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!

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