How Movement Marketing Makes Ice Bucket Cash

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Aug. 19 (Bloomberg) -- StrawberryFrog CEO Scott Goodson discusses the effectiveness of movement marketing with Pimm Fox on "Taking Stock." (Source: Bloomberg)

The als association says $5.5 million were received in august after monday which is up from nearly $2 billion for the same time last year.

The big reason is the ice but the challenge as it makes its rounds on the world of social media.

Is what you might call the movement marketing.

World's first advertise an average she is the company called the strawberry frog.

The chief executive and founder scott goodson joined me.

He is the author of the book uprising which is called how to build a brand and change the world by sparking cultural movement.

Thank you for being here.

We are living in a time of total uprisings and movements and political marketing.

Everybody has to have a marketing edge when it comes to lumen of some kind?

You have to have an idea that creates above the average.

It breaks through the wall of indifference so yes.

Talk about some of the campaigns you have created in order to -- how did you decide that sweden has a lifestyle, as a perception was something that you would connect with bread?

It is hard bread.

It is a beige product -- and does not have a lot of personality but yet, health and good for you is what we have heard a million times.

Sweden is a culture that is utopian for a lot of americans.

If you are a woman, it has a lot of positive attributes.

You can be successful in business.

A healthy lifestyle.

It is highly aspirational so the campaign is all about creating that exciting lifestyle in sweden to our homes in america.

Everybody wants to live in america like that.

The world is become such a bigger place because of the internet.

It is aspirational.

Every time you see the bread, you think it's wooden.

What about if you're interested in other kinds of food like sabra?

The most recent campaign that we have done was for the salsa which is a new innovation company.


You cannot just come and say this is it -- delicious tasting salsa.

It was all about these wonderful american farmers who grow tomatoes you don't does grow them -- they sing to them and they sing love songs.

You need to have an idea that it will break true.

It is not just your average, boring -- it has to be disruptive.

/ shareable on the internet.

Quacks did you have to sing these love songs in order to get people excited?

How do you convince a company like sabra that farmers that are singing songs that's about will do it.

If you talk to your plans and sing to them, they will grow.

That was an easier sell than perhaps sabra.

What about singing to jim beam?

It is something that we don't necessarily recommend.

You can always try it.

In that case, we work with the campaign which has helped the brand become reignited.

The brand has been around for 200 years.

We came up with a phrase called make history which touches on the wonderful heritage.

It also talks about would you as a young person, over 21, of course, are going to do tonight, right now.

It is about making your own history.

Let's talk about making a future because you have also worked on the side manu wrote -- hello, tomorrow.

Sabra is new to the united states.

Jim beam as a global brand and is a huge history of going around the world.

It is an airline that came to the united states a few years ago.

What we want to do is to create a movement that people can align with.

If that is bigger than the airline itself.

We came up with is the idea of connecting people from around the world.

If you connect people from around the world, you ball over come this understanding, the misconceptions.

That is the movement.

Get people inside the company where you have thousands and thousands of people getting behind this idea of hello, tomorrow which is the idealistic future.

It is idea that the world is better.

The movement is the idea they can change the world in some way.

It doesn't have to be nobler than now.

It can be something making it a goal to engage -- people to engage.

Emirates wants people to

This text has been automatically generated. It may not be 100% accurate.


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