Ellen DeGeneres

Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.

Heather Fletcher is senior content editor with Target Marketing.

At this point, marketers are in awe of the social media marketing savvy of @Wendys. As of 9:36 a.m. Tuesday, they may have started the slow clap; for that is when the fast food brand gave Carter Wilkerson a year’s supply of chicken nuggets, donated $100,000 to charity in his honor and presented him a certificate of achievement.

“18 Million,” @Wendys tweeted. High-schooler Carter Wilkerson took it from there. The teenager from Reno, Nev., created a marketing campaign to gain the number of retweets the fast-food giant requested based on his April 5 query about getting a generous gift of chicken nuggets.

Yesterday during his press conference, President-elect Donald Trump vowed to bring jobs to the states whose voters helped him win. He talked about car manufacturing jobs that will remain in the U.S. once he takes office in a few days and the companies that won’t be offshoring work because of his intervention.

In an era when just about everyone has a Facebook page, why did President Barack Obama, the Ford Motor Co. and Ian Somerhalder turn to the same person to manage their online voices? Oliver Luckett and his company, theAudience, are virtual producers, creating thousands of pieces of content per month: Facebook pages, videos, Twitter messages—just about anything with the potential to go viral. Luckett says old models of communication have lost influence; building original, shareable content is now the most valuable way to connect with people. And he argues that the same principles apply whether you’re campaigning for leader

The 2014 Oscars are over. "Gravity" was hard to keep down, Jennifer Lawrence was her clumsy, lovable self and Twitter was lightly abuzz with real-time Oscar marketing. As usual, there was plenty of canned stock art tweets, corny puns and painful attempts to stretch anything into an awards tie-in. Finding the good wasn't easy. Here are our picks for the five best real-time marketing moments at the 86th Academy Awards.

Some of the most beleaguered brands in the country shined this holiday season. Ads from brands such as Sears, jcpenney and USPS managed to win over consumers this year with a blend of detailed product information and humor, ranking on Ace Metrix' top holiday ads list. Craftsman, which is owned by Sears, was ranked the best ad of the holiday season—a huge win for the beleaguered chain. The winning ad, "Max Access Locking Wrench," was heavy on product information, resembling a direct-response ad. jcpenney, meanwhile, continues to reap the benefits of its association with Ellen DeGeneres. The spot, a humorous

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