Whelmed. Not over... but almost under.

Though my mom keeps sending me commercials, articles, clips, and many stream-of-conscious e-mails, I have continuously set them to the side until I have "time" to sift through them. BUT when she sent along this article from Huffington Post about the new Coca-Cola Super Bowl commercial, I felt the need to open it... and now I'm sharing it! People often say they are overwhelmed, or that something was underwhelming, but neither can apply to
this new commercial. I was definitely not overwhelmed... and I guess I can say I am slightly underwhelmed, but I'd rather settle on "whelmed".

The commercial is interactive and its ending will be decided by viewers, which in itself is a good idea (not original, but good). The company’s Super Bowl campaign features three teams that are competing to be the first to get to a Coke bottle mirage. Viewers can vote online at CokeChase.com for either the Cowboys, the Bandlanders or the Showgirls to reach the bottle first. The final results will be aired during the Super Bowl. Personally, I don't resonate with any of the three, so I'm not particularly invested in voting for any of them. Who would you vote for?

So... now that I've shared a not-so-exciting commercial, I'll round it out and share and ask you to PLEASE read the post below for an ad that I absolutely LOVE. Yes, it involves laughing babies... and kids... and adults... and seniors. I always love commercials from this company (guess who!)... especially when their advertising company decides to put the product aside, and connect with viewers on an emotional level. This 30 second spot is appropriately titled "Smiles". I hope it makes up for Coke's boring ad above.

POGS, 
AKtually Ashley

Let The Games Begin

“Hunger games. Hunger games. Hunger games.” That’s literally the only thing I’ve heard coming out of people’s mouths for almost a year. If I'm being honest, one of those mouths is my own. The Hunger Games trilogy, written by Susan Collins, is the new Twilight. Though the two plots have somewhat similar themes, The Hunger Games' story line appeals to a broader audience. For those who don’t have children, friends, or any connection to the outside world, the trilogy takes place in a dystopian future. North America has become Panem and is split into 13 districts. Every year, the Capitol (the oppressive government) holds the Hunger Games, which require each district to pick two teenagers (one male, one female) to participate in a fight to the death. The protagonist is Katniss Everdeen… and she’s quite the heroine.

The Hunger Games is “coming to theaters near you” on Friday, March 23rd. Yes, I’m attending the midnight showing on Thursday night and I am so excited (and such a dweeb). The point of this post, however, is to delve into the incredible digital and social media marketing tactics that Lionsgate has (and will continue to use) to promote the film. The integrated digital campaign, which is part of a much larger campaign featuring traditional promotional tactics as well, really highlights the most detailed aspects of The Hunger Games and allows fans to become part of Panem. Lionsgate's marketers understand that by using digital tactics as the forefront of their campaign, they are able to easily and immediately track engagement. As they observe the reactions of and interactions among fans, they can shape future phases of the campaign to increase engagement. 

One of the most creative and interactive tactics allows fans to become an official citizen of Panem… ID card and all. They have created an interactive website in which you can register for a District Identification Pass. Once you receive your assignment (district, occupation, citizen number), you can download it to your Facebook, Twitter, Google+, phone, or tablet. You can even order a physical District Identification Pass for free off Facebook. Once you register, you’re prompted to join your district on Facebook. Each district has their own Facebook page and a mayor, recruiter and journalist—by the way, these individuals are true enthusiasts and fans of The Hunger Games and were elected to their positions by “The Capitol”. By using these enthusiasts, The Hunger Games was able to push its message through multiple platforms and to broader audiences--the beauty of consumer generated content and brand ambassadors! It also creates a sense of community among The Hunger Games fans. “Panem citizens” are able to watch sneak peek movie clips and receive various rewards for taking their fandom to the next level. 

YouTube hosts “Capitol TV” with clips and special trailers. These videos can also be seen on each District’s Facebook page under a tab called "The Square", which was the main gathering area in each district in the book. You have to “Like” the page before you can see the info, but it has branded messages, warnings, advertisements, and various other film promotions.

In addition to various other strategic social media tactics... I haven't even gotten to Twitter yet (not going to, so check it out for yourself--sorry!), The Hunger Games partnered with Feeding America and the United Nations World Food Programme to fight against hunger. The actors of the film starred in a PSA to raise awareness about hunger in the US and around the world.

As you can see, The Hunger Games did A LOT to promote the upcoming movie, but due to the campaign's heavy reliance on social media and digital tactics it was incredibly inexpensive and effective. There were still frequent TV advertisements, 3,000 billboard and bus shelter advertisements, movie posters, and almost 50 magazine cover stories, but with the help of social media platforms, the integrated campaign motivated a TON of engagement. The key is to constantly give fans something to get excited about and share--that that is exactly what Lionsgate did for The Hunger games. I'm quite confident that the film will do extremely well in theaters, and hope that other studios and marketers in all industries realize the power of creative and engaging digital promotional tools as centerpieces of integrated campaigns. 

I’d be happy to tell you about some of their other tactics, but I really want to register for my District Identification Pass so I know where my loyalty lies on Thursday night. Oh, and did I mention there is an iPhone game? The Hunger Games: Girl on Fire.

POGS,
AKtually Ashley

The Sun Gets A Little Help

On January 23rd, an environmental phenomenon occurred... the sun rose significantly earlier in central London than normal. Well, not really. It was a man-made sun, but it helped the real sun brighten Trafalgar Square. Not only did this "sun" rise an hour early, but it also gave Londoners three extra hours of "daylight"!


The "sun" was around 30,000 times bigger than a football and had the power of 60,000 light bulbs, which apparently means it could have been seen from space. Greyworld, a UK art collective, was commissioned by Tropicana to design and build the sun in order to launch the company's "Brighter Mornings" campaign. It was the perfect (and gorgeous) way to brighten up the dark, mid-winter day. 

Photo Courtesy of Greyworld

Tropicana's "Brighter Mornings" campaign is a large-scale, integrated marketing campaign, which also includes a new Tropicana commercial. The key goal of the campaign is to increase sales and specifically link Tropicana with the ultimate way to start the day--yes, that rhymes. It also aims to strategically motivate retailers to back the campaign by selling single-serving Tropicana juices to boost on-the-go breakfast sales.

Obviously, an instillation like this is meant to generate a lot of online and traditional buzz... and Tropicana succeeded. There were TONS of tweets from consumers, marketing professionals, and media personnel from all over the world. Clearly, if the company was measuring the effectiveness of the campaign solely on the amount of digital buzz, they would be proud. Tropicana still needs some time, however, to see if the campaign influences positive sales results.

I love sunrises (when I'm unlucky lucky enough to catch them), but the installation was short-lived and the bang--or lack there of--didn't seem worth the time or money. The idea was pretty good, but the execution was... meh. It would have been a lot more impactful and memorable if Tropicana had these "suns" installed in multiple locations... maybe in specific areas that don't receive sunlight naturally. Money, however, is always a factor, and I'm sure the sun in Trafalgar Square didn't come cheap. I guess the rest of us will have to settle with the natural rise and fall of the real sun... "oh woe is me us." 

POGS, 
AKtually Ashley

TOUCH The Rainbow... no, really... touch it.

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 Skittles website (until today). WELL... now I'll be on this never ending website forever. No, really... it actually never ends!

Happy New Year! See you all in 2012!

POGS,

AKtually Ashley

Intoxicating Holiday Tree

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!

POGS,

AKtually Ashley

New "New Coke" Crisis?

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.


POGS,
AKtually Ashley

"Smell Better Than Yourself"

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. 

POGS, 

AKtually Ashley

Sneaky Commercials (in a good way!)

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?

POGS,

AKtually Ashley