The Dr. Pepper
Snapple Group partnered with BrightLine to design a campaign for Dr. Pepper TEN aimed at males between ages of 25 and 34. It ran 13 weeks across DirecTV, Dish Network, and Xbox. Consumers accessed
chambers to search for coupons and downloadable content. Viewers spent on average four to six minutes engaging with games. Spots generated 1.67 million visits. The campaign received nearly 2 million
game plays and more than 88,000 coupon requests to try the new drink.
Affiliated Agency: Initiative (Media Agency)
Credits: Jaxie Alt, SVP, Dr Pepper Brand Marketing (Dr Pepper Snapple Group)
Robert Stone, Director of Interactive Media, DPSG (Dr Pepper Snapple Group)
Lauren Radcliffe, Director of National Media and Branded Entertainment (Dr Pepper Snapple Group)
Catherine Brewer, Manager of National Media (Dr Pepper Snapple Group)
Leslie Vesper – Dr Pepper Brand Director (Dr Pepper Snapple Group)
Andrea Richardson, Associate Brand
Manager Dr Pepper (Dr Pepper Snapple Group)
Richard Lyons, Manager Interactive & Emerging Media (Dr Pepper Snapple Group)
Robert Aksman, Chief Experience Designer, Co-Founder (BrightLine)
Michael Finn, President (BrightLine)
Mattia Nicodano, Experience Design Director (BrightLine)
Jarrett J. Couser, Experience Design Team Leader (BrightLine)
Martin Jantzen, Experience Design Team Leader (BrightLine)
Julie Cohen, Experience Designer (BrightLine)
Kris Magel, EVP, Director National Broadcast (Initiative)
Ethan Heftman, SVP, Director of National Broadcast (Initiative)
Brett Whelan, VP, Director National Broadcast (Initiative)
Eddy Choi, Associate Director, National Broadcast (Initiative)
Tim DeWitt, Supervisor, National Broadcast (Initiative)
Kevin Chou, Planner, Digital (Initiative)
Kat Chung, Associate Director, Digital (Initiative)
Jared Friedman, Supervisor, Digital (Initiative)
Nikki Kaneshiro, Assistant Planner, Digital (Initiative)
The Nurdles campaign for Aquafresh tied together television, video on demand, digital and print media to get kids excited about brushing
their teeth. The brand faced tough competition from Crest and Colgate, but the "brushing song" that ran each evening at 7:58 p.m. changed that. The 90-second Nurdle video ran in a pre-school program
called "The Good Night Show" on the kids network Sprout. Aquafresh's share rose five points in the kids segment, and consumption increased 95%.
The agency set out to make senior
execs aware of the power of Adobe by showcasing how its technology worked for its most prominent digital-publishing partners from Wired to The New Yorker. In each case, they spoke of the way Adobe had
enriched their content, from videos to print to digital and tablet experiences. The results: interaction rates of 7%, more than double the average, and in-unit video-start rates of up to 40% (vs. the
22% average).
Running shoe brand Mizuno sought to drive sales and brand awareness for its product in the U.S. Before launching the campaign, U.S. brand
awareness was at just 1 percent. With awareness (and the sense of comfort that comes along with familiarity and experience with a brand) being the main barrier to purchase, Mizuno launched the
Mezamashii Run Project. Instead of using their entire campaign budget on paid media, they strategically used the brand’s core consumers to help spread the message. They used digital, print and
search in relevant environments like Runner’s World, Active.com and Map My Run to appeal to the broader running community. In just four months, the results have been great: brand favorability
has spiked 54 percent and nearly 17,000 new people signed up for the Mezamashii Run Project.
The VW Beetle had a reputation
as a “chick car.” The new model, however, was chic, slick, fast and masculine. In order to market this new model to men, VW partnered with Shark Week to show off the goods. They created a
fully operational underwater “Shark Observation Cage” – that is, an underwater Beetle that literally swam with the sharks. In a three part series that aired during Shark Week,
viewers saw the Beetle driving on the ocean floor with the sharks. Over that time, VW had a 100 percent share of voice on the Shark Week landing page and ownership of its second screen experience.
IFC's "Bunk" is a game show that's less a game show than a showcase for the quick-wit comics who appear on it. Given the quirkiness of the show -
not to mention the sub-$500,000 budget - Fallon chose to market it in a similarly unconventional manner: By filming senior citizens watching "Bunk" and attempting, usually unsuccessfully, to make some
sense of it. Thus a killer tagline was born: "They don't get it - you will."
History’s scripted drama, “Hatfields & McCoys” needed a campaign that revitalized the 150 year old family feud and to establish the
History Channel as a go-to place for scripted entertainment. Horizon media crafted a flawless media plan using print, digital and traditional media. They also partnered with the boxing superfight of
the year, Cotto v. Mayweather by branding one corner “Hatfield” and the other “McCoy.” The announcers throughout the fight used the titles. The first broadcast of the drama was
the most watched entertainment telecast in cable history with 52 million viewers.
People like Dunkin' Donuts coffee. People like Facebook. Thus marrying the two in the mobile space was the idea that fueled Hill Holliday's creation of
the Coffee Customizer. Users were directed to build their Dunkin' Donuts beverage on their mobile phones, either within the Facebook application or via Facebook's mobile web site. The Customizer
harnessed the available technology quite creatively, too: add creamer or sweetener was only a tilt or swipe of the phone away.
When AT&T was no longer the only carrier selling
iPhones, 
More than half of Super Bowl party-goers show up for something other than the game (pizza, friends and ads, in that order). The Chevy Game Time app —a live second
screen experience— provided a reason for people to play with their phones for the entire game. Every app user received a unique license plate, and if they spotted their plate in Chevy’s
ads, they would win that car. Over 700,000 people downloaded the app, with over 130,000 people playing at the same time.
Columbia Sportswear needed consumers to see their brand as innovative and the launch of their Omni-Heat Electric outwear provided the perfect opportunity to
set them apart from the competition. The campaign featured a series of mini documentaries with Wim Hof, a man who claims to control his body temperature with his mind. He was the
“anti-spokesman” who never gets cold; contrasting with everyone else who would need Columbia’s Omni-Heat Electronic outerwear to provide instant warmth at the touch of a button. Over
10 weeks the campaign had 4.6MM social (non pre-roll) video views and saw a 78% higher video completion rate than the industry standard.
Covario created for Epicor specific landing pages for each campaign. A/B testing and multivariate testing helped to increase performance in 35 countries in 16 different
languages Covario created 150 unique microsites per product line, per country, totaling more than 600 pages. There results were 163% increase in conversion rate, from 2.25% to 5.93% within three
months and a 935% return on ad spend (ROAS) for certain campaigns.
To be fair, MEC had great material to start with for this campaign - clips from a popular film. But what really works is the humor and fun. It’s just hard to
resist hitting that “fire cannon” button to to watch an animated zebra fly towards you. This campaign excels in taking already strong creative and bringing it to another level.
Sometimes, bigger is better. To reach farmers, potential customers who use WinField Answer Plots for agronomic information, the agency went mural. Two
22-foot tall art works, hand-painted mega-farmers, appeared in an Ames, Iowa cornfield, the main route to the company’s trade show. Think Grant Wood on steroids. The clear message —
WinField thinks big — clicked. The tactic spoke to rural audiences, helped produce 12,039 unique farmer attendees, representing nearly 14 million acres.
Need to travel but don't, or can't, get to a car or a plane. A long-time brand, Greyhound, might get involved. Timing is everything because long-distance bus people make
last minute decisions -- three days before they go. So make the media work to those dimensions -- and change preconceive old notions about the brand. The return on investment goal was to hit $17 in
ticket sales for every media dollar spent. The result got to $28.79 in revenue instead.
Location, location, location. That’s what B&N Nook campaign capitalized on — running cinema ads and displays close to a store, where 90% of Nooks are sold.
71% of all cinema viewing takes place Friday–Sunday, when consumers are in the mood to spend. Plus, a ticket earned them coupons for free drinks at B&N. Who says no to free? The graphics
were clean, the message clear: Nooks are fun. Some 63% agreed, saying they would consider purchasing the device.
The CW’s 2012 Fall Launch, was celebrated with the introduction of the first-ever Live Twitter Feed in a Magazine. An active 3G data chip was added to thin digital video screens, which
pulled a live feed of tweets from the CW Television Network onto the pages of Entertainment Weekly. For the first time ever, technology reached a threshold that empowered the connection of a
traditional print magazine wirelessly to the internet; resulting in tremendous press coverage and social sharing.
Roundarch Isobar’s Nowlab built The Bubbler, a HTML5 based data visualizer for Coca-Cola’s senior management team. This social media
dashboard pulls from various web services globally and delivers real time consumer emotions. The data is displayed with a nod to the company’s iconic product: a sea of effervescent bubbles. Each
bubble, defined as a brand or social media outlet, “pops” to reveal natural user experience, robust charting and easy to understand graphs. This is a most refreshing way to access and
understand Coca-Cola’s consumers.
360i set out to prove that Oscar Mayer’s new premium bacon was as good as gold with the “Great American Bacon Barter.” Comedian Josh Sankey traveled across the country
in a 3,000 mile social media-driven road trip with no cash or credit cards. Everything he needed along the way would have to be bartered for...with bacon.
Athletes and underwear. Sure, Olympians are probably wearing some form of spandex or the latest high tech fabric. But everyday life? Fruit of the Loom's
"Move To Comfort" commercials used the biggest sports event of the year, NBC's London Summer Olympics, including a guy in his boxers doing gymnastic rings on a beach. It aired during the actual male
gymnastic competition. The judges (consumers) scored well here: a nearly 500% lift in engagement (likes and comments) and a 40% lift in brand recall.
