Brand Content went high-tech & haute couture this summer when Google hit the catwalk with fashion heavyweight Diane Von Furstenberg to showcase ‘Google Project Glass’. Augmented reality enhanced glasses worn by models & designers recorded runway footage for “DVF Through Glass.” The film, which gives viewers a behind-the-scenes look into DVF’s creative process, was released yesterday on the designer’s Google+ page and YouTube channel.
Intel & Toshiba’s remarkable new content project, “The Beauty Inside”, is a crowd-sourced hybrid of film and social media that riffs on the iconic “Intel Inside” tagline. The two tech brands collaborated on the project—not only with each other, but with the audience. The interactive four-part film tells the story of Alex, a regular guy who wakes up every day looking like someone else. The twist… this someone could be you.
Audition now at Facebook.com/TheBeautyInsideFilm.
Automotive content and interactive games are a great fit, as demonstrated in Mercedes’s successful escape the map campaign. But Peugeot’s latest offering, a graphic novel based on its HYbrid4 technology, looks to have fallen short. Limited interactivity, and content that feels like a slave to the product, make this feel more like advertising than Brand Content we want to spend time with. What do you think?
How should a brand celebrate an iconic moment in its history? Lego chose to stay current.
For the brand’s 80th birthday, Lego has produced a charming animated film which tells the rollercoaster story of the historic family business, showcasing dedication to core values through changing times and fortune. With over 2.3 million views in the last month, it looks like these old boys won’t be left behind in the digital age.
In the run-up to Christmas, drinks giant Pernod Ricard has turned to branded content to raise the profile of G.H.Mumm Champagne. The ‘So Champagne’ initiative aims to ‘educate gentleman’ in the art of drinking champers through an online hub, giving the uninitiated lessons in top tipple etiquette. The content series will accompany PR’s ‘Champagne Protocol’ app released earlier this year.
Diversified digital content campaigns look set to top many brands’ holiday wishlist in 2012…
What happens when you combine music and gaming? Beck’s latest album has been brought to life in a new game: ‘Sound Shapes’ by PlayStation. Gamers play levels composed around song structures and original artwork, with the lyrics appearing within the built environment.
Social media showboating is becoming more and more common – but Mitsubishi has had enough! With its latest campaign Mitsubishi has produced a statement app, ‘Mitsubishi Unpretentious’, which analyses your Facebook friends, drumming up a list of the most pretentious. We don’t want to spoil the ending, but check out the video to see what the new Mitsubishi Outlander does to your pompous friends and their Facebook content.
Is it possible to convince viewers to ignore the YouTube ‘Skip ad’ button by integrating it into an advert ? This video for a Chilean environmental care agency does just that. The viewer is confronted with the following options: ‘Skip behaviour’ or ‘Skip ad’, prompting them to question their unecological actions rather than click away. It’s worked on 80,000 people in one week – will it work on you?
Think you’re pretty good at recognising which YouTube videos will become a viral success and which will peter out? Put your skills to the test with this interactive trading game in whuch users invest in and trade on the viral potential of videos. Be the first to discover a viral video and ride out its success. Give it a go!
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.
Olympics 2012: 100 Years of Sponsorship
The sponsorship of the games and surrounding controversies has been with us for over 100 years. Oxo was one of the first official sponsors of the London Olympics in 1908, providing beef stock drinks and rice pudding for marathon runners – the food of champions. During the 60s one of the main sources of revenue for the games came from tobacco sponsorship, the ‘Olympia’ cigarette brand generating over US$1m during the 1964 Tokyo games. Who are the brand winners today?
EDF and the dawn of the twitter Olympics
London 2012 will be most digitally connected Olympics and for brand sponsors to maximise their impact, they need a strong social media presence. Sponsor EDF energy stands out with their plans for curating a light show, projected onto the London Eye. Every night a special algorithm will measure the mood of tweets surrounding the Olympics, and the colours of the light show will change to suit the mood of the public. The live show will be streamed online.
Sponsorship is most effective when there is a consistent brand story and POV. After months of build-up Cadbury’s may have found its feet with the launch of the Cadbury’s house – an experiential hub where people can play with a variety of virtual sporting events and share their fun on social networks with RFID technology. The spots and stripes campaign almost feel like a distant memory.
There has been a lot of talk about the “Olympics Brand Police” stopping smaller businesses from mentioning the event, but just how successful has Olympic sponsorship been for the brands? This NewsWorks report looks into interest in the Olympics and how the brands awareness and perception have changed, if at all. Is Adidas’ sponsorship that successful if many people still just assume it’s Nike? Or have EDF benefited when people are still getting them confused with E.on?
Oddbins spearheading the revolt against LOCOG
The most effective marketing doesn’t need huge budgets, just a core insight into the mood of your audience. During the Olympic period Oddbins are offering anybody 30% off in -store if they turn up wearing Nike trainers and have in their pockets an RBS Mastercard, set of Vauxhall car keys and an iPhone. “We are doing this primarily to highlight the absurdity of the fact that the British people – who are paying for these games – are at the same time being subject to ridiculous rules”. Oddbins website has seen a 22% increase in traffic since its anti-olympics campaign launched
Celebrating the Paralympic athletes
This trailer from Channel 4 is one of the best ads we’ve seen from the games, celebrating the athletes as super humans whom have triumphed over adversity without being patronising. Emotive content at it’s 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?
This week we are using the notion of “having your fingers in too many pies” – can this confuse a brands message or objectives? Brands such as Help have been very successful in building an identity a through simple run but hugely effective campaigns. On the other hand we also look at those whose innovative ideas hinder rather than help the user experience. Stopping the music video to shop for items of clothing almost makes the music video experience pointless.
After the launch of global “Live for Now” campaign, Pepsi.com has been completely taken over by ‘Pulse’, a newly launched real-time digital platform that curates fans’ generated content, Twitter posts, Pinterest & Instagr.am pictures. Pepsi’s celebrity ambassadors encourage people to get involved and fans can win prizes. Despite maybe trying too hard to include everything that’s hot at the moment with no cohesive aim, it’s brave to see a brand using their official site to focus on engagement rather than product.
BBC Worldwide are building on the success of the show by creating an online game. Fans can create their own avatar, choose a professional dance partner and compete against other players. Although the game is free to play, there is a micro payments system to get costume upgrades, perhaps deeper tans. The success of Zynga (makers of Farmville) show that online casual gaming is not just for kids.
Music & Advertising
With heavy product placement common to many of the latest music videos, artists are increasingly looking to partner with brands. This example of an interactive music video lets people shop the artists look and is slicker looking than most. It’s important this approach is tonally appropriate for the audience but could be relevant when the content brief has a close tie to product such as tutorials, or an approach One Sony could take to push product through Sony Music artists.
Shazam, the app that recognises a song through a smart phone microphone, has partnered with ITV so viewers can interact with TV ads. Kraft has used it to give people recipes using Philadelphia when they Shazam the TV ad’s soundtrack. Recipes seems a bit boring as most people can google these from their laptop anyway. We think receiving something a little more surprising could be great for brand engagement. An idea for Lynx anyone?
Our favourite new brand
A great example of a brand taking care of their entire comms, from product, packaging all the way through to marketing. Beauty in keeping it simple.
One for the office
WeBike is the first meeting table that converts human energy into electricity through pedals allowing users to work, exercise and generate electricity at the same time. Working their way to get their phone charged could actually teach people not to take electric energy for granted!
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.
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