To show the world its commitment to deliver a quick and personal replies to consumers who get in touch via social media, the Dutch carrier has come up with a sweet idea: 140 characters, 140 KLM employees. Normal Facebook and Twitter typed responses have been replaced with a living alphabet made up of 140 KLM employees.
To launch their new single after 8 years, Blink 182 decided to reward the fans who “stole” their music to create videos then uploaded on Youtube. Applying a sort of law of retaliation (an eye for an eye), they searched Youtube for all the fans’ videos that were using their music without permission, and they created the video clip for their new single made out of clips from all those videos. Read more…
As sexist as only Axe can be, the deodorant brand has launched the Multiple Girlfriend Facebook app. Being a woman I’m obviously not enthusiastic about it, but I appreciate the idea is smart to activate word of mouth…
I’m a big fa of Yves Saint Laurent so I definitely have to post about the manifesto they have recently launched. It’s an online video experience, pretty rock and unexpected I would say that take us through the shooting of the Fall/Winter advertising campaign in an engaging way.
It’s a video that mixes campaign images with behind the scenes shots offering a rather emotional dive in the world of YSL.
A couple of friends from Turkey yesterday sent me emails about a mysterious pitch launched by Turkish Airlines. Bits and pieces of the brief have been spread all around the so called social media, creating a puzzle that agencies are called to solve in order to participate into the pitch to win the global digital account.
Everything is in Turkish, so both the first content posted on Twitter and on Thumblr results for us impossible to unlock. Fortunately, two of the agencies participating in the challenge have opened dedicated blogs in English where they will share details about the unusual pitch for the next 15 days – check Voden here and 41-29 here Turkish Airlines idea is definitely bizarre and maybe a bit complicated, but surely it’s a smart way to test the agencies’ skills in the social media right from the very beginning.
One of the things I like about the way Japanese brands (and agencies) approach digital marketing is the fact that blogs (and bloggers) are always on their mind. If you pay attention to most campaigns recently launched on the Web, you will notice that the “share/embed in your blog” functionality is always there. But it’s not just a simple copy & paste of some content offered on the website. What bloggers can put on their blog is actually the outcome of their own interaction/experience on the brand website. And this the cool part, because it activates mechanisms self expression and generates spontaneous but conscious word of mouth where consumers are endorsers of a personalized brand message.
The latest example I’ve found of this interesting approach is the website launched by Casio to promote its CA001 mobile phone model. If you visit the Urban/Feel/Harmony section you will be able to compose your own music session mixing sounds taken from a series of instruments.
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