Tuesday, February 14, 2012

Valentine's Day & The Rise Of Personalized Response Campaigns

We've all seen (far too many times at this point) the Old Spice video response campaign.  What's been interesting is to see the rise of the personalized video response campaign for other brands, particularly over the past few months.  All of these campaigns use a similar mechanism and format.  Intro video inviting users to submit their comments, questions, requests, etc. via Twitter, Facebook or Youtube followed by a personalized response video for all or some of the submissions.  The goal of course is to get the consumer involved and give something back in a way that's spreadable, or at the very least creates a degree of brand endearment.

o2 kicked things off this Christmas with The o2 Santa.  The idea was that we can't all be with our loved ones during the festive season, so let The o2 Santa help you spread some cheer.  Using the hashtag #02santa, followers could tweet Santa a message they’d like him to read.  Santa (and his agency elves) then created a personal response video which was posted on the The o2 Santa Youtube channel.  All told, nearly a thousand response videos were created in a couple weeks.

Now o2 is going back to the well for a Valentine's day with the o2 Cupid Love Cloud.  See below.

My favorite example is the work that CP+B's Valentine's Day initiative for Kraft Mac N Cheese.  Remember Ted Williams, the Golden voiced homeless guy who was all over the news last year?  After being featured on Good Morning America, he then got picked up by Kraft for various commercials (read here for more background).  Kraft has enlisted his dulcet tones for a personalized response campaign, 'The Golden Voice Of Love.'

Tweets with #voiceoflove have the opportunity to be read out by him, because 'nothing says you care, like having Ted Williams say it for you.'  I also dig the cheesy romantic video background to each video.  Another nice aspect of this campaign is that Kraft is donating a 100 boxes of Kraft Mac N Cheese to Feed America for each tweet, especially relevant considering Ted Williams used to be homeless.  Nice touch.

Check out more on the Kraft Mac N Cheese Youtube channel or submit your own before the end of the day.

Supporting Articles: PSFK | MediaPost | The Drum