Skittles' "Touch The Rainbow" made-for-YouTube series is one of 2011's best ad campaigns. The seemingly 'interactive' campaign, created by BBDO Toronto, launched in March. The viewer's finger (usually pointer finger) stars as the leading character in each YouTube ad. The five videos are unique, quirky, and weird. After you watch one, you're bound to click the next to see what role your finger plays.
My favorite (you'll see why) is the video featuring the cat. This video prompted the campaign to go viral. It has over five million views on YouTube. The hitchhiker is a close second--I love it!
So weird... but incredibly novel.
Skittles is my absolute favorite candy... but, oddly enough, I have never visited the Skittleswebsite (until today). WELL... now I'll be on this never ending website forever. No, really... it actually never ends!
Get your creative juices flowing because now is the time to finally become an established designer... forHeineken! To celebrate the company's 140th anniversary, Heineken in the Netherlands developed the ultimate design challenge. Consumers can submit their own creative designs for a limited edition bottle (via Heineken's Facebook page). The page allows visitors to download the bottle template and create an original design.
The aim of the challenge is to connect people, and (of course) there's a catch! Your design is only half of the bottle! So, what happens to the other half? WELL, challengers must connect with other designers to create a complete bottle design. After all submissions have been evaluated, the winning combo team's design for Heineken's limited edition bottle will be sold globally in December 2012! How awesome would it be to see YOUR design on half of a Heineken bottle in stores?! You would have bragging rights... forever.
Interested? Check out this video, which explains the competition in a visual way. Fitting--it's a visual competition! HURRY UP because entries close on January 31st!
Side note: Heineken is really great at developing innovative limited edition bottles. In 2010, the company introduced the limited edition Heineken STR bottles. They could definitely be the coolest beer bottles EVER. Stylish in a normal setting, the beer became a fitting beverage for a rave when you shut off the regular lights and turned on the black lights. I'm bummed I never got to see them in person, but maybe with some begging and pleading Heineken will bring them back? Who knows...
Everyone LOVES when the holiday season rolls around and Starbucks finally ditches their regular coffee cups. Whether customers flock to the coffee shop for the holiday inspired lattes or for the cheerful red cups is up for debate. It seems to me that coffee just tastes better when it comes in a red cup with pictures of snowflakes or christmas trees.... but that's just me. My Starbucks holiday drink of choice is the Peppermint Mocha... I look forward to it every year! I also end up getting Starbucks 10 times more often... TEEHEE!
This year, however, Starbucks holiday cups are even MORE awesome.
They're interactive!
Everyone has an iPhone or Droid (poor Blackberry), and Starbucks is using this technology trend to its advantage. In November, Starbucks launched an innovative augmented reality app, called Cup Magic, which lets customers animate their coffee cups with their smartphones! By pointing the phone's camera at the holiday cups (and other select Starbucks products) the app brings the characters to life! The engaging app highlights 5 holiday characters: an ice skater, a squirrel (Don't they hibernate during the holiday season?), a boy, a sledding dog, and a fox.
The following video explains it all. Check it out.
The app also includes traditional and social sharing tools -- Duh. They'd be silly to forget social media! That's not all -- apparently there is also a prize at stake... incentivizing consumers to try to animate all 5 characters -- and buy more coffee!
There's still time to download the app and get your hands on those red cups! Now... if only I could get my hands on an iPhone...
The mystery has been solved! I always wondered why my pockets always seem to have holes during the holiday season. I "lose" money like it's my job! Thanks to this article, I found out why! Stores manipulate us, and these 5 tools reveal how they trick us into buying that sweater we never needed... and that ornament... and candy... and those slippers.
Retailers play on consumers' senses to encourage them to buy more, which ultimately helps boost sales. It's a competitive world out there... so I guess I understand why they need to play with our minds to steal our money get our business.
1. The smell of a store can really influence positive consumer perceptions, increase the time spent perusing the merchandise, or make consumers hungry (particularly helpful for stores selling food items).
2. Playing music (mixing holiday jingles into the regular store playlist) may lighten moods, keep consumers in the store longer, and influence purchasing decisions.
3. Free food samples. Obvious and extremely effective. No one turns down food samples! If the product is good, there's a good chance a purchase will follow (even if it originally wasn't on the "to do" list).
4. A spacious store layout ensures consumers don't get annoyed with the hustle and bustle of crazy holiday shoppers. No one likes to feel claustrophobic while shopping... or get butt-bumped... or have to move every 5 seconds for other shoppers passing through. Similarly, allowing customers to interact with products may help influence purchasing decisions. Free trials, without the inconvenience of some sort of contract, allows consumers to connect with products on a closer level in the store.
5. Color makes all the difference! I'm not only referring to a red scarf vs. a green one, but also the store's color scheme. Most agree that oranges and reds make customers feel excited, while greens and light blues have calming affects.
SO -- there's 1 more day to Christmas shop (for all you procrastinators), so keep these little tricks in mind in order to manage whatever money you have left! Good luck!
Lynchburg, Tennessee. This post could end right here... BUT due to a recent holiday and whiskey-fueled event, I will continue! Jack Daniel's has taken its holiday celebrations to a new level in building the Jack Daniel's Holiday Barrel Tree! The tree, made almost entirely out of 187 hand-selected whiskey barrels, stands 26 feet tall in the center of Lynchburg (the whiskey purveyor's hometown).
Now, I know what you're thinking: free whiskey for Lynchburg, TN! No, no. Though the barrel tree was definitely a gift to the town, the whiskey was not included. The barrels were emptied before they were transformed into a sparkling symbol of Jack Daniel's holiday spirit. The whiskey from these barrels was used for the company's specific holiday line called Jack Daniel's Holiday Select, and is said to have the perfect balance of oak and vanilla character. Sounds like the perfect Christmas holiday blend to me!
The Holiday Barrel Tree is part Jack Daniel's larger holiday campaign (created by the ad agency Arnold Worldwide). The campaign includes a TV commercial, an interactive website, and a Facebook game.
The commercial promotes the whiskey and the barrel tree, and exudes the holiday spirit of gathering together as friends and family.
The Facebook game, Jack Daniel's Barrel Bandits, can be accessed only if you "like" the Jack Daniel's brand page (of course). The premise of the game is to protect the barrel tree by chucking snowballs at bandits (labeled as close friends of yours -- they pull the information from your profile). I'm usually pretty good at computer games (nerdy, I know), but I had some difficulty smashing the bandits with my snowballs. The angels, on the other hand, were snowball magnets. Oops! Needless to say, the barrel tree festivities were spoiled by my criminal friends.
Very modern and beautiful campaign! Jack Daniel's used online marketing perfectly and repurposed content from the actual Holiday Barrel Tree magically. I'm sure they made their hometown proud! Wooden barrels, decked with garland and lights, and topped with a star -- never would have believed something so simple could be so gorgeous!
It all started with Coca-Cola's great idea: This holiday season we should make the cans WHITE to represent our beloved polar bears, which have been the staple of our holiday advertising campaigns for so many years. Unfortunately, Coca-Cola discovered their "great idea" wasn't so fabulous after all... and we all know this was not the company's first experience with failed product (or packaging) launches.
For the first time in 125 years, the company ditched its classic red can used to signify "Original Coke". The campaign, which launched in October and was supposed to run through March, pledged to raise up to $3 million for the World Wildlife Fund. Clearly, Coca-Cola's "great idea" had deeper significance with meaningful aspirations. The campaign's philanthropic goal to protect endangered polar bears is extremely admirable, but the "disruptive campaign" aimed to grab consumers' attention actually ended up attracting a different sort of recognition.
According to ABC News, consumers complained that Coke's white can was easily confused with the Diet Coke's silver can. Understandable! An honest mistake! Usually the bright red can of Coke is easily distinguished from its low-calorie counterpart. Who cares about a few extra seconds taken to read the label? Consumers! While an accidental purchase of Coke instead of Diet Coke (or vice versa) may be an issue of preference for some, it can be a health risk for others (ex. diabetics) due to the difference in sugar content.
Photo from The Coca-Cola Company
Additionally, some consumers expressed their discontent on websites like Twitter and YouTube. Various unsatisfied customers claimed the actual soda had a different taste in the white can. DUBIOUS. Either way, no matter the color preference, confusion, or taste issues, Coca-Cola finally realized they made another mistake and had underestimated the importance consumers place on a classic (red) can of Coca-Cola.
As I mentioned before, this is not a new lesson for Coca-Cola. In 1985, the company swapped its classic Coke formula for what they believed would be a more popular, and sweeter, "New Coke". Their faulty market research resulted in a crisis, filled with boycotts, complaints, and violence (well... not violence, but you get the gist). Coca-Cola's original recipe and its classic red branding create an American symbol that consumers identify with. The same thing goes for Coke's red can! It's evident that consumers are comfortable with what they know (Remember Gap's new logo? It's OK if you don't, it didn't last long).
A company that relies on brand loyalty should gauge the potential negative effects of making changes (even if it's just the packaging). Its image (physical and perceived) is extremely important to the success of the company, its shareholders, and the overall happiness of its consumers. ABC News makes a good point: "Would the Golden Arches sell as many burgers if they were blue?"
I personally don't drink regular coke (Diet Coke fanatic!), so maybe I don't fully understand, but I thought the white cans were pretty creative (and awesome). They definitely caught my eye. So, Coca-Cola, your marketing tactics were successful for some consumers... just not the ones that would have made your campaign successful.
I know I haven't done much blogging recently -- I'll blame it on my intense studying habits during finals week. Anyway, I promise that from now on I will post more regularly... at least until midterms roll around!
Old Spice, one of Procter & Gamble's grooming brands for men, has had a plethora of witty, satirical, and extremely successful campaigns. Old Spice really made a splash when they introduced their "Smell Like a Man, Man" (aka "The Man Your Man Could Smell Like" campaign. The campaign features commercials and print ads with actor Isaiah Mustafa as the token "Old Spice Man". In all of the commercials, he addresses viewers in confident, rapid-fire monologues... each more ridiculous than the last. These ads have been around since February 2010 and really differentiate Old Spice from the rest of the men's grooming products in the market.
Their newest campaign, "Smell Better Than Yourself", began around September 2011. The ad agency, Wieden+Kennedy, created both campaigns... I would've continued working with them too -- smart move Old Spice! This campaign is much different. The premise is: You might not be an attractive/respected/successful man in real life, BUT Old Spice can make you smell like you are.
This is the first spot, which launched during the NFL opener on September 8th. The faux sea captain is fighting an octopus while gold coins spill out of his pockets. Lets not forget to mention his 20-pack abs and his gorgeous wife! None of this is true BUT his wife has nooooo idea because with the help of Old Spice he SMELLS like a Sea Captain whose pockets rain gold.
This is the second spot for the campaign. After taking a sniff of Old Spice Swagger, the guy begins to transform. An article on AdWeek describes the transformation perfectly! The Guy "cracks apart like porcelain, with bits of his unmanly husk shattering on the floor, revealing a super manly biker dude inside." An extremely overweight man then turns into a... bear? While an old man turns into a babe. Oh, the power of Old Spice!
Old Spice has the strength to turn average guys into attractive and adventurous MEN. The lighthearted, hysterical, and increasingly ridiculous campaigns continue to place the brand ahead of its competitors... at least when it comes to creativity.
Oops! I gave it away! The title of this blog post eliminates any element of surprise these commercials may have had (sorry!), but the element of creativity remains. Both happen to be public service-type announcements AND were created outside of the US. Though they seem to be average ads promoting products and playing on viewers' emotions, the deeper messages within these commercials have had immense global impacts. At the end of each video, you'll probably still think yourself "wow, I didn't think it would take that angle. Hmmm." -- or at least that was the exact thought that ran through my mind.
The first ad was created by a Swedish agency named Forsman & Brodenfors to fit with the "smoothness" campaign of their client, IQ. The agency created a spot for a smooth whiskey... but the real meaning behind the campaign is revealed half way through.
I bet you weren't expecting that ending... I know I wasn't. The commercial plays on the traditional style of advertising alcohol products. The soft lighting, local bar atmosphere, and peaceful music really tricks viewers into taking the commercial (at least the beginning) for its face value. Once the binge drinking commences, however, viewers start to realize that the commercial isn't promoting a smooth whiskey after all.
Another commercial, which has gotten a ton of global attention, was made specifically to address an issue in Australia. The video has gone viral, and though it only exists in the online world, its creators are attempting to raise enough money to air the commercial on television in Australia. It's your average love story, but it isn't until the proposal at the end of the commercial that viewers realize the couple isn't an "average" couple at all. The commercial is touching and its global viral impact really shows the success of the campaign for change. It has around 3.8 million views already... wow!
An article by AdAge makes a good point: why have no campaigns in the US managed to make such an impact?
How do I know? Because the excessive, beautiful, glamourous, etc. etc. etc. holiday windows in New York City are up once again! Holiday windows happen around the world, but NYC is the city I connect this annual, cheerful tradition. High-end luxury stores like Saks, Bergdorf's, Barneys, and Bendel's, promote their excitement for the upcoming increased sales holidays through various, elaborately-designed windows. This isn't your average "dress up the mannequin in a festive red gown and place it next to an overly-decorated christmas tree" holiday window. This is artwork. A show. A historical event. Each year, stores try to do better than their windows from the past... and of course do WAY better than each other. They strive to be THE BEST holiday window in the city!
It's extremely hard to choose which window "wins", but Refinery29 has chosen the 7 best holiday windows in NYC. Since I'm currently in Boston, I'll have to take their word for it until I can judge the windows myself. However, I am certain of one thing -- pictures do not do these windows justice.
Here are a few of my favorites:
Barneys New York, 660 Madison Avenues (at 61st Street)
Bergdorf Goodman, 754 5th Avenue (at 58th Street) I love the contrast of colors here. It really highlights the dress
Bergdorf Goodman, 754 5th Avenue (at 58th Street)
Henry Bendel, 712 5th Avenue (at 56th St)
The Radio City Rockettes were present for the store's
holiday window reveal! The aim of the store's windows
this year is to pay tribute to New York City.
If store windows aren't your thing, what about light shows? Saks Fifth Avenue's annual holiday light show at the 5th Avenue store location is a must-see. This year, Saks teamed up with the agency Iris to create the ultimate, 3D light show that runs for 5 hours every night until January 6th! Did I mention the light show is also accompanied by music? A 3D light show timed perfectly with music on the facade of a building... what's next?!
Just as I said about the holiday windows, it's MUCH better when you see it in person! I'm dying to go!
We rarely hear about the groups responsible for the restaurants we love and frequent. Over Thanksgiving break I went to dinner with a few friends to Lolita Cocina & Tequila Barin Greenwich, CT. I've been to some amazing restaurants, but I find Lolita to be extremely impressive. I should say that I rate restaurants almost entirely on their atmosphere, vibe, and website. I also love menus... so even if the food itself isn't superb (Lolita's food is incredible) I still can be impressed with the way they describe their actual menu items. cb5 Restaurant Group is responsible for this restaurant gem and has brought it to Boston as well.
The group has created the ultimate branded restaurant, and has woven that identity through every detail and space. Lolita's brand identity compliments its upscale mexican cuisine. Both restaurants feature lavash red and black decor, sexy music, and extremely dim lighting.
A "Lolita" is a spanish word referring to a young promiscuous woman. The restaurant definitely incorporates this reference into the overall vibe the diners experience. It is an elegant version of a Mexican speakeasy... sortof. You almost feel like a rebel being there, almost like you don't belong, but at the same time it lures you in. The restaurant somehow bonds with you with its intimate style.
Lolita gradually transforms into a chic night club scene with a DJ and dancing as the night progresses. It becomes quite the scene after 10pm. Visitors can choose from over 150 different brands of tequila and various signature margaritas, sangrias, and other cocktails. There is something for everyone... including non-alcoholic tropical house juices -- The Lime Coco sounds incredible and is made from fresh lime, coconut, citrus fruits, and garnished with mint and a blackberry... YUM.
When you sit at the table your seductive server brings a "palate cleanser". It's a fresh grapefruit granita splashed with an optional shot of tequila. The presentation is the most exciting part, as it is delivered to the table with dry ice smoke brimming over the silver bowl. With various delicious menu options, including guacamole with crap and lobster, bbq spare ribs, various tacos, quesadillas, and creative entrees, a second or third visit is absolutely necessary. As you receive your check you also get a sweet surprise! No, the bill will still be pretty steep BUT you get a complementary cotton candy for the table! So, even if you don't have room for a full desert, you get the sugary finale anyway.
And to top it off, you and your fellow diners are also given temporary Lolita tattoos and a damp towel for application. Unique and extremely fitting with the restaurant's theme. I love it!
The websites are branded the exact same way and are super fun and interactive with music and great page transitions. See for yourself! Greenwich Website & Boston Website.
If you get a chance to visit the Greenwich location of the elegant and seductive restaurant, don't forget to take a look at the bathroom... it is completely covered with blackboard wallpaper and chalk. Leave your mark on Lolita, because it will definitely leave one on you.
Believe it or not, this is the first time I have planned my night around the Victoria's Secret Fashion Show. I've never watched the program in its entirety, but plan to tonight! Yes, I have a ton of other things I should be doing, but elaborately decorated lingerie and Nicki Minaj both seem like better ways to spend my time. The show is on CBS at 10:00 PM ET and will feature everyone's favorite "Angels" and famous music artists, including Kanye & Jay-Z, Maroon 5, and as I mentioned before, Nicki Minaj.
I've always been curious about whether or not the lingerie featured on the runway are also available for purchase. I am excited to report... they are! Note: Wings, perfectly toned body, and unmatchable beauty not included. Even the $2.5 million Fantasy Treasure Bra, which will be worn by supermodel Miranda Kerr, can be bought (by some). I saw the luxury bra last week as I was flipping through the Victoria's Secret catalogue... I did a double-take when I saw the price. The aqua push-up was created by Long Island’s London Jewelers (no jokes, please) and has nearly 3,400 precious gems. It features 142 carats of white and yellow diamonds, pearls, faceted citrines and aquamarines, which are all set in 18-karat white and yellow gold. The piece also has two white diamonds, each more than 8 carats, and two 14-carat yellow diamonds. WOW.
We all know Ronald McDonald... some may know him too well. He's been around for nearly 50 years, so I'd be worried for McDonald's if the clown (in a literal sense) didn't have such a strong global presence. He's so important to our culture (and children) that he has his own website! There are some people, however, that aren't thrilled with Ronald, and have been urging the fast food chain to retire their long-time mascot. Personally, I'm not a huge fan of clowns and I do think Ronald McDonald is a little creepy -- not nearly as creepy as Burger King's King -- but I don't think McDonald's is ready to let go of him.
He's a face for the brand. He humanizes the global chain. Yes, McDonald's has the "golden arches" but those arches can't engage customers. They can't shake someone's hand or pose for pictures. They won't be directly responsible for putting a smile on a child's face. Ronald McDonald is a friend, and while he hasn't been as visible in McDonald's ad campaigns as he has in the past, he still has a strong presence and connection to the brand.
The advocacy group, Corporate Accountability International, wants Ronald McDonald to step aside. They've created a website solely for this cause, Retire Ronald, blaming Ronald McDonald for prompting children to visit McDonald's and ultimately become obese (hmm...). I understand the advocacy group's reasoning, but their proposed solutions to the general problem are a bit ridiculous. Retiring Ronald McDonald will not remove a child's desire to visit the fast food chain. Getting rid of the toys in Happy Meals? That's another story. It's possible that future laws will prevent marketing fast food to children due to recent widespread childhood obesity... but for now, McDonald's is safe.
McDonald's says the clown is "an ambassador for good". He has "the smile known around the world," says Willard Scott, the creator of the mascot. Ronald McDonald is not only the face to the brand, or a character in commercials, but also the leader in McDonald's philanthropic efforts -- Ronald McDonald House Charities.
For now, our old friend, Ronald, is sticking around. Hopefully he'll be greeting McDonald's patrons, old and young, for years to come. Luckily, Burger King "dethroned" their creepy mascot in August... and replaced him with... a mom? Read morehere. I totally support that retirement. He's scary.
Everyone knows the motto learn from your mistakes... and everyone has lived it. We make mistakes, we learn the right path or the right decision, and we continue to live our lives. It may be a painful process but eventually (hopefully) we realize it was worth it. It is our past failures (and gradual successes) that make us who we are.
I guess J.K. Rowling might know a thing or two about life... we can't all be lucky enough to fix failures with magic!
It's incredible how much advertising time and press Macy's got today. The annual Thanksgiving parade, aired on NBC, has been a tradition since 1924 (85th anniversary!). Every Thanksgiving morning my sister and I watch the giant balloons and floats glide down 34th street from the comfort of our own home - around 44 million other people do the same and almost 2.5 million flock the NY streets to watch it live.
Today I had a HUGE revelation... the entire 3-hour program is a giant promotional opportunity for Macy's and the rest of the participants. Of course I knew this (somewhat) before, but not nearly to the extent it became apparent to me this morning. What I originally took as a giant Buzz Lightyear balloon transformed into an advertisement for Disney and Pixar. Nothing can be taken at face value. Instead of watching the parade in the same frame of mind as I had in the past, I couldn't help but listen to what the NBC reporters were saying in the background. They would give a brief (detailed) spiel introducing the balloon or float, its background, and, of course, its sponsor.
The entire production is phenomenal and so clever. In my opinion, it definitely is comparable to the Super Bowl. Companies pay a ton of money to fill the advertising spots during the Super Bowl game because they know there are millions of viewers. They buy eyes... a lot of eyes. The same thought process is understood about the Macy's Thanksgiving Day Parade! The major difference, however, is that the parade (AKA the advertisements) is the reason people are watching. It's the actual entertainment. While the Super Bowl commercials are just a side portion to the actual program. Lets be serious though, we all know there are plenty of people who watch the Super Bowl JUST for the entertaining, extremely creative, and usually funny commercials.
My favorite part of the parade has always been the Santa Claus at the end, signaling that Christmas is around the corner! Snoopy is definitely a close second!
POGS, AKtually Ashley
PS. Did anyone notice that when introducing Neil Diamond the reporters compared him the Mount Rushmore? "... and another American legend... Neil Diamond!" Ha!
At first glance, this product looks like an oversized iPhone with a protective barrier, right? This tablet is actually pretty close to an iPhone... but is marketed to an entirely different segment... children 0-4 years old. The red ring surrounding the tablet is a drool-proof bumper. Yes, drool-proof. When a product needs to be drool-proof, it's probably a sign that the electronic should not be targeted at drooling children in the first place... common sense, right? But manufacturers and marketers can no longer afford to ignore this youthful, drooling segment. The Vinci, which 2 year olds probably cannot even pronounce, is allegedly the first-ever educational handheld device for kids. It sells for $389 to $479... WOW. I personally can't bring myself to buy an iPhone or iPad, but a 6 month old owns a $300-$500 Vinci? Lucky kid. This new product is innovative and definitely fills the market opportunity of electronics for infants... whether or not there is actual demand is an entirely different story. This product, and various digital marketing tactics aimed at society's youth, is raising many questions concerning the impact on childhood development and ethical boundaries. The issue (and this topic in general) is described in depth in this AdWeek article.
The trend of marketing to infants is not necessarily new, but is getting increasingly aggressive and competitive. Brands like Disney have been doing this for years! Marketing was once limited to logo/mascot-printed clothing, packaged goods, or toys, but is now expanding into the digital and interactive world. There is now a TV "network" for infants online, called BabyFirstTV.com, which has subscription-based videos, games, educational activities, and music. Luxury clothing designers (ie. Versace and Marc Jacobs) are beginning to gain loyal infant consumers with trendy lines for the infant fashionista. Cynthia Rowley has designed diapers for Pampers. They run for about $15 (a bit pricey for disposable toilets)... but I do have to say, they're adorable.
This market is becoming increasingly popular, meaning competition for infants' brand loyalty is becoming more and more important to companies and marketers. They're competing to become the first brand to establish a relationship with the child and hope to maintain this relationship as the child grows. You may be thinking that these efforts will go unnoticed and aren't worth the time, money or effort, but the Campaign for a Commercial-Free Childhood reports otherwise. They found that by 6 months, babies can form mental images of corporate logos and mascots. Additionally, as soon as infants can speak they can (and will) request brands. Other reports have found that by the age of 3, kids can recognize an average of 100 brand logos.
How many of these can you link with a brand? An easier question may be: how many can't you link with a brand?
I absolutely love this brand alphabet. It was introduced to me in a class a few years ago, and it really holds true to the belief that brand logos are completely imprinted in our brains. You see the "P" and automatically think Pez Candy or the "C" and know it's from Campbells Soup. Kudos to these companies, their marketing teams of the past have really done an incredible job developing consumer recognition with their brands. It's amazing, but it's life. We can't help but associate colors, mascots, fonts, etc. with brands and companies. It starts at a young age, and stays with us forever.
That is what this new marketing trend is trying to establish and maintain. It will no longer be just Disney Princesses on onsies or Tony the Tiger on cereal boxes... The Vinci, Apple, Fendi, and other luxury brands are entering the competitive market. These brands, as well as more traditional infant-targeting companies, are beginning to establish themselves through innovative digital tactics and aggressive efforts to reach this baby market through all possible touch points.
This evening, at approximately 8:00PM ET, eight friends and I will be promoting Cruise America RV Rentals and Sales. Actually, we'll be driving the 30' RV for other purposes (ie. traveling to South Bend, IN for the Boston College v. Notre Dame football game taking place on Saturday afternoon at 4pm... it's a HUGE rivalry game, which is why we travel the 15+ hours-- GO EAGLES!) The RV we will be driving is legitimately an advertisement on wheels... and we're the company's execution strategy! I think they should be paying us to drive their vehicle from Massachusetts to Indiana rather than us paying them... but for some reason that's not how it works. ;-)
The advertisements are on the front, back, and both sides of the RV. There will be at least 20 Cruise America RVs on the road this weekend making the same trip. However, we are not all taking the same route -- lucky for Cruise America! They'll be expanding their reach and awareness through each separate group of BC college students. All we want to do is get to Notre Dame as soon as possible, be with our friends and cheer on our team... but we have another job too: promote the product (even if we aren't conscious of it).
I still stand by my previous comment -- it would be really nice to be paid for my promotional services!
Wish us luck this weekend in the Holy War! Eagles on the Warpath!
MINI Cooper has an incredible track record for creative, witty, and unique advertising campaigns. The majority of them stress the tiny car's size and its massive power. Their out-of-home advertising is what I love the most, but MINI has done a great job integrating various tactics to reach their objectives.
The following pictures are a few of my favorite MINI advertisements. I learned about some of them in my Communications and Promotions course a few days ago and felt compelled to see more (and share them). Hope you're all as impressed as I am!
I really love the billboard on the left, with the two bent palm trees. Yes, this was completely staged BUT super effective in showing how MINI has speed and power. It's a great illusion. The billboard on the right, with the digital screen, was really innovative at the time it was up. As MINI Cooper drivers passed by, it would show a personalized message for them (and the rest of the drivers) to enjoy. How clever is that?! The board used a signal from a radio chip that was embedded in the car's key fob. Obviously this was a few years ago, before the world became ultra techy. Now we can watch streaming videos via billboards -- crazy!
I love building advertisements like this, but these specific ones are especially clever. On the left is vending machine. Not a typical vending machine though. You can't get a Snickers or a Diet Coke, instead you get a MINI Cooper! Does it still cost $1? On the right, an actual MINI is turned into a literal YoYo! It moves up and down. LOVE IT. Both ads are obviously promoting the small size of the automobile. Its size is one of its main differentiators. If you've got it, flaunt it.
I'm a big fan of guerilla marketing. I think it's fun and really grabs attention and generates buzz. If I had stumbled across either of these guerilla marketing efforts in real person, I'd be talking about it for days... weeks maybe! I'm a big skier, so the MINI Cooper chairlift really resonates with me. The MINI Cooper box presents the car as a toy... or "toy size".
Another car that uses a clever guerilla marketing campaign is the Smart Car. Also, click that link and check out their killer website. There are so many companies want to have the "Apple" of websites... I'd want to have the "Smart Car" of websites.
Adorable. A cute Smart Car parked next to a phone pole and locked up with a (giant) bike lock!
Keep an eye out for MINI Cooper ads in the future. The advertising for the small car really has a big impact.
