Featured Entry in Marketing

Conspicuous Nonconsumption

Want to connect to the green consumer? Help them stand out. I recently listened to the Freakonomics podcast “Hey Baby, Is That a Prius You’re Driving?” and it got me thinking about consumption, specifically conspicuous nonconsumption, or conspicuous conservation. Call it what you want, the green consumer wants you to know they’re a good person–and that’s an insight that businesses can leverage to help change consumer behavior for the better. Sustainable brands often try to blend ...

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Other Entries in Marketing

Dead Ducks Remind Marketers to Heed the Apathy Curve

Thanks to the proliferation of media and the Internet, we live in a world where we know a lot about a lot of things. We know about the last five northern white rhinos on earth. We know how two guys climbing El Cap go to the bathroom. We know things we shouldn't know and we know things we don't need to know. Unlike just a few generations past, we know many, many things that have little bearing on our actual lives. This makes it harder to care about things that do.

Knowing has a curious relationship with caring. And this relationship is particularly important for marketers to understand.

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MERCURYcsc's Top 10 Client Campaigns of 2014

Developing and bringing brand marketing campaigns to life is a lot like having a baby. There’s conception, gestation, and ultimately a couple of big, long pushes to get it out into the world. In the process, there’s headache, heartburn, weight gain, lack of sleep, and finally a bundle of joy. Also, your belly button may stick out.

In 2014, MERCURYcsc and our clients gave birth to a lot of babies. As with children, we love them all equally but different, and we are proud of all of them. So here, in no particular order, are the top strategies and campaigns we brought into the world in 2014.

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Using Fun and Converged Media to Make the Most of an Event Sponsorship

Eventgoers at the 2014 GoPro Mountain Games needed to answer only a few simple questions in order to discover their true Spirit Animal...

If you were an Outdoor brand and you'd decided to commit to a big event sponsorship like the 2014 GoPro Mountain Games, how would you capitalize on that opportunity? Would you give product away? Make T-shirts? How would you extend the reach of your sponsorship beyond the gates of the event and into the digital space?

This year, we had the chance to help Vasque do just that.

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Award-Winning Geofencing Campaign Brings in $6.9M for MT

If you’re a marketing agency and your client is the Montana Office of Tourism (MTOT), your problem isn’t how to play up marginal outdoor assets to attract potential visitors, as it might be in other places. It’s how to make the right people aware of what you’ve got to offer at the right time. If you can figure out how to do that, the returns could be impressive.

Turns out, we did. And they were.

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