I really like this stunt campaign from Intel to promote the design and responsiveness of the new series of Intel Ultrabooks. The idea of flashmobs are pretty tired, so it's nice to see a fresh take on the concept.
The Ultrabook™ POP-UP THEATER is a series of live stunts that demonstrates the ultra thin design & responsiveness of the Ultrabook™. A uniquely choreographed team of 60 individuals create a human digital wall made of Ultrabooks. The Pop-Up teams make surprise appearances on the streets of Los Angeles, transforming an everyday location into a mini theater.
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.
Youtube & Emirates Airlines recently launched Your Film Festival, 'a global search for the world's best storytellers.' The idea is simply...
15 minutes to tell a story. Millions of people to watch it. $500,000 to make a new one for the world to see.
So how does it work? Aspiring Filmmakers have until March 31st to submit a short, story-driven video. There's no entry fee. It can be any format - short film, web-series episode, TV pilot - and any genre. In June, audiences around the world will vote, sending 10 deserving storytellers to open the 2012 Venice Film Festival where a Grand Prize Winner will be be rewarded with a $500,000 grant to create a new work, produced by Ridley Scott and his world class team (the same guys behind the Youtube Life In A Day initiative).
There's a couple things that really standout for me about this initiative. We often talk about the democratization of content creation as the barrier to entry for filmmakers gets lower and lower. Video and editing equipment that used to cost thousands of dollars can now be purchased for an almost inconsequential amount of money, allowing amazing and incredible work to be produced at a fraction of the price. Obviously the emergence of video platforms such as Youtube, Vimeo, etc. provide an outlet and global reach for literally anyone and their work.
However, the barrier that still typically exists is traditional distribution. Many of the independent movies that make it into cinemas are first screened at various festivals, and those festivals have significant entry fees that are beyond the reach of many aspiring filmmakers.
That's what I love about Your Film Festival. There's no entry fee, literally $0. Additionally, it takes the idea of global distribution and accessibility to an entirely new level. The top 50 semifinalists will have their film translated/subtitled into more than 50+ languages where Youtube is localized. Additionally, any entries submitted with a script will then be machine transcribed into any of the localized languages. Pretty amazing if you think about...
In another cool twist, all of the semi-finalist entry films will be shown on the in-flight entertainment systems of Emirates flights for an extended period of time.
Heineken #Serenade is the latest initiative from Wieden + Kennedy. The Facebook app invites you to create a humorous serenade for that special one you would like to bring on a date. Users are asked a serious of questions (what you intend to do with that person, why they should go out with you, etc.) which are then used to create the serenade (there are something like 600 different options if you factor in the different languages available. Once you create a serenade for that special someone, it's sent off to that person where they can respond Yes or No on whether they'll go out with you.
In addition, Heineken hosted a 8-hour live event on the Heineken Youtube channel where they chose some of the best serenades and invited users to surprise their loved ones by having their serenade performed live by the band. You can view the highlights on the Youtube channel or check out one of the videos below.
The Red Hot Chili Peppers recently released a cool interactive video for their new single 'Look Around.' Developed by Axe Studios & Therapy Studios, the panoramic video allows users to click and drag around the video panning back and forth and zooming in and out between various rooms. Little easter eggs with bonus videos, photos, etc. are sprinkled throughout the video and can be revealed via the 'show hints' button. Check it out below:
If you haven't already gone to google.com to see the delightful Valentine's Day doodle animation, stop reading and go there now (if you're reading this post Valentine's Day I'm sure it'll be in the archive) or check out the video below.
Considering I'm a Yank & a HUGE New York Football Giants fan (channeling my inner Chris Berman, for those of you who don't get the reference), I thought it'd be worth doing a special Superbowl edition of 5 Cool Things. Is that an original idea? Not at all. Does it make for a fun 15 minutes of you time? Absolutely. Read on the posts below for the latest and greatest in advertising for this Sunday's game.
Also, don't forget to check out Youtube AdBlitz during (or before) the game, where the Youtube team will be posting the various spots as they air during the game and allowing fans to vote for their favorites.
Ferris Bueller is back, but for whom? This unbranded teaser was uploaded to Youtube last week with the following in the video description: "We hate to be such a tease, but on a day like today, we just have to. Stick it out until the Super Bowl, or take a 'day off' on Monday and catch the big reveal."
After racking up 4 million + views and generating a ton of buzz in a few short days, it turns out it's an epic two and a half minute spot for the Honda CR-V that stays true to the movie. According to Honda:
To celebrate the launch of the all-new 2012 CR-V, Honda brought Ferris Bueller's Day Off back in a big game commercial. We cast Matthew Broderick as himself, skipping out on a day of acting work and living it up in his all-new CR-V. Relive movie history with Honda's fresh twist and wonderful homage to this '80s classic.
Think you're a true fan of Ferris Bueller's Day Off? We hid over two dozen references to the movie throughout the commercial. Some are obvious, some are VERY subtle. See how many you can find. #dayoff
Lat year The Force: Volkswagen Commercial was the clear winner (at least in my mind) of all the Superbowl ads. Not only was it the best spot of the game, but they also dominated in the lead up to the big game by releasing their spot five days before the Superbowl and racking up 14 million views prior to kickoff on Superbowl Sunday. Those views (and this holds true for all of this year's pre-released ads) are arguably more valuable than a typical TV view. Why? Well a view on Youtube (or other channels) represents an explicit choice to view the content, rather than a passive, interruption based view that one normally associates with TV. In fact, Kantar media estimated that the pre-game views for The Force equated to more than $500,000 in free media for VW, and that didn't include the PR/buzz around it.
With that in mind it's not surprising to see more and more brands releasing their full creative or the extended versions of their creative as VW did last year. So how do Deutsch LA and VW follow up on last year's hit? We won't know until Gameday, but they've generated a tremendous amount of buzz (not to mention 10 million+ views) with their teaser 'The Bark Side.'
I just hope that the actual spot can live up to the expectations generated by this canine chorus.
Audi has been teasing it's upcoming Superbowl spot from Venables Bell & Partners. The teaser looks back at the highlights of the spots they've run during the big game in past years.
They've now revealed the full Game day commercial, 'Race The Light.' which promotes the Audi S7. Rather than just a typical reveal, they challenged Facebook fans to piece together/gather all 60 frames from the 60 second spot in order to unlock it.
Result? nearly 2 million views of the full spot as of Monday. See below for the spot.
