Ariel Facebook campaign linked with an offline ‘squirt’


Saatchi & Saatchi came up with a fab idea for Proctor & Gambles latest Ariel Active campaign in Scandinavia recently. Running for a week between 29th August – 3rd September, they created a robot arm which could be powered via users on Facebook to squirt clothing with jam, chocolate, and other things which would usually be tough to wash out.

The whole thing was housed within a large glass container in the middle of the main train station in Stockholm. Anyone living in Norway, Sweden, Denmark or Finland was able to sign up via the dedicated Facebook page, in order to direct the robot arm. If they made a direct hit on any of the clothing, it was washed there and then and sent to them in order to prove that Ariel had removed the ‘stain’.

Although this campaign has obviously received a lot of PR due to its originality, it doesn’t look like it achieved much in the way of user commitment by way of ‘likes’ to their page. They should have perhaps considered including some incentives, such as money-off vouchers, as well as additional interactive content (this easily lends itself to an online game) in order to secure any extra ‘traffic’ it created, if this was their aim. They could certainly have made more of it on their website too. For something which could have had a ton of mileage, they don’t seem to have taken it past the first few hundred yards, which is a real shame.

This weeks digital campaign chatter #20


1. Dr Pepper – How do YOU drink Dr Pepper? (with deviantART)

Those of you familiar with deviantART will know it as a US founded peer-to-peer social network for roughly 18 million members, who upload and share their original artwork. Sift through the 80% of rubbish and you can usually find some real nuggets of artistic talent, ranging from the more traditional stuff, to films, digital, pixel and street art. So, where better for a brand who wants to be associated with being unique, fun and ‘different,’ to host a competition in order to crowdsource a mural design?

The contest ran over the summer, with the winner (above) recently being announced, and winning a trip to Brooklyn (USA) to see their mural for real, $3000, an iPad and some deviantART ‘perks’.

Over the three-week period 2105 entries were submitted, and entrants pushed their ideas via Facebook, Twitter etc. to the tune of around 15.9 million total impressions. Pretty good from a branding perspective for a relatively low-cost campaign! Also a great example of how going to where your target customers are already, as opposed to trying to create new online communities, is often the wisest route.

2. KLM – Live reply

I have said on several occasions how much I love how KLM have been using social platforms for marketing, branding, and customer services over the past couple of years. From their recent ‘design a tile’ campaign, to the ‘social experiment’ they did in 2010 which involved tracking down people who were tweeting whilst waiting for a KLM flight, and rewarding them before they boarded the flight with gifts, they just seem to understand the power of engagement and importance of understanding customers.

So, it’s nice to see that they are doing some ‘shouting out’ about their extraordinary knack of using social networks as effective customer service touch-points.  They already promise to reply to any message or tweet within an hour, but with their latest campaign, ‘live tweet’, they have taken things a step further!

Over the past couple of days they’ve replaced normal Facebook and Twitter responses with live video of 140 of their employees holding letters up and spelling out the responses! Not an easy task, but relatively cheap to do and a great PR stunt.

If you have not done so already, you should really check out their Facebook page for a perfect example of how brands SHOULD be using that platform as a customer service option. I really do love KLM!

3. Innocent – Tweet and Eat

The UK brand, Innocent, best known for their smoothies (and great marketing campaigns!), have developed a fab product launch idea, which incorporates Twitter and money-saving coupons available from their website.

The concept is simple but really nicely done. No doubt taking the lead from Groupon, and the power of the consumer, Innocent are offering money off their new Veg Pots, which will increase depending on how many people tweet about it using #tweetandeat: the more tweets, the bigger the discount. Simple genius!

You can sign up in order to be notified when the money off voucher is increased, and so stay a part of the campaign right the way through to the ‘free product’ option which they have set as the ultimate goal.

I would be really interested to see the figures on this campaign once it is complete. Is the cost of this approach worth it in respect of the amount of PR and WOM attention it gets, compared to the obvious losses incurred during product sales? Did they set a limit in order to keep control of the situation? Lots of questions around this approach, but at the end of the day, unless you try something like this you will never know the answers!

One thing they might want to consider if they are developing products outside of their usual smoothies however, is a change in their Twitter name: @innocentdrinks

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 Face.com 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 #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.

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!