This page contains a Flash digital edition of a book.
SOCIAL MEDIA


destinations, designer wedding dresses and luxury goods with price tags to match. Tousands of brides-to-be use the site to plan their big day and to search for some wedding ‘Pinspiration’.


Tapping into this trend, women’s fashion brand BCBG launched a campaign with wedding blog Ruffled, encouraging readers to create a Pinterest board planning a wedding on a budget of $5,000 and including at least three items from the BCBG store. Completed boards were then entered into a competition, and the winner received $5,000 and a free BCBG bridal dress.


owned the rights to, the airline avoided causing or encouraging users to commit copyright infringement.


BCBG’s ‘I Do’ contest


Since its invention in 2010, Pinterest has been used by followers around the world to curate virtual wishlists, pinning glossy images of dream


BCBG’s campaign worked because it combined product promotion with free giveaways and also tested users’ creativity. For Pinterest users, planning a budget wedding was more fun than simply entering a competition and for BCBG, the amount of time consumers spent interacting with the brand increased significantly.


Twitter American Express: Twitter Sync


In June 2011, credit card provider American Express linked with Foursquare to reward users with loyalty cards when checking in to particular destinations. In July, it teamed up with Facebook


to deliver deals based on customer’s Facebook likes. In 2012, AmEx took to Twitter.


Launched in March, Twitter Sync allowed users to sync their AmEx cards with their Twitter accounts by registering at sync.americanexpress.com/ twitter. AmEx then tweeted special offer hashtags such as #amexcoffee and when users retweeted, couponless discounts were loaded on to their cards. Participating


retailers included Whole Foods Market and McDonald’s.


As well as encouraging people to use their AmEx cards, the Twitter Sync campaign stimulated Twitter users to


actively


products and promotions and rewarded people with substantial savings for doing so.


In 2013, AmEx has taken this relationship with Twitter one step further and customers can now buy some items simply by hashtagging tweets. Customers who use the hashtag #BuyAmexGiſtCard25 will automatically purchase a $25 giſt card, and physical items from Xboxes to Kindle Fires can also be purchased just by tweeting.


For AmEx customers, Twitter Sync offers a flexible, portable one-click shopping method and exclusive discounts. For AmEx, it ensures users continue to share, like, follow and promote the brand online. 


promote AmEx’s


GLOBAL EXPERIENCE IN INTELLECTUAL PROPERTY


Squire Sanders can help you protect one of the most significant parts of your business – your intellectual property. Whether you need brand or patent protection, portfolio strategy or guidance on trade secrets and commercial agreements, we cover all areas of intellectual property. We are also proficient IP litigators, able to enforce IP rights and defend against IP claims, whether in court or in arbitration.


We represent companies, of all sizes and fields, throughout the world in the protection and exploitation of their intellectual property.


Best of all, our team combines a seamless international service with a local presence – meaning we can solve your IP issues wherever they arise in the world; even when you’re based in the UK.


Contact:


Chris McLeod +44 20 7655 1590


chris.mcleod@squiresanders.com squiresanders.com


www.worldipreview.com


Trademarks Brands and the Internet Volume 2, Issue 1


19


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44