Category: Power of Online

Happy Holiday Videos 2013: Agency Stunts

Welcome back. Hope everyone had a great holiday season. Now for a great start to 2014.

Taking off from my last post, here are a series of holiday action videos created by agencies around the world in their lead up to Christmas 2013.

Holiday greetings that behave like products

The mechanism across this set is simple. Use the “holiday card” moment as permission to ship a stunt, an installation, or an interactive video that people can experience rather than merely watch.

In global agency culture, holiday cards are a low-stakes sandbox for experimentation that teams can ship fast and share widely.

Why this format keeps working

These pieces earn attention because they trade greeting-card sentiment for an observable action. Put in a coin. Click a button. Gather people in front of a webcam. One clear trigger, one visible result.

Extractable takeaway: If you want something to travel during peak-season noise, design a one-step interaction that produces a visible payoff, and make the payoff easy for someone else to describe in a sentence.

Christmas Chocolate Coin Factory by W+K London

Wieden+Kennedy London turned their Hanbury Street office window into a Christmas installation. Passers-by who inserted a 1 pound coin into Dan & Dave’s Chocolate Coin Factory activated the machine on display which then dispensed a special gold Belgian chocolate coin at the other end. All the money collected from this coin factory was donated towards building a new playground for Millfields Community School in Hackney, East London.

Disrupted Christmas by Holler

Holler, an agency from Sydney, created a live interactive installation that gave the general public a chance to disrupt the agency as it worked throughout the day. Electric Muscle Stimulation (EMS) units were hacked and hooked up to the Internet via IP cameras. Then key members of the agency were connected to the EMS units, and the Internet via a live stream. The public could then watch the agency staff online and instantaneously zap them at will with the click of a button.

For each disruption the agency donated $1 to The Factory, a local community centre with a long history of supporting socially and economically disadvantaged local residents.

The More the Merrier by Publicis Groupe

The Publicis Groupe was back again with another Maurice Lévy holiday video. This time they worked with DigitasLBi to create a video that uses your webcam to detect how many faces are watching together, and then adapts the video based on the number of viewers.

The Epic Christmas Split by Delov Digital

Delov Digital from Hungary used Chuck Norris to top Jean-Claude Van Damme’s epic Volvo split with the help of some serious digital enhancement.

What to steal for next year’s greeting

  • Give the audience one trigger. A single action that anyone can explain and repeat.
  • Make the payoff visible. Something that changes on-screen or in the real world, immediately.
  • Design for retellability. If the idea cannot be summarized in one sentence, it will not spread.
  • Let craft do the selling. Use the holiday excuse to demonstrate what you can build, not just what you can say.

A few fast answers before you act

What makes “holiday action videos” different from normal holiday ads?

They are built around a visible action or interaction. The greeting is the excuse. The experience is the asset that people talk about and share.

Why do agencies use holiday cards as a playground for experimentation?

The stakes are lower and the audience is receptive. That creates room to try unusual formats, technical tricks, and interactive mechanics that would be harder to justify in a client campaign.

What is the common mechanism across the best ones?

One clear trigger and one clear payoff. Insert a coin and get a coin back. Click a button and something happens. Add more people and the video changes.

How do you keep it from feeling like a gimmick?

Anchor the interaction in a simple human reward. Delight, togetherness, surprise, or a small act of good. Then keep the mechanic effortless so the idea does not collapse under friction.

Burger King: Anti Pre-Roll Pre-Roll

Turning the internet’s biggest annoyance into the idea

In global fast-food marketing, the smartest digital work often starts with a blunt truth the audience already feels. Burger King’s take on pre-roll irritation is a clean example of that approach.

Pre-rolls on YouTube are considered as one of the most annoying things on the internet. It is a fact that even Burger King acknowledges, even though they profit enormously from them.

So for their campaign in New Zealand they decided to take a slightly different approach. They created 64 videos that made fun of the annoying pre-rolls and then tailored it to the video that was about to be watched.

How 64 tailored pre-rolls made interruption feel relevant

The mechanism was contextual creative at scale.

Instead of running one generic pre-roll, Burger King produced a library of short spots designed to match the viewer’s intent. The pre-roll referenced the type of content about to play, making the interruption feel less random and more like a commentary on the moment.

That shift matters because it changes the viewer’s question from “how fast can I skip?” to “what are they going to say about this one?”

Why self-aware interruption can win attention

Pre-roll is hated because it steals time.

This idea reduced that emotional tax by acknowledging the annoyance and using humor to create alignment with the viewer. When a brand says what people are already thinking, it earns a small amount of trust. Tailoring the message to the next video adds a second reward: relevance.

In other words, it does not remove the interruption. It makes the interruption entertaining enough to tolerate.

The business intent behind mocking the format

The intent was to keep the media advantage of pre-roll while reducing the brand penalty that comes with it.

By turning the format itself into the joke, Burger King aimed to increase watch time, reduce skip reflex, and improve brand sentiment. The audience still gets interrupted. But they feel understood, and that changes how the brand is remembered.

What to steal for your next video campaign

  • Start with a shared frustration. If the audience already dislikes the format, acknowledge it instead of pretending it is fine.
  • Make relevance the reward. Contextual tailoring can turn an interruption into a moment of curiosity.
  • Scale with a clear template. A creative system. Many variants. One consistent joke structure.
  • Earn seconds, not impressions. In pre-roll, attention quality is the real KPI.

A few fast answers before you act

What did Burger King do differently with pre-roll in New Zealand?

They created 64 pre-roll videos that mocked the annoyance of pre-roll and tailored the message to the video the viewer was about to watch.

What was the core mechanism?

A library of contextual creative variants designed to match viewer intent, making the interruption feel relevant and humorous.

Why does self-aware humor work in an interruptive format?

Because it aligns the brand with what viewers already feel, reducing irritation and increasing willingness to watch.

What business goal did this support?

Improving attention quality and sentiment while still benefiting from the reach and placement of pre-roll media.

What is the main takeaway for brands?

If you cannot remove an interruption, redesign it so the audience gets a payoff. Relevance and humor are two of the fastest payoffs available.

Whopper Sellout

Handing out your competitors product for free may sound like marketing suicide, but Burger King Norway did exactly just that in order to further social engagement with their fans.

On noticing that some of its 38,000 Facebook fans weren’t real fans. They decided to find out exactly how many of them were “true” fans by offering them a Big Mac from McDonalds to go away. From the 38.000 fans, Burger King lost 30.000 and with their new dedicated fan base of 8.000, they received 5x higher engagement.