Archive for the ‘Advertising’ Category

Crowd sourcing

Posted: August 26, 2011 in Advertising, Social Media, Uncategorized

Friday Email

This week we’re going to look at how brands are using crowd sourcing to collate content to use in campaigns. This idea of using alternative methods such as their consumers helps to bring fresh content to consumers in a new way. And allows them to engage with the brand.

The Vaccines Music Video

The British band The Vaccines are using this technique to create a music video for their upcoming single ‘Wetsuit’. They’re doing this by using photos shot by fans using Instagram. A platform which allows people to share photos.

The concept is simple. By asking fans to tag their photos of music festivals with #vaccinesvideo, the band is able to collect shots to make an animated video. In an effort to capture the perfect summer music experience, they are looking for photos of bands, tents, fields, mud, thrills, spills; pretty much anything that gets across what it feels like to be knee deep in a summer festival.

Just image if you found yourself in a music video….

Crash the super bowl

As we know the Superbowl  gathers huge hype in America with over 160 million people watched the Superbowl last year. This means that the commercials are invaluable to brands.

Utlising this fact Pepsico plan to show six user generated commercials.  The challenge was for the public to choose which brand they wanted to make a commercial for Doritos or Pepsi Max and create a action packed funny commercial , If you commercial is voted in the top 6 you’re commercial will get played: infront of 160 million people! A great use of crowdsourcing and gaining even more recognition, allowing the public to have some control over the advertising space

Bombay Sapphire

Bombay Sapphire’s Imagination” campaign drew upon its Facebook fans’ participation to inspire the visuals of the campaign. Users were invited to share their creations and artwork to be used in a 3D projection show which was unveiled on the 8th June at London’s Battersea Power Station.


Imogen Heap Album Campaign

For her latest album Imogen Heap is pulling on the resources of her loyal fans, and anyone else that fancies claiming their moment of glory within the music world, by creating a dedicated microsite which cleverly uses hashtags to collate all the ideas. Each day, fans are tasked with a different challenge e.g. Day 1: upload a sound clip, Day 2: Send in buzz words, Day 3: Send in photographs to be used on the album cover, Day 4: Upload videos for the music video, and so on. Imogen then uses all these ideas to create each song on her album. A great way to avoid doing all the work yourself!

Here’s a link to the microsite which will be starting work on Heapsong3 on 19th September so check back in then if you fancy joining in.

http://www.imogenheap.com/

Pril – German washing up liquid

And finally, to show how crowdsouring doesn’t always bring the best out of brands, here’s an example from Pril, the German washing up liquid brand owned by Henkel. Henkel launched an online campaign allowing users to design their own ‘individual’ bottle using a tool set with mostly predefined graphics to stamp on the virtual label. The two designs with the most votes would then hit the shelves in October.  However, one customer that found the idea of predefined shapes boring decided to pick the freehand pen from the creative tools and came up with the design below (it reads ‘Chicken flavoured Pril’). He then asked his followers on Twitter to vote for it, sending it shooting into the top 10 designs and sparking a whole raft of other spoof designs.

http://www.1000heads.com/2011/04/when-crowdsourcing-gets-out-of-control/

Happy Friday everyone!

Advertisements

This week we’ll be looking at how brands try to use a simple tool such as YouTube to surprise and delight its viewers.

YouTube takeovers are a simple concept which enable brands to take control of the dynamics of an entire web page, providing them with an effective way to make a bold statement. At first glance, the YouTube page looks nothing out of the ordinary but as the video unfolds the viewing experience takes on a completely different perspective.

Tippex: Hunter ….. a Bear

This first example is probably the most well-known and most amusing YouTube takeover. The ad for Tippex allows users to decide the fate between an anxious hunter and a big brown bear. This directly involves the user within the takeover, allowing them to dictate how the video unravels.

http://www.youtube.com/user/tippexperience

Google Chrome: Fastball – A Race Across the Internet

This Flash-based game was created to celebrate the latest version of Google Chrome with Adobe Flash Player preinstalled, and to emphasise the speed at which users can access different areas of the internet. The video shows a ball working its way along a DIY-esk obstacle course which is intermittently interrupted as it asks users to participate in various challenges. At the end, users can compare scores and share their videos with others.

http://www.youtube.com/chromefastball

Schick Hydro razor

To communicate the hydration benefits of using a Schick Hydro razor, JWT Sydney created a YouTube takeover featuring several men being hit across the face causing a spray of water to burst out of the screen. This spray of water displaces copy and content screens causing them to float up with the rising water level.

http://www.youtube.com/schickhydro

From here on in the theme is car related…

VW Black Beetle

Volkswagen ventured into the realm of YouTube takeovers by revamping its Black Beetle advert. The video follows a fairly standard format with various elements exploding out of the screen, disrupting the channel’s layout. At the end users are invited to replay the video, sign up for information on the New Century Beetle and other Volkswagen models, or spread the word via Facebook, Twitter or MySpace. Take a look here:

http://www.youtube.com/blackbeetle

Suzuki Swift: More Fun. More Swift.

Suzuki has also dabbled in the world of YouTube takeovers with this fun race between a free-runner and a girl driving the Suzuki Swift. The use of multiple screens, along with the usual page disruption makes for a fun and engaging piece of content.

http://www.youtube.com/allnewswift

Audi: Q3

Although not explicitly a YouTube takeover this example by Audi shows how you can effectively use a YouTube channel to guide customers through more specific elements of your brand in a visually appealing way.

http://www.youtube.com/audiq3

Although these are all engaging pieces of advertising it will be interesting to see how the standard destructive YouTube takeover evolves to become even more interactive and engaging for consumers in the future – we’ll keep you posted!

Happy Friday!

Hi Everyone,

We all know how fast the world of social media is expanding with the likes of Facebook and twitter ever-growing.

One little fact for you: Can you believe that 1/13 people on the earth use Facebook, that’s over 500 million users! So this week I though I would share with you some ways in which Social Media is being utilized:

Death of the Brand website

Apologies if you’ve seen this before but I stumbled across this article again and thought it was fitting to start this blog of. The article by Stuart Derrick discusses how today’s consumers are most likely to interact with brands via social networks rather than brand websites so what does this mean for the brand? In tackling this is highlights how important the idea of communications and a brand community are to today’s consumer.

Mini – It’s personal

A recent experiential promotion for MINI’s ‘It’s Personal’ campaign in Berlin invites everyone into the MINI Photo Box. Visitors are asked to wear a pair of brightly colored headphones and customize their favorite MINI model. The resulting photos of fans alongside their custom-colored MINI model are then sent to a large video screen at the busiest intersection of the German capital. This video images are also streamed live online, along with snapshots – available for everyone to pursue and share on Facebook. MINI fans not based or traveling in Berlin are invited to experience the Photo Box on Facebook, replacing actual headphones with virtual headphones. Ultimately,a participant will be selected to win a MINI model with customized, colored side mirrors.

Facebook as healthcare

Facebook recently launched an update called 0.facebook (Facebook Zero), a new mobile version of the site that enables free access to Facebook, even in countries where access would require data charges. 0.facebook.com is an image-less version of the site. One of the top features is that it can connect people with health care providers. It could also allow people to know about relevant health and immunization campaigns and health-related events happening in the community. Pretty clever way to utilise and help people in those ‘harder-to-reach-places’.

Red Cross Miles

This is another lovely idea which uses the idea to promote air mile donations to the American Red Cross. By adding a ‘Donate Your Miles’ button to flight booking websites, people can access the Red Cross microsite where they can choose a flight to support. If they also log in using a Facebook or Twitter account, they can add their picture and name to their donation and share it to their page to encourage others to donate too.

Diesel brings Facebook ‘Likes’ to Real – World products

Diesel clothing stores in Madrid have launched a pilot program which turns Facebook ‘likes’ to  real – world products. At clothing displays, mobile tags will be available for customers to scan and see similar items in the collections, as well as a Facebook like button that lets the shopped share there item on their wall.

Gagaville: Lady Gaga’s Farmville campaign

Lady Gaga is promoting her forthcoming album ‘Born this way’ on FarmVille, which will allow players hear her songs ahead of the release date.

She’s know in the industry as as having one of the savviest social media strategies of any musical artist. Looking at news ways and all the developing technologies in which she can engage with her fans. Making a brand of her self. Pretty impressive….

Lady Gaga Scavenger hunt


Not only is Lady Gaga being savvy and using FarmVille to promote her new album.  She  also teamed up with Starbuck’s and on ‘Scavenger Hunt’

Customers are asked to scan QR coses on in store banners where they’ll see the first of 7 clues in the seven round coffee hunt. They’ll then be directed to blogs or Starbucks digital property. Along the way they will be rewarded with Starbucks and Lady Gaga related prizes. The final round coincides with te alunch of her album, Born this way’. On this day Lady Gaga will talk over Starbucks – playing in store, featured on line, sold in stores. (The album not her!)

Happy Monday!

Hello

This week the topic of choice is RFID.

So what exactly is it?

RFID stands for Radio-Frequency Identification which in layman’s terms refers to a small electronic device that consists of a small chip and an antenna. It essentially works the same as a bar code or a magnetic strip on the back of a credit card, providing a unique identifier for that object which has to be scanned in order to retrieve the information.

Oyster Card

The first example of RFID I have to show you involves something that most of us carry around in our pocket everyday – the ever handy Oyster card! The Chromaroma app allows users to enter a game whenever they check in on the London transport system – tracking the number of swipes, places, modes of transport and even the number of passengers passed.

http://www.digitalbuzzblog.com/chromaroma-gamifying-london-transport/

Coca Cola

RFID can also be used to generate social media buzz around an event. Young teenagers attending the Coca Cola Village in Israel last summer were given RFID brackets enabling them to digitally like the facilities they were using. Perhaps even more impressive, if they were snapped by a photographer during the day, the photo would automatically tag them and post the photo on their wall.

http://theinspirationroom.com/daily/2010/coca-cola-village-like-facebook/

Renault

Renault has also tried to engage consumers by allowing them to share their offline experience with their online friends at an automotive exhibition in the Netherlands.

http://jazarah.net/blog/renaults-rfid-facebook-connection/

Information display

Now for a slightly more ingenious use of RFID. By simply placing the RFID enabled object into a small ring of light, the object automatically displays information relating to that object. One of the examples shows a set of household keys which magically displays an overview of the home from the amount of water used, to the weather and everyday tasks that need to be completed that day.

http://journal.benbashford.com/post/4530562245

Apple

Apple has also secured their piece of the RFID action by obtaining a patent for a RFID tag reader for their screens.

http://www.appleinsider.com/articles/11/04/20/apple_awarded_patent_for_rfid_tag_reader_in_touchscreen_devices.html

Hotels

And finally, probably one of the most unlikely places you’d expect to find an RFID tag…

http://www.smartplanet.com/business/blog/smart-takes/washable-rfid-tags-track-hotel-towels-sheets-robes/15530/

Happy Thursday and enjoy the Royal Wedding!

Hi Everyone

It’s the end of this short Easter week so I thought I would share with you some digital ideas, some which have  a festive nod to Easter. This is my first post to so hope you enjoy 🙂

Goo who Dares Wins

Keeping with the endearing cheeky persona of the Creme egg, Cadbury has launched a Creme Egg mobile gaming app that encourages users to carry out dares in the run-up to Easter. The free app supports Cadbury’s multimillion-pound ‘Goo Dares Wins’ campaign, part of its ‘Spots V Stripes London 2012’ initiative.

Dares include using Creme Egg fondant as a facemask, crushing a Creme Egg between the toes, and spelling out the word “goo” with the fondant.  It also has a nice social networking element as allows users to upload photos and videos of themselves carrying out the dares.

http://www.brandrepublic.com/news/1065275/Cadbury-dares-public-new-Creme-Egg-mobile-app/?DCMP=ILC-SEARCH

Slightly off the digital trend but Cadbury have also teamed up with the National Trust and are doing an Easter Egg Trail round national parks with is a nice way of getting people to engage with the brand.

http://www.eastereggtrails.com/

Orange predict a chick

In the run up to easter Orange was running a really cool little campaign called Predict-A-Chick on The FEED. It streamed the live hatching of 17 numbered chicken eggs. You could make your predications and then watch the action live via a number of camera streams. Cute!

You can watch the video here:

http://www.youtube.com/watch?v=DK8724fwsFA&feature=player_embedded#at=28

http://thefeed.orange.co.uk/2011/4/11/predict-chick/

Magnum Pleasure hunt

Keeping on the Easter chocolate theme next I want to share with you the latest global Magnum campaign which I think is brilliant.  It’s to launch the all new Magnum Temptation Hazelnut ice-cream. To do that, they’ve created an Advergame called “Magnum Pleasure Hunt Across The Internet”

It takes you across 2o well known sites chasing Bon Bons, the special ingredient in the Magnum Temptation Hazelnut ice-cream. The idea is to capture all 100 Bon Bons as you join the Magnum Pleasure Hunt Across The Internet, its not easy, but it can be done!

http://pleasurehunt.mymagnum.com/

M&M’s internet Invasion game

M&M’s are doing something a little different over in Denmark, utilising Bookmarklets to help turn every website in the world, into part of the M&M’s “Space Heroes” internet invasion game. This style of creative strategy has been hotting up of late, with brands delivering interactive experiences accessible on any website.


The two final things that I want to share aren’t Easter or Chocolate related but I think are pretty cool. The first is a pretty good execution and the second a great idea:

Desperdao Youtube takeover

Here is one of the best YouTube takeovers I’ve seen in a while, and potentially the first one to integrate the Facebook Connect functionality as part of the experience. (happy to be corrected here!)

The YouTube campaign for beer brand Desperados is different to most, by letting you interact with the story as it unfolds (dragging the sound sliders .etc), instead of the 99% that just break up the YouTube interface in various ways.

http://vimeo.com/22188920

BMW Iphone app

And to finish with I leave you with something pretty cool that I saw BMW were doing:

BMW is introducing a new iPhone app to help potential owners determine if an electric vehicle fits their lifestyle.

http://rumors.automobilemag.com/bmw-app-lets-decide-ev-41385.html

Happy Friday

Lettie

Hi Everyone

I thought it might be nice to have a look at the April Fools day ads from this year. April the 1st is the opportunity for serious brands to have a little fun and break away from their usual tone 🙂

The earliest recorded association between April 1 and foolishness can be found in Chaucer’s Canterbury Tales (1392). Many writers suggest that the restoration of January 1 as New Year’s Day in the 16th century was responsible for the creation of the holiday, but this theory does not explain earlier references.

What some brands did:

Heineken

Prank with bicycle baskets in Amsterdam – plastic Heineken crates were used to replace existing crates on peoples’ bikes around the city. Leading to a few confused expressions when the cyclist returned to find the bright green boxes instead of their usual ones.  

http://www.cherryflava.com/cherryflava/2011/04/heineken-april-1st-2011.html

 

 

 

 

 

Paint your house

Forbes initially thought this was an April Fools joke, turns out it’s real and has been so succesful that Adzookie have had 7,000 people applying to have their house painted.

http://http://blogs.forbes.com/jeffbercovici/2011/04/08/from-april-fools-joke-to-mobile-advertising-reality/

 

 

 

 

 

 

 

Gmail

They launched Gmail motion, where instead of using your mouse and keyboard, you use hand and body signals to control the computer and write an email. It was all backed up with great logic by a movement specialist and paralanguage expert.

http://mail.google.com/mail/help/motion.html

 

 

 

 

 

Virgin

Virgin Travel told people that Richard Branson had bought Pluto and was planning on having it reinstated as a planet once a specially created ‘deep space vehicle’ had increased the body mass by harnessing space debris and asteroids and dragging them into Pluto’s gravitational field.

http://www.virgin.com/travel/news/branson-buys-pluto-reinstates-as-planet/

 

 

 

 

 

 

BMW

Based around the Royal Wedding, BMW created an ad announcing the BMW M3 Royal Edition, available in three royal colours and embossed with special ‘Will’ emplem.

http://www.nickburcher.com/2011/04/bmw-april-fools-day-2011-royal-edition.html

 

 

 

 

 

 

 

Artline Twitter pen

Here is a pen which senses what you are writing and uploads it straight to you twitter feed- quite a good idea actually!

http://www.campaignbrief.com/2011/04/artline-releases-april-fools-d.html

 

 

 

 

 

 

 

 

 

Brand Republic

Pigeons to be used for consumer targeting, the idea was that they would be tagged with GPS technology and would be used to deliver personal messages

http://www.brandrepublic.com/News/895382/Pigeons-used-directly-target-consumers/

 

 

 

IKEA

The brand created a video and print ad for a dog stool which allows your family pet to join you at the table.

http://www.youtube.com/watch?v=BGPIszdcCcc&feature=player_embedded

 

 

 

 

 

 

Groupon

The company were selling tickets to the Royal Wedding including entrance to the afterparty, rice for throwing and a complementary tour with HRH Prince Philip.

http://www.groupon.co.uk/deals/national-deal/royalwedding/280861

Hi

For this Friday email, I am looking at some interesting things around mobile phones.

Mobile phone useage
This is a site showing over 43 different countries at different times of day. TNS have done a great job making this fun to use and really interesting, particularly if you want to compare useage across two different countries. You can see how culture/lifestyle affects what we use phones for and when we do it.

  
 
3D modelling on your phone
With just a few snaps of your phone camera, you can create a 3D model using this app developed my microsoft.

 

Unbottle yourself with Carlsberg
Carlsberg attempts to unbottle an entire ration – only problem is – it’s Sweden. They are asking people to compete with each other using their app to become Sweden’s most ‘unbottled’ by performing challenges, filming them and uploading onto the site below. Have a look at the link  to see some of the missions people have already done. http://www.unbottleyourself.com/home.html?preroll=true

  

 
Location based social networking photo app
The app creates social photo albums based around locations, from you, your friends and every other stranger within 150 feet, allowing you to experience a location or say, an event, from other perspectives in real time. It also allows you to comment and interact with the other people taking photos

Mobile tagging and how it can be useful                                                                                                                   Mobile tagging is not new, we’ve seen a lot of advertising/content uses for it, but here are some ways to really make constructive use of the tool. How about tagging a product with instructions on how to assemple it if it’s an IKEA pack. Or, if it’s food, include a recipe and a video on how to make something.                                                 http://www.psfk.com/2011/01/future-of-mobile-tagging-mobile-how-to.html

 
 
Aston Martin’s Glass Phone
I think this is beautiful, a lovely extension of their brand and they manage to relate it back to the car by using it to unlock the door or measure your movement during an accident to improve safety measures.
 
Happy Friday