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!

Don’t forget to subscribe (bottom of page) if you want to receive these by email – that’s what all the cool kids do (honest!).

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!

Red Cross – donate your miles

Check out this fantastic concept for The Red Cross from Miami Ad School (Europe). The idea is that people would donate their free air miles to the Red Cross whenever they booked a flight, via an integrated donation link on the airlines/travel website. This would then lead them to a microsite, where they can connect with their social community to boast about their good deed, and encourage others to do the same. Genius!

I like the fact that you could also track your donated ‘miles’ and how they have been used via a mobile app, allowing the charity to start connecting more with the individual and therefore increase their chances of future donations.

Such a great idea, and the integration elements are really simple but well thought out. I do love the Miami Ad School!

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!

If you’ve not already done so why not sign up (below) to receive my weekly campaign chatter via email- go on, you know you want to!

This weeks digital campaign chatter #8

Some of this weeks most talked about digital campaigns, including work from Orange, Kotex and Desperados.

1. Orange – Do Some Good

Sustainability and Social Responsibility seems to be ‘the thing’ at the moment, with lots of companies investing as much in their ‘green’ brand values as they do in their product and/or service ones.

However, it’s not very often that you come across campaigns which you think might actually DO something (and that don’t include pictures of wind turbines and dying polar bears!). So, it was with a slightly pessimistic mind that I downloaded and tried the new ‘Do Some Good’ mobile app developed by Orange (with a whole bunch of their charitable partner organisations) this week – but I loved it!

The idea of offering people ‘bite-sized’ volunteering opportunities which they can do from their phones and fit in at any time during their day, is great. The app itself is really simple to use, allowing  you to browse through the various tasks or choose from the type of activity you want to do – such as completing surveys which help charities to develop their messages, taking or uploading pictures which can be used royalty free by charitable organisations, locating and helping to ‘map’ outdoor spaces which people can enjoy and where kids can safely play, sharing an ‘urban oasis’ or even offering your language skills to help translate something useful.

The Orange Rockcorps Collective (the division behind this concept), will then reward you with music downloads or tickets to gigs once your ‘bite-sized’ activities add up to a total of 4 hours. Seems that The Collective also have a great website and Facebook page to showcase their mission and entice more people to join and share their volunteering experiences. No mention of the Do some Good app on there just yet, and no link to any other digital platforms from the app itself, but it’s early days and hopefully there will be more tie-ins further down the line.

I’ve already filled in a survey about my (non-existent) cycling habits and taken a few pics of the local beauty spots, so feel quite good about myself! You should give it a go!

2. Kotex – Ban the Bland

Crowdsourcing sanitary pad designs? This is where I lose my male readers……

Kotex have taken the brave step recently in the US to challenge the traditionally white and ‘sterile’ design of feminine hygiene products, and their latest campaign opens up the redesign to their consumers.

Using their online design tool, you can choose from various patterns, colours, brush effects and sizes, as well as various graphics – including the option to upload your own – to create either a pad or a tin design. Once you have completed your ‘masterpiece’ you can add it to the gallery where others can then ‘like’ your design (or not!). There is even the option to create a mood board for those who are really serious about winning the prize of designing the final products with leading fashion visionary, Patricia Field.

I’ve worked on a similar ‘design your own’ tool in the past, but for flooring, and know how difficult they can be to create – especially if they include an ‘upload your own image’ option and a gallery. It seems that Kotex have done a good job with theirs and it is fun to play around with.

It would have been good to see more of a link to social channels so that users could share their designs (and therefore the campaign) with their networks. Perhaps the option to replace your Facebook profile picture with your pad design? mmmm…on second thoughts,maybe not!

However, I did notice whilst looking into this that the Facebook page they run is actually really well managed even with the lack of a direct tie-in to their latest ‘push’. They do share the campaign – even if only via the wall – and respond quickly and intelligently to peoples questions and comments.

The campaign also includes a big investment in offline advertising, including TV, billboards and in-store, which is sure to drive people to the online tool. The brand are (not surprisingly) claiming interest so far has been very high.

3. Desperados – The Desperados Experience

I could not write my weekly round-up this week without including something about the amazing You Tube take-over by Desperados.

The Tequila-based alcohol brand have created an inspired interactive experience which asks the user to reveal their age (for legal reasons I guess), select if they want to party with men or women, and then invites them to ‘join the party’. You can then ‘break through the wall’ by using interactive ‘sliders’ in order to open out the standard video viewing area to a much larger and wilder ‘party’.

The TV ad version is below, but you really need to check out You Tube in order to see what a great job they have done of taking this concept and developing it for digital use. It no doubt involved detailing both offline and online requirements ahead of filming, in order to make use of the set, cast and props for all needs.

Good on them for thinking ahead! So many brands simply stick their TV ad on the web and expect it to work just as well and go viral, without truly thinking about the medium and planning ahead.

Out of interest, the brand also seem to be doing the ‘design by crowd’ thing on their website, where you can design your own bottle and accessories etc. Jumping on the crowdsourcing bandwagon? Why not!

This weeks digital campaign chatter #7

Here is my round-up of the most talked about digital campaigns from the past week.

1.GranataPet – Snack Check

This clever little integrated campaign by German pet food company, GranataPet, has created quite a buzz over the past week, mainly down to its ingenious use of Foursquare.

An ‘interactive’ billboard was placed near a high-dog-walking-traffic area, encouraging passers-by to ‘check in and snack out!’. By checking in via Foursquare to the billboard location, a remote server is notified and the billboard will dispense some dog food. They are hoping that the dogs will remember what happened and encourage their owners to visit the billboard again aka Pavlov’s dogs. WODM (word of dog mouth) perhaps?….(sorry, I’ll get my coat…)

Much more of a brand-awareness campaign than anything else, although according to GranataPet they did achieve a higher interest in the product in local stores.

It’s early days, and hopefully they are planning to benefit more from all the hype they have generated and roll out the campaign more online. As yet there isn’t much more to see – apart from a fairly modest Facebook presence (with only just over 600 fans and no sign of innovation at all!) and a website which is basic and uninspiring – and doesn’t showcase the billboard campaign anywhere!

Still, great to see another example of innovative use of billboards as part of an integrated campaign. I foresee much more of this in the future.

2. AMREF – Status of Africa 2011

I handed over my Facebook status updates to a stranger this week. Like many others I was impressed with the approach AMREF (African Medical Research Foundation) has taken with their latest campaign ‘Status of Africa’, and signed up for their Facebook app which allows them to take over 2 of your status updates per day for 5 days and hand them over to one of their participating African mothers, grandmothers or midwives. This ties in with Mothers Day in the UK on 3rd April, with the main aim to highlight the differences in our societies and opportunities, in particular for women and children. They are running a similar thing on Twitter too.

According to their website:

It’s these women who are the beating hearts of their communities, providing strength for their families through the highs, lows, frustrations and joys. However, their voices are rarely heard, so with this simple gesture of lending their status, users can provide them with a mouthpiece to tell people what it’s really like to be a mother in Africa.

Whilst I guess only a charitable cause such as this could get away with such a bold campaign choice, and actually have people sign up and take part, I think it is a really great example of how to use social networking in order to quickly spread your message. No doubt my friends will be intrigued when my status is updated by an African midwife and I think will be more inclined to click-through than if I had simply ‘shared’ something from the AMREF wall.

This is actually the second time they have run this campaign so it must have had positive feedback and met some of their expectations and objectives last year (couldn’t find any actual stats on how successful it was however).

It’s a shame that a couple of elements were not working when I checked – the ability to change your profile picture to that of your selected African spokesperson, and the ‘invite your friends to take part’ function – however, they will hopefully sort things out quickly and build on the current disappointingly low number of fans they have to their main Facebook page. Some things just deserve to do well….

3. Carlsberg – Unbottle yourself

Personally, I had no idea that people from Sweden needed more help than anyone else in the World to ‘let themselves go’! However, according to Carlsberg, they are the most ‘reserved’ nation in the World and therefore need their help to ‘Unbottle themselves’.

This help comes in the form of a campaign website and mobile app which have 500 challenges, such as:

  • Pretend to be a tour guide on a bus
  • Speak with a French accent to the next person who calls you on the phone
  • Approach tourists and claim to be a famous Swede

You get the general idea…..

Each mission will give you points when completed – you can either self-approve or upload a picture or video for automatic approval (not sure how this works?). ‘Gold’ challenges will give you daily rewards such as ipads and phones. You can also challenge your friends via social networks to take part in particular missions.

The 10 people with the most points at the end of the competition will be given a place in the final, from which the winner will be given 2 ‘golden’ tickets to the ‘party of their lives’ in Hong Kong.

Nice idea (although the ‘policing’ of it must be a nightmare!), and the campaign site offers lots of amusing video examples to help get you inspired. No obvious homepage push from the main Swedish website, which is a shame. However, there are Facebook and Twitter tie-ins.

Just incase you are interested – you can take part if you are not a Swede….you just won’t win anything!

4. Skittles – Touch:Cat

This speaks for itself I think….

How disturbing?????!!!!!!!!! (sorry to put you through that, hope you don’t feel too violated!). You can view the full range of ‘Touch’ campaign video’s on YouTube.

This weeks digital campaign chatter #2

My pick of the digital campaigns which have been talked about most this week.

1. Calvin Klein – cK One

Calvin Klein have this week begun the unveil on their largest global digital campaign ever. Focused on reviving their 90’s fragrance cK One, the campaign includes a website, Facebook presence, Twitter and other social media, App, offline, and pretty much anything else you can think of!

The plan is to introduce the brand to a new younger demographic, and to expand it into a ‘global lifestyle’ brand which will include underwear and jeans as well as fragrance.

Whilst the main part of the campaign is the website, which allows users to explore the brand, products, and even find out more about the cast members featured in the videos, the App they have created for the campaign also allows users to unlock further video and behind the scenes content when they come across the billboards. Nice touch.

You can also truly be a part of the campaign by putting yourself forward to appear in the ‘box’ – the space which is used in their videos, full of pretty people in underwear talking about how wild they are. Think I might give that part a miss, myself….

2. Greenpeace – New Rainbow Warrior

Greenpeace have worked with DDB Paris to create this beautiful online campaign aimed at helping them to raise money and awareness around their replacement for the recently retired Rainbow Warrior ship.

The heart of the campaign lies in the website, which starts with a breathtaking video introduction, and allows you to explore the designs for the new vessel with a clever 3D tool. Rather than just donating money, you can look at exactly what needs to be purchased in order to complete the project, and ‘buy’ a particular element, making you feel more involved with the cause and probably more interested in the end result. There is also a live webcam from the German shipyard where the boat is being made, to update you on the progress.

Greenpeace are making good use of their social media communities to spread the word for this campaign, and are using both Facebook and Twitter to enlist the help of others.

3. Dulux – Let’s Colour

Well, it’s been going for almost a year now, but is STILL being talked about. I can understand why too – such a great campaign! Dulux worked with Euro RSCG London to develop their Let’s Colour campaign, which included a team of people travelling the world and helping local communities to change grey and depressing areas, into something more colourful and creative.

The results are amazing! You can really see how they are bringing communities together to work with them, and in the process creating much more inspirational spaces out of areas which were previously dull and run-down. The positive fuel this has added to their branding cannot be denied. They are not the only company to attempt something ‘social’ and community focused like this, but the way in which this campaign was executed was fantastic! The resulting videos from their initial project work are beautiful.

The social aspect of the campaign sees localised Facebook groups, where people from around the world can suggest areas that need the ‘colour treatment’ and vote for each suggested space. Participants of each project were also encouraged to create video diaries which were shown on the blog, as well as to manage dedicated Twitter accounts where they can talk about their experience.

The blog is kept fresh and inspirational in-between projects with regular updates on the use of colour around the World. Today they are sharing some photos of a lady spotted in New York with ‘rainbow’ hair. Fantastic!

4. Unilever – Lynx

Lots of talk on Twitter this week about the latest Lynx campaign – although I wonder if Kelly Brook looking amazing semi-naked and with wings had anything to do with it!

The ‘Even Angels will fall’ campaign, developed with TMW, has been created for the launch of the brands new Excite range and includes a digital game where you have to tempt the angel (Kelly) down from heaven. By doing certain tasks you can unlock different levels of the game, and even receive personal messages from Kelly herself!

You need to ‘like’ the Facebook page in order to play the game, but it’s definitely worth a go!

This weeks digital campaign chatter #1

Which digital campaigns have been talked about most this week?

1. Ken & Barbie Reunite

Still lots of talk about this campaign by Mattel Inc. which was launched a few weeks ago in honour of Kens 50th anniversary. Initially people were asked to vote if Barbie should take Ken back after their split on Valentines Day in 2004. Obviously the answer was ‘yes’, as they seem very much together now on the microsite.

This fantastic digital campaign included Barbie and Ken having their own Facebook and Twitter accounts, as well as profiles on the dating site! They also used Foursquare, YouTube, the main campaign microsite and a tie in with a US ‘Find the perfect boyfriend’ reality TV show to spread their message.

2. Visit Britain facebook app

VisitBritain has partnered with various travel organisations to launch their ‘Unite the Invite’ campaign, which targets people in the US, Canada, New Zealand and Australia. The Facebook app, created by Albion, cleverly ‘splits’ the participants virtual invitation to the UK in half and gives the other half to a different participant, who they then need to find using only a profile picture and the power of their own friendship groups and social networks. Very viral!

3. Jim Bean

To tie in with their TV ad, Jim Bean have launched a digital campaign which reinforces their message of ‘making a bold choice’. Via their Facebook or Twitter communities you can share your own bold decisions with the brand, as well access lots of video content and downloads.