Taking on branded content
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?