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!!!)

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This weeks digital campaign chatter #13


1. Intel – Museum of me

If you are one of the few people not to have tried out Intel’s latest Facebook-linked ‘campaign’ this last week, I would suggest that you give it a go. This beautiful piece was created in order to promote their core i5 processors, and seems to have spread on Facebook faster than anything that I have seen for a while.

Why? Well, because it taps into people’s own profiles in order to create a dedicated ‘museum’ of their life on the social network, and people love nothing more than seeing themselves, their friends and everything they like within something that has been created just for them. Nothing like a healthy bit of narcissism!

As a friend pointed out to me, there is nothing new or amazing about the technology they have used to extract and use the information from Facebook – the idea itself is not even new. However, the way it has been so beautifully put together in order to replicate the feeling of a modern museum, is quite stunning. A real pleasure to watch.

Although you can’t share your actual museum link with your network, by creating one you will automatically post several snapshots from it onto your profile for all to see.

I’m not quite sure how well the overall campaign actually promotes the i5 processors it is supposed to promote (I had to do some digging in order to find out what, if anything, it was supposed to be promoting!), but I love it all the same.

2. Topshop – Wish you were at Topshop?

More and more retailers are linking their in-store marketing activities to digital these days, and vice-versa. Topshop have shown an interesting example of this over the past few days by having a team of stylists and photographers in a few of their flagship stores across the UK, giving customers a makeover (using their products of course) and then taking a picture of the results (using an ipad2) which can be shared via Facebook with the tagline ‘Wish you were at Topshop?’.

It all appears to be linked to a drive to capture more email addresses via a simple ‘leave your email address for a chance to win £1000’ Facebook competition, although I’m hoping that there is more to it than simple data-capture. Their page already has some pretty impressive numbers, with well on the way to 1.5 million ‘likes’ even with very little in the way of innovative activity. That’s some serious brand loyalty for you!

3. McDonald’s – Digital signage ‘Ping Pong’

Love them or hate them, you’ve got to hand it to McDonalds for creating such a buzz around their latest campaign, which included an interactive digital sign outside a restaurant in Sweden, allowing people to literally ‘play for food’.

Using a phones geolocation to determine if you are in the ‘play zone’ (rather than having to download an app) you can choose 1 of 3 food or drink items to win should you be able to keep the game of billboard ping pong going for 30 seconds or more.

I imagine we’ll be seeing lots more use of interactive digital signage in the not-so-distant future – perhaps including this addition of instant rewards and/or vouchers. It really seems to have opened up lots of interesting avenues to explore, and I’m all for exploration and innovation – bring it on!