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Brave Smart Campaigns …

Hey peeps

I hope you are all keeping well. I’m sorry if I haven’t managed to write some more stuff in the past few days but it’s been extremely hectic. I’ve seen some amazing creative and strategically well thought campaigns this month and below you can find some of the ones I personally consider the best.

The first one is the latest by Skype called the Phone Box Experiment. Once again, through an experiential approach to their marketing initiatives, they enable users to understand the real benefits of using Skype to make cheaper international calls. Check the video below to understand what I’m talking about….

I wonder how many people will actually get to call him as you need actual Skype credits to make the call…. which I don’t – I believe that’s also part of the strategy to get first timers to buy credits, no?  The campaign has been put together by The Viral Factory.

The second one I wanted to showcase was the $500 campaign by Opticana by McCann Erickson in Israel.

The campaign is another example of ‘brilliant creative thinking’ and definitely something that I’m sure every person in my industry has thought about at least once…(the meerkat being another genius example playing with keywords) Campaigns like this definitely make you wonder if you really need $150,000 to produce an high-impact national campaign eh?

Last but definitely not least, it’s the experiential AR/Social Game put together by the Canadian MacLaren McCann group for the launch of HALO 3 ODST. The guys developed a very ambitious offline/online experience mainly aimed at geeks and game-addicts. Watch the video below to understand the campaign and see the results.

Generally speaking, the end results are not that impressive at first. However if you start thinking that it was mainly targeting the gaming community of Toronto – I’d have to take my hat off… Thumbs up for taking such a brave step, the agency is definitely proving to be extremely efficient in putting something like this together, as it’s definitely not an easy thing to do (especially the bit where you need to sell it into the client I believe… ?) ;O)

Cheerio folks…

Enzo

 

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Burger King Studio

2008 has definitely been a very busy year for Burger King.

From the great PR stunt of a premium £85 burger and the controversial Whopper Virgins to the new BK Meat Fragrance launched last week, conversations around the brand have been hitting the roof.

Burger King Studio was launched in October this year but the buzz around this initiative didn’t cross the Atlantic until this week when many conversations were noticed within the European blogosphere

The idea is pretty interesting and it shows how much the brand is more and more willing to experiment new things. As we’ve seen with NikeID Italia, the Ford Fiesta campaign ‘This is Now’, and Profero’s WU Mobo Awards Contest, connecting to a young audience, new talents and the online community seems to be a big trend these days and for Burger King this appears to be only the beginning…

On the website you will notice there have been already three events in partnership with new creative talents and more are planned to be happening in the next few months at the now busy BK studio in Chicago.

The first event attracted 600 people, all rushing to get hold of the limited edition t-shirts from the artists involved in the project – all silk-screened at the venue on the night – pretty impressive!

The surprise is right here – A week after the event, the Studio launched an online platform where users could create their one-of-a-kind t-shirt using each single creative asset developed by the artists. You can start getting creative right here and receive your unique t-shirt for $28 without getting into any trouble with silk-screening it yourself (Unfortunately at the moment they only ship in the US)

Getting the online community involved trough customization is definitely a good step from Burger King and we are rather looking forward to see what’s next in their sleeves

 
 

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Whopper Virgins

picture-14The new controversial campaign by Burger King ‘Whopper Virgins’ is probably joining, together with the Motrin Case, the ‘most talked about campaigns in the blogosphere’ category

Because it’s generating so much buzz and I’ve been reading so many mixed reactions – as you usually do – I wanted to give my opinion on this; although i have to say i still have mixed feelings myself…

From a moral point of view, it feels totally outrageous to invade under-developed countries with drastically different cultures and try to change their eating habits. I find it kinda crazy to be spreading this ‘burger love’ in these remote lost areas, especially when nowadays burgers are the reason why so many people are so obese and unhealthy in this world

picture-121On the other side, i do like the experiment itself – the concept has something appealing about it but it’s the whole tone of voice and the way it’s been produced that just doesn’t work for me

To get people from different cultures to try for the first time a burger is definitely a courious experiment, however why invading an entire country, trying to create this horrendous cultural backlash – when they could have simply flown over to America ten different citizens selected from these remote areas and do such experiment – it would have probably received a better PR for giving these people a chance to travel the world  – no?

I am not sure they chose the right path, however lookin at this graph below it kinda shows how people are reacting to this campaign in a totally different way, and positive feedback is actually on the increase…

picture-111Overall, I am not sure how Burger King is actually behaving towards these conversations online – I haven’t seen yet any response directly from the brand but – be this negative or positive – they are definitely receiving an enormous level of attention.

To prove this I did a Search Trend for ‘Whopper’ and look at the graph below – the slope is getting higher day by day after a very consistently flat period – not surprising eh?

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Posted by on December 12, 2008 in advertising, Creativity

 

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