promotion

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Snickers - Movember 2010 Billboard

Well folks, we’re almost a week into Movember so I thought i’d share a recent billboard produced by Colenso BBDO, Auckland for Snickers to help promote Movember and Prostate Cancer Research. If you haven’t heard of it before, Movember’s a great charity that started a few years ago in Melbourne, Australia but is now international with over 255k members participating. Mo Bros and Mo Sistas who sign up for the event try to raise donations by participating in mustache-related promotions, antics as well as parties & events. Last year alone we raised over $42 million during the charity drive and this year we’ll hopefully push past $50m. The rules are simple – You start out on November 1st clean-shaven and aren’t allowed to shave (minus mustache related trimmings) for the entire month. It’s a whole lot of fun not to mention it benefits a great cause.

If you’re in the charitable mood I encourage you to donate a couple of bucks (even a $2 donation would be put to good use!) at my Movember Donation Station. Thanks!

Credits:

Client: Mars
Agency:Colenso BBDO, Auckland

Nick Worthington ( Executive Creative Director)
Steve Cochran ( Creative Director)
sarah Longworth ( Art Director)
Mick Stalker ( Copywriter)
Rob Linkhorn ( Producer)
Kevin Hyde ( Retoucher)

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While on the topic of cell-phone providers, I stumbled across a recent post on adliterate with the above T-Mobile spot making use of improv/flashmob/crowd-participation. Unlike a lot of the flashmob promotions i’ve seen in the past, this one is presented in a way that doesn’t hinder your desire to continue watching the piece past the :30 mark. In fact, everyone i’ve sent this too has mentioned that they watched the whole video (which clocks in around 3:06) and a few even commented on the various reactions the group receives from other travelers.

As was pointed out by adliterate user Ado, this is by no means a new concept. With a simple google search you can quickly find a dozen or so similar improv pieces that resemble the commercial, for example this piece from 2008 by Improv Everywhere.

Regardless, this is definitely a solid performance piece presented in a way that doesn’t feel like an advertisement. It’s because of this that they’re able to make an emotional connection with both the crowd in addition to folks watching online. As of Wed. morning this clip has been viewed over 1.28 million times in the last 5 days. If you didn’t read the title of the video you’d be hard-pressed to guess that this was a promotion for T-Mobile….which ultimately adds to this promotions success in “going viral.”**

**Although I hate that term, this is the best example of a recent campaign legitimately going ‘viral’ in the way that it’s been presented/quickly spread online-Unlike 99% of the content out there described using the very same term.

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This is one videoclip that must have been pulled from the deep back corners of the archives: It’s Kentucky Fried Chickens celebrity spokesman, founder & social icon Colonel Harland Sanders as the weekly guest on the popular CBS game show What’s My Line? (circa 1964). People talk a lot these days about “You are now the brand” or about “Brands coming to life,” well here’s an example of one company that made their brand come to life in the everyday life of its’ founder…RIP my dear old southern friend.

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