This weeks digital campaign chatter #18


1. Frijj – You LOL you lose

Dairycrest have come up with an amusing campaign for their milkshake brand Frijj, using ‘face recognition technology’ (i.e. your webcam) to find out how hilarious you find their choice of videos.

To celebrate the launch of 3 new flavours they have created 3 characters (1 for each flavour) and are directing people to both their Facebook page and website from the packaging in order to find out more about them, and take part in their new digital game – You LOL You Lose.

The idea is that you watch a selection of ‘amusing’ videos and try not to laugh – the game uses your webcam to determine if you have or not. Fun idea, but as you need a webcam in order to play (obviously), and they have decided not to show the videos anyway to those unfortunate enough not to have access to one (because their own laptop has died and they are using an older less able laptop in order to write their blog post….), I can’t give you any more info on how it works, or even if there are prizes involved with it! It would have been good for them to have some video evidence of the game in action, as Honda did with their ‘This unpredictable life app’ for the Jazz a while back. It would have added a nice extra element to see some participants trying not to laugh! Also, from a branding perspective, it would have helped with what they are trying to do no doubt, just by showing the videos anyway for those who don’t want to play?

The Facebook page is nice and simple and directs people to the game on the website – nothing much more to it though! That’s a lost opportunity if you ask me. I’m loving their new characters – the graphics are great – it’s a shame that they didn’t delve a little deeper into them with some animation and/or background info (other than the couple of lines that they have for each). No doubt a budget issue, but if you are going to do a campaign like this, and include packaging and outdoor ads (from September) to promote it, you may as well go for it! Feels like they have only scratched the surface of what could have been an amazing campaign.

2. HTC ChaCha – What happens when you push it?

The team at Fearlessly Frank sent me some info on their latest campaign for the HTC ChaCha mobile phone last week, a fantastic personalised Facebook app which allows you to imagine what it would be like to give up work and live life to the max.

I’m not sure how it links into what else they are doing online (or offline), but I love the personalised video it creates for you which shows you interacting with your mates on Facebook and updating them on all the amazing things you are doing (could be doing).  Given that one of the key features on the phone is the Facebook button, it makes sense to center the campaign around it. It really does get you thinking too….

Here is an example, although seeing your own personalised version is obviously a lot more powerful.

3. Guess – Using Facebook as a CRM

Not really a campaign, but I wanted to share with you the latest approach by clothing brand Guess to the wealth of information available via Facebook.

Whether you agree with it or not, Facebook offers more information on your customers and potential customers than you are likely to find anywhere else. It is also self-maintaining! Brands have been using this information for a while in order to place targeted ads on the platform to the specific people they want to see them. However, not many have been extracting this information in order to feed into their marketing strategy. Guess have decided to look at the likes and activities of its target customers in order to decide where and how to talk to them. For example, if there was a trend towards ‘liking’ a certain band, they would consider using the music in their ads and/or the band themselves in promotions such as competitions and give-aways.

Executive Vice President CIO and Strategy, Mike Relish said:

Instead of the shotgun approach of marketing we can now target our best customers – I will know from the Alert platform what those customers look like

Listening to your customers is so important, but if you use this knowledge to talk to them in the same ‘voice’ it can be so powerful. I’m looking forward to seeing what happens with this approach – lets hope that they release some stats in the future on how it’s working for them.

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This weeks digital campaign chatter #17


As always, an interesting bunch of digital campaigns this week that you can learn from and feel inspired by. Personalised video cheers, chip-throwing Facebook games, and an Indian James Bond campaign. What more could you ask for?!

Enjoy! – and don’t forget to subscribe (bottom of page) if you want to receive this weekly round-up via email.

1. Aviva – Healthy Cheer

European insurance group Aviva have recently launched a digital campaign and Facebook app to tie in with their overall brand and marketing strategy, which is to encourage people to live a healthier lifestyle (and therefore them pay out less I guess!).

By ‘liking’ their Facebook page, you can send a friend a personalised video message featuring Aviva’s yellow-clad cheerleaders, to encourage them in their efforts to get fitter and healthier. It’s a nice and simple tried-and-tested viral video campaign concept – nothing complicated, but the idea of the virtual ‘cheer’ and the link with the brand messaging is good.

You send your friend an email with a link to their personalised video, they watch the video, they share the video (or in this case, the campaign – for some reason you cannot share you own personal video within your social networks, which is a shame), friend decides to create their own message for someone else, and so on and so forth.

It’s a shame they didn’t put more effort into their email notification to the nominated friends (see below) – looks very shabby and there are a couple of silly mistakes in the copy/layout.

It would also have been good to hear more about their chosen charity partner, Railway Children, to whom they will be donating £1 for each of the first 1000 video messages sent. Seems like a missed opportunity to both give the charity some awareness, as well as bump up their perceived CSR credentials!

No mention of the campaign on the homepage (or even main ‘Health’ page) of their website – tut tut! It could have been on there for launch I guess and I’ve missed it? It would also have been great to promote the additional health related content and tips they have available on the website via the campaign. Such an investment in quality content should be promoted and re-used wherever relevant in order to get maximum ROI from creating it in the first place. It would also have added a valuable extra layer to the social media campaign.

I’m also wondering what they are going to do with the cheerleader introduction videos and behind-the-scenes stuff which you can view on the dedicated YouTube channel? It would have been great to have this within their Facebook space, a little like Heineken did with The Entrance earlier on in the year.

So, overall verdict – a nice idea, fun, quirky, easy to use, but missing out on lots of possible added value opportunities which would have made the campaign even better.

2. Doritos – Dip Desperado

Doritos have launched an integrated campaign in the UK this week which centers around a new character – Esteban Ortega – and involves TV, Facebook, mobile and packaging promotion.

The TV ad (which aired last night) introduces Esteban as the ‘Dip Desperado’ and encourages viewers to play the Facebook or mobile game in order to win prizes, such as holidays and free products.

I didn’t quite get the hang of the game (nothing new there though!), but it seems to be about making your Doritos chip fly past lots of obstacles and collect bonus points on its way to the dip. You can register if you want to keep an eye on your scores etc., as well as input special codes from product packaging which will give you added advantage in the competition.

This is a nicely integrated campaign, where all aspects of online and offline tie-in and promote the competition – including their main website which has been completely taken over by it.

Always great to see organisations getting past the internal structures and politics to enable campaign promotion on product packaging too – never an easy thing to achieve. Well done guys!

3. Star Movies India – Forever Bond

To promote their Bond Film Festival throughout July, the Indian film channel Star Movies has launched an online digital campaign, which allows you to ‘play at being Bond’ (or so they say!)

If you access the campaign via their website, you get a nifty introduction to it by inputting your mobile phone number and getting a call from ‘M’ – which you obviously have to destroy once listened to! Unfortunately, I couldn’t try this step out as it appears to only accept numbers from India……

The game itself can be accessed via their Facebook page. Drag the ‘007’ button to your browser bookmark bar, and you can activate the game no matter which website you are on. Once activated the game menu appears and you get to drive an Aston Martin around the page, firing lasers and destroying all the copy and images along the way.

It’s a really nice idea, but is lacking any real incentive to play. It would have been much better if associated with a competition of some sort, giving people a reason to activate the game more often and more importantly, share it with their friends. At the moment, even with the Bond theme tune making you feel vaguely Bond-like, it still feels a little flat and pointless.

How cool would it have been to have the Bond ‘baddies’ appear every so often when you are browsing the web, giving you the opportunity to kill them and get points? Would have been a  nice reminder of the main characters from the films too.

Nice idea, but feels a little ‘stirred rather than shaken’ to me (sorry, couldn’t help myself!).

This weeks digital campaign chatter #16


Two quite different launch campaigns this week by phone companies for the newest HTC handsets. T-Mobile take an innovative approach using Google Goggles in the US, and Phones4u partner with New Look for their Facebook competition in the UK.

1. T-Mobile – HTC Sensation 4G launch

Now, here’s a blast from the past! Not the phone – obviously – or the new functions it offers, but rather the use of Google Goggles (which I had forgotten all about!) in the US ad campaign. Since it’s launch in 2009 it has been pretty quiet on the Google Goggles front – a simple ‘little’ tool which enables you to search based on pictures of landmarks, art, books, addresses or other objects taken directly from your mobile phone, and can even translate text (for example, from a menu in a different language) by taking a photo of it.

A little like QR codes, it seems that the marketing world have just not known how to use the tool, and are still experimenting (in very small numbers!) with how to make it work for them. This campaign for the new HTC Sensation 4G phone, however, seems like quite a clever use of the functionality.

People viewing any part of the integrated campaign – be that outdoor, TV or print – can take a picture using Google Goggles in order to access unique bonus content, such as music videos.

I love this idea of mobile interacting with other areas of a campaign, such as what Honda did with their Unpredictable Life app which allowed you to ‘catch’ characters from the TV ad and then interact with them on your phone. It will be interesting to see how many more brands start to use Google Goggles in this way after such a high-profile campaign.

2. Phones4u – HTC ChaCha/New Look Facebook Competition

Another HTC launch this week, this time in the UK, with a Facebook competition developed for Phones4u to promote the launch of the new look ChaCha.

Working with fashion retailers New Look, you need to ‘like’ the Phones4u page before entering the competition, which then requires you to add a password that can only be found on the back of changing room doors in New Look stores. Interesting idea to link offline with online in this way, and a great way of driving people to the Facebook page from stores – but what about the other way around? I went to the page expecting to find a competition, only to find that there was nothing I could do unless I had the password. Could have been worth looking at an alternative of some sort for users accessing the page (and therefore the competition) from a different route?

No mention of the competition anywhere on the main Phones4u site either – homepage or phone info pages………

Sony leads with digital to promote Wimbledon 3D


Working with Crayon, Sony have decided to lead with digital for the campaign to promote their 3D coverage of the Wimbledon finals this year – no TV support!  They’ve created a lovely video with viral-aspirations, and an online competition – bounc3d – which gives you the chance to win tons of Sony products, as well as tickets to watch the tennis in person.

bounc3d involves chasing virtual tennis balls across the internet and earning points depending on how many you catch. You get more points for sharing the campaign with your network (nice touch) and including it on your own websites.

The idea isn’t new – reminds me very much of the Magnum Pleasure Hunt which launched earlier on this year – but it’s been put together really nicely, and is actually quite fun to play (I need to get out more!).

The overall campaign includes the video, bounc3d competition microsite, Facebook, eCRM, radio & national press support, as well as field marketing of 10,000 branded tennis balls being handed out across London. Perhaps they should have gone for branded umbrellas instead – Wimbledon + England usually = rain afterall!

This weeks digital campaign chatter #15


Some great campaigns from KLM, Perrier and Ballantines this week – all including user participation and interaction in interesting ways…..

1. KLM – Tile & Inspire

This week saw the completion of the latest global digital campaign by Dutch airline KLM. The Tile & Inspire campaign, which has been running since April, ties in with the ‘Journey’s of Inspiration’ brand message launched in 2008, and encourages participants to have a more ‘active’ role in their journey by becoming part of the planes decor!

Using a campaign micro-site and a Facebook app, the user was able to create an image of themselves in the style of a traditional Dutch Delft tile. This could then be shared with their social networks, replace their profile picture on Facebook, and be submitted to KLM to potentially be chosen as one of the 4000 tiles which would eventually decorate a Boeing 777-200.

120,000 tiles were created during the campaign in 154 countries, with 77,000 submitted for a place on the plane.

I am a fan of KLM’s approach to digital marketing, and loved their social ‘surprise’ experiment last year which saw them running after customers at Schipol airport who had tweeted whilst waiting to board one of their flights so they could give them a gift which matched their ‘personality’ (after checking out their twitter history big-brother-style).

Whilst checking out this campaign I was once again reminded of how BRILLIANT their social media team are. Just check out the fantastic responses to customer queries on their Facebook page for a great example of how one should be managed. Afterall, branding isn’t just about how things look, but more about the overall experience a person has when dealing with your company or organisation. More and more people are starting to use social media as a form of customer-service-queries-platform, and you need the right team to deal with this who understand EVERYTHING about your company, its products and its brand values.

2. Perrier – Le Club

Le Club by Perrier, is reportedly the first YouTube video campaign which evolves depending on how many people have viewed it.

Ogilvy and Mather Paris created 7 wonderful videos (or at least, 7 iterations of the same video) for the mineral water brand, depicting the scene in a trendy nightclub, with each version getting steamer and sweatier. The more views the video gets, the closer to unlocking the next ‘hotter’ version, with the final 7th (and hottest!) version being aired live at a ‘melting’ party in New York. Facebook fans can enter a competition to win tickets to this party, as well as encouraging their friends to visit YouTube and help get nearer to the ‘final take’.

The main Perrier website has been completely taken over by Le Club, driving people straight to YouTube from the landing page and virtually hiding the way into the more traditional content. This is great to see – I am always complaining about campaigns not being fully integrated into all digital assets.

This massive fully integrated campaign is also supported by TV, point-of-sale, print and mobile, and has so far notched up a staggering 5 million video views since launch. Obviously people are very keen to see beautiful people ‘de-robe’ a bit more!

3. Ballantines – Human api

Taking ‘crowdsourcing’ to a whole new level, Ballantines (whiskey) have created some new live events, accessed via Facebook, which enable you to interact, suggest and feedback as the event happens.

The first of these took place on the 16th June and featured a tattooist (Karl) – taking their ‘Leave an impression’ tagline a little too literally! You were able to see everything he was up to in his Parisian tattoo parlour, as he was seeing it, and talk to him (via messaging) along the way. The next in the series will feature an ice sculptor and take place on 30th June at 3pm (GMT).

Webby Website Winners 2011 Review


The 15th Annual International Webby Awards took place last Monday (13th) in New York. Here is a full (stupidly-long!) list of all the winners in the ‘website’ section, with some of my favourites pulled out. Warning – you may need to get yourself a cuppa before starting to read this! It’s always good to see examples of best practice though, even if you don’t always agree that they should have been in the list in the first place, so it’s worth taking some time to browse through.

Websites

  • Activism Redu – Creative Artists Agency

Subject matter aside – I prefered the Conservation International – Save a Mile website to Redu. Although, the International Rescue Committee (also nominated) seems to be doing the best job at using their homepage for strong calls-to-action which do not get lost in too much ‘noise’ (as is the case on most of the others!).

The idea of a digital museum which people can ‘visit’ and is kept alive and fresh with changing exhibitions, is a great one. Not sure that there is enough opportunity for ‘exploring’ available in this to help enhance the experience, but great nonetheless.

I really LOVE this campaign website by Subaru, so great to see that they have beaten Mercedes in this category! They built an entire, fun and engaging website around a ‘boring’ car, complete with lots of beige and brown, a build your own (boring) car tool, great videos, games and even a fake mission statement. Each page subtly offers you the opportunity to click to something ‘more interesting’ which leads you to the all-singing all-dancing Subaru website. A stark contrast to what you have just come from, making the Subaru brand offering seem all the more exciting.

The rapidly changing background of the Lego homepage gives the user a great introduction to the various products and characters, whilst keeping true to the brand values.

  • Best Navigation/Structure Hidden Heroes – Grimm Gallun Holtappels Werbeagentur GmbH & Co. KG
  • Best Practices Dropbox – Dropbox
  • Best use of animation or motion graphics Monet 2010 – Lets 84 and faberNovel

I touched on this whilst looking at the nominations when they were announced – Monet 2010 is a great website which is beautifully put together and gives a unique and innovative view of the work of the artist.

Another strong contender for this category was The Room by Armani, which features interactive video of either Christiano Ronaldo or Megan Fox (wearing not very much!). You can share snapshots from the video at any point with your social networks, and at the end you have the chance to click around the hotel room to discover more images, featured product info and competitions.

  • Best Visual Design – Function TED.com – TED
  • Blog – Business TechCrunch – AOL
  • Blog – Cultural The 99% – Behance
  • Blog – Political Truthdig – Truthdig
  • Celebrity/Fan Team Coco – Team Coco Digital
  • Charitable Organisations/Non-Profit Historypin – We Are What We Do

This is such a fantastic idea, and nicely executed too.

Strange to see OpenIDEO and Twitter in the same category, when they seem like totally different propositions to me?

The content on Nowness is wonderful, but I’m still a big fan of The Cool Hunter or Fubiz  (which is perhaps a bit more ‘art’) when it comes to keeping up with the latest trends. They were not even nominated!

The battle for bricks just got bigger…

A well deserved win, although to be fair they were already on to a winner having both Lego AND Star Wars to work with!

The brief for this website was to create something which would get the message across to French youth about their manipulation by tobacco companies. Recognising that France is the second largest market for Manga after Japan, they used a legend from this industry to create an amazing interactive experience. This has to be the most unusual anti-smoking message/campaign I have ever seen, but also the most beautiful and inspiring.

My favourite in this category, like the eventual winner, does not seem like a promo for an international film which would show in cinema and then eventually move onto DVD, but rather something which was made specifically for the digital medium – 127 Defining Moments enables you to watch and explore some spectacular and inspiring stories which have been submitted by others and put together in a beautiful interactive website.

I much preferred the Sounds of Pertussis website, which focuses on a fatal illness otherwise known as Whooping Cough in a bid to get more children vaccinated in the US. Great use of video and real life stories in order to create an impact, as well as being informative and easy to navigate.

It has to be said that I am not the biggest fan of Vimeo in the World, but I was genuinely quite sad that 1000memories didn’t win this category rather than one of the ‘bigger boys’, purely because I think it is such a lovely concept. Sharing memories, photographs, stories and video of a lost loved one in an online community space is something which people have been doing for years via Facebook anyway, but this tool makes it easier and much, much better!

LG Optimus have used an innovative way to share the best points of their phones, and show how they can help you with your day-to-day life.

Mobile Movement was the clear winner for me in this category, with their fresh approach to helping communities in less-developed parts of the World using mobile phones and community advice/feedback/donations/encouragement.

Phew! (takes a big breath). Right – got through that lot, now for a look at the other sections in the Webby Awards, including interactive advertising and mobile…….but not now! I think I’ll save those for another post!

Please share your thoughts on the various winners and losers – anyone not nominated who you think should have been included?

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!