Heineken Crack the Case

Blog 12

Heineken Crack the Case

Although Vodka Martini is the drink that James Bond is best known for, the famous agent joined forces once again with Heineken in order to promote his latest movie, Skyfall. The result was an interactive digital campaign, where fans from all around the world were able to get in the middle of the action and feel like “007”, even if it is only for a few moments.

The experience was created by Wieden + Kennedy advertising agency. Crack the Case, as it was called, propelled fans in to a point-of-view interactive film. A beautiful Bond girl named Severine was your own personal minder. The film contained props from past Bond movies, like Dr. No, From Russia With Love and Goldeneye, a pleasant addition for long-term fans of the franchise.

https://www.youtube.com/watch?v=H01EjAmSqcY

Crack the Case was launched simultaneously in more than 70 countries. The campaign was promoted using a $50 million media investment through various channels.

References:
http://www.fastcocreate.com/1681648/james-bond-and-heineken-want-you-to-crack-the-case

http://www.thinkwithgoogle.com/campaigns/heineken-crack-the-case.html

Betty White Snickers Super Bowl Commercial 2010-blog 11

Betty white Snickers Super Bowl Commercial 2010

During the 2010 Super Bowl day Snickers launched a campaign that was called “You’re Not You When You’re Hungry” with the now famous Betty White commercial. A few months ago the company teamed up with AMV BBDO to take that campaign into the next level and the digital world.

Have you ever felt so hungry that you couldn’t type correctly? That was exactly the target audience of this digital marketing campaign. The concept was to buy advertisements on Google Search that appear when someone searches for a commonly misspelled word.

For example, when someone typed “buisness” in Google, one of the first ads he was seeing at the time was the one from Snickers. It said the following: “Yu cant spel properlie wen hungrie Grab yourself a Snikkers”. More words that were chosen for the campaign included “wether”, “amazin”, “definately”, “wierd” and “publically”.

https://www.youtube.com/watch?v=pamyPaTK4pw#t=31

The brilliant campaign got the attention of more than 500.000 people in just three days. This number was achieved without any seeding. It was a smart way for the company to reach potential customers in the digital age. Additionally Search Engine Watch reports that the click-through rate (CTR) of the text ads was 1.05%, which was more that what was expected in the beginning.

Read more:

http://searchenginewatch.com/article/2265867/Snickers-AdWords-Campaign-Targets-Searchers-So-Hungry-They-Cant-Spell

http://www.thinkwithgoogle.com/campaigns/snickers-google-misspellings.html

http://mashable.com/2013/05/01/snickers-seo-misspellings/

Pepsi max meets vine-blog 10

Pepsi max meets vine

Do you remember Pepsi Pulse, the interactive digital platform that we met a few weeks ago? [link the underlined text to the Pepsi Pulse’s article] It was part of the wider “Live for Now” campaign. Recently PepsiCo launched one more campaign that is related to that same wider campaign. That last one was called “Unbelievable” and combined digital with out-of-home advertising techniques.

The company took advantage of the power of social media. In the campaign fans were asked to create their own six second videos on Vine using the hashtag #LiveForNow. The aim was to gather Vines that were reflective of the Pepsi Max brand. These Vines were then displayed on large billboards that were placed on major cities in all around the United Kingdom.

Although smart and attention drawing, this kind of campaigns pose an issue. It is a fact that on such campaigns the quality of the displayed content on billboards depends on the quality of the content uploaded by the fans. The brand needs to maintain quality control. Because of that, AMV BBDO, the digital agency that works for Pepsi Max, filtered the user-generated content so that it suited the brands core values better.

With “Unbelievable” PepsiCo tries to raise brand awareness through the social media. The company relied on Pepsi’s fans, its most valuable customers, to send out its message. You can watch some examples of the #LiveForNow Vines in Pepsi Max UK’s Vine page.

Read more:

http://adage.com/article/global-news/pepsi-max-puts-vine-videos-u-k-billboards/291780/

Unbelievable Bus Shelter-Pepsi Max blog 9

Unbelievable Bus Shelter-Pepsi Max

During the last few years augmented reality has enabled advertisers to reach consumers in an innovative and unique way. Many brands have embraced this technology lately. One of them is Pepsi Max.

 

The Unbelievable Bus Shelter campaign took place on Oxford Street, in a typical London bus stop. Unsuspecting commuters were tricked into thinking that a robot was attacking the city or that alien ships hovered above the street or that a tiger was coming towards them. All of these were made possible by turning the bus stop’s wall into a fake window. See for yourself in the following video:

https://www.youtube.com/watch?v=Go9rf9GmYpM

Combining the physical and digital worlds, this augmented reality based marketing campaign had plenty of people fooled, even for a short time. PepsiCo UK is saying that PepsiMax has maximum taste and no sugar; that’s unbelievable. That is exactly the phrase they wanted to communicate through this brilliantly executed campaign: that’s unbelievable.

Customer feedback was positive. People that experienced the augmented reality installation talked about it in Facebook and Twitter, whereas as we can watch in the above video many of them took videos of the experience.

Read more:

http://www.theverge.com/2014/3/25/5545842/pepsi-bus-stop-ad-augmented-reality

Big Bold Grolch-blog8

Big Bold Grolch

In a world where many credible beers are trying to get the attention of beer drinkers, Grolsch wanted to differentiate itself. They wanted to prove that Grolsch beer has a “rare character” among lagers. In order to do that they launched “Big Bold” campaign.

A TV advertisement was just the beginning. The campaign invited consumers to meet one of the most notorious police officers in Netherlands, who was the protagonist of the campaign, online. When someone visited the corresponding website, they saw a video. In that video the detective gave them a mobile number and asked the audience to text him their name. If that name sounded familiar, they would get a free beer. The interesting part is just here: whenever someone texted their name to that number, they saw the detective receiving that text; when the camera zoomed at his smartphone, each consumer saw his or her own name on the screen. That was made possible through various modern technologies.

Grolsch’s campaign took interactive videos to a whole new level. Over 100.000 people have seen the video and sent a text to the notorious Dutch detective. Moreover results have shown that the campaign has been shared in various social media portals; the brand’s Facebook page for example has received over 20.000 visits through that single campaign.

Just below, you can watch the case study of “Big Bold” campaign:

https://www.youtube.com/watch?v=uyyBwuCTwEA

Two years later, in January 2014, Grolsch launched another campaign, similar to the first one. This time fans had been receiving calls from within the video. The engagement in social media was high enough and the company once again succeeded in communicating that Grolsch has a big and bold flavour. You may watch the second campaign’s video here:

http://vimeo.com/83302336

<include this embedded tweet here: https://twitter.com/TomPenrose/statuses/406194324813000704

Read more:

http://www.thinkwithgoogle.com/campaigns/grolsch-big-bold.html

http://www.digitalartsonline.co.uk/news/interactive-design/bmb-creates-brilliantly-clever-interactive-campaign-for-grolsch/

http://www.huffingtonpost.co.uk/2012/07/25/grolsch-beer-campaign-interactive_n_1701955.html