This weeks digital campaign chatter #14

Campaigns from Pedigree and Listerine this week, as well as the launch of the Orange Glastonbury 2011 app. Fun, fun, fun!

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1. Pedigree (New Zealand) – Doggelganger

Mars owned pet food brand, Pedigree, have launched a fantastic digital app and microsite this week for New Zealand as part of their Adoption Drive – a global initiative aimed at getting more people to adopt dogs from shelters. I say ‘app’ as opposed to campaign, as I am not sure if there is anything else around it. I’ve seen no evidence of it anywhere else online in the form of Facebook pages or advertising, but that’s not to say that it isn’t (hopefully) part of a bigger drive.

Working with the idea that people and their pets often look alike (allegedly!), the nicely designed application allows you to either use your webcam, or upload an image of yourself, which will then be matched with your doggy-double taken from a database of pooch-pics of dogs in shelters across New Zealand.

It seems I look like a Staffordshire bull terrier (not sure I’m happy about that!).

The idea itself is fantastic, but not new – The Shelter Pet Project in the US used the same ‘matching’ idea just a few months ago.

Truth is, this is such a fun thing to do! The 80′s sci-fi computer interface design (complete with computer voiceover effect) is quirky but relatively easy to use, and links you nicely into contact forms if you are genuinely interested in adopting as well as more information about the overall Adoption Drive.

What it doesn’t do, however, is allow you to share your results, and therefore the campaign, with any social tools? Very strange that they should omit such a fantastic opportunity to spread the message even more. There is also no sign of it on their main site homepage or even the Adoption Drive website for NZ too, which is a real shame – lots of opportunities to integrate it more with what they are doing elsewhere.

2. Listerine – Mouth vs Life

Listerine claim that they are the first to launch an ‘interactive’ You Tube video campaign with their latest Mouth vs Life promotion. Whilst I’m not so sure about that (I can think of a couple of others who have done a similar thing – Desperados for one), what they have created is quite good fun to watch and certainly gets their message across!

It’s nothing complicated – they have simply created a bunch of different small videos which display what the mouth goes through in different situations, such as when you chew, lick or eat things. The only difference is that the user can personalise it by selecting the scenarios which they want to see, and can view it in one video.

Not sure how ‘politically correct’ their choice of actors is……

It’s really nice to see a company thinking about how they could possibly do things a little differently with regards video and YouTube. HOWEVER, as with the Pedigree Doggelganger campaign, they have totally missed an opportunity by lack of integration into their other digital channels. No mention of it on their main website. No mention of it on Facebook. I’m guessing that online-offline campaign integration was also far from on their minds! What this shows is a lack of strategic thinking – another bolt-on campaign, which whilst it may help with their general messaging (use mouthwash – it kills germs and is good for your mouth!) does little to take into account a longer term digital strategy.

One other small point – it cuts off half the video if you’re using Firefox. Some basic browser testing needed perhaps?

3. Orange (UK) – Glastonbury 2011 App

For those of you brave enough to face the festival toilets this year and head to the biggest summer music event in the UK (and arguably, Europe), the free Glastonbury 2011 App by Orange is a MUST.

You can see that Orange have really thought things through, with options to plan which bands you are going to see, find out who is on ‘now and next’ at all the stages, keep up with the latest festival news, as well as generally just find out how to get to places you want to go to with a simple map!

There is a competition attached to the app also, offering you the chance to watch bands from backstage during the event. Nice touch. It seems that they will also have 3 all-important charging stations (‘chill and charge’) available at the event, otherwise they may as well have only covered the first day!

This all fits really nicely with their ‘Rockcorps’ CSR and ‘down with the kids’ brand messaging, and is available to download for all phone types from their own website as well as the usual suspects.

Oh, and good job on the launch video too!

This weeks digital campaign chatter #12

Real mixed-bag this week! Looking at campaigns from Visa focusing on holidays and fun, ‘Secret Society’ games from Dr Pepper, and the digital launch of the True Blood series 3 DVD. Enjoy!

1. Visa – Memory mapper

As we approach the traditional holiday season, Visa have launched an integrated campaign aimed specifically at people who enjoy to travel, which incorporates TV, digital and social media. The most interesting aspect of the campaign (in my view), is the Facebook application  – Memory Mapper.

With an integration to Google maps, the user can create their own visual ‘memories’ relating to a trip by uploading photos, video, songs, stories etc. to a specific place in the World, and then opt to share it with friends using Facebook and Twitter.

Nice concept – everyone loves to share their holiday memories! I like the social element, and the interface looks great and is really simple to use. I’m not sure how much it would make me use my Visa card more, but then I guess it’s the brand association with ‘fun and the sun (or snow!)’ which is important. You can access their latest partner offers via the app also – a nice little extra which helps to introduce some of the added benefits of being a Visacard holder.

It’s interesting to see people starting to use the tool for events other than holidays – perhaps calling for something a little more ‘joined-up’ from the Facebook offering of location and sharing tools?

2. Dr Pepper – Pepperhood

As their famous brand slogan goes “what’s the worst that can happen?” – well, setting a launch date for their new online game/competition of the 25th May, but not updating the Facebook placeholder (teaser) on that date could come close (in digital marketing terms only, of course!). When I checked on the 26th it was still ‘coming soon’ and directing you to the campaign microsite to sign up. Lets hope it’s just some teething problems….

So, what’s it all about? With the opportunity to win lots of prizes (including Pepperhood sweatshirts and games), and the ultimate prize of appearing on MTV later on in the year as the overall winner, Coke has decided to explore the slogan of its popular Dr Peppers brand, and set a series of online challenges which you need to overcome in order to be initiated into a (not so secret) ‘secret society’.

You can earn badges – and therefore the opportunity to win prizes – along the way. The real stroke of genius is in the last of the 10 challenges, which asks you to use your social networks and contacts in a kind of ‘school presidential election’ to gain the most votes (and therefore drive the most people to the campaign).

I am quite obviously not the target customer group for this campaign, so found some of the games (or ‘challenges’) quite irritating. However, overall it seems like a well thought out and produced digital effort, with strong links into social (viral) messaging and some nice incentives to take part.

First question of the initiation was how often do you drink Dr Pepper. My ‘never’ was rewarded with a coupon for a free bottle so that I could try it out. Nice touch. Difficult to say how much of this type of ‘rewarding’ and product-pushing is integrated through the whole thing, as I got fed up after I’d earned the first badge and ducked out. Like I said though, I am quite obviously NOT the target customer group…..

3. True Blood – Dig Deeper

If, like me, you loved series 3 of this popular US vampire show (much better than any Twilight-rubbish!), you may be interested to know that it is due to come out on DVD later on this month. Why talk about this on a digital marketing blog? Well, they have created a fantastic digital campaign around the launch, which encourages you to test your knowledge of the series and have an opportunity to win a True Blood-themed trip of a lifetime in the process.

Using a similar idea to Vodafones ‘Pixel Hunt’ campaign for their LG Optimus phone last year (featured in weekly chatter #10), users are encouraged to explore an image in order to find hidden clues. However, HBO have taken it even further and developed a full video ad for the DVD launch, which includes 60 hidden clues throughout. You can zoom, scroll, pause and play around with each frame on the dedicated microsite, in order to pick out and tag key people, objects and clues from series 3. It is VERY addictive – be warned!

It’s obviously aimed at people who have already watched the series, and what I find interesting is that whilst playing the game I was reminded of how great it was, as well as realising just how much I had forgotten – therefore giving me a bigger incentive to purchase.

There is also a connection with social media with the option to link to your Facebook account and share how well you are doing at finding the clues, or to tweet your progress instead. Good to see HBO sticking to their strengths – TV production – and using this in a really well-integrated digital campaign. If only they could close the gap a little more between when series 4 is shown in the US and when it is shown here in the UK. Having to wait an extra 6 months is just NOT FAIR!!

This weeks digital campaign chatter #11

1. Speedo – Unforgettable Swims

In an attempt to engage with consumers at a more emotional level, Speedo have just launched ‘Unforgettable Swims’ – a campaign which encourages you to share your stories of ‘favourite swims’. The integrated campaign will use digital as well as in-store and press ads, but will keep the website at its core.

Interestingly, the main Speedo UK website does not mention the campaign at all (at least, when I looked), but it is on the homepage of the international version of the site? Perhaps just an oversight. The use of Facebook also seems a little strange – with the campaign page only having 109 likes at the time I viewed, but the main Speedo International page having considerably more, and talking about the campaign just as much? Would have been a better idea to keep the one space, but integrate the campaign within it. Still, its early days yet, and this approach MAY work for them (although I’m not convinced!).

On the whole however, it’s a really nice idea. In the lead up to the Olympics, I can understand their approach and can see that making people think about swimming as an ‘experience’ as opposed to exercise (as I do!) or anything else, will no doubt have good results for them further down the line in this 3 year brand exercise. Kinda nice that they have not overtly pushed any of their products within the microsite either, which would have really put people off from the start.

2. Friskies – iPad app for cats

I think I’m gonna let the video do most of the talking about this ‘campaign’ (can you call it a campaign?).

When I first saw this, my first thought was” why would anyone let their cats paws anywhere near their iPad?!”, but actually, looking at all the publicity Purina have gained from this for their Friskies cat food brand, I think they may well have come up with a fantastic idea! Although looking at their Facebook page – which has miserably low ‘likes’ – it seems that they may have been better off putting more effort into online coupons (as that is what most of the posts seem to be asking for.)!

Check out gamesforcats.com for the full range of cat-tastic iPad fun!

This weeks digital campaign chatter #9

Back from a lovely Easter break, and straight into stories of weddings, chocolate and sunshine! Did you miss me?

1. The Times – Royal Wedding Souvenir App

Lovely souvenir plate or cup anyone?

Whilst they are by no means sitting alone in the Royal Wedding ‘bandwagon’, I was pleasantly surprised to see that The Times have taken a different approach to their usual souvenir supplement, and have also developed an iPad app for those who wish to remember the Royal couples ‘big day’.

As you would expect, there isn’t much in the way of interactivity and innovation – the main focus on the app being the content – however, the platform has allowed them to explore the history of the couple and the Royal family in a little more depth, giving much more background, video content and imagery than they would perhaps have invested in for a printed version.

As they say in their promotion video (above) “it won’t go yellow and curl at the corners” either! However, it is likely to get deleted accidentally or become obsolete as soon as the next big wave of technological advancements hits. I’m thinking of my VHS of the Live Aid event………

2. Cadburys Creme Egg – Goo Dares Wins

This multi-million pound integrated campaign, created by CMW,  launched early in the year as part of the Spots v Stripes initiative (see campaign chatter #3) and alongside the start of the Creme Egg ‘sales season’.

The most recent addition was a mobile app (launched in time for Easter!) which allowed you to choose and participate in various ‘dares’ that gave you points towards your chosen side of ‘spots’ or ‘stripes’, as well as the fame of uploading your efforts onto the main campaign website should you want to.The focus is obviously on ‘fun’, and the app reflects this with its spinnable ‘Dare Wheel’ and burping ringtones. You can also send a dare to a friend (it’s always more fun watching someone else do something stupid!) – nice and viral!

Creme Egg facemask anyone? Or fancy making a picture out of Creme Egg goo, dressing up as a fairy, or making a dance up with your mates in the middle of town for all to see and laugh at?

The campaign season finished on the 24th April, after Easter, but you can still access the content and have a laugh at some of the uploaded stunts on the campaign ‘headquarters’ website.

No results yet on how well the campaign did, but lets hope that it’s more successful for them than the overall Spots v Stripes initiative has been!

3. Budweiser – Ice Cold Index

If, like me, you’ve been enjoying the un-British sunny weather we’ve had over the past few weeks, you’ll appreciate the latest app by Budweiser which gives away free beer when the temperatures rise. Genius!

The Ice Cold Index App, developed by DDB UK, has links with over 2500 Bud-selling premises across Ireland, and should the temperature rise above 20 degrees, the app will give you a free pint at one of them.  You’ll also get money off vouchers if it doesn’t quite make 20, but is 16 or above – the hotter the day, the less you’ll pay!

Seems simple enough to use, and the overall response so far has been great (no doubt helped by the TV, print and point-of-sale support). So great infact, that at the time of writing this they have had to pull the app in order to sort out some serious server issues, even though the campaign doesn’t end until August! Not good.

Still, free (or cheap) beer is always worth waiting for!

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