Get it? Holiday Cheer. As in Gap-clad twentysomething's shouting cheers at your friends to wish them Happy Whateveryouwannakah.
You're going to want to hurt someone when you see this - and your friends are going to want to hurt you for sending it to them. But then again, what are the holidays for?
Cheers include "You Office Party Hardied;" "Mo' Mistletoe;" "Vegetarian RSVP;" "The Present of My Presence;" "Still Got That Receipt" and more.
The personalization features make it work quite well - with the cheer team calling your friend by name via email, Facebook or Twitter. A decidedly cynicism-free new effort from Crispin, Porter + Bogusky.
And a nice integrated campaign that pays off new television ads for the clothing chain - and a YouTube-based cheer contest from local Gap stores, too.
Teen girls are about to go ga-ga all over again - this time with the help of their trusty mobile phones.
And this time, they won't be alone.
Summit Entertainment's sequel to "Twilight" called "New Moon," hits theaters November 20 - and is already putting new blood into its marketing efforts with a MySpace homepage takeover and an iPhone app.
As Clickz reports, even Volvo's getting in on the action. Apparently, the main character, Vampire Edward, drives a Volvo.
Which is kind of funny when you think a dead guy can be persuaded to buy a car known for staid styling and safety.
But alas, product tie-ins are to be had, so Volvo's got a "What Drives Edward" microsite, where you can enter to win a Volvo XC60.
I know.
Now, when they find out you have to be over 18 to win the car, a lot of teen girls are going to say this sucks.
It's mobile product review app is a hit with in-store shoppers. And now, a new Earth-Day related campaign on Facebook has turned into a bona fide hit as well.
The campaign focused on giving Facebook users the ability to send a virtual Sephora tote bag to a friend. Then they could use EARTHDAY as a promo code to get a free resuable Toe the next time they shop Sephora.com (see image above)
According to reports, the campaign has netted 10,000 new Facebook Friends and orders and referral traffic to Sephora.com has more than doubled since April.
"Through our Facebook page, fans can share everything from product suggestions to beauty tips, so we thought that a virtual gift, letting fans share their love of Sephora and the environment, was a perfect fit," Sephora VP of Direct Marketing Bridget Dolan tells the pub. "Due to the success of the Sephora Pretty Planet Shopper campaign and our fans' growing desire to interact with Sephora on the site, we will continue to look for new and interesting ways to engage with our fans on Facebook."
Frankly, who gives a crud about the "friends" the campaign yielded. I'm not sure what Sephora's orders and referral traffic was before the campaign, but doubling can never be a bad thing.
How did Chik-fil-A go from 20,000 fans on its Facebook page to 1 million in just over a year and become an online sensation in the process?
Chock it up to a couple of bovine wonders.
As Clickz is reporting, the restaurant chain has launched a new site called EatMorChikin.com, which capitalizes on the popularity of its chicken-as-food promoting cows and features a "cow hideout," video games and clips. It comes on the heels of a successful effort to work with consumers who created their own Facebook page - and became a venue for the chain to run promotions like "Cow Appreciation Day," in which consumers who came to a restaurant dressed as a cow would receive a free sandwich.
Is this another Bud frogs (or even California Raisins) in the making?
After all the teasing about AlreadyGhosts.com during last night's FlashForward, I was expecting a viral tour de force at that domain.
No such luck. The URL - meant to be a web-based social network for people who did not experience flash forwards six months into the future, presumably because they'll be dead by that time - points to the show's page at ABC's website...and is paid off with two screen shots from the fictional site.
Lost opportunity that seems as if it was dead on arrival.
Great show - would love to see the network build more fandemonium online, ala "The Lost Experience."
In part two of my interview with Alison Moore, lessons learned from HBO’s
ground breaking “Voyeur Project," and how they were applied to "HBO Imagine."
How initiatives like this are boosting
subscribers and reducing churn despite the recession.
I think it was Socrates who said "Simplicity is the ultimate sophistication."
MSN shared what's billed as its biggest homepage redesign in over a decade with me today. And if Socrates was right, then MSN is poised to be the most sophisticated portal around. See the before and after images here.
I'm told there are now 50% fewer headlines than before - it looks like less than that. There's instant access to Facebook and Twitter. And Bing, of course, is always on hand to help us make informed decisions.
A couple of thoughts come to mind. First: Great work.
But second: Bing is still a separate site, whereas Yahoo is Yahoo. Why? If MS had wanted to dramatically boost MSN's traffic, it could have simply been the home page of Bing.
Of course, Google follows the same model - a separate search page than content page. But at this point, Google is Google.
The new MSN homepage is actually a nicer version of Yahoo's. Very elegant design. And I'm sure there's a great strategy behind the separation of identities between MSN and its search engine.
Still, i can't help wondering if the new MSN might have been even better off as Bing.
All that said, strictly from a design perspective: Really clean, crisp, inviting design.
If you love rock (and who doesn't), and if you love Absolut (and there again, who doesn't), you're going to love "You're with the Band," a new hour long documentary shot with legendary rock photographer Danny Clinch as a crew led by the team from Great Works follows the band in and around L.A.
The bonus points: While there's a great passive experience here, Great Works has also tagged all the footage with specific keywords that are searchable for even more in-depth interactions with the content.
I wish more movies came like this.
The effort is tied to Absolut's Rock Edition Bottle - which is a little more 80's band, what with the leather and studs - but true enough to classic rock that nobody's going to kick it out of the band.
And there are enough props given to the brand in the actual film to make this a worthwhile branded entertainment initiative.
HBO gave itself a tough act to follow - and it's working to do just that.
During the last few weeks, HBO has launched an ambitious sequel to its double Cannes Grand Prix winning "Voyeur Project," called "HBO Imagine."
Not to be outdone by "Voyeur's" projection of dramas on New York City buildings, "Imagine" features, among other things, a giant video cube that displays scenes from a mini-drama shot from four different perspectives, so you have to view each side of the cube to get the big picture.
At hboimagine.com, viewers can unlock each of these video sequences as they progress through a broader narrative, with a pay off for people who unlock each of 37 complete scenes.
It is a massive new undertaking for HBO, which hopes to top the number of impressions it earned for "Voyeur," as well as reinforce its brand positioning in a compelling new way.
In my new book, THE ON-DEMAND BRAND (AMACOM/McGraw-Hill, Spring, 2010) I talk to Courteney Monroe, HBO's executive vice president of consumer marketing - and a newly minted Brandweek Marketer of the Year - about the brand's approach to efforts like "Voyeur" and "Imagine," and why they're so central to creating consumer marketing that's as inspired as it is effective. (Despite the recession, HBO's subscriber numbers are actually up, to 27 million.)
In the days just after "Imagine" launched, I also spoke with Alison Moore, vice president of brand strategy and digital platforms for HBO, about why this campaign is such an exciting successor to "Voyeur," and about her views on how this initiative will fuel subscriber growth (and reduce churn) in the year ahead.
Part One: "Imagine" That: HBO's New Take On Making The Physical/Virtual World Connection (approx 7:33)
And since the show (starting tomorrow) faces a still hill keeping the action alive over a long period of time (unlike the 1980's NBC miniseries), marketers at ABC are working overtime to develop online initiatives to keep viewers interested over an already-planned hiatus that will hit after only four episodes. (In fact, it's reportedly not coming back until March.)
First among them: The Peace Ambassador Program. So far, that means registering for news updates. But given this is from ABC - home of online alternate reality games for "Lost," you can bet efforts will get far more ambitious over time.
Now, it's augmented reality, with a series of AR symbols featured throughout the pub. When held up to a webcam, or presumably some camera phones, scenes from fashion spreads come to life. According to today's Wall Street Journal, "A fashion spread about dressing in layers, for example, shows actor
Jeremy Renner shedding a coat and sweater as the weather turns from
rainy to sunny. Turning the magazine triggers a snow flurry, and Mr.
Renner puts on more clothes and throws snowballs."
Apparently the issue's edition of "Funny Joke from a Beautiful Woman" features Gillian Jacobs, who, once activated using the AR symbol, says she'll tell a second, "'dirtier' joke should readers return after midnight." Which would indicate something is built in the symbol to check the time on our computer when you scan it.
Could be a lot of fun, or cheese. No word yet if any advertisers are participating - though I think it's better when advertisers use AR symbols on their own (they don't need the magazine's help to do it), rather than participate in a "special issue" where the actual usefulness of the experience is an afterthought.
You'll also be able to see how a growing number of marketers are using augmented reality, in my new book, THE ON-DEMAND BRAND (Amacom/McGraw-Hill), which hits stores this next spring. Find out more, here.
Now, this is out of Japan, so maybe Crispin - the agency for both the Microsoft and Burger King accounts - isn't behind this curious offering (odd that Business Week didn't mention the connection if it is).
This Windows 7 Whopper, by the way, is a seven-patty burger weighing more than 1.4 lbs and sporting 2,120 calories - not to mention more than a little cheese.
Harken back to those thrilling days of yesteryear, or at least 1994.
Ah, the 24.4 kps connection. That piercing dial-up sound.
The year before Netscape Explorer.
It was then that a handful of advertisers - MCI, Volvo, Club Med, Zima, 1-800-Collect, AT&T - launched the first banner ads on HotWired, an online version of Wired magazine.
The lowly banner ad - for many advertisers just figuring out that consumers could actually click on them, a landing page was an afterthought - got a 78% average click through rate.
How things have changed.
Check out the AT&T banner ad, which earned its click through by proclaiming, "Have you ever clicked your mouse right here? You will!"
And check out this piece in Ad Age that relives the excitement of online advertising's primordial past.
Those were fun days. But I don't ever need to hear the dial-up sound ever (and I mean ever) again.
The Gilt Groupe - the folks behind high-fashion-at-low-prices, members only shopping site Gilt.com, are extending the brand to GiltMan.com, which will features expanded men's categories in a "guys only" experience.
I got word from Gilt Groupe on Thursday, and have been too busy to post about it until now. But that day, inaugural sales included:
Man Cave Essentials: Featuring coveted sports memorabilia (i.e., Jets helmet signed by 24 of the 1969 team, seats from Yankee stadium, autographed picture of Jack Nicklaus’ 1986 Masters win, etc) at up to 70% off retail. All sale items are from Steiner Sports, the leading seller of hand-signed sports collectibles. Every collectible goes through a four-step authentication process, so you know you’re getting items that touched the hands (or maybe the shoes) of greatness
Masked Crusader: Features Halloween costumes and exquisite, one-of-a-kind Halloween masks handmade by world renowned artist and mask designer Claudia Hapeman. The masks, made of top quality materials including gold and silver leaf, Swarovski crystals, detailed paint work and beautiful trims and accessories, will be sold on Gilt MAN on Saturday, October 24 at 12:00PM EST and will range in price from $30 up to $600
I've yet to be invited to enjoy the original Gilty pleasures. But here's hoping my request for GiltMan works out a little better.
Don't miss Doritos' new "Asylum 626," the sequel to its super creepy "Hotel 626."
Produced by Doritos' own branded entertainment outfit, Snack Strong Productions, this new installment enables you to use your webcam and microphone to amp up the chills considerably.
"Hotel 626" delivered some great moments - including secretly snapping photos of you to show you as a victim on a monster's wall of victims and even calling you up on the phone to really freak you out. (I talk to Derek Robson, managing partner of Goodby, Silverstein & Partners, about that promotion and its role it played as Goodby was ratcheting up its digital capabilities, in my new book THE ON-DEMAND BRAND (Spring 2010, AMACOM/McGraw-Hill). I haven't had a chance to try out this new experience, but I'm hoping it takes it all to a whole new level.
I noticed there's a new symbol - perhaps an augmented reality symbol like Doritos' recent Blink 182/Big Boi promotion - on new bags of chips. Don't know yet if there's an AR component - the site's only available from 6 PM to 6 AM in your time zone. But you can be sure I'll be turning off the lights and figuring out that one tonight.
Try it yourself (between 6 and 6, of course), here.
Mobile has played a major role in the micro-budget horror flick that could.
How'd Paramount do it?
First, it ran "Paranormal Activity," the movie produced for just $10,000 that spooked up $22 million and the #1 slot on this weekend's box office, only in 10 cities. Then, it launched a campaign to get consumers to "demand" that it become a national release.
Consumers could vote via mobile text message, Twitter, Facebook, and other social networking sites.
“We were thrilled,” Amy Powell, a Paramount marketing executive, tells the San Diego Business Journal. “We said to the fans, ‘If you demand it, we will bring the movie to you.’ And we did.”
You can bet all the word of mouth sent to Twitter via mobile phones over the weekend helped out a bit, too.
Look for even bigger business this Halloween Weekend - thanks to a campaign so smart, it's scary.
I was in Santa Monica this week to participate in a panel discussion on games as an advertising and marketing platform for entertainment and consumer products brands.
It was a lively discussion with executives from several of the online and mobile gaming outfits, and hosted by James Green, CEO of Giant Realm. Great group of people, and an interesting debate.
Some really intelligent (and funny) people aboard - which made it feel like a game show.
The Real Thing may still rule the world, but Pepsi's got the Ka-Ching thing happening in China.
Business Week has an article on how Pepsi has been running American Idol-style television-and-web shows that reward contestants with $30,000, a trip to a Los Angeles recording studio, and a role in a Pepsi TV ad.
The "Pepsi Creative Challenge," on the other hand, encouraged consumers to celebrate the 50th anniversary of the People's Republic with online birthday wishes. And a promotion called "Go China" prompted people to send in patriotic slogans and pictures of themselves online. Twenty-eight million submissions and 122 million votes for winners later, Pepsi has found itself a winner in its own right.
"Pepsi [in China] is one of the best digital marketers anywhere," Tom Doctoroff, North Asia director for ad agency JWT, tells the pub.
I'm trying to view this as something other than an iconic American brand playing into communist propagandizing. Maybe it's just worldly business acumen.
You'd think Coke would have a built in advantage, given its corporate colors. But the same brand that seemed inspired enough by the Obama campaign logo to evoke it with their own mark inviting folks to celebrate the birth of the People's Republic seems troubling.
Troubling but smart if your goal is market share in one of the world's largest and most important markets.
Some readers took issue with Business Week's assertion that all the digital marketing has resulted in Pepsi's ascendancy to #1 in cola sales, however.
Even if that particular status proves false, by Pepsi's measure, any market dominance over Coca-Cola is something to get excited about.
A large brand I work with decided a while ago to discontinue its direct mail print catalogs, figuring most people search for goods online.
When the catalogs stopped, web traffic plummeted - making the brand realize print still plays a role. In fact, it plays two roles - the one it always has, as well as a website traffic generator.
So it wasn't too much of a surprise to see the story in today's Wall Street Journal about how a paperless world will have to deal with a paper-filled world of retail catalogs. Why?
As the Journal puts it: "Because glossy catalog pages still entice buyers in a way that computer
images don't. Catalogs, marketers say, drive sales at Web sites, making
them more important than ever."
I've seen it first hand, and I'm a believer. In fact, as the Journal reports, 62% of retailers who depend on direct sales say paper catalogs are their biggest revenue generators - despite the fact that only 1.3% of those catalogs generate a sale.
Tougher to quantify is the web traffic generated by these mailings. But I think it's safe to say paper catalogs aren't going anywhere soon.
Read all about it in the online, paper-free version of the Wall Street Journal, here.
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