This weeks digital campaign chatter #19

1. Coca Cola Israel – Summer LoveLove it or hate it, it’s interesting to see how the marketing world adapts to Facebook’s latest intrusions on their users private lives as they happen. This campaign by Publicis Israel for Coca Cola is a great example of making the most out of their new additions – although this ones not quite so new anymore!

A few weeks back Coke used a tie in with in order to help promote their run of concerts during a ‘Summer Love’ promotion. Party goers were able to log in to their Facebook accounts at special ‘pods’ using only their faces as identification. Think about how Facebooks facial recognition feature ‘suggests’ which of your friends  to tag when you upload pictures these days – that’s basically the inspiration behind the idea.

As people needed to sign up for the event online anyway, they included the registration for this service in the process, making it quicker and easier to sign in once you were actually at the concert.

Why sign in to Facebook when you are at a concert you may ask?  To tell everyone how great the concert is and how fantabulous Coca Cola are of course! Nice.

2. Topshop – Scvngr

In a bid to become the most digitally-savvy retailer in the UK, Topshop are at it again!  This time they have partnered with the successful US mobile gaming platform, Scvnger, in order to bring some fun and interaction opportunities to students as they head to/back to University.

Starting on 5th September, participants can download a bespoke Topshop/scvnger app which will allow them to take part in games and challenges in order to accumulate points and therefore win prizes. Tasks will include things like taking pictures of their favourite Topshop outfits, and finding items which match particular trends. Hopefully they will be using this product intelligence to feed future campaigns both online and offline – it would be a real shame if not!

Mary Homer, Topshop MD said:

Following the popularity of SCVNGR in the US we wanted to offer our student customers the ability to interact with our brand, on and off-line in a more fun and engaging way.

They’ve already planned for updated challenges to be launched in October with a view to keeping things fresh and interesting. Lets hope it works out for them. Certainly sounds like a great idea and a fun way to interact with customers. However, if you’ve got the posts left on Scvnger’s Facebook wall from irate business partners to go off, Topshop are going to have to be careful how they manage that relationship!

For more info on scvngr, check out this interesting interview with 21yr old founder Seth Prebatsch:

3. Volkswagen – Bluemotion Roulette

This fantastic integrated campaign by Volkswagen Norway shows how cross-platform done well can drive engagement and value. In this case Volkswagen wanted to emphasise the low fuel consumption of their new Golf Bluemotion car by making it less ‘abstract’ to consumers, and creating a memorable campaign which would not only drill home their key message, but would do it in an interactive and engaging way.

They used a TV ad to let people know about a game of roulette whereby you could go online and guess where the car would run out of fuel whilst driving a specific route. The E6 road in Norway was split into car-length chunks using google maps that people could select from on the website, and the event could then be viewed live online as it happened. Of course, the person who guessed right got the car.

It turns out that people really did their research on the car in order to gain best advantage from their one and only guess, which is great! I love this campaign! I’m guessing that it could have worked really well without the costly TV slots also, although probably not have driven as many people to the game as quickly. It would be great to see them follow things up with some online only games or competitions perhaps? I also wonder if this will be taken up by other countries? (i.e. I want a go!!!)

This weeks digital campaign chatter #3

There were lots to choose from this week, but here are my pick of the most talked about digital marketing campaigns from the past 7 days.

(disclaimer – that doesn’t mean that I think they are the BEST campaigns, just that you will find them interesting!)

As always, if you want to receive a regular email of my weekly round-up, just subscribe to this blog (bottom of page) and join the gang!

1. BT – the 2nd biggest wedding of the year

Although this campaign idea is very cheesy, it has been executed nicely, the concept being that the long-running characters from BT’s TV ads – Adam & Jane – are getting married. Thanks to the early arrival of their baby, it seems that Jane needs some help with the organisation of the ‘big day’. Crowdsourcing? Well, kind of…..

Using their Facebook page as the main campaign platform, and some nicely produced videos, you can vote for your favourite dress, first dance song choice, or wedding car.

By taking part in the voting, the user could also win the chance to be there for the creation of the ‘wedding’ ad, due to be screened in April to coincide with…you guessed it….the Royals getting hitched. Riding on the back of the nations predicted wedding fever it seems!

It’s not the first time that BT have asked for the publics opinions on how this couples lives should develop – last year saw them use a similar campaign to decide if Jane should get pregnant or not. Both are good examples of integrated marketing across both online and offline platforms.

I still prefer the Gold Blend couple personally, but maybe that’s just an age thing!

2. Cadburys – Race Season

Cadbury’s latest campaign – Race Season – launched on 29th Feb, with a whopping overall investment of £6.5 million.

The integrated campaign includes TV and community events as well as digital, and encourages users to take part in everyday challenges in order to try to set new world records for how fast you can do them, as well as earn extra points for your team. Un-rolling a toilet roll, or making a bed are amongst the handful of fun tasks you can take part in. You can upload videos of your own attempts, and for certain challenges, such as ‘the fastest clicker’ actually take part in them online.

As part of their larger ‘Spots v Stripes’ initiative which kicked off early 2010, participants are asked to take sides before embarking on their challenge, and there are even separate Facebook groups set up for both teams to really get the competitive juices flowing!

The main site homepage displays which team is in the lead at any given time, giving you all sorts of opportunities and ways of pushing your team back in front should you have backed the losing side. Also cleverly enticing you to access the campaign more and more in order to make sure that you stay on top!

They obviously have the budget to put some serious online promotion behind the campaign, which was developed by Fallon, as well as pushing it via their TV ad spots. Great idea and execution though, and ties in really well with the run up to the London Olympics.

3. Coca-Cola – song inspired by fans

In an attempt to get more in touch with teen consumers and hit their 2020 company vision of more than doubling their revenue to $200 billion globally, Coca-Cola have hooked up with  Maroon5 to create a campaign which will see users help the band to write and create a new song within a 24hr period on March 22nd.

Whilst driven by the main microsite, the campaign also has very strong links with both Facebook and Twitter, starting by sending event invitations out to their 22million plus Facebook fans –  a really obvious and simple thing to do, but something which is often forgotten about.

Participants will be able to help inspire the band during the day, by sending them photos, lyrics, comments etc., resulting in a song which will later be ‘shared with the World’.

This campaign spearheads the new music initiative – Coca-Cola Music – again, aimed at the teen market, which will allow fans to see more behind-the-scenes info on the creation of music, as well as access to view leading artists at work.

4. Nursery  & Garden Industry of Australia – Plant/Life Balance

This is a great campaign for the Nursery & Garden Industry of Australia, which began with them giving away 20,000 plants at major train stations across the country to kick things off, and has been getting lots of thumbs up from digital marketing bods around the World over the past couple of weeks.

The nicely designed Facebook app lets you match yourself with the perfect plant for you, teaches you  how to take care of it in a fun and engaging way, and encourages you via competitions, content and interaction to take part in a 12-week challenge. Your plant will even get its own Facebook page! Love it.

Coca Cola – Expedition 206

Tagged as the ‘largest Social Media project ever’, Coca Cola has recently wrapped up its Expedition 206 campaign, which sent 3 people (voted for by the masses) to 206 Countries around the World (where their products are sold) in search of happiness.  The entire trip was of course documented with posts on the official website, pictures and videos of the small teams exploits.

Conceptualised in Atlanta, US, the company saw the overall project as a Global initiative and one which depended on the local markets getting on board. In many cases, it was the first time some regions had worked within the online marketing arena, and they claim that the “unique way in which each market went about it…” contributed to the overall success of the campaign.

So, what exactly do they mean by success, and how did they track it? Cleverly working with influential bloggers in certain regions the project has managed to increase local engagement online, in particular via Facebook, in countries such as New Zealand and Argentina. However, the figures on the official Twitter and YouTube accounts are very low, which some would see as an area of concern. The company have responded to this by saying that in several regions new local accounts were set up for the project and promoted rather than the main accounts. Should they have had a stronger hold on their local teams therefore to keep consistency? Possibly. However, one of their measures of success has been an internal one. They wanted to create a campaign which would encourage their Global Marketing Teams to truly adopt Social Media and to start engaging with people online, and it seems that in that sense it was a success. I like the fact that they are being open and honest about that, and that for once an internal metric has been added to the success factors.