Rebecca Coleman is one of those marketers who both talks the talk and walks the walk. By day, she runs Something Massive, an agency she co-founded in 2009; by night, she contributes to the increasingly important mom vertical by blogging at her highly trafficked food blog, CookingWithMyKid.com.
As an agency vet and uber plugged-in consumer, Coleman is a fountain of ideas for Something Massive's brand clients, which include Yahoo, Regal Cinemas, Sony Pictures, Red Bull, and Toyota. Her specialty is getting consumers to advocate for brands that they love.
This summer, Something Massive pulled off a massive campaign for Yahoo Movies called "One Million Bags of Free Popcorn." Consumers across the nation were encouraged to check in via their smartphones using Facebook Connect at any one of Regal Cinema's 500 locations to get an instant concession coupon for a free bag of popcorn at the theater. After checking in, consumers instantly received a digital bar code that they could scan and redeem at the concession stand -- an action that could be tracked by location and time of day. To support the program, Coleman negotiated millions of dollars of in-kind media placement on Yahoo and in theaters at all Regal locations. The program, which was fan-gated, was directly responsible for gaining more than 1 million new Facebook fans for Yahoo Movies.
Coleman was awarded the prestigious Maxwell School of Citizenship Scholarship to attend The Newhouse School of Communications at Syracuse University, where she graduated with honors, earning a B.S. in advertising.
Fun fact: Coleman's blog has more than 10,000 Facebook followers.
The editorial team at iMedia Connection is proud to present the iMedia25 Class of 2011, compiled with the help of our 2010 honorees and our community of digital industry professionals. This list recognizes the accomplishments of key influencers in interactive marketing, who not only excel in their own business roles but are also able to execute on innovative ideas, share them with peers and consumers, and push this vital field to new levels of success and significance.