Pizza Friday 145

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THE NEWS


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Business Week

Facebook Sells Your Friends How Facebook plans to leverage its 550 million users into the greatest advertising juggernaut since...O.K., only since Google. That's still huge.

There were two obvious winners at the FIFA World Cup this summer. Spain took home the 13-pound, 18-carat-gold trophy for its achievement on the field. Nike (NKE) won the branding championship, thanks largely to a three-minute commercial called "Write the Future," in which its stable of soccer endorsers fantasize about the glory or disgrace that might result from their play in the tournament. Hundreds of millions of people saw "Write the Future" on television. Before it blanketed traditional media, however, Nike launched the video on Facebook, the Web's dominant social network.

The video started as an ad on the site. Then it was passed from friend to friend, often with comments and members recommending it. In the resulting discussions, the clip was played and commented on more than 9 million times by Facebook users-and helped Nike double its number of Facebook fans from 1.6 million to 3.1 million over a single weekend. Getting the ad onto Facebook cost a few million dollars, according to the companies. All that passing around was free. Davide Grasso, Nike's chief marketing officer, says Facebook "is the equivalent for us to what TV was for marketers back in the 1960s. It's an integral part of what we do now."


Adage

Inside Gatorade's Social Media 'Mission Control' Team Conducts Thousands of One-to-One Conversations Via Facebook and Twitter

In a room crammed with flat-screen monitors, Gatorade monitors social media and deduces what its customers want and what's next -- or should be next -- for the multibillion-dollar beverage brand.

Launched in April, Gatorade Mission Control is credited with engaging consumers and informing the brand's strategy. The team has had more than 2,000 one-on-one conversations with consumers, while the brand's likes on Facebook have skyrocketed to 1.2 million, reaching the 1 million milestone a full five months ahead of schedule. Mission Control is credited with increasing mentions of G Series Pro, a subset of the G Series, by 9% on Facebook and Twitter.

Carla Hassan, senior director-consumer engagement, also said the brand has been able to reshape the conversation. Since the launch of G-Series and Mission Control, discussions about sports performance have jumped to nearly 60% from 35% in April. Gatorade is particularly proud of that stat, as it has been working to recast itself as a sports-performance innovator, rather than just a sports drink.


AdWeek: Is the glass ceiling a thing of the past? The glass ceiling is no longer a problem for most women. Or so a panel of leading female media and marketing executives say. That was the general sentiment at "Beyond The Glass Ceiling," an Advertising Week event devoted to the topic. The high-powered panel featured moderator Lori Senecal, president and CEO of ad agency Kirshenbaum Bond Senecal + Partners; Kenetta Bailey, svp of marketing at WE tv; Robin Domeniconi, svp and chief brand officer of Elle; Jodi Kahn, evp at iVillage Network; and Susan Malfa, svp of ad sales at Bravo & Oxygen media networks.

"The glass ceiling is more of a thing of the past," Senecal said in her opening remarks. "It's not something we are experiencing [as much] as we did a few years ago." In some cases, younger females haven't even heard of the term. Senecal recalled a particular case when someone said to her: "A glass ceiling? You mean, [as in] a skylight?" "It has a whole new meaning for the next generation," Senecal said. "There are a lot of signs that it is time to leave this notion of a glass ceiling in the past.


Child Cancer Group Protests Progressive Slate In Pepsi Contest New York Times

Arms Wide Open Childhood Cancer Foundation, which as of last night was No. 2 in the September Pepsi Refresh contest for $250,000, has filed a complaint that the 16 organizations vying for votes are "essentially political groups tied to the Democratic Party" and thus violate the contest's rules, Stephanie Storm reports.

Groups belonging to the "Progressive Slate" are collectively working to help each other win the contest. Eight of the top 10 contestants in the $50,000 category were Slate members last night, and two members were among the top five contestants vying for $250,000. Sen. Max Baucus (D-Mont.), chairman of the Senate Finance Committee, has asked the IRS to investigate the use of tax-exempt groups for political purposes.

"These are all nonpartisan, nonprofit charitable organizations," says Peter Murray, president of the Center for Progressive Leadership, adding that the projects seeking support have no political agenda. The center's eight-member board includes two Democratic members of the House. A Pepsi spokesman says: "We evaluated each idea solely on the basis of the merits, and each met our guidelines, which state that an idea cannot support or endorse any political candidate or party.


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THE NEWSPART TWO

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