Michelle Obama is throwing her weight behind efforts to conquer a big health issue: childhood obesity.  The First Lady announced today that her campaign, Let’s Move, will take a multi-faceted approach to encouraging parents and kids to make healthier choices when it comes to food and exercise.

With over 25 million American kids and teenagers overweight or obese, Mrs. Obama thinks it’s about time to take an ambitious stand against what she calls an epidemic.  “We’ve got to stop citing statistics and wringing our hands and feeling guilty, and get going on this issue,” Obama said.

And she’s using her position as First Lady, and First Mom, to get it done.  “I know from my own experience.  I would move heaven and earth to give my kids all the chance in the world for them to be at the top of their game in every way, shape and form,” she said. “Let’s Move operates under the principle that every family wants the same thing for their kid. So we’re going to figure out how to make it easier for them to get it.”

Her campaign will start with the formation of a task force to study the issue and develop a plan within 90 days.  But Mrs. Obama has already lined up commitments from mayors, business leaders, grocers, school lunch suppliers, foundations, and non-profit organizations, and she is already planting the seeds for some specific initiatives.

Mrs. Obama is planning $400 million in tax credits to encourage grocery businesses to move into low-income areas where people don’t have access to healthy food at a low enough cost because they rely on corner stores and convenience marts.  She also wants to give $25 million to schools to replace deep fryers and soda machines with healthier options, like fresh produce, whole grains, milk, and water.  The campaign will also set up a foundation to monitor the campaign and organize the many groups that are working to combat childhood obesity.

To read more about the dangers of childhood obesity and Michelle Obama’s campaign, click here.

Advertisers have long gauged campaign success by metrics like awareness and intent to purchase.  But consumer “buzz” has always been an elusive factor, difficult to pin down.  Fortunately, some ad measurement firms see a future in using social media to calculate how much buzz a campaign generates, allowing marketers and agencies alike to put their ear to the online pulse of American consumers.

Agencies and consultancies are teaming up with buzz monitoring firms– including Cynfony, Radian6 and Nielsen BuzzMetrics– to develop measurement systems that would allow them to put online word-of-mouth statistics alongside more traditional metrics.

Such analysis provides a deeper look at a campaign’s successes and failures.  Social chatter can give marketers specific information about what consumers think of a brand or product, as well as provide a more holistic view of an ad campaign that allows the marketer and the agency to assess strategy and address problems.  The ability to provide meaningful, concrete data on social media buzz gives advertisers valuable and timely information about how well a campaign is working and fills in information holes that may have previously left them wondering where they went wrong.

Soon everyone will be using social media: nearly half of all Baby Boomers now report having a profile on at least one social media platform, up from 30% in 2007 (see article here). And with the popularity of social media on such a rise, it is time to analyze and quantify the online word-of-mouth.

To read the original article on social media metrics, click here.

Some unlikely champions are leading the push toward cleantech: large corporations.  In a recent Ernst and Young survey, 85% of respondents indicated that their company had accelerated its strategic response to climate change since two years ago, and 67% said that clean-tech had become a company-wide initiative with support from the top management.  According to Gil Forer and Joe Muscat of Ernst and Young, many big businesses have been implementing clean technologies in their operations, while others have partnered with or acquired clean technology companies.  That’s because firms are starting to see clean technology as part of a strategy to reduce costs, not just achieve climate change goals.

Putting the emphasis on financial benefits, not only social ones, seems to be making a difference in terms of promoting clean technology usage.  Rather than hindering corporations’ support of cleantech, the recession has actually encouraged companies to look for opportunities to increase resource-efficiency and pursue more sustainable growth by investing in clean technologies that reduce costs in the short and long term.

One thing Forer and Muscat left out of their analysis is the role that public perception plays in encouraging corporate environmental responsibility.  Smart marketers know that “going green” is an increasingly important value for consumers, who want to know that the companies they support care about doing good, not just moving widgets.  Right now, green is in, and marketers who can boast green credentials to clients, shareholders, and consumers have a better chance at increasing revenues and building a positive brand image.

Click here to learn more.

Social media played an unexpected role for some companies in the Haiti earthquake crisis.  In response to the destructive earthquake that ravaged Haiti last week, several major marketers contributed to the relief effort, only to find that the Twitter rumor mill was churning out false information about these donations. 

Companies such as AT&T, American Airlines, Kraft, and UPS pulled together their massive resources to assist with aid collection and transportation, acting out of a sense of corporate responsibility and also competing with one another to win the hearts of consumers looking for hope in the Haiti disaster. But soon the Twitter-verse was abounding with rumors. Some spread misinformation that the companies had contributed more than they had in reality, while others angrily denounced firms for inaction when those had in fact contributed generously but got lost among the donors.

This is a perfect example of how difficult it can be for companies to manage their message in the social media age. Twitter can be a great way to spread buzz about a brand, but it can be an equally great source of misinformation.  Interestingly, the firms found that the best way to counter the rumors and set the record straight about their Haiti contributions was via the same social media platforms - Twitter, Facebook, and blogs.

To learn more about the role of social media in the Haiti crisis, please see this article from Advertising Age.

In the spirit of contributing to the continued relief efforts in Haiti, we encourage everyone to donate. We are fans of Doctors Without Borders. While some relief agencies have been hindered by the anarchic logistical nightmare that has occurred in the wake of the destructive earthquake, Doctors Without Borders has been able to offer medical attention to the surviving victims and could use our help reaching more of the thousands affected.  Donate here.

EVANSTON, IL - The W3 Awards, sanctioned by the International Academy of Visual Arts, recognized I Imagine Studio with two silver awards this month. The Pearlescence campaign (http://www.pearlescence.com), recently developed by I Imagine, received top marks in the Web Video and Website categories.

Lamin Art’s Pearlescence, high-pressure decorative laminates, has long been recognized as one of the most innovative and unique product lines in the industry. To highlight the 25th anniversary of the line, Lamin-Art updated its Pearlescence line of colors and finishes with the largest new product introduction in the company’s history!

The fully integrated Pearlescence campaign contained the following elements: print advertisings, project case studies, web and trade show videos, direct mail, web site, product catalog and an expandable rich media online banner. To learn more visit http://www.iimaginestudio.com/news/july09/

The W3 Awards honor web creativity and acknowledge the marketing and creative professionals behind the winning sites and videos. The W3 is the first major web competition to be accessible to everyone from the smallest agencies to the largest firms. The competition is judged by the International Academy of Visual Arts, an invitation-only body of professionals from acclaimed, interactive, media, marketing and advertising firms. Members of the academy include executives from organizations such as: HBO, Yahoo!, Victoria’s Secret, Conde Nast and Monster.com.

A full list of W3 Award winners can be viewed online at http://www.w3award.com/webapp/winners.

EVANSTON, IL – The Summit International Awards has recognized I Imagine Studio with two awards this month. The Pearlescence site (http://www.pearlescence.com), recently developed by I Imagine, received the Leader Award for the B2B Product Website category, while the Lifeway Foods site (http://www.lifeway.net) won the Innovator Award for Consumer Product Website.

Lamin Art’s Pearlescence, high-pressure decorative laminates, has long been recognized as one of the most innovative and unique product lines in the industry. To highlight the 25th anniversary of the line, Lamin-Art updated its Pearlescence line of colors and finishes with the largest new product introduction in the company’s history!

The fully integrated Pearlescence campaign contained the following elements: print advertisings, project case studies, web and trade show videos, direct mail, web site, product catalog and an expandable rich media online banner.

Lifeway Foods is a market leader in probiotic, natural and organic dairy products for health-conscious consumers. IIS has helped Lifeway launch new products such as the Organic Kefir Line, Probugs for kids, the Kefir bar and many others. I Imagine also implemented integrated marketing campaigns that included radio, print, events, outdoor, grassroots and online marketing components. In 2009, IIS got a chance to work on the most exciting project of all, developing an online presence to educate and engage the Lifeway consumer universe about the benefits of Kefir.

The Summit Emerging Media Award’s competition included approximately 600 entries from dozens of countries for which only12% earned recognition.

A full list of SI Award winners can be viewed online at http://www.summitawards.com/index.php?option=com_mtree&Itemid=70.

EVANSTON, IL - I Imagine Studio is excited to announce the launch of www.peewee.com. This brand-new, energetic Web site has been introduced in a timely manner to promote a new show by Pee-wee Herman, set to open in Los Angeles on Jan.12, 2010. The show will mark the beginning of what creator Paul Reubens hopes will be a great comeback for Pee-wee.

The fully-interactive Web site is catching much attention for its colorful design, cheerful holiday music, and outstanding list of rich media features. Visitors to the site can buy tickets to the show, register to become one of Pee-wee’s “pen pals” and get a chance to win tickets, and also purchase DVDs of The Pee-wee Herman Show, Pee-wee’s Christmas Special, and Pee-wee’s Playhouse boxed set.          

A pop-out television screen allows users to watch hilarious video clips of Pee-wee and the other characters from his old show, Pee-wee’s Playhouse. Visitors can also browse a gallery of photos, creatively displayed as antique picture frames hanging on a spotlighted wall, and download free desktop images and whimsical icons of Pee-wee and the gang within gallery and downloads sections of the site

Incorporating social media into the new Web site has been received with enormously positive feedback. Links to Pee-wee’s Twitter and Facebook pages from the new Web site, as well as Pee-wee’s own social community on Ning, have built up his already large fan base. “We are very excited to see Pee-wee’s community grow via Facebook and Twitter. The social media has been one of the most important features for the site,” said Olga Weiss, Creative Director at I Imagine. Thanks to the Web site directing traffic, Pee-wee now has nearly 70,000 Facebook friends and the number continues to grow.

With its clever design and easy-to-use tools, the new Web site provides an enjoyable experience for children and adults alike, and only adds to the fun and excitement of Pee-wee Herman’s comeback show.

EVANSTON, IL. Lamin Art, Inc., a privately held supplier of innovative, design-statement high-pressure laminates and veneers for use in commercial applications, is observing the 25th anniversary of one of its best-known and most popular product lines, The Pearlescence Solid Colors Collection.  In celebration of this important milestone, I Imagine Studio has just completed an integrated marketing campaign that is bound to attract attention from the design industry.

Since 1984, Pearlescence has been inspiring the imaginations of world-class architects and interior decorators with light-filled laminates in a wide range of colors and finishes. Now Pearlescence is updating and widening its color palette and finishes. And, as its marketing agency, I Imagine felt that the introduction of these enhancements on the products’ 25th anniversary presented an ideal communication opportunity.

I Imagine Studio began by developing an inspiring series of case histories describing successful applications of Pearlescence by leading designers and architects, giving the agency strategic insights into the brand. From its inception, the Pearlescence Collection has been recognized as an innovative product offering a unique finish. According to Hans Mutzke, the inventor of Pearlescence, the attraction of the product “lies in the way it interacts with you, because the light is refracted at two different angles.”

Taking a cue from Pearlescence and the comments from the subjects of the case studies, the team at I Imagine Studio developed an innovative, integrated, and highly interactive campaign that included a direct response mailing with a lead generation component, a follow-up direct mail kit, an announcement ad, a case study ad, online banners, and at the centerpiece, a dedicated Web site, www.pearlescence.com.  In addition to a trade show video display, they then produced a video for the Web site in order to give full rein to the play of light and movement that is an essential part of the Pearlescence Collection. And allowing users to proactively explore the full range of Pearlescence colors in numerous textures, the site also offers visitors a chance to order a brochure online or download it immediately, obtain technical information, tour the five inspiring interiors that are the subjects of the case studies, and even hear how the product was created in an interview with Hans Mutzke himself.

Altogether, the concept and strategy of the campaign, like the product it represents, is designed to communicate the beauty of the world and inspire those who see it to use their imaginations and of course Pearlescence.

EVANSTON, IL. I Imagine Studio shuns the ordinary and prides themselves on helping their clients develop deeper and more profitable relationships with their customers. In the case of Wixon Inc., a hundred-year-old food and beverage ingredient leader seeking to revitalize its brand image, this not only meant positioning Wixon as a state-of-the art innovator with a customer-centric focus, but creating communications media that paid off this promise.

Drawing heavily on extensive research with Wixon’s clients, the team at I Imagine Studio developed a marketing strategy designed to reinforce Wixon’s traditional reputation as an industry innovator and broadcast its commitment to customer service. Beginning with the creation of a new tagline, Blending Innovation with a Passion for Service, this strategy was realized in collateral, trade show displays, and other marketing elements, including the recent launch of a Web site that serves customers in its own right.

“Our interactive Web features are another way we extend value to our customers,” said Peter Gottsacker, CEO and co-owner of Wixon. “We anticipate our customers will enjoy its convenience, which allows them to track their orders, request samples, make product inquiries, and ask questions and receive answers from our experts.”

Aside from the obvious advantages a well-designed Web site can offer any client, the Wixon site is an especially powerful communications tool. I Imagine Studio designed the site to be highly adaptable, allowing customers to browse by industry as well as application.  It also provides links to industry partners and valuable information about the latest trends in food and beverages. All of these customer-friendly features support Wixon’s brand, and encourage the retention of current clients while attracting new ones.

“The Wixon regrinding campaign is an excellent example of how the I Imagine studio team is committed to providing marketing support to clients that improve the quality of life for the world at large,” says Alena Tsimis, I Imagine’s Managing Director.  “At I Imagine, our goal is to expand our network of conscientious organizations and help them win the hearts and minds of their customers.”

EVANSTON, IL – I Imagine Studio has been recognized by the Web Marketing Association for Outstanding Achievement in Web Development. The Black and Decker Spacemaker site (http://www.bdspacemaker.com/default.aspx), recently developed by I Imagine, received top marks in the Consumer Goods category.

The fully interactive site features a virtual kitchen for visitors to customize to match their own and determine how Spacemaker products would fit in their home. Olga Weiss, creative director at I Imagine, says, “The site represents a great interactive example of engaging people with a product, while providing for a sophisticated backhand system to enable our client to streamline their logistics.”

“The site was customized to provide consumers with helpful, easy-to-use tools, and much more information than they could get from a stand-alone product in a store,” I Imagine’s managing director Alena Tsimis explains. “Questions on space, fit, style, and organization can all be answered through navigation of the site and ultimately help consumers to make the right purchasing decision.”

Websites are selected for the award based on design, copywriting, interactivity, innovation, content, technology, and ease of use. Overall scores are measured against the industry average and the WebAward average.

The Web Marketing Association’s WebAward Competition has been setting the standard of excellence for Website development since 1997. Independent expert judges worldwide review sites in 96 industries, and recognize the best with a WebAward to help interactive professionals promote their best work to the outside world.  A full list of WebAwards winners can be viewed online at webaward.org.