Archive for the 'phenomenal campaign' Category

07
Mar
12

Get Involved and MAKE KONY FAMOUS!

I was tucked away in bed getting ready to fall asleep when something in my head said, “Look over your news feed one more time.” I grabbed my phone, hit Facebook and scrolled through updates when I saw a friend post something about “KONY”. Unfamiliar with it, I decided to click on it and find out what the late night fuss was about when I was directed to a 30 minute video titled “KONY 2012” (below). God knows at 1:30 in the morning I had no plans to watch a 30 minute video on my phone but I gave it a chance. Unsure of the point of the film, I waited and waited and then like a ton of bricks I got the message loud and clear:

MAKE KONY FAMOUS!

The Background.
In the 30 minute film, you’re given access to activism at its finest. Director Jason Russell (right) introduces you to the unthinkable 26 year-long crime in Uganda carried out by Joseph Kony (above) and his rebel group the Lord Resistance Army (L.R.A.). Under Kony’s dictatorship, the army has kidnapped and brainwashed over 30,000 children, turning girls into sex slaves and boys into child soldiers who are forced to mutilate people’s faces and kill their own parents. Kony’s violent impact to the people of Uganda has been so severe that he is currently #1 on the International Criminal Court list of the world’s worst criminals based on the severity of his crimes. To bring it all home, Jason shows his friendship with a Ugandan teen named Jacob and the detrimental impact the L.R.A has had on his life. Jason promises to find a way to bring down Kony. That promise developed into an organization which Jason co-founded called Invisible Children and global movement known as KONY 2012.

KONY 2012

The Dilemma.
If more people in the world vocalized their desire to have Kony stopped, he would have been arrested by now. Even though the U.S. government is aware of Kony, they’ve remained at a distance to some degree since “our national security or interest is not at stake”. But human life is at stake. Think about this happening to your little siblings, cousins, children, or even you pet being abducted and placed in the same conditions as these kids. When the roles are switched and the scenario affects you, it becomes a problem. Jason explains it effortlessly by saying, “Where you live shouldn’t determine whether you live”. No longer waiting on the government, Individual Children and its supporters have made great strides to advance and protect Ugandan communities by building schools, creating jobs, and installing radio networks to update them in preparation for an attack. But it hasn’t been enough because Kony is remains and can still abduct children and kill innocent people. The only way to send troops into Uganda with the technology and equipment necessary to find and arrest Kony we must show that we want him to be stopped.

The Deal.
The only way to send troops to Uganda is to spread the word by joining the KONY 2012 global movement. I am beyond awestruck by this movement. With ‘life’ as the motivator of the campaign, KONY 2012 is a perfectly crafted global marketing campaign that some of the biggest brands couldn’t design let alone receive such engagement for people. It’s marketing and advertising that weaves into viral, grassroots, guerrilla, experiential, word of mouth, promotion, mobile, print, sales, non-profit, and interactive avenues. Invisible Children has hit it on the head in every medium and it is possibly the best of its kind. In its totality, this campaign has created a movement that has the potential to define a generation, end injustice, and rehabilitate lives.

Your Part.
In order to arrest Kony, you must show that you want him arrested by voicing your opinion. What makes this unique is that Invisible Children is asking you to make Kony famous in order to bring him down. While Invisible Children is targeting culture and policy makers like musicians, celebrities, and political figures to bring him down you can spread the word to your friends. In the hyper social media world that we live in today, you are an update, tweet, and hash tag away from getting the Kony message out to more people.  Even better is that you can spread the movement everywhere you go by purchasing posters ($5, above) or the Kony 2012 Action Kit ($30) through the Invisible Children Store. The kit includes posters, stickers, buttons, a t-shirt and a Kony bracelet(left). All the work executed by the organization, myself, and of course you will come together one night in April.

Cover the Night Event.
On Friday April 20th, 2012 Invisible Children wants everyone to blanket every street in every city at sundown in the Cover the Night Event (below). As the world goes to sleep, supporters will stay out throughout the night covering their city with Kony paraphernalia so the world wakes up to their city standing up for a cause. This movement plans to create a flash mob, but realistically a flash mob is what you see in Times Square when Gap wants to show off their work out pants via dance. Instead I like to think of what the Invisible Children plan to do as a Blazing Horde!!! It will use as many people as possible to demand attention, action, justice all to make Kony famous.

Do It.
Kony must be made known worldwide and every blog post, status update, tweet, or conversation helps. If you can voice your opinion about your political beliefs or take a picture of your dinner, then you most certainly can devote your voice to make Kony famous.

Watch the film, become a part of the movement, and spread the word. I know I have and I will!

For more information check out all of the following links!

Invisible Children Facebook Page
Invisible Children Store

Invisible Children Tumblr Page

Invisible Children Website

Invisible Children YouTube Channel

Jason Russell Facebook Page
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Joseph Kony Image: CNN World Website
Jason Russell Image: Social Register UK
KONY 2012 video and bracelet and Cover the Night image: Invisible Children YouTube Channel
KONY 2012 Poster: Invisible Children Tumblr Page

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07
Feb
12

Phenomenal Campaigns: Chevy Sonic ‘Let’s Do This’ Campaign (Part 2 of 2)

Further building into the campaign that Chevy created for the 2012 Sonic comes three additional portions. Starting with…

The World’s Largest Claw Game

Executing pieces of the campaign in Arizona and Long Beach, the Sonic’s next part took place at The Roosevelt Hotel in Hollywood. Coined as “The World’s Largest Claw Game”, the game was exactly what the title conveys. Conceived in 2010, the game was inspired by the old school games that you find in grocery stores and arcade joints. As the world’s largest interactive 3D projection, participants had the chance play the game by pressing the gas pedal control and a joystick in the shape of the gear shift. Players could win any prize they grabbed including anything from an HD camera to an actual Sonic. The beauty of the game is that “when someone grabs the car and wins it in the digital world….it goes through this prize shoot and comes out the bottom of the building [is] a real live Chevy Sonic.” This game is amazing because it takes the Sonic directly to its potential consumers, gives people the chance to interact with the product, and lets them win exciting prizes!

Chevy Sonic: The World’s Largest Claw Game

OK GO Music Video

With work on the virtual and interactive side on deck, the Sonic’s next maneuver was to create a musical initiative. Working with the Grammy award winning Chicago band OK Go for their song “Needing/Getting” the boys went to make a music video where they sang the music while the Sonic played the instruments. Driving on top of keys, banging on the piano, and strumming guitars the Sonic appears to be a musical genius. The best part of this is that you can download the song for free. Thanks Chevy, you exactly what I want!

“OK Go – Needing/Getting – Official Video”

Super Bowl Commercial
The final piece to the campaign is the 2012 Super Bowl XLVI commercial that pieced together the prominent components of the Let’s Do This campaign. In the 1 minute spot, Chevy gives you the best parts to its campaign on top of the track “We Are Young” by Fun. ft. Janelle Monae. I actually only found out about this song thanks to Chevy (thank you by the way) and I absolutely love it! It’s a perfect anthem to narrate the stunts and an even better addition to my iTunes library.

Chevy Sonic “Stunt Anthem”

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Chevy Sonic images: Let’s Do This website
Chevy Sonic videos: Chevrolet YouTube channel
OK Go “Needing/Getting” music video: OK Go YouTube Channel

05
Feb
12

[Phenomenal Campaigns]: Doritos Crash the Super Bowl Lets You Make the Commercial

Today when the biggest football game of the year is in full swing people will anxiously await to see which team wins and if the half-time performance will live up to its hype. However, seeing as you’re reading this blog you’re probably interested in seeing which commercials will be worth skipping the bathroom run. Considering the Super Bowl is the biggest stage for a brand to reach an audience, brands are dropping up to $6 million dollars for 30 to 60 seconds of your attention. That would include Chevrolet, PepsiCo, Coca Cola, Skechers, GoDaddy.com, and others. Instead of creating a Super Bowl commercial in house or through an agency, Doritos (owned by Frito-Lay) let consumers take a swing at it, all in hopes of winning a seriously grand prize.

As an official sponsor of the NFL, Doritos started the Crash the Super Bowl in 2007 which has quickly become an amateur director’s dream. In the contest directors create a Doritos commercial to compete against other submissions in hopes of receiving the most votes by consumers. Out of this year’s 6,100+ submissions, 5 madeit to round two where they received $25,000, a trip to Indianapolis to attend the game, and the chance to move to the final round. Out of the top 5 ads, only the top 2 rated ads will air during the Super Bowl and the directors will find out who made it with everyone else—during the game. Out of the two ads, to determine the grand prize winner, the ad that receives the #1 spot on USA Today’s Ad Meter (or the USA Today’s Facebook Super Bowl Ad Meter) will win (Dr. Evil voice) $1 MILLION DOLLARS!!! (Clears throat) Not stopping there, the winner will also get to work creatively with The Emmy Award winning trio The Lonely Island. It’s quite possibly the best avenue for a director to showcase his work to an eager audience, display his capabilities to prospects, add a major name to his client list, and free himself from a freelancer’s rate. And if you think the ad will only air during the game think again—it’ll run for weeks following and be featured on news networks and magazines (i.e. Advertising Age). The director’s work and name will be everywhere and the publicity will be life changing at the least.

For an ad that doesn’t get the million dollars, there’s still a prize that I’m sure will suffice. The ad that ranks #2 and #3 on the USA TODAY Ad Meter or the USA TODAY Facebook Super Bowl Ad Meter will receive $600,000 and $400,000 respectively. (Makes me wish I were a talented director.) But why use this meter and not say…YouTube? Simply because since starting in 1989, the USA Today meter is considered to be the most influential Super Bowl rating system in the ad industry. It “tracks the second-by-second responses of a panel of viewers to ads during the national broadcast of the Super Bowl and ranks them favorite to least favorite” (-Doritos press release). So it’s reliable, unbiased, and the decision maker for the contest.

The finalists and their ads that have placed them in the top 5 are:

“Dog Park” by Tyler Dixon
• “Sling Baby” by Kevin T. Willson
• “Hot Wild Girls” by Brad Scott
• “Man’s Best Friend” by Jonathan Friedman
• “Bird of Prey” by Joby Harris (video below)

To find out who are the big two, you have to watch the game and then follow the USA Today meter to see who came out on top

“Bird of Prey” Doritos Crash the Super Bowl ad

For more information on the contest, check out its press release.

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Doritos contest images: Doritos’ Crash the Super Bowl YouTube Channel

31
Jul
11

[Phenomenal Campaigns]: Smirnoff Takes Partying to the Next Level

One of my favorite, hands down favorite, marketing initiatives that I have ever seen is the Smirnoff Nightlife Exchange Project. Described by Anita Robinson, marketing director for Smirnoff, as “an ambitious undertaking, the likes of which has never been attempted before by the brand,” it is an epic experiment in global nightlife culture. The exchange by the vodka brand swapped nightlife cultures between countries with Smirnoff as the focal point for each event. Smirnoff, owned by Diageo, is considered one of Diageo’s major growth drivers (aka a strategic brand) alongside Jose Cuervo, Ciroc, and Ketel One. To appeal to customers while providing Diageo with additional revenue, Smirnoff looked into ingenious ways it could put its product further in its audience’s lives. The answer was by incorporating the drink proactively into nightlife culture. To do so, Smirnoff created The Nightlife Exchange Project. By enlisting a few agencies on its roster: Smirnoff’s ad agency JWT, digital work by Agency Republic, PR and social media by Splendid Communications, and event planning by RPM, Smirnoff was able to create unforgettable events that took partying to the next level.

To expand upon the party ideal, Smirnoff created 14 crates (left) which were placed in 14 different countries. To advertise the project, Smirnoff brought in Radio 1’s DJ Zane Lowe on its largest side, the United Kingdom. Through a 6-week tour of the UK, Lowe dropped into cities such as Glasgow and London tapping people’s perspective in the Smirnoff crate on how they lived up nightlife in their city. Expanding the publicity of the event, Smirnoff launched a blogger outreach program, incorporated mobile with its Smirnoff.mob channel, and on-air and online coverage of the event via MTV. Bringing it closer to its audience, Smirnoff took the viral route by encouraging people in participating countries to go to Smirnoff’s Facebook page to fill the crates with things that represented their nightlife. From fashion, music, drinks, décor, and more, people were able to get involved and say what made nights in their country unique. Suggestions such as “partying in flip flops” (Australia) and “parties that never end” (Brazil) were submitted and compared alongside additional suggestions. On October 22nd, Smirnoff announced to participants what nightlife mix would be used and the countries that would exchange parties. Countries that would swap parties included:

  • Ireland – Argentina
  • Brazil – Australia
  • Canada – India
  • South Africa – Germany
  • Miami – London
  • Venezuela – Polonia
  • Thailand – Lebanon

I love this project because while most brands create events, Smirnoff created an experience. In doing so, Smirnoff clearly researched to understand what its audience likes to do partying) where they spend a majority of their time (online—Facebook), and combined the two. As a result Smirnoff gave people the chance to what they love, with the feeling that they are away from home, and without the costly flight. Partying like they’re in another country to major artists such as DJ Tiesto (South Africa) or Deadmau5 (Toronto) and cups filled with Smirnoff made this event in my eyes amazing. While there isn’t news yet if the brand will repeat the project and expand it to different cities (*cough* LA!), it will definitely be one of my favorite marketing campaigns.

Smirnoff Nightlife Exchange Project (Promo)

Smirnoff Nightlife Exchange Project (Relive the Night)

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Smirnoff Nightlife Exchange Project (Promo) Video: Smirnoff YouTube Channel
Smirnoff Nightlife Exchange Project (South Africa) Video: Smirnoff YouTube Channel




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“Brick walls are there for a reason. They give us a chance to show how badly we want something.” - Randy Pausch, "The Last Lecture"

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