Mini USA, the American branch of BMW’s Mini Cooper line, tracks everything being said about its brand everywhere online–in blogs, discussion groups, forums, MySpace pages and much more–then uses what it learns to guide advertising campaigns.
At Hewlett-Packard (, 50 executives log into their individual blogs each morning to join the ongoing online conversation about each of their product lines, immediately responding to customer problems and concerns.
Ernst & Young recruits many of the 3,500 college graduates (more…)