Category: Marketing Strategies

Ariel Fashion Shoot

Procter & Gamble Nordics in collaboration with Saatchi & Saatchi Stockholm, B-Reel and Atomgruppen have created an interactive campaign centered on a specially built glass installation in Stockholm Central Station, Sweden.

For one week, passers-by at Stockholm Central Station could watch designer clothes hung on a washing line being soiled by ketchup, drinking chocolate and lingonberry jam via fans on the Ariel Sweden Facebook page (or Denmark, Norway, Finland equivalents).

In order to win the designer clothes, the Ariel fans had to use a Facebook controlled industrial robot cannon to soil them. The stained clothes would then be sent in the post after being washed on-site with regular Ariel Actilift.

When facing distress dial 1201

Here is a nice campaign from ERAN, the National Crisis Intervention Hotline (Emotional First Aid by Telephone) in Israel.

To make people aware of their 1201 hotline, agency McCann Erickson contacted the Israel Museum in Jerusalem. At the museum they identified paintings that expressed a deep feeling of distress and then changed its audio guide number to 1201, the same number as from ERAN. Dialing this number would then give the visitors a customized message…

AR gaming via chocolate bar packaging!

Cadbury has launched an Augmented Reality gaming app that is activated via their chocolate bar packaging! The game is called Spots v Stripes and it uses Blippar’s image recognition technology and AR app platform.

The game is pretty easy to play, all one has to do is smack the ducks as fast as one can. The best score can then be shared socially.

You LOL You Lose

Frijj a UK based milkshake brand and Iris Worldwide have developed a campaign that helps people build their tolerance to the unexpected. Why? So that Frijj’s new flavours…honeycomb choc swirl, jam doughnut and sticky toffee pudding won’t knock them flat.

So they have created an advergame that pits you against friends from your social networks, in a challenge of who can keep a straight face for the longest period of time while their web app plays you some funny and weird YouTube videos.

Would you like to give it a try? Then go for it at www.frijjtheincredible.co.uk.

Shadow Art

Newcastle Brown Ale’s Shadow Art has debuted in San Diego’s night life hub, the Gaslamp district, now through the end of September. Using only a single light source and thousands of Newcastle Brown Ale bottle caps, two New York shadow artists have partnered with Newcastle to bring to life a 128 square foot shadow sculpture.

The LivingSocial Taxi Experiment

Taxis are becoming a great media for unexpected cool advertising. In London, LivingSocial took over an everyday taxi and converted it into a surprising and delightful experience.

The objective was simple, and that was to create buzz around their website livingsocial.com, and at the same time showcase their many great discounts. So when unsuspecting passengers hailed this special taxi and got inside, there were give a choice i.e. carry on to their original destination, or ‘roll the dice’ and go for an exciting experience…

The World’s Biggest Hug

Conselho Nacional Do Sesi, the national council of social services in Brazil, ran the world’s biggest hug campaign in October 2010 using the ‘Christ the Redeemer’ statue in Rio de Janeiro.

For over two nights the statue’s spotlights were turned off, allowing projections and 3D imagery to create the illusion that Christ was closing his arms around the city. The symbolic 3D hug was linked to the Carinho de Verdade (True Affection) campaign site. This event helped raise public awareness on the impact of sexual abuse on children / teenagers, and encouraged the development of healthy relationships of trust.

Visualfarm Brazil created this projection using Coolux Germany’s proprietary technology called ‘Pandoras Box’. Here is the recorded footage of the actual projection…

McDonald’s Dollar Drink Days Ice Sculpture

McDonald’s Canada and ad agency Cossette Vancouver have brought to life one of the first interactive ice sculptures this summer on behalf of McDonald’s Restaurants in Alberta. The objective was to drive consumer interest in the company’s Dollar Drink Days campaign.

Hosted in the town of Sylvan Lake, the stunt saw 8,000 pounds of ice moulded into a seven-foot tall installation, containing over 4,000 sparkling loonies, shaped into McDonald’s famous Golden Arches. The ice melted on a summer Saturday, and consumers chipped away at the sculpture to collect their bounty.

To attract high levels of interaction, the sculpture was strategically placed near the Sylvan Lake Pier – an area frequented by young adults and families. The day also featured a DJ, street promotional teams, hula hooping, limbo contests and giveaways.

Euro RSCG Check-in

Guerilla recruitment via social channels is gaining popularity amongst leading agencies. In this recent example Euro RSCG Brussels has used Foursquare to seek out digital talent.

The team at Euro RSCG drove around Brussels everyday and checked in at all leading agencies. After they became the ‘Mayor’ of the targeted agencies, they released their recruitment messages… 🙂

Other examples of agencies using social media to attract talent are: