• Integrated Online Campaign: Retail: LiquidThread; Delta Faucet, "Delta Make A Mess"
    LiquidThreadDelta Faucet, "Delta Make A Mess" RETAIL The strains of a violin plus a clever tune and words behind this campaign are total attention-grabbers. Beyond the simple playfulness of the video is a technological innovation that seems at once so simple and so grand - a faucet you turn on with a touch to avoid dirtying it with messy hands. Banners, mobile apps, Web sites, print, TV - this integrated campaign increased traffic to Delta's site by 67 percent!
  • Integrated Online Campaign: Entertainment: RYAN Partnership; Mead/Five Star, "Five Star Music Insider"
    RYAN PartnershipMead/Five Star, "Five Star Music Insider" ENTERTAINMENT To break through back to school clutter Five Star created a 360-degree campaign around a tween and teen passion point: new music. Through a partnership with Verve Life, the campaign introduced new artists using TV spots, a microsite, mobile, social, and in-store. The branding and messaging remained consistent, yet subtle, keeping Five Star top-of-mind as school shopping season kicked off.
  • Integrated Online Campaign: Entertainment: Mediasmith; SEGA of America, "Iron Man 2: The Video Game"
    MediasmithSEGA of America, "Iron Man 2: The Video Game" ENTERTAINMENT   How do you create awareness for a video game tied-into a monster blockbuster without being overshadowed by the movie opening (which in this case, was three days after the game launch)? The answer: very carefully. With a highly targeted approach, Mediasmith reached people interested in the film and comics fans. The campaign ended up tracking with 2 to 3 times the share of mind of similar …
  • Integrated Online Campaign: Entertainment: TheFader; Levi's, "Levi's Fader Fort"
    TheFaderLevi's, "Levi's Fader Fort" ENTERTAINMENT Aligning itself with the breaking and established music acts featured at SXSW, Levi's participated in a multi-faceted and ongoing showcase, partnered with The Fader. The physical Fort at the event featured live performances from bands (live streamed at the online hub and on Facebook) as well as a shop where specialty items could be purchased and customized. Forty bands performed for a crowd of over 36,000 people over the four day event, and the online presence …
  • Integrated Online Campaign: Restaurants/Fast Food: Digitas; T.G.I. Friday's, "Woody"
    Digitas T.G.I. Friday's, "Woody" RESTAURANTS/FAST FOOD "Woody," a smart but work-shy character, was created to persuade younger consumers to reappraise T.G.I. Friday's. Woody's bet with the chain: If he could get 500,000 brand Facebook fans in 30 days, all registrants could get a free burger. A highly interactive Facebook experience was supported by Twitter and YouTube, TV, radio, PLA, search, Woody's appearances at stores (hyped via tweets), rich-media banners and …
  • Integrated Online Campaign: Restaurants/Fast Food: Catapult Action-Biased Marketing; Subway, "Scrabble at Subway"
    Catapult Action-Biased Marketing Subway, "Scrabble at Subway" RESTAURANTS/FAST FOOD In an extraordinarily competitive QSR climate, Subway pumped up its two-year-old "Scrabble at Subway" game to boost store traffic, visit frequency, loyalty and sales (particularly in the profitable drinks segment). An enhanced game experience featuring 3-D elements and millions of new prizes/chances to win was supported by a marketing blitz spanning TV, radio, print, FSI's …
  • Integrated Online Campaign: Restaurants/Fast Food: Arc Worldwide; McDonald's, "Pandora Quest"
    Arc WorldwideMcDonald's, "Pandora Quest" RESTAURANTS/FAST FOOD To increase brand affinity with young adults and drive Big Mac sales during December '09, McDonald's partnered with Avatar's makers to create its largest-ever adult-targeted movie activation and its first augmented-reality platform. "Pandora Quest" gamers located hidden objects within three of the movie's visually stunning environments, with repeat Big Mac purchases required to access higher playing levels. POP and packaging drove consumers online. The site drew nearly 300,000 visitors, who played for an …
  • Integrated Online Campaign: Entertainment TV:PHD; Discovery Networks, "LIFE Premiere Tune-in Campaign"
    PHD Discovery Networks, "LIFE Premiere Tune-in Campaign" ENTERTAINMENT: TV Discovery, working with PHD and AKQA, launched an online campaign leading up to the premiere of "Life" that brought the stars of the series - animals and plants - to life online. Animals walked across homepages of Yahoo, Microsoft and NYTimes, encouraging viewers to watch a "Life"-themed video. Discovery was the first advertiser to take over the …
  • Integrated Online Campaign: Entertainment TV: HBO/ PHD; HBO, "True Blood Season 3"
    HBO/ PHD HBO, "True Blood Season 3" ENTERTAINMENT: TV Blood was in the air, and pool water, in a viral ad promoting Season 3 of True Blood. A marketing associate from HBO apologizes for the network's over-the-top promotions that ranged from adding red dye to public pools, creating birthday cards that sprayed blood and a coffin river race where participants didn't make it out of the coffin. True Blood also took over a mobile app, which gave the illusion of bloody …
  • Integrated Online Campaign: Entertainment TV: AMC; Deep Focus, "Mad Men Yourself"
    AMCDeep Focus, "Mad Men Yourself" ENTERTAINMENT: TV  AMC connected viewers with a series about advertising by bringing them into the industry realm with Mad Men Yourself, a site that transforms viewers avatars to look like advertising execs from the 1960s. The gambit reached a critical mass by leveraging Twitter and Facebook. Visitors began using the photos as their Facebook profile picture or Twitter icon. It was hard to miss. In the first three months, 1 million unique visitors came to the …
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