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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