Guerrilla marketing should be both smart and surprising. I think Lastminute.com scored a good point with an unexpected musical performance at London Stansted Airport. A good idea to catch the attention of bored passengers in the waiting room and a good idea to generate some buzz around Youtube users.
via Brainstorm #9
BBH and GT have recently released a mini-site for the new Audi RS 6. Even if you’re not much into cars (like me), you’ll better have a look, as the video experience is quite powerful.
I especially enjoyed the sound design and the interface, even I think it might result a bit confusing for the target audience of the car, who I believe might be not so Internet savy. But maybe it doesn’t matter, the experience is impressive so casual clicks around will work as well.
The Lynx Effect is on air again in the UK with a new website that encourages consumers to mix the Lynx fragrances.
Created by BBH the site features the tagline “It’s good to mix things up” and it’s directly connected to a partnership Lynx has signed with MTV to give more visibility to the campaign and to the online competition that invites consumers to watch the Lynx “barman” mixing the fragrances, and then submit their own videos.
The Lynx Effect in this case is not as cool and innovative as we are used to. realize I’m not the target for Lynx’ communication, but the site is nice to watch maybe once, when curiosity pushes you to explore it, but then the call to action for user generated content is not particularly compelling and it doesn’t give you a reason to participate nor to spread the word. Too bad.
I’m not very familiar with the Fanta brand (I don’t even drink it to be totally sincere) but I must say I really like the new characters they are using in their communication in Europe. Todd, Marv, Winnie and their friends are really cute and the experience designed around them is simple yet consistent and effective.
If you’re committed to save energy and support recycling, you shall start building your green credentials by recycling film clips to create your own commercial…
In the UK, power supplier EDF Energy is launching today the TV ad above, created by Euro RSCG, that uses “recycled” film clips including the Wombles, Thunderbirds and John F Kennedy. The soundtrack is an adapted version of Sesame Street song “It’s Not Easy Being Green”.
In the UK, Red Bull has launched an online cartoon competition. The goal of the Red Bull Tall Story contest is to make people interact with the brand and to find new stories to be featured in the next TV campaign, made of cartoons, that this year celebrates its tenth anniversary. As explained on New Media Age, the energy drink brand is investing 500,000 pounds to promote the contest, using radio, print and online advertising as well as dedicated on-campus student promotions.
Another pretty nice advergame if you don’t feel like working in this hot summer afternoon… it comes from the UK and it has been developed by Naked Penguin Boy to complement the TV advertising campaign in which KFC promotes the new huge meal the Big Daddy Box Meal.
In the UK Gillette has launched an integrated marketing campaign for the new Gillette Fusion Power Stealth range. Online, they have created a “spy game” called The Undetectables where users are challenged to recover the Stealth razor that has been recently stolen. The advergame is quite nice to play, but actually calling it “spy game” it’s a little bit too much since, as far as I’ve seen, there’s only one level/mission to play. In any case, no matter if you do or do not recover the razor, you can enter a prize draw to win training days at a spy school or, if you aren’t lucky enough, a Gillette razor. The agency behind the game is Haygarth.
The Food Commission Research Charity (a non governmental organisation) has recently launched a site to warn young consumers about the risks of junk food. As explained on BrandRepublic (sub. req.) the site also unveils the marketing and advertising strategies junk food producers use to get children to buy their products. The site, Chew on this, also includes activity sheets where children can put themselves in the role of a marketer and try to create products that appeal to children. Last week, as reported on The Guardian, soft drinks makers in Europe yesterday agreed to stop targeting children under the age of 12 in advertising campaigns as part of a series of measures to help prevent obesity among young people.
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