Breville's use of Springpad's Embedded Notebook to present its "Barista Bootcamp Notebook" at a conference demonstrates a willingness of big brands to "give tech start-ups a shot at proving themselves," writes Christopher Heine. "Obviously you can post things to Facebook, YouTube or Pinterest. But [Embedded Notebook] allows us to organize these ideas in a single place in a way that's convenient for the consumer," says Rob Sheard, Breville's brand director. Elsewhere, Oil-Dri is giving GumGum a platform for overlaid cat-litter ads, and Dell and ADP are giving Lattice Engines' "Big Data" software a shot in ad-targeting efforts.
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