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The world first edible cake billboard created by Michelle Wibowo of Michelle Sugar Art outside Westfield Shopping Centre Shepherd’s Bush London on the 4 September.
Made from 13,360 Mr Kipling cakes and it took 6 hours to assemble overnight the day before carries message ‘Life is Better with Cake’.
Attention, pet owners. Do you indulge in the perfectly reasonable habit of talking to your cats and dogs as if they could grasp human ideas? Of course you do. Does watching other people who engage in the same kind of behavior amuse you? Of course it does.
Well, Big Lots wants you to know it understands.
To prove its commitment, it is gracing you with a series of online videos that feature two professional humans—improv comedians, actually—having totally sane conversations with animals about the quality of products made for animals.
The “Pet Focus Group” campaign’s ads are bound together by the hashtag #PetsRPeople2, because it is important to maintain an appropriate sense of gravitas around such a message.
The commercials feature dogs with names like Boots and Hippo and Porkchop, and cats with names like Tabitha. The dogs act like dogs. The cats act like cats. The humans act like humans. Guess which turns and runs when asked a stupid question. Guess which asks a stupid question. Guess which licks another dog’s butt, even though that’s pretty gross.
The stars really aligned for Corona—well, one did, anyway—in this clever outdoor stunt from Toronto agency Zulu Alpha Kilo.
Check out the video to see how the brand brought extra hours of sunlight to some drinkers on a bar patio. It’s a great realization of the brand’s tagline, “Find your beach,” and surely has extra resonance in Canada, where summers are short enough.
Corona, of course, loves any marketing that involves celestial bodies—as seen in New York City last summer, when the brand (with help from agency Cramer-Krasselt) made the waxing crescent moon look like a slice of lime resting in a Corona bottle on a billboard.
Although the Ice Bucket Challenge has died down, Donatella Versace’s Instagram clip of the fashionista taking the plunge was one of the most watched videos this past week.
The platinum blonde completed the task on her own terms, which included wearing all white while sitting in a lush garden and having two muscular young boys on hand to pour the freezing water on her. Despite the poised start, her shocked reaction has gained more than 36,700 likes and 5,800 comments.
Evian began its Twitter push in New York from Aug. 19 to 21 under the hashtag #Evianbottleservice, targeting consumers in city parks like Bryant Park and Madison Square Park at hot times of day.
To participate in the program, consumers had to use the hashtag to tweet a message to Evian that described their current location. Evian’s community managers, social media agency Team Epiphany and staffers from public relations shop Edelman then responded to the tweets, triggering a team of brand ambassadors on the streets to deliver a bottle of water within five to seven minutes to each participant.
The water company also claims that there were 3.5 times more daily mentions of the brand between Aug. 15 to 21 compared to competitors. And, the engagement on tweets passed the benchmark for CPG brands by 80 percent. Overall, 2.8 million impressions and 75,000 engagements were generated on Twitter.
“We are doing something that is a real-time service for the first time ever, but it is a long-term commitment to put real-time social media engagement at the heart of our activation,” said Olga Osminkina-Jones, vp of marketing for North America at Evian.
What makes a campaign go viral?
A video doesn’t go viral by luck or chance. There is a science behind it using key principles why people share things either by word or mouth. A video has to be created to make people feel like insiders or when they share it it makes them look clever and interesting. A campaign could be produced with the highest budget and have the sleekest ads but word of mouth is ten times more effective than traditional advertising.
A campaign designed to go viral should focus on giving people something to talk about. Don’t be afraid to trigger emotion. When people feel something about a video they will most likely talk about it with their friends and family. It doesn’t take long for people to be sharing and spreading a video on their social media page for more people to see and share. If you make the campaign interactive people would send it on for their friends and family to participate. For example the ALS ice bucket challenge caught on fast and was highly effective for raising money for charity. The main reasons the video went viral was because it’s charitable, not commercial; its easy to share; participation is methodic; and we like modest pain. Even the “best fails” of the ALS ice bucket challenge get positive attention because they are funny.