flew. The parents formed an advocacy group called the No Fly List Kids group in 2016, and the group undertook various campaigns—including innovative guerrilla marketing campaigns and uses of both digital and traditional marketing—to highlight the issue of Canadian children...Starting at €8.20
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Comercializando la "Laptop de $100 dólares" (C)
Quelch, John A.; Chen, DavidCase HBS-511S12MarketingEn octubre de 2007, la OLPC informó retrasos en la producción y se perdió la fecha de envío. A principios de noviembre, el PC $ 100 por fin entró en producción, con envíos iniciales previstas para Uruguay y Mongolia, y la mitad del mes puso en marcha el programa "Give One, Get One". Permitió a los consumidores en los EE.UU. y Canadá, que tenían la opción de comprar un OLPC por $ 400, más del doble del costo de producción estimado de $ 188 para ca...Starting at €5.74
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(PRODUCT) RED (A)
Moon, Youngme; Norton, Michael I.; Chen, DavidCase HBS-509013-EMarketingDescribes the launch and initial results of the (PRODUCT) RED campaign, a social marketing initiative conceived of by U2's Bono and Bobby Shriver to combat AIDS in sub-Saharan Africa. The company licensed the (RED) brand to partner companies, which initially included Gap, Apple, Motorola, Armani, and American Express. The business model was structured to benefit partner companies by increasing consumer purchases - of (RED)-branded products such a...Starting at €8.20
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(PRODUCT) RED (B)
Moon, Youngme; Norton, Michael I.; Chen, DavidCase HBS-509014-EMarketingUpdates the (PRODUCT) RED (A) case through early 2008, including announcements of new partner relationships (with Hallmark, Microsoft, and Dell) as well as new communications initiatives.Starting at €5.74
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(Producto) RED (A)
Moon, Youngme; Norton, Michael I.; Chen, DavidCase HBS-514S17MarketingDescribe la puesta en marcha y los resultados iniciales de la marca (PRODUCT) RED campaña, una iniciativa de marketing social concebido por los de U2 Bono y Bobby Shriver para combatir el SIDA en el África subsahariana. La compañía de la licencia de la marca (RED) a empresas asociadas, que inicialmente incluía Gap, Apple, Motorola, Armani, y American Express. El modelo de negocio se estructuró a empresas asociadas beneficios mediante el aumento d...Starting at €8.20
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Social Advocacy and Guerrilla Marketing: The No Fly List Kids Canada - Teaching Note
Fareena SultanTeaching Note IVEY-8B19A022-EMarketingTeaching note for product 9B19A022.Starting at €0.00
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Niantic, Inc.: Pokemon Go and the Rise of Augmented Reality Gaming
David T.A. Wesley; Fareena SultanCase IVEY-9B19A006-EEntrepreneurship, MarketingIn the summer of 2016, the unprecedented growth of Pokémon GO introduced augmented reality into mainstream gaming. Pokémon GO was developed by San Francisco-based Niantic, Inc. (Niantic), a highly successful spinoff from Google Inc., which partnered with the Japanese video game company Nintendo Co., Ltd. to bring the popular video game franchise into the mobile gaming sphere. Niantic's version included the innovative use of augmented reality, a t...Starting at €8.20
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The 2006 World Cup: Mobile Marketing at adidas (A)
Andy Rohm; Fareena Sultan; David T.A. WesleyCase IVEY-9B07A016-EMarketing, StrategyThe manager of Mobile Media for adidas International is debating what to do, given the sparse amount of traffic to date at the adidas FIFA World Cup mobile portal. By February, there had been only 3,000 visits to the mobile site, compared to the one million visits predicted earlier based on the previous success of a Lucas Films Star Wars mobile campaign. Given that the World Cup is a global event viewed by millions of people in person and more th...Starting at €8.20
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The 2006 World Cup: Mobile Marketing at adidas (B)
Andy Rohm; Fareena Sultan; David T.A. WesleyCase IVEY-9B07A017-EMarketing, StrategyThe manager of Mobile Media for adidas International is debating what to do, given the sparse amount of traffic to date at the adidas FIFA World Cup mobile portal. The (B) case describes the results of a new effort to use a popular portal to advertise the adidas World Cup mobile site. The case can be used to discuss the impact of using different media channels to deliver marketing communications.Starting at €5.74
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Marketing the "$100 Laptop" (C)
Quelch, John A.; Chen, DavidCase HBS-508065-EMarketingIn October 2007, the OLPC reported production delays and missed its shipment date. In early November, the $100 PC finally went into production, with initial shipments planned for Uruguay and Mongolia, and mid-month launched the "Give One, Get One" program. It enabled consumers in the U.S. and Canada, who had the option of purchasing an OLPC for $400, more than double the estimated production cost of $188 for each laptop. Roughly half of the $400 ...Starting at €5.74