When digital PR is going right.

It seems M&S is on the right path at the moment, developing a mobile site that doesn’t just target iPhone app users.

M&S is doing a lot of things pretty well recently, notably its succesful presence on Facebook, and now its smart mobile strategy. Congrats to them: smart enough to see the value in recruiting intelligent, innovative thinkers and allowing them to make their mark effectively.

This is also evident in the rebranding of men’s fashion and golf brand Lyle &Scott who are ramping up its search activity to increase visibility internationally and has launched its first transactional mobile site.

Along with this, the company’s communication campaign has centred on increasing its social activity, launching a one-day promotion on Facebook to highlight its next-day delivery, as well as creating closer engagement through Facebook and Twitter.

Following this, Cadbury is one of the latest brands to abandon campaign sites altogether for social media, launching a game on Facebook to support its ads for Crunchie Rocks.

The launch of Crunchie Friday will be supported through its digital PR by paid-for media on Facebook, search ads and display ads on gaming-focused websites. They opted for the option of not investing in consumers coming to them but rather going to where their fans are already engaging.

This launch of the social media game is the latest move by Cadbury’s strategy using social networks to promote awareness of their individual brands.