A new home page design that expresses the premium quality of the adidas brand went live last week on the company’s U.S. e-commerce site, shopadidas.com.

The clean, distinctively adidas design introduces a series of rotating banners that reflect the company’s current marketing campaigns. The rotating banners automatically refresh the look of the home page, while giving consumers multiple pathways to select products based on gender, brand, sport and product type.

Shopadidas.com also features links for popular searches and top visited locations, as well as three sub-banners that subtly highlight distinct product collections and sub-brands. Other features include a view into the shopadidas Twitter feed, and a simplified site map that makes accessing content easier for the consumer, while improving the site’s visibility in search results.

Isobar’s redesign team worked within a very short timeframe to develop the new design, which accomplishes adidas’ business need of making their products easier and more intuitive for the consumer to access than ever before.

The Boston Bruins have partnered with the full-service digital marketing agency and Aegis Media group company, Isobar North America to launch the interactive Facebook game “Bruins Face Off.”

The interactive game allows Bruins fans to compete against their Facebook friends and fellow fans around the world by predicting the statistical output of their favorite players based on points, hits and shots on goal during each game of the playoffs. To play “Bruins Face Off,” fans can visit the Bruins Facebook page at www.facebook.com/NHLBruins beginning Wednesday, April 14.

“Bruins Face Off gives us the opportunity to leverage the popularity of Facebook and provide a new experience to our loyal fans just as playoff excitement kicks in,” Boston Bruins SVP of Sales and Marketing, Amy Latimer said. “Our goal is to create greater engagement between fans and the Bruins brand, and our investment in social media platforms has this potential.”

A number of prizes will be awarded to participants throughout the Bruins playoff run. Bruins fans will have the opportunity to win a variety of autographed Bruins memorabilia as well as a chance to win a suite at the 2010-‘11 Bruins home game at the TD Garden for the winner and 17 Facebook friends.

“One of the primary goals in creating Bruins Face Off was to build on fan excitement and give them a special way to get even more engaged with the team during this incredibly exciting playoff timeframe,” said Daren Trousdell, EVP of Sales and Marketing at Isobar North America. “This is the time of the year that fans live for and the team wanted to give all their fans - not just those lucky enough to have tickets - another way to be part of the game-time action.”

Isobar also created a successful interactive Facebook application for the Boston Celtics at the start of the NBA season called “3-Point Play.”

The 2010 Boston Bruins Playoffs are delivered by AT&T. Fans interested in learning more about Boston Bruins players, or ticket options, should visit the team website at www.bostonbruins.com or call 617-624-BEAR.

As a marketer, it’s very important to maintain transparency while engaging in social media.

For the first time since the 80’s the FTC (Federal Trade Commission) is revising policies regarding testimonials and endorsements. Today, more marketers are utilizing social media so the FTC is attempting to enforce stricter policies regarding social media and transparency. The goal is to hold marketers responsible for false claims and penalize them for not identifying their motives in the social media arena. I’m sure here in Canada policies are also being revised I was unable to find any Canadian articles addressing the issue.

Don’t wait for regulations to mimic how you interact with your target, remember what marketing in the social media space means. It involves searching out the target and asking permission to engage with them. It’s not like traditional media where you shout and hope they listen, for this honesty is always the best policy. If you don’t identity yourself it will likely come out later and result in distrust with brand.

I currently comment, post and Twitter for a variety of different clients. In all cases I’ve made it clear I represent a particular brand with motives of engaging with consumers and potential purchasers. Before jumping in I make a point of familiarizing myself with the discussion. It helps me find the right moment to introduce myself. Commenting on something already being discussed will increase chances that forum readers are more likely to read and engage rather than scroll over my message like they do most spam messages.

In my introduction post I always inform every one of my name, my company and the client I am working with. In most cases forum readers were pleased to see their brand reaching out to them. I’ve received a lot of very insightful feedback from consumers regarding the brand. I’ve made connections and am certain that in the future if I need any consumer insights for a category I will have these relationships to draw from. I trust their feedback and I hope they feel they can trust me.

In closing I’d like to reiterate my point - in the world of social media honesty is currency to build a relationship between customers and your brand.