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.
Italy: From gymnasts to Stars thanks to reality show
How do you create engagement and build an audience for a team of athletes who have no sponsors and no fame? MTV Italy created a reality show to follow the lives of 3 members of the Italian Gymnastics team in preparation for their first Olympic adventure. The successful TV format – which tremendously increased the sport’s popularity amongst young girls and also helped the team find sponsors, is now set to be distributed worldwide.
Netherlands: Volkswagen create a cheer powered car to celebrate the Dutch athletes
A common route for brands across the globe to engage Olympic fans has been to offer the chance of free tickets. Volkswagen has taken this one step further by getting fans to prove their passion – by cheering as loud as they can in a car rigged up to run purely off the noise. All the videos of people trying are viewable on their site.
P&G brand Febreze decided that despite having a host of world class athletes at their disposal, they wanted to move away from the big names and find “the toughest odour challenge of the Olympic Games” – which they decided was wrestling. Upon becoming the official sponsors of the Azerbaijan Olympic Wrestling Team they started a campaign using video content and social media to not only promote the team globally, but also show just how good their products are.
In the run up to the Olympics sponsors have leveraged their brand ambassadors in several ways. In Australia Qantas developed a community based initiative to tell the story of their most recognised gymnast, Lauren Mitchell. The Gymbus event saw over 120 aspiring gymnasts come together to be coached by Lauren and her team mates. This brand campaign targeted a much younger demographic to most – giving future hopefuls a taste of London 2012 and what may be to come.
How have unlikely Olympic sponsors managed to create brand campaigns that target their target audience whilst aligning themselves to the biggest sporting event of 2012? As part of their Olympic campaign, McDonalds is offering rewards ‘as big as a 25k trip to London’ to incentivise consumers to eat healthier. Items containing 400kcal or less will have an athlete’s name on it and if that Olympic athlete wins gold, you win a prize. With Team USA’s current run of form, McDonalds may giving away quite a few prizes.
Not only did the worlds most decorated Olympian, Michael Phelps receive a phone call from President Obama but courtesy of Visa, Phelps was also honoured with a video message of congratulations from Morgan Freeman. Throughout the games brands have been releasing new content to keep up to date. Yet a day after the content was released, Phelps won another Olympic gold taking his total up to a whopping 20. Who will be next to congratulate the don of swimming?
A useful Pinterest board – with P&G cited as one of the best
It’s been a busy week at Kameleon so here is a short & sweet Juiced, only the best that grabbed our attention away from the dreaded Powerpoint.
I’ve just spent the last 10 minutes completely immersed in this site after seeing it won Gold at Cannes Lions. It’s a documentary on the lives of the Grisly bears in Canada, narrated in the first person by Bear 71. The story is told through video clips tracking the bears, overlaid onto an interactive map so you can explore the area too. Lot’s of inspiration for non-linear forms of storytelling, and next Summer’s holiday!
Fan of TOWIE? Blackberry is funding an 8 part series looking into the antics of a group of girls at music festivals over the summer. Produced by Monkey Kingdom, creators of Made in Chelsea, it will follow the same ‘structured reality’. It will be interesting to see the the scale of promotion offered by C4.
This is still in its early days but one publisher, BeActive is using the platform to bring their graphic novel to life. The novel is called Beat Girl and they’ve created a Pinterest profile that tells the story of fictional DJ Heather Jennings, in a similar vein to Lonely Girl. This is presented as a prequel to an upcoming multi-platform video series.
How to get top of the viral charts
This week’s Juiced is dedicated to algorithms, the mathematics behind our daily digital lives. From search engines to politics to entertainment, algorithms are thriving in the data consumers produce. In the midst of a revolution built on the power of the human mind, they’re often the force behind success.
Given the sheer volume of data that is collected on a daily basis in today’s digital world, there is no better time to be developing algorithms. Innovative algorithmic approaches to sorting information have played a key role in new business models, including Netflix’s recommendations, and are also being applied in politics, allowing candidates to better target voters. But algorithms have also been developed to help understand very different bodies of data, such as Quid’s Occupy Wall Street algorithm, which sorted through 40,000 articles on the subject and visually mapped out how ideas from the initial Occupy Wall Street rally in New York spread to other groups and other parts of the country.
In 2008, Klout was viewed by most as a gimmick to see how popular they were on Twitter. Three and a half years later, the company is making waves with its scores, calculated through an algorithm with takes in a person’s social media activity and gives them a ranking out of 100. Pushing the concept of brand ambassadors into a new era, companies are pinpointing the socially influential figures in their target audiences and showering them with free gifts in hope of much coveted word of mouth advertising. Do you think letting people have access to so much personal information is worth the freebies?
Serious journalism has long been thought of as a skill, something one has to nurture to be successful, but one that could be dying out with falling sales of newspapers and the rise of free digital content. In another blow to aspiring hacks, news giant Forbes has turned to Narrative Science, a program which uses algorithms to turn data into words, to write some of their articles. These articles will not be winning many awards, but will certainly leave you questioning whether they are written by person or machine. Will this Newspeak journalism satisfy, or do people still covet substantial, thought-provoking reporting?
As algorithms continue to develop there will be many arguments about their role. Is this new use of data an invasion of privacy? Are companies selling information about you that you don’t even remember? Or are we quite happy to have our information passed on, so long as it doesn’t do us any direct harm? Are algorithm-based programs developed enough to compete with human imagination? Are Netflix’s and Spotify’s recommendations better than your friends’ opinions, or are they limiting your discoveries? What do we stand to gain … and at what cost?
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?
This week giving you an insight to some of the amazing content circling the web and what makes it so shareable. Is video sharing changing what we view as quality content? Year on year as video increases in popularity we see brands developing their content strategies.
Nike Make it Count
The days when companies relied on 30-second TV spots and full-page newspaper ads as their main tools for staying top-of-mind are long gone. With their latest #makeitcount campaign Nike is definitely a brand evolving their story telling style – a far cry from their usual polished feel. Developing a personality and an emotive connection the advert for their Nike FuelBand (an athletic-performance tracking device,) directed by Casey Neistat, is an inspirational piece of video homage to making the most out of life and enjoying new experiences. Aside from 10 seconds of unpackaging footage at the beginning, the Fuel band isn’t featured again. Instead, viewers follow the filmmaker on his mission to go as far and experience as much as he can before money runs dry. To me there is something immersive about following real people on a real adventure, and it is the uplifting feeling which makes it sharable. This content is definitely more about the brand than the product – but it is still important to keep objectives in sight. Making exercise or things count can be much more than pounding the treadmill. If you could show the world what making it count means to you what would you do?
Reebok have identified an opportunity within the sports category and have set their sights set on the fitness and gym audience. Although this is an ad with paid for placements on TV and gym media, rather than branded content, it’s an emotive piece of content that has a clear objective and message – sport doesn’t have to involve tournaments or teams, working out and aiming to be as fit as you can is a sport in itself.
Guardian three little pigs
The Guardian three little pigs is a really engaging piece of content to communicate a rather academic subject, the future of journalism – the twists and turns in the fable as the media frenzy intensifies watches like a cinematic thriller. Coming up with a killer idea and then finding the perfect Director to run with the idea is the holy grail. The video is likely to be shared because it is clever in a “gleeky” way, but also a talking point, what is the future of journalism, when the internet provides such an open platform for reporting?
People Are Awesome
The people are awesome video drives home the true meaning of viral. A compilation of amazing stunts and tricks, mostly filmed on amateur cameras, this video shows that slick production isn’t essential to making amazing content, it’s the idea. What is most interesting about this piece is that it was put together by the band Hadouken to promote their new single which is playing throughout, the video then ends with the songs title and links to their Facebook and Twitter. The heavily shared content was viewing over 40million times, largely due to the unbelievable stunts viewed. A great way to get your name out there on a small budget.
Pink Ponies: A Case Study
To finish off this week’s look at brilliant video content from around the web, here is a case study highlighting how marketers mould information to show their “grandeur”. Made just over a year ago by St John (more recently famed for their Catvertising video) this tongue-in-cheek content mocks the language and exaggerations used in the ‘making of’ agency case study videos. Whilst this video is initially humorous, it does show how generic Case Studies have become, which is also evident by sarcastic YouTube comments, discussing the video as if it was a real campaign.
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.
A Swedish headphone company and students from Hyper Island have come up with a concept that claims to bring the experience of being at a gig to life online, however you are in charge – interact live with the artist and have a panoramic 360 view of the action. Viewers need a ticket to this viewing and the only way to get a ticket is through a binaural sound treasure hunt.There was some debate as to whether the actual experience will match up to the claims but I think there are two key takeouts – how can we create content viewing experiences as well as tell great stories, and secondly, how can we extend the experience and engage fans before and after the main event. Tickets to the first NuSound gig anyone??
People are moving onto social sites that are focussed around specific interests rather than a broad group of connections with friends. As a marketer this should be a far easier opportunity to engage potential consumers but few brands seem to be hot off the mark. We are social recommend fostering discovery with multiple notebooks, include non brand assets and most importantly encourage people to curate. Sony especially should be looking to engage specific communities around photography and stop motion on popular sites such as Pinterest.
A mouthwatering simple piece of engagement which uses the communities tastebuds and creative juices to create and name a new Pizza that will feature in stores for people to get a taste of.
Getting your fans to work for you doesn’t have to cost you an arm and a leg. Just a pair of trainers. Skechers identifies the power and ease of getting your biggest fans as advocates. But is free gear the right way to win your fans over? Surely earned media is precisely that – you provide value and engagement and fans will willingly spread the word.
Something we have all been thinking about since learning lunch – 3 hazards with IP and social media (US focussed but we should be clear on the UK standpoint); pictures on Twitter are still subject to copyright and we need to be clear where we are sourcing our images from,don’t just re-post content but transform it and add our own POV, parodies are danger.
How often do you give directions by saying ‘look out for the Apple store’. One app manufacturer has created a map that uses retail landmarks instead of road names. Purpose-led maps seem to make much more sense – imagine maps of bars, parks, record shops etc. If this takes off we could see it being sold to phone brands, tourism councils or even lonely planet.
A stream of new tech savvy punters will flock to traditional Walmart stores trying to find hidden gems for the new Angry Birds game. Angry Birds will receive an unbelievable reach across America’s non-digital land. A mutual benefit from two very different perspectives.
Can Coca-Cola build a long term success of the Olympic Park velodrome if the brand is granted the naming rights? The O2 or the Emirates are two such success stories. As Coca-Cola aims to capitalise on it’s sponsorship of London 2012 it’s interesting to consider what they may intend to do with the space after the Olympics, and how they plan to name it?
Engagement in retail
A fun initiative sees Ted Baker create a live art event for consumers in store. The digital service called ‘Ted’s drawing room’ will give 100 customers the opportunity to get their photograph recreated by a top illustrator. The finished portraits will be sent to their owners and will be displayed on Ted Baker’s facebook page – live footage will also be broadcast. As the ease of online shopping continues to threaten the high street I expect we’ll see more brands using their retail stories to host events to bring in the crowds.
Jean Paul Gaultier has created a series of short films titled ‘The Serial Designer’ launched on Facebook as part of his new role. Each film features one of the Diet Coke Puppets and Gaultier helps to solve their fashion emergencies. Working with Gaultier is a massive coup but I’m disappointed by the content – the narrative is weak and the product placement feels too overt, it seems more like an ad. Also there is no call to interact despite the content being hosted on Facebook.
The Fat Duck is famous for creating an immersive dining experience, however with a waiting list of about 2 months, how do you keep diners excited? Heston Blumenthal’s team have come up with an idea to engage diners before they’ve even got to the restaurant – after booking, customers get a url which takes them on an animated journey evoking the memory of being a kid in a sweet shop, and binaural sound features too! Anyone that completes the experience also get a digital souvenir. Personalised brand content at it’s best!
Codenamed Project Barcelona the iTunes style store will allow viewers to pay to download programming. Thompson said ‘the BBC iPlayer is the most successful used catch-up service in the world but it’s true that after that 7 day public service window, a large proportion is never seen again’…The window would be non-exclusive and all this content would be made available for producers to exploit in any way they wish.
PG Tips is the most engaged with brand and it’s not all about the number of fans. According to research, nearly 2 out of 10 fans actively responded to the brand’s page over a week by liking, commenting, posting, responding to polls or sending RSVPs. If like me, you are wondering how they do this it’s simple –they focus posts around the lovable ‘Monkey’ and Jonny Vegas. Brands need a personality and great content to maintain engagement beyond marketing campaigns to grow fan acquisition.
Not only did SXSW (9-13 March) social media carnival throw up some great trends as seen last week with Me-TV but it produced a great variety of talks. This one was easy to share, so, I’m sharing it! Hyper Island’s Tim Leake gave a great, thought provoking talk on Adprovising: Agile marketing made easy – check out the link.
Are we looking to vet any new interns – why not use an app to do it? A bit on the ‘digital savvy/crazy’ side the app assesses applicants by asking them to draw a picture for a given word. The agency behind this believes the key to successful messages is simplicity. If you fancy your changes why not download the app and get drawing.
A festival famous for highlighting the ‘things to come’ there are 3 connected trends emerging from this year – which will have both an impact on brand reputation and comms. They are crowd-sourcing ‘social’ and privacy. All of which are set to revolutionise traditional practise – we are in an area of networked intelligence and cracking the code will lead to more successful aggregation and understanding of engagement.
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