Old Spice's Textbook Campaign

via adweek.blogs.com

Last night W&K released their official case study vid. To be honest, a few months back, I liked the campaign but didn't think it was anything out of the ordinary - let alone "Grand Prix" Cannes material.

The brand's 'Response Campaign' changed my mind.
In a never heard of feat of brilliance, the brand decided to capitalize on the buzz and conversation the campaign had generated on the web and launched a three day blitz that started with a direct appeal from 'The man on a horse' to twitterers to send him questions to which he would respond with a personal YouTube video.

The genius of the team of copywriters, 'digitalistas' & co.was that they did not necessarily pick web-celebs to launch the campaign. Instead they chose people like you and me, with limited followings but a great affinity to the brand - people who had already blogged about the campaign a few times or twitter commented.

Within three days they sent over 188 tweets. That’s almost 4 tweets an hour non-stop for 50 hours. And here’s the stunning thing. Of those 188 tweets, 178 included a You Tube link with a video response to someone who had interacted with the brand in those two days. The replies included a marriage proposal, a Gillette promo, a get well message to Kevin Rose and much much more.

And after three days that drove the internet into a frenzy 'The guy on a horse' said thank and goodbye. OldSpice had managed in a matter of days to grab hold of 75% of all conversations in the category (half of them from women), score a 1.4 billion campaign impressions with a total of 40 million video views after the first week and a sales increase of 107% in the last month!

So why do I love this campaign so much? Because besides the mind blowing numbers this campaign has achieved, it is a textbook example of so many things we have been speaking about over the last year or so - from creating 'Spreadable Media' and moving a brand from mass culture to pop culture by creating social currency right down to 'Agile Marketing' and 'Propagation Planning'.

Wow guys! You really nailed it!

For a complete review of the campaign timeline and break-down of campaign stages I suggest you go here: http://www.alwaysozmatt.com/old-spice-a-case-study-0

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Making real change in day to day agency life. Presentation by @uberblond of @BBHNewYork Love the idea of Gettin Voltron - The Social Business Feed

via michaelbatistich.com

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Primo New Zealand - choose your experience

I really don't want to spoil the fun so all I am gonna say is you've got to watch both videos.

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Calvin Klein's QR Billboard

This past weekend, Calvin Klein Jeans replaced three of its billboards — two in downtown New York and one on Sunset Boulevard in LA — not with another racy montage of scantily clad models, but with a bright red QR code under the words “Get It Uncensored.”

Passersby can use their smartphones to snap a picture, which will pull up an exclusive, 40-second commercial featuring models Lara Stone, “A.J.,” Sid Ellisdon, Grayson Vaughan and Eric Anderson. After the spot plays, viewers can then share the code with their Facebook and Twitter networks. The billboard marks the official premiere of Calvin Klein Jeans’s Fall 2010 advertising campaign. Previous campaigns have debuted on more traditional venues, the company explained, such as broadcast and dedicated online sites.

QR codes are increasingly appearing in advertisements as a way to increase engagement with consumers. Although already common in Japan (where they were originally invented), they do not appear in many advertisements — much less take up an entire billboard. Most U.S. citizens still do not own smartphones, and even those that do don’t necessarily know what a QR code is or have the necessary scanning software to read it.

The billboards are clearly a test run for Calvin Klein Jeans, given that they will be up for only a little more than a week. If the videos get enough views, however, we can expect similar billboards in the future — both from Calvin Klein Jeans and from other brands. It’s often difficult to measure engagement with billboards, and QR codes help advertisers better measure their impact.

What do you think of the billboard? Have you ever scanned a QR code in an advertisement?

 

 

 

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Levi's Goes Mechanical With Houston Street Billboard

via adrants.com

I t would seem Levi's is testing a new mechanical billboard in New York. Adrants reader Floyd Hayes sent us this video of the board which he guesses will ultimately spell out "We're All in This Together."

It's an interesting execution. Nothing stunningly new but if the mechanics end up spelling out different phrases with the same mechanical wheels, that would be kinda cool. Video after the jump.

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<div><div style="width:420px;text-align:left;">Open publication - Free publishing - More cannes lions</div></div>

 

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Cannes 2010 Winners for Promo/PR/Direct

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