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/