Category: Marketing Strategies

Heineken Departure Roulette En Route

In July I had written about the Departure Roulette campaign from Heineken and Wieden + Kennedy which sent daring passengers somewhere totally new and exotic with the push of the red button. Now with the Departure Roulette En Route version, they tapped into the tweets and social conversations around the first stunt to produce a smart follow up stunt.

Heineken tracked down the people who had tweeted about Departure Roulette wishing that they were also dropping everything to travel to a mystery destination and offered a lucky few the chance to play Departure Roulette right there and then…

Cornetto Love Plane

Summer is the season of crazy unexplainable romances. So Cornetto decided to launch the Love Plane in Spain which had a Twitter based banner feed attached to it.

Summer lovers who wanted to declare their love both online and in the sky could do so by tweeting with the hashtag #cornettoskytweet. The most popular tweets were then painted on the banner and flown over the beach. To keep things interesting the banner on the plane was changed every 15 minutes.

Lexus IS Hybrid: Trace Your Road

To promote its new, high-performance Hybrid car, Lexus along with Saatchi & Saatchi Italy created “Trace Your Road”, an experiential event featuring Formula 1 driver, Jarno Trulli.

For the event ten Lexus fans were selected from hundreds of applicants on the Lexus’ Facebook page. These selected fans were then given the opportunity to sit in the passenger seat of the new Hybrid car with Trulli at the wheel. The course was traced by the fan sitting in the car on an iPad that projected the course designs onto the floor of the aircraft hangar with the help of special projectors. The car itself was tracked using a custom high-res infrared (IR) camera system.

Trulli’s driving skills were put to the test as he attempted to follow the spontaneous, real-time paths. Penalties points were given when the car went outside the projected routes and or touched the walls of the aircraft hangar. The goal of the game was to hit 7 selected touch points in the quickest time, the fan with the best score won.

This campaign helped Lexus successfully highlight the cars design and performance while innovatively connecting with its target audience.

Coca-Cola Live Tweets #LetsEatTogether

Coca-Cola in Romania seems to have broken new ground in the country with its integration between Twitter and TV, as it included live consumer tweets during its ad.

The insight for the campaign came from the fact that in Romania 60% of people don’t eat meals together, but instead eat them alone while sitting in front of their TV. So Coca-Cola decided to use tweets to create open invitations for people to actually come together and have a meal with a Coke.

As shown in the below video, the TV ad included a subtitle bar that was used to run the tweets that consumers sent using the hashtag #LetsEatTogether. Coca-Cola’s ad agency, MRM Worldwide then edited the tweets and inserted five to seven of them into each ad placement.

The campaign increased Coke’s Twitter followers in Romania by 15% as hundreds of tweets were aired on TV. The campaign even made it to the evening news as its uniqueness made Romanians wait everyday for the ad.

Mini Salutes You #MiniNotNormal

In August I had written about how Coca-Cola Israel had successfully used technology to personalise billboards for people who drove by it.

Now as part of its ongoing Not Normal campaign, Mini decided to give Mini drivers in London a custom message by taking over 9 giant billboards along a fast-paced road in London for a two week period.

The messages were triggered by human spotters with iPads. Each message was sent with pictures of the make and model of the Mini it was pertaining to. As a result the campaign reached out to 1,941 Mini drivers in London.

Volkswagen GTI Bannerbahn

vw-gti-banner

Volkswagen Netherlands is set to launch the new GTI in a banner via an online race, set in the physical world.

4 popular Dutch websites have been painted as a runway of an airport, each 20 metres wide and 25 metres long. On race day i.e. today 13th September participants will be chasing the GTI as it speeds through the banner spaces of each site. The person who is fast enough to catch the new GTI wins the car in real life. 😎

And here is the making of video that shows how everything was put together…

Nissan Nismo Watch

To say that the smartwatch industry is on the verge of exploding would be an understatement. Consumer electronics companies and chip makers aren’t the only players entering the wearable tech space. Nissan recently announced that it is joining the fray too, with what it alleges is the first smartwatch to connect the car and driver.

There are already a number of smartwatches available in the market i.e. Pebble, i’m Watch, Sony SmartWatch 2 and Samsung Galaxy Gear. But out of all the smartwatches this is the coolest looking and provides good utility to Nissan car owners.

Nissan is scheduled to show off the device, dubbed the Nissan Nismo Watch, at the ongoing Frankfurt Motor Show. From the below video it looks pretty awesome. Hence I can’t wait to see it when I visit the Frankfurt Motor Show next week. 😎

Cheetahpult

In March I had written about how Google had inspired developers to convert mobile phones and tablets into remote controls for desktop browsers via a simple mobile URL.

Now Cheetos, an American brand of cheese-flavored puffed cornmeal snacks has successfully tapped this technology to engage with their viewers as they watch their regular TV commercial on YouTube.

Viewers watching the new Cheetos Mix-Ups ad on YouTube received a dual screen experience in which they could fling the new Cheetos Mix-Ups snacks from their phone into a video playing on their desktop. 😎

The campaign has successfully created a new way for people to engage with the ad and get to know the product’s new shapes and colors. As a result the video has already got 8.5 million views on YouTube and people who played the game stayed for an average of 7 minutes and 17 seconds, and flung an average of 56 Cheetos per game.

For the full experience don’t forget to visit the Cheetos YouTube Channel.

Coca-Cola Mini Me

After Volkswagen, Coca-Cola is the next brand to tap the 3D printing trend.

For the launch of its new mini bottles in Israel, Coca-Cola with their agency Gefem Team came up with a campaign that allowed anyone to create 3D mini figurines of themselves. To get one in real users had to work a bit.

So first users created the minis using a mobile app. Then they had to keep them happy by feeding it and taking care of its needs. There was even a virtual supermarket within the app that you could visit to buy your groceries for your mini self. Those who successfully participated were then invited to the 3D printing lab inside Coca-Cola’s factory in Israel, where they received the mini versions of themselves.

McDonald’s Happy Table

For the first time ever, McDonald’s Singapore customers can transform an ordinary table at the outlet into McDonaldLand for their kids. All they have to do is download and launch the McParty Run app [Google Play link] on a NFC-enabled mobile and place it on the table to immediately transform it into an interactive racing track for their kids.The kids can then zip around the table to harvest burgers, collect fries and fight baddies like Hamburglar and Captain Crook. 🙂

The Happy Table experience has been created by the DDB Group and is currently being run as a pilot at select outlets across Singapore.