Nick Grimshaw and the BBC Radio 1 Breakfast Show asked their audience to recreate a favourite Bond scene, with a chance of meeting and interviewing Daniel Craig and Naomie Harris as the prize. Listeners were encouraged to produce a one-minute video and upload it to YouTube. To kick-start the campaign and inspire the public to get involved, Greg James, one of the DJs on Radio 1, made his own video in which he emerges from the sea à la Daniel Craig – which has now gone viral.
At a local train station, Coke Zero challenged unsuspecting passers-by to unlock the 007 in them for a chance to win exclusive tickets to the new Bond film. In true James Bond style, contestants had to go the extra mile—overcoming obstacles and delays in less than 70 seconds to win. Brilliant content by Coke. It looks like there’s a little 007 in everyone.
Making brilliant use of their leading music, movies, games and technology, the Sony Entertainment Network has brought everything they do best under one roof to create unique content. Add a great soundtrack by Swiss Lips (one of their newest artists), and the result is truly inspiring.
Great crowd-sourced content brought to you by Nexus (Art of Transport Scheme), with support from FACT Services Liverpool. At a bus station in Newcastle, commuters and passers-by were invited to contribute a note or two to a Beethoven Sonata – they all lent a hand and shared in a centuries-old musical tradition. Compared to some more elaborate flash mob performances, this is rather simple: less is more.
In July this year Mastercard launched “Check In”, a competition in which the winner gets to follow the All Blacks on the Air New Zealand European Tour in November. This advert, voted New Zealand’s favourite in the Fair Go Best Ad Award, is an amusing and endearing look at the enthusiasm of the All Blacks’ fans, and their relationship with the players.
US luxury gym line Equinox, which launched in London this week, fuses fitness, fashion, and high-quality content focusing on brand building, aspiration and their award-winning instructors, rather than the physical environment of their gyms. The result is compelling. Will you sign up?
Carte Noire coffee has a series of videos to seduce female coffee lovers, using male models to woo them with their mouth-watering words. In this video, Mr Continental (who’s French, obvs) offers to go and change all the light bulbs in the house, while the viewer sips the perfect cup of coffee… Bonjour!
Renault has this week unveiled a new car at the Paris Motor Show. This new Renault Clio is made by famous pastry chef, Pierre Herme; the car is made from chocolate. Parallels can be drawn between the new vehicle and the chocolate sculpture: the designs are both unique and technically accurate. This film conveys the thought, time and skill that go into carving out this perfect, delectable and distinctive vehicle.
Louis Vuitton briefed filmmakers to answer set questions around encounters in a personal video. Travel is at the heart of Louis Vuitton’s brand, and this set of films, produced for the Journeys Awards, conveys that message. With a high production value and artistic vision, the films were shown in Louis Vuitton’s in-store cinema.
How can we go to Paris without mentioning what we plan to drink for breakfast, lunch and dinner? Moet & Chandon used this content to prove the sparkle of their champagne alludes to success and glamour, celebration and grandeur. The content dazzles the viewer with a history of the brand, narrated by an aspirational figure, Scarlett Johansson.
Guetta’s Got Twizy: After dark dancing
Famous, French record producer and DJ, David Guetta and his wife have designed the new Renault Twizy. Inspired by the world of clubbing, this car is brightly coloured, has flashing lights and a racing car-themed interior. The content shows off the vehicle to David Guetta’s soundtrack: ‘The Alphabet’ track is used to raise momentum and maintain interest from the younger generation and fans of clubbing who this car would be attractive to.
Chic, suave and sexy, Jude Law personifies the Dior Homme scent in this Guy Ritchie-directed film. The male scent from Christian Dior is seemingly utterly distinguishable, even amongst the sleek backdrop of romantic Paris. Let’s hope that we bump into Jude ..
Directed to families with young children, The Family Wellbeing Index from Actimel attempts to engage customers with their new platform. Families are encouraged to answer simple questions to determine their family type and in return, Actimel offers actionable, personalised solutions including food, play, learn and exercise tips to promote family wellbeing.
Expedia have created a series of human stories, both user-generated content and selective brand-produced films to convey their personal touch – every trip is unique and transformative. Working with travel bloggers, this approach aims to provide the Expedia brand with an aspirational identity, rather than a quick booking site.
PokerStars have drafted in Spanish tennis player, Rafa Nidal, to rehearse his bluffing skills in an amusing piece of content which promotes the recently opened online poker market in Spain. The film shows Rafa posing as a receptionist at a Golf Course in Mallorca, and trying to convince customers that he’s not the tennis star. The release date of the film is pertinent too; with the Ryder Cup in full swing this week, this content will generate a strong dialogue for the brand.
Politically-charged, Brazilian graffiti artists are the stars of Asos’ gritty, mini-film to promote their new association with Puma X Black. With brand logos noticeably absent, the film delivers the typical Puma, everyday athlete vibe, and is filled with street cred to engage a young male audience.
September 17th saw Volkswagen debut their campaign for drivers to share their stories, be it unforgettable road trips, fun first dates or sustainable customisations of their cars. Volkswagen has invited their customers to tell the online community why they love their car and share their fondest memories of it. By asking their consumers to define what Volkswagen means to them, the power and scope of the carefully curated campaign rests on who is most important to the brand.
Despite our internal debate as to whether the Democrat Party should be considered a brand, this Obama campaign video certainly garners attention: Samuel J. Jackson has been recruited by the Jewish Council for Education and Research to speak frankly to young people about the importance of voting, canvassing and donating to Obama’s re-election campaign. Filled with crucial facts, this humorous, no-nonsense film endorses Obama’s manifesto and inspires the viewers to get up and get engaged, and with over half a million shares in the last five days, this video is set to go viral.
Danny MacAskill is an internationally-acclaimed street trials rider who asserts in this Remington film that life as a rider ‘takes power, precision and control.’ We watch beautiful and dangerous shots of him riding through the city of San Francisco. Only the final credits link him to the brand itself, Remington’s Touch Control Male Grooming range. The film was released as part of a series to promote the range, with other films starring F1 drivers and parkour stars.
Topshop have successfully commercialised their Facebook audience – turning ‘likes’ into sales. While the catwalk show of new season’s trends was being streamed live over Facebook, fans had the opportunity to share photos of the key looks, buy clothes and accessories for delivery within six to eight weeks as well as browse colour options and order makeup for delivery within 48 hours – much sooner than the arrival of garments into stores.
In an interview with Reuters, Justin Cooke, the Topshop chief marketing officer, said, “People have been trying to figure out for some time, how do you make these ‘likes’ into something relevant, how does the social aspect mix with your brand, and I think we are going to be the first brand to unlock that, we’re going to be the case study …(to) commercialise that social audience.”
Sadly, it will not always be summer, as epitomised by not only the weather in London this week, but also the stunning A/W William Tempest for River Island collection which entered selected stores on Monday. The second biannual FASH/ON Film Festival premiered Ryan Hope’s 11 minute film, which displays the 13-piece capsule collection at a fantastical party in a secluded mansion. The purpose of the film is to stimulate and promote the growth of the brand, whilst forging relationships between fashion designers and an emerging film-maker. Moreover, the film highlights London as integral to the digital revolution.
Puma’s Live Life, Don’t Watch It film is an effective campaign. It urges people to be sociable, slyly warning of the contentment many people have of choosing an easy entertainment choice – TV. This film celebrates those who create their own stories with their friends and teammates. The tone of the film allows for time to think about how you live your own life, and proves that fun is attainable.
Humorous branded content from Fresh Step has racked up nearly half a million views on YouTube in just ten days. And it’s about cat litter. Clearly with a great idea, even the most ostensibly mundane product can be transformed into an engaging, entertaining branded video.
MTV Mobile Europe has launched ‘GIF ME MORE PARTY’ a new integrated campaign showing the features and functions of MTV Mobile through interactive content in partnership with Buzzman Paris.
Experience an ‘awesome’ party (probably spelled parDy) from 50 different perspectives. It’s very MTV. And it’s very engaging.
Branded content meets real-life shopping experience in Burberry’s landmark London store launched this week. Burberry garments are equipped with RFID microchips hidden within, so that when a customer approaches a mirror wearing the item, the mirror transforms into a screen playing videos of the garment on the catwalk and how the item was made. This is a pioneering way to bring content into the physical world.
This London Fashion Week has been bursting with digital content but this piece, starring the designer Dominic Wilcox, showcases a unique and innovative idea with appeal beyond the front rows. Marking the launch of Global Footprint’s ‘Guide Me Home’ shoes, Wilcox explains the history and concept behind his invention: GPS navigation shoes with LED lights that direct the wearer to their required destination anywhere in the world.
MTV is mobilising its content wealth to attract brand partnerships. A new international, multiplatform, fashion and style destination www.districtmtv.com will launch in the UK, Italy, France, Germany and Spain. This platform will aim at targeting style-savvy 18-to-34-year-olds. Offering access to vast entertainment archives and exclusive content in music, fashion and pop culture, MTV is creating a unique proposition for brands looking to connect with this key demographic.
A brand known for their off-the-wall online content, Skittles have released a new faux interactive piece that is attracting attention. In Skittles: Interactive Theatre the audience can direct their own story – as long as your name is Bernice… Rather than distributing the video through their popular, official Youtube channels, Skittles have targeted potential fans through comedic video website Funny or Die.
Nike has forged the way in beautiful content creation in the sport arena. This snowboarding project once again sees them openly collaborate with filmmakers to focus on an area of branded content largely dominated by the likes of Red Bull, GoPro and Relentless. Beautifully shot with the brand taking a low profile in favour of viewer entertainment.