In the spirit of the Olympics, creative agencies across the country have let their imaginations run free, producing spoof campaigns based on the games for a contest organised by The Drum magazine. Check out the winners to see who won faux gold. Just don’t tell the IOC!
Which Olympic sponsor produced the most shared video content? Find out who’s become the viral Usain Bolt with this quick but cute game from Unruly Media.
Beer nurtures creativity!
It’s not unusual for brands to launch a rebranding competition. But inviting people to reinvent their consumption habits is something new. This is what Heineken has in mind with the launch of their Ideas Brewery Challenge, a worldwide competition to reinvent the draught beer experience through digital technology, social media, and interactivity.
Stella cultivated its association with film through the launch of the Stella Artois Cannes Cinema Club earlier this year. The campaign is now set to expand, with the brand providing funds for special workshops to give cinema lovers the chance to learn from the most influential experts in the industry.
Social Media & Sausage Rolls
Will Greggs’ biggest fan still love Greggs after indulging every week for an entire year? The brand seems to think so. To celebrate reaching half a million fans on Facebook this week, Greggs is hosting a series of social media competitions to encourage fans to bring their virtual sentiment into the real world. The prize for the winner? You guessed it: free Greggs … every week … for a year! We can only hope one of those hungry looking long-distance runners comes out on top.
Think of this space as a pre-roll in YouTube…. How can brand make the most of this new opportunity? This week Juiced gives you a sneak peak into Doves new hacking app, Googles ‘I cried’ button and an app which may make Lego fanatics more than a little bit happy.
Although a little (very) cheesy, the technology behind this app could be a lot fun. Basically it lets women on Facebook hack in and replace the online ads promoting weight loss, boob job etc with more positive body image ads. Users can choose a group of women to send these ads to. Imagine if a brand like Pepperoni or WKD got their hands on this app and gave people the option for far more cheeky messages.
Project Goodcry is an experiment to make crying a collective experience. Google Chrome users can now download an ‘I cried button’ on Youtube and the top ranked videos are collected on the Goodcry website. As an engagement company we are generally focussed on enjoyment, is there ever a role for creating content that evokes a sorrow?
To promote their new Super Heroes Collection Lego have released a free Super Hero movie maker for iOS. The app makes capturing stop motion on your mobile really easy and you can choose from 11 customisable title cards and 5 soundtracks. Any chance to get our Sony tutorials into the community..?
Potentially big news for us. More demand for content, less media agency middlemen… Just need to convince people that pre-roll is an opportunity for content campaigns rather than an outlet for ads.
This week fashion house Oscar de la Renta live-pinned photos of their latest bridal collection in a real-time catwalk show, along with images from backstage. What is our POV on brand engagement within this new platform. Are there opportunities for M&S fashion on Pinterest?
This week we look at how Tupac became a global twitter sensation, an interactive map that documents many lost nights in the vibrant place that is east London and how social sites and marketers can use our online footprint to their advantage.
As part of Dazed & Confused magazine’s May issue Is East London Dead? Dazed Digital has launched an interactive map that enables creative residents of the area to upload personal memories, into what will become a permanent archive or digital exhibition. Over time, ‘A Secret History of East London’ will document the events, exhibitions, lost nights, gigs … in fact just about anything between 1990 and the present, to create an alternative history for this vibrant area. In an interesting twist, commercial businesses are sharing memories and using inspiration from the past to publicise new and upcoming events.
New Balance flagship store in Boston has incorporated content into the retail experience in an interesting way. Picking up a trainer triggers content related to the particular shoe to play on in-store screens. Shoppers can also choose to play certain videos through the screens themselves. This could get really interesting if the content moves beyond ads to offer training content tailored to the shoe, or a bit of back-story to give the product personality. Exploring the role for content within the retail experience is hot right now as brands are looking to enhance the retail experience and increase footfall. How can Sony Gold content be used to enhance Sony’s retail experience and boost the brand?
Fresh from its triumphant performance at Coachella, the hologram of Tupac Shakur is in demand for a full-scale tour. When the hologram appeared on stage with Snoop Dog and Dr.Dre it created a global sensation. Live on stage the 2-D Tupac rapped both alone and with the other artists – playing songs he had never before performed live. Not a cheap trick, Dre has big visions for this venture. It could have been Sony who explored this massive and somewhat unusual opportunity – a hologram gig was a previous idea we’ve had for a Sony experiential event.
Digital and Social
A ‘Like’ is just a ‘Like’ and with it we know doesn’t necessarily come much, until now. Through their Ads API Facebook is giving marketers the ability to target their communication to those most likely to not just ‘like’ but actively engage through either sharing or buying. Soon brands will be able to effectively target audiences based on their key social behavioural patterns.
Websites track every stage of visitors’ activity, but will legal changes to users’ consent make a difference to websites? Virtually every internet user will have hundreds of cookies (trackers) on their computer which store and examine their online life – how else would we remember our many passwords? From May 26 new EU law will force websites across the UK to flag and explain to users the information they’re tracking – data they had previously taken for granted. In terms of protecting privacy this seems like a great solution but it definitely doesn’t do much for user experience. Websites future success may depend on how well this is done.
The influx of social TV apps means that it’s more important than ever to produce content that is engaging, relevant and activated effectively across platforms. It’s going to become increasingly important to consider upfront how the content social platforms will run and effective activation within these to target different areas in order to create memorable experiences.
A big news week for Coca Cola’s marketing – In the run up to the Olympics, Coca Cola will undertake what it claims to be “one of the biggest experiential activations the country will ever see.” As part of its sponsorship of the Olympic torch relay, Coke with a fleet of interactive branded vehicles will host a series of events to highlight the positive things that young people are doing in their communities. Each night during the 70 day relay, special events will be set up. Among these events will be; live music, limited edition Coke and creating and sharing your own music, all of which go towards establishing Coke as a recognised music brand. Do you think these kind of events are a successful approach to brand engagement? Will it help people all over the country remember Coca Cola for putting on great music events?
Not quite vibrating Nokia tattoo’s but this weeks Juiced brings you Google’s augmented reality glasses, miniature billboards, Facebook film casting and a kissable pop star poster – which is both interesting, engaging all be it slightly unhygienic.
In an interesting new campaign Lego went big with small ads to create great advertising and a lot of small talk around town. To promote new attractions at LEGOLAND – Agency DLKW created 12-inch high signs, made of Lego and placed them around London. With a game like vibe people were able to find the signs guided by Google maps and then share their photos on Twitter using a special hashtag. The use of social engagement maximised the campaigns reach to impressive proportions.
Perhaps the most unhygienic campaign of the week goes to a group of Japanese scientists who created digital adverts interactive enough you can kiss them. The digital posters come complete with ultra-sound sensors that change the image to a kissy face as you approach. With further research scientists are hoping this technology will be able to recognise the scent of shampoo or flavour of lip balm. Splitting opinion- is this invention incredibly cool or are the ramifications of this technology both undignified and unsanitary?
Many brands are jumping on the latest trend of offering rewards for digital engagement. Consumers have come to expect discounts and rewards and as a result we are seeing a lot more brands willing to come up with such goods. There are numerous ways brands are going about this. As a working example Arby’s reward consumers who spend $5 in store earn 10 Facebook credits – this could turn out a useful way to monetise its existing social media network. What is Kameleon’s view on rewarding people for engagement? Do such incentives actually providing meaningful engagement?
Should Kameleon make the move to Pinterest and Tumblr? As more brands and companies move to communicate within these mediums we need to re-think (once again) the way we write and present our content to gain maximum traction. Pinterest is predominantly a visual medium whereas Tumblr is more versatile, however, the most successful posts are still those which are visually stimulating. There are four keys points to consider when planning successful content for these mediums; understanding what your audience wants, getting creative with how you title your boards, be willing to show your brands personality and finally write to sell aesthetic. There is definitely something interesting about what people are choosing to pin – we are finding it is usually something that inspires them – brands should take to these media with a similar spirit and enthusiasm.
This video has had more than 11 million views in 5 days.
If you thought Nokia’s vibrating tattoos were peculiar check out the latest invention from Google. Last week Google gave us a sneak peak at their secret initiative called Project Glass. The glasses are the company’s first venture into wearable computing – check out the video to discover all the potential uses of this new invention. Not available for sale yet Google is trying to stimulate conversation and gain valuable input from a wider audience.
An interesting move for Nissan India sees them launch the ‘New Star of India’ campaign – creating the world’s first Bollywood movie that was cast on Facebook. With an enormous Bollywood following this campaign paints Nissan in an innovative and fresh light – creating engagement not only within the Bollywood market and aspiring actors but with first time car buyers too. (To watch the short-feature film follow the hyperlink.)
As we’ve seen in recent Gold research Red Bull are always push the boundaries when it comes to partnering with extreme events on land, sea and sky but this new venture combines two relatively mainstream pastimes – football and dancing. A somewhat off the wall event that attracts those interested in both or either sports or perhaps an event which may instantly turns off both groups. The fact it’s now a world championship event says to us that it could become the next Olympic sport.
It is always nice to read about brand campaigns developed for the social good. This week Juiced brings you a whole host of different campaigns all facilitating societal change in their own way. It is particularly interesting to see how such campaigns have evolved as technology changes.
One way to motivate people to change their behaviour for the greater social good is through rewards and incorporating a gaming mechanic. Recyclebank–is an online platform in the UK and US with 3 million users that rewards individuals with points and cash rebates for making environmentally conscious decisions, both on and offline. Is gamification something the NHS should consider in trying to get people to lead healthier lives?
Mxit, South Africa’s largest Social Network, uses innovation and new tools within mobile platforms to facilitate societal change as a model of sustainability. Addressing the relevant needs of the 50 million registered Mxit users, on their social platform of choice (mobile) they support issues that matter to them. One example of this is the Advice Support partnership which is an initiative that enables access to professional counselling on various issues such as HIV, substance abuse and depression via mobile chat.
Mxit also introduced miGOx (My Interactive GOvernment eXperience), a technology platform allowing citizens to access open and available government information via their mobile phone, rendered in a user-friendly interface. It will provide citizens the opportunity to monitor promises on service delivery – if citizens are unhappy about the service delivery then they’ll be able to flag and rank it, making government officials more accountable to their promises to local communities.
Why not help transform 1cm2 of your community by buying one of the nation’s favourite drinks. Groundwork in partnership with a handful of soft drink manufacturers have launched this project to make a big difference to outdoor spaces which will give communities more access to outdoor sports, activities and fun. The beauty of this campaign is its simplicity – every drink purchased contributes. Communities can then vote on which piece of land they would like transformed. As a brand engagement agency how could we contribute to the long lasting legacy of this socially good campaign?
Levis has launched an interactive campaign to encourage fans to adopt a lifestyle that is more conscious of water as a precious resource and helps provide water to those without. Users can enter several competitions to unlock WaterCredits to support the Water.org initiative and discover the all-important steps into changing your habits to save water every day. To increase engagement this campaign also includes a partnership with Instagram enabling users to upload their own pictures taken at Levis stores to show support for the campaign. Fans can share which challenge they have taken across social media channels and earn as many points as possible.
A gym designed for the social good – the twist is that this gym encourages runners to get off the treadmill and run to a destination – the home of an elderly person looking for company. The benefits are that the home owner gets company whilst motivating the runners too – you’re far more inclined to exercise if it stops you letting somebody down. Research has shown 13% of people over 65 in the UK say that they always or often feel lonely, and 17% of those living alone see family and friends less than once a week. This campaign started in Tower Hamlets, aiming to expand in partnership with Olympic Park Legacy Company.
Take a tour around Notting Hill with Sam Sure & Giacomo in their interactive music video. Whilst watching you can click on the screen and drag the camera direction round, like you’re on Google street view. Although an engaging idea to bring you inside a music video, I think this functionality has more potential – imagine making interactive content in this style with binaural sound.
Swedish rapper Adam Tensta has only released one copy of his single and despite this being released online, only one person can listen at a time. Fans have to download the app and then wait their turn for the track to be passed on to them. Although a good PR story, this is an unusual approach for a music artist who surely wants to engage a wider fan base. Maintaining this air of exclusivity would be better suited to a luxury fashion brand.
Coca Cola’s ‘Move to the Beat’ campaign aims to use music to unlock the social side of the sports event. Mark Ronson travelled the world to meet up and coming athletes and fused the sound of their sports to create the campaign anthem. This is one campaign to keep an eye on – there will be events, digital activation and a full 60 minute documentary on Ronson’s travels airing soon.
Created by BBH this ad for The Guardian uses the children’s story of the Three Little Pigs to demonstrate the future of journalism – crowd sourcing, open platform collaboration, social media. A fantastic ad to show how the traditional newspaper industry must evolve if they ever hope of remaining relevant.
Disney Pixar’s latest cinema release tells the tale of a flame haired heroine and is set in the Scottish Highlands. The film is scheduled for release this summer and the global marketing campaign will also be aimed at promoting Scottish tourism through TV and cinema advertising, PR opportunities, digital marketing and events.
We trawl every corner of the internet each week to bring you the best articles, information, reports, websites, apps, events and anything else we feel like really, as long as we think that you’ll want to see it.
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