Nestlé’s “We Will Find You” campaign sounds more like a threat than a marketing stunt, but it’s not quite as Orwellian as the name would imply. Six Nestlé chocolate-bar wrappers in the U.K. have been outfitted with GPS trackers that activate when the wrappers are opened, at which point Nestlé’s prize team pinpoints your whereabouts, swoops in and gives you £10,000. See, that’s not too scary. The idea, enacted with help from JWT London, is being compared to Willy Wonka’s golden tickets, minus the part where you tour a candy factory and eat food prototypes that could disfigure or kill you. For its part, Nestlé believes the effort “will particularly appeal to men.” Your guess is as good as mine on that one.
YES, IT’S A RESTAURANT. But did you see this thing? How could we cover the experiences at the Olympics without giving some props to the world’s largest McDonald’s? We couldn’t (although they didn’t carry hot mustard for our McNuggets). McDonald’s had four units inside the Olympic Park, including a massive, two-story, eco-friendly restaurant (serving 14,000 people a day and seating 1,500 at a time) that was photographed almost as much as the Olympic flame. The venue was designed to be recycled after the Games, and three-quarters of the furniture was set to be reused in other retail stores. Around London and the world, the QSR king has been activating a global campaign around the tag, “We All Make the Games.”
NOBODY SAID AN EXPERIENCE HAD TO BE A GOOD THING.
The 4,500-sq.ft Panasonic Full HD 3D Theater, as it was called (pretty catchy name) invited consumers in with the promise of a full-HD experience. The exterior design featured rugged metal rails married with embedded blue strips. The line was long and brand ambassadors did little to excite those waiting; no data-col- lect, no nuttin’. And after waiting upwards of 90 minutes, all folks got to do was don a pair of crap 3D glasses and watch a lame (and salesy) 3D movie played on 152-inch and 103-inch monitors. Hey Panasonic, if that kind of stuff doesn’t get people to buy a television at Best Buy, it won’t work here either. You embarrassed yourself—
and our entire industry. Get out of here and don’t come back.
THE FANTASTIC GLOBAL ACTIVATION by the CPG giant was as creative as it was ingenious. Not only did the company center all efforts on the ultimate consumer demo, moms, but it also tied the Games across its entire product portfolio. After a successful debut in Van- couver, a supersized P&G Home was erected in London 500 yards off the Thames. The multi-room experience served as a place for athletes and their families to hang out and relax between events. Families watched tv in lounges, moms got makeovers in the Cover Girl and Olay spa and athletes dropped laundry off at the Tide and Downey cleaners. Small children could play in the Pampers Play Vil- lage. Fantastic. (Agencies: GMR Marketing, Sportsmark.)
Spotify has partnered with Bacardi to take emerging artists on the road in the US. Spotify’s Big Green Bus is currently up for halts in LA, San Francisco, Portland, St. Louis, New Orleans and Miami, with additional venues to be added on the way. This is the first time the music-streaming service has been a part of a live music tour.
Tour artists in the early line-up include the likes of Grouplove, Geographer and The Henry Clay People. Those stepping aboard the bus will find a Bacardi VIP Bar, along with an interactive boom box they can sync with their smartphones.
Spotify will also roll out a Facebook app featuring video of artists’ sessions, along with playlists and photos from Spotify’s Instagram account. The music-streaming outfit will also post video content from tour stops on partner network Yahoo Music.
“This partnership with Bacardi is an extension of our successful Spotify House at this year’s SXSW where we were able to create a live experience that spoke to our users’ passion for music and love of social media,” says Erin Clift, vp, global marketing solutions, Spotify.
Spotify is integrated within the drinks brand’s latest Facebook app, the Bacardi PartyStarter, which helps users throw a custom party along with a distinctive Spotify playlist.
I came across this on the Digital Buzz Blog. It’s projection mapping with a nice twist. Instead of being emblazoned across some big building this is done within a confined space, it’s very clever and all done in one take.
2. The Ikea Apartment
Underground/metro/train stations are all the rage for pulling off stunts from flashmobs, to a virtual shopping store to a subway piano and even Ikea themselves are no strangers to using such locations. This time around they whacked it up a notch by building a fully functioning apartment using Ikea products – and even stuck a few real people in there. It’s a bit ‘big brother’ but with less annoying people, and there’s no toilet, but I don’t think Ikea make toilet bowls.
3. Ikea Sleepover
I’m sure you’ve heard of this – there was a Facebook Page called ‘I Wanna Have a Sleepover in Ikea‘ set up over two years ago. Ikea took inspiration from it and gave 100 of their Facebook Fans a chance to win a sleepover in Ikea Essex. It’s almost like crowd sourcing marketing ideas, which is exactly what social media is great for. But for all the great idea’s there’s countless others that are just not worth pursuing. The trick is to find and act upon the right ones.
4. Mini Fan The Flame
Car companies are pushing the boat out with social media, maybe seeing social media as a path to replicating the real world communities that built up around the Harley Davidson or Jeep brands. It’s lead to some interesting developments as you’ll see in the next few points.
This Facebook Campaign from Mini allows fans to win a Mini by liking its page. That sounds pretty dull so far but the Mini you could win is attached to a rope, you will be given a shot of fire to burn through that rope – if the rope breaks, the Mini is yours.
While I’m talking about Mini they did a great little Facebook game called Mini Maps last summer that seemed to have gone un-noticed by many. The game used Google maps to allow players race anywhere in the world. You could build tracks, race friends or even race strangers. The game is still available here.
5. Chevy Sonic Lets Do This
The Chevy Sonic brand are trying to entice consumers to do something new and fork out a fortune on buy a new Chevy Sonic. They’ve done a bunch of stunts so far – thrown one out of a plane, did a kickflip in one and made a music video with Ok Go. But the one that stands out for me is this one, where online clicks helped pushed a Chevy Sonic – attached to a bungee cord – closer to a 100 foot drop. After 2.5 million clicks the car was pushed over the edge. Admittedly I would’ve preferred this to hit the ground or blow up at the push of a click but the public vote/click angle is a very cool move.
6. Fashion Industry Exposed
Without giving too much away, this made me laugh.
7. Reebok Crossfit
This is the worlds largest, and longest, 3D street art created in London at the end of last year for Reebok. It may also give you vertigo.
8. Frog Marketing
Finally I thought this was sufficiently odd for inclusion. A French restaurant had difficulty in overcoming the perception of French cuisine in Russia. It was seen as over priced with small portions and involved frogs. Upon this premise bloggers, journalists, radio DJ’s and food critics were all sent a frog in a container, which caused a bit of a stir online and in the media. The frog could be exchanged for a free meal which earned the restaurant a load of publicity in return. The VO gets a bit OTT towards the end, claiming to have changed the perception of French food forever, but lets forgive it for that.
On the occasion of Valentine’s Day (men do not forget, tomorrow!),Starbucks stimulus Magic Cup mobile application in a new versionthat allows you to send and receive messages virtual romantic!
The principle is simple: Download the application from the AppleStore or the Android Market, and use it to scan a limited edition mugValentine. An animation augmented reality will appear and you canshare it with your partner or your friends!
“A football match has just broken out at London Victoria Station.”
Watch to see how four footballers use fancy footwork, along with the brilliant screen and innovative S Pen of the Samsung GALAXY Note, to transform a routine commute into a spectacular event for Londoners.
Here is the new campaign for its plublicitaire Volkswagen New Beetle 2012.
The promotion of this car is via standard posters (posters, bus shelters, magazines, walls, etc …) except that for each advertisement, augmented reality experience is available on your smartphone / tablet by downloading the application dedicated.
When you have a playful, smart-thinking, universal brand like Honda, everything about what you do just has to resonate with the overall brand positioning. How you talk, act, engage – it all has to be synchronised. What I love about this interactive experiential campaign is that it hooks and captivates (on the emotional side) and makes sense and ties in with their strapline and brand positioning (on the rational side). A marketers dream.
It’s a classic execution, I hope you enjoy their spirit too.
And here is the video from our last action in Mestalla Stadium ( Barça-Valencia ), The biggest puppet projection in the world. In my opinion one of the most difficult challenge in terms of action and execution.
So September is the most stress month of the year for us. We are preparing Four different actions at the same time.
- Trident pointlessfun.- Shadow puppets next week in Valencia stadium a mix of stunt marketing and 3Dmapping of the camp ( yes in camp) will be the first time in the world that someone is going to create this!.. stay tune!..
- General Optica. Stores activation .- Using Interactive games , AR, Kinect and facil recognition systems in order to create a new consumer experience . Also the first time in Spain with this type of action.
- Trident Paintbillboard.- A stunt game that will encourage people to play with a gun By Internet or live.
- Reebook . Store activation.- A guerrilla mkt campaign looking for the new face for Reebook next AD.
And much more new media actions in the pitch. So i´m sorry for not update to much this week the blog.
For this people who will like to know about all this projects a few advance of mockup´s..