By now you know the strategy: Nearly $4 million is a lot of dough for a
30-second Super Bowl ad, so marketers taking the plunge are under more
pressure than ever to make it count. That now generally means releasing
the ad, and teasers, on the web early and unleashing huge PR and social
media campaigns to gather up as many impressions as possible before and
after the actual game.
Mercedes-Benz - Kate Upton teaser
Volkswagen - Sunny Side
With its The Force advert from two years ago regarded by many as one of
the best Super Bowl adverts of all time, Volkswagen is looking to hit
similar heights with its latest effort. The advert is made up of a
series of YouTube video meltdowns from a women weeping over cats in her
Eharmony video bio to a man having an Original Video Game Freak Out’ and
smashing his Xbox.
Something that I have seen during the last month and found simply amazing :)
GoPro
Cats love chasing lasers. The GoPro gets you in the action. When you combine the two you get something like this.
In other words, a nice combination of knowledge that Internet users love cat videos and creating an ad out of this. Amazing!
Recently Volvo Cars Europe has launched a half research, half fun experience called “You Inside”
to study what people usually carry in their cars, thus let consumers
themselves inspire Volvo to design better and more personalised
vehicles.
To take part in a global Volvo’s study, users should visit the brand’s Facebook page hosted on youinside.volvocars.com,
upload images of items they have with them in their car, and share some
basic information about their car and their lifestyle. Volvo analyses
these objects and information, and users receive personality profiles
describing what the inside of their cars has to say about them.
“We are passionate about social media, as it has revolutionized
the way we can listen to and have a direct dialogue with our fans. We
constantly want to learn more about our customers in order to make
better cars – and hopefully this Facebook experiment will inspire new
Volvo innovations,” says Jesper Andreasson, Senior Manager Social Media at Volvo Cars. “This Facebook application exemplifies how consumers insights and customer involvement is at the heart of our brand.”
BMW
Canada has launched “Bullet”, an online commercial demonstrating the
speed and strength of the BMW M5 by likening it to a bullet. The sedan
is shown hurtling through the Bonneville Salt Flats in Utah. As the car
collides with a glass apple, giant water balloons and a target wall the
roar of the engine gives way to Beethoven’s Piano Concerto No.5. The
world’s fastest sedan recreates super slow-motion bullet footage on a
much grander scale. The result: High Performance Art.
In Project Re: Brief, we’ve re-imagined Coca-Cola's classic 'Hilltop'
commercial for a modern audience, in the digital age. Fulfilling the
promise of the original ad, it allows users to connect with strangers by
sending a Coke around the globe to an unsuspecting recipient, making
the world feel just a little bit smaller.
The ad can be experienced on mobile phone apps in Google’s AdMob
network, across iOS and Android devices. Made possible through AdMob
rich media ads, coupled with custom-designed vending machines, viewers
can truly 'buy the world a Coke', with a few taps on their mobile
phones. A viewer can decide where to send a Coke by selecting one of
many machines located around the world, from New York City, to Cape
Town, to Buenos Aires. They can then add a custom text message to
personalise their Coke delivery.
Google Translate converts these messages on the fly, breaking down the
language barrier across countries. A dynamic video with Google Maps,
Street View, and composite motion graphics shows the Coke's journey from
the viewer's current location to the vending machine across the globe.
Users can wait for confirmation of their Coke’s delivery, or enter an
email address to be notified later. Once the Coke is delivered,
recipients are not only treated to the generosity of a stranger
thousands of miles away, but they can also say 'thanks' by sending a
message of their own back to the user. That message is delivered to the
user’s inbox where they can read the note and view a video clip of the
recipient’s surprised reaction upon getting a free Coke. A gallery
showcases some of our favourite shareable exchanges between people
around the world connecting over a can of Coke.
Today’s technology allows us to make good on a promise Coca-Cola made
over 40 years ago, and lets users 'Buy the World a Coke' from the palm
of their hand.
And now it's time for the Gold. I've guessed another Brazilian winner - The Fake Ad!
The Fake Ad
Brief Explanation
We placed in iPad magazines: an
apparently ordinary ad of a car. When the reader does the regular move
to 'turn' the page, the car follows and crashes. Then the concept is
revealed: 'Unexpected events happen without warning. Make a Bradesco car
insurance plan'.
Summer has definitely arrived and it’s luxurious like never before according
to the latest Swarovski eyewear. Promoting their new fashion
achievement the brand has decided to go social with AR App as part of
the Be Amazing campaign. It’s certainly
something not seen often, which I can’t say for the campaign name. Using
this amazing app you have a chance to win one of the 15 sunglasses from
the accessories collection and your only task is to submit you video to
the Swarovski YouTube channel. Check the Facebook app as well.
Watching this promotional video you can find out all information
about AR App and how to use it. There’s a bunch of tricks how you have
to accord your 15 second video but it’s pretty much easy. You just have
to have fun wearing Swarovski virtual sunglasses and enjoy in a
sparkling rain of crystals. I think that the app’s visual graphic is a
bit problematic but the idea is still original.
As the part of this sparkling global campaign Swarovski has even launched a dedicated web site where all the girls can find other useful information.
I love the idea... just because...it reminds me of my favourite initial video idea from the Peugeot 208 campaign! I told about it to the whole my family, so seriously... everyone tried it out!
With more than 500 million Chinese internet users and five
million new users coming online each month, the significance of China’s internet
as a primary marketing channel cannot be underestimated.
However, many multinationals in China still spend less than
10% of their total ad budgets online. But since digital in China represents a
huge mass-market opportunity for brands to engage with Chinese consumers, it is
worth investing in it.
This post will cover the ‘smart engagement’ from Mercedes
Benz with online Chinese consumers.
Mercedes Benz faced a challenge selling its Smart car. Several
campaigns had resulted in high awareness and customer inquiries but did not
covert into sales. The time between the initial interest and actual purchase
was too long. The inherent nature of a ‘small’ car has limited appeal to the
Chinese consumer, and coupled with Smart’s premium price tag, people wavered in
their final decision.
Yes, finally, it is not only me who is concerned about Facebook liking and advertising ROI! Just read a few articles (from May 2012) and then yesterday morning I read news - 'General Motors plans to stop advertising with Facebook'! So... it encouraged me to write another post :)
Firstly, some new data How “liking” a brand connects with consumer loyalty is still vague and this is clear for everyone now. According to a study by eMarketer, for 47 percent of people, there’s no value in a like, while 41 percent said they were somewhat more likely to purchase and 13 percent said they were much more likely to purchase. There aren’t numbers you can take to the bank, though you can’t blame Facebook for trying.
After Smart Argentina made
their first drive through Twitter using more than 450 tweets that
turned into an animated smart car drive, now we have the new social
media drive operated by Volkswagen Amarok: the ultimate all terrain
vehicle. It goes on everywhere, from mountains to streets of urban
jungles, even Facebook. You can start the drive yourself by visiting the
official Volkswagen Facebook Page for the Turkish market Volkswagen Ticari Araç.
The creative campaign is a flip book made of 200 Facebook photos that
follow each other and by holding the right arrow pressed you start the
drive that turns into a never ending movie loop. It also goes in reverse
so try holding the left arrow. On the above image you can also see the
great use of “outdoor advertising” inviting you to like the campaign.
The agency behind the creative campaign is McCann Erickson Istanbul. Here you can see the video and the instructions to start the VW Amarok Facebook drive:
This might just be the most creative use of Twitter yet. Smart Argentina (you know the guys who build the tiny little cars?) have successfully created a very cool animated Twitter Ad built right into the brands stream… On first glance the ad is pretty simple, but as it gets going, you’ll follow the car through a tunnel, past trees, houses, buses, trucks and eventually into a car space just big enough for a Smart Car! You can check it out right here… Love it!
Citroën and Facebook have collaborated on a Facebook app where the public can design their own Citroën C1 Connexion. It’s being billed as the UK’s first ever crowdsourced production vehicle.
It’s a shame then that the concept is more exciting than the final execution. Options for customising are actually quite limited and whilst the app makes it feel like a fresh experience, within Facebook, you can only choose the number of doors, the interior and exterior colours. There’s no denying that this is a very polished app and has been cleverly marketed but in terms of actually crowdsourcing a production vehicle, personally it falls well short of the mark.
The most popular configuration will be produced and will be on sale in 2012. As an added incentive for those who take the time to be involved, they will be entered in to a competition to be among the first to win one of the cars hot off the production line.
Here’s some quotes from Citroën UK and Facebook themselves with their thoughts:
Melina Kacherou-Carage, head of digital marketing at Citroën UK, said: “This is a really exciting project for Citroën, collaborating with Facebook to use the platform in this way. With a touch of ‘Créative Technologie’, we are taking the choices of many to create a car for everyone. This is crowdsourcing in action. The New C1 Connexion will be a car created for the Facebook generation, by the Facebook generation.”
Stephen Haines, UK commercial director at Facebook, added: “We are pleased to be collaborating with Citroën on this project. With the C1 Connexion, Citroën is integrating the interactions and the stories people have with the brand into the products they create. They’ve built the experience around people, so their fans can have a personal experience through the app and share that with their friends. Facebook shouldn’t just be bolted on to an existing campaign, it should be an integral part of the brand’s full marketing and strategic plan. With this app, Citroën is demonstrating that effective campaigns take in social from the very start.”
It is a tradition to fool people of 1st April - April Fool's Day! Here is an example how did some of the companies fool consumers this year! First - Google!
Google Launches New Products on April Fool’s Day: Google Maps 8-bit & Gmail Tap
Simply awesome. For the last few years Google has thrown out great little April Fools, and this might just be the coolest (or at least the most old-skool) yet, launching this video promoting 8-Bit Google Maps for Nintendo! And while it’s obvious it’s an April Fools prank, they actually built it into Google Maps and you can access it here. It’s been so popular people are demanding it stay!
Also check Gmail Tap!
Respectively introduced in the year 1886 and 1903, both Coca-Cola and Pepsi were rivals each other trying to dominate the carbonated soft drink market. Both brands were undergoing global advertisement war through print ads and video ads, trying to stay on top of each other.
TV Commercials
The following video is the most famous and old one. Classic!
The Fun Theory (Rolighetsteorin), a competition / campaign / initiative from Volkswagen Sweden – created by DDB Stockholm in 2009 – it presents a series of clever ‘design interventions’ aimed at influencing behaviour through making things “fun to do” – taking the stairs instead of the escalator, recycling glass via a bottle bank and using a litter bin. The stairs are turned into a giant piano keyboard, with audio accompaniment; the bottle bank is turned into an arcade game, with sound effects and scores prominently displayed; and the litter bin has a “deep pit” effect created through sound effects played as items are dropped into it. It’s exciting to see that exploring design for behaviour change is being so enthusiastically pursued and explored, especially by ad agencies, since – if we’re honest – advertisers have long been the most successful at influencing human behaviour effectively (in the contexts intended).
Ideas, the winning idea and the implementation of the winning idea is shown further.
Facebook marketing has become extremely important aspect of online marketing and social media strategies.
With Facebook, one of the important tools for a successful marketing solution is the Facebook like.
The Facebook likes are very popular for many reasons. With likes, your message status, links and all other posts you place on your fan page will look appealing and worth looking at. With Facebook likes, the more likes you have on your fan page, the better authority you have on your niche. With Facebook likes, you can get a chance to meet people who actually support or follow your website or blog or buy things from you. As a business or as personality online, the Facebook likes are incredibly beneficial in ensuring that your presence is quantifiable and you know exactly how your market interacts with you.
Probably Facebook likes are good for creating awareness. It’s like when Starbucks releases its new promotion – its posts it on Facebook and if I see that my friend has liked the post – I will probably read it as well. But it greatly depends… Maybe because I am a marketing student and I act differently and I think about too many things.. Yes, it creates awareness, but it doesn’t mean I will be hooked up with the promotion. Firstly, it is all about the person who ‘liked’ – if that’s a simple acquaintance, or a friend, a colleague or a best friend? It depends how popular that person is – if it is not from my ‘close friends’ list – I may not even see this like. But when I saw it, I might not go and check that new promotion. Is it quantifiable? I am really interested in correlation between Facebook likes and sales.
The previous post focused on advertising and marketing in the Brazilian way and now it is time to focus just on one particular industry/company.
VW plays in Brazil a key role. Also Volkswagen has been Brazil’s biggest exporter of cars for some time now. Also here are some figures in pictures about the automotive industry and VW in Brazil in particular.
