The Papertweeto concept.

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Confetti is fun for many different occasions. At Argentinean soccer games it is a tradition to throw paper in the air to wish the team good luck. Coca Cola used this confetti throwing idea to connect with a crowd through a digital marketing approach at a soccer game in America. Coca Cola asked fans of an Argentinian soccer team to tweet their encouragement for the team including the hashtag ‘#HinchadaCocaCola’. These were then sent to the printer to be made into confetti. In total two million ‘papertweetos’, as Coca Cola named them, where shot from cannons into the crowds as the team entered the field.

This was a clever marketing decision by Coca Cola because they successfully received two million positive tweets with their brand attached. It also got potential customers talking about the Coca Cola brand.This social media take on digital marketing, i believe, opens many opportunities for Coca Cola. They have reached a wide audience and got a conversation started about their creative approach. They also chose to engage a live audience with their brand which means instant reaction and marketing success.

The boundaries of social media digital marketing were pushed with this campaign. There are even claims that it may be in the top five most innovative ideas for social media marketing in 2011. I believe Coca Cola has put themselves in a highly sort after position in the marketing game after this campaign.

Below is the post campaign video which explains the process taken to achieve the end result.

 

References:

M1.paperblog.com. (n.d.). [online] Available at: http://m1.paperblog.com/i/98/983118/papertweetos-coca-cola-tweets-convertidos-con-L-JYA78o.jpeg [Accessed 27 Mar. 2016].

YouTube. (2012). Papertweetos – Coca Cola – Ogilvy Argentina. [online] Available at: https://www.youtube.com/watch?v=Cw8ScVYQ0PQ [Accessed 27 Mar. 2016].

Storify. (2015). Coca-Cola’s “Papertweetos” for Argentina (with images) · kendrafernandes. [online] Available at: https://storify.com/kendrafernandes/coca-cola-papertweetos [Accessed 25 Mar. 2016].

Adweek.com. (2014). 7 Of The Most Creative Twitter Campaigns. [online] Available at: http://www.adweek.com/socialtimes/7-creative-twitter-campaigns/496376 [Accessed 27 Mar. 2016].

The battle of the shoes.

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Running is my physical activity of choice. I have competed in many ten kilometre races and although I do them for my own personal achievement I find myself spending a lot of time choosing an appropriate outfit to suit the conditions of the run.

Nike claims that they often dress women who run from head to ankle but rarely are Nike a preference of running shoe for women. I have to agree with this statement as I have never selected my Nikes for any ten kilometre run I’ve entered.

Asics held the edge over Nike when it came to shoe sales, specifically for the female range of Nike shoes. The design Nike used for women’s shoes was always uniquely for women’s feet but they neglected to aim their advertising at women exclusively when it came to their shoes.

Nike set an aim for their campaign to connect with the female population of the running community and encourage them to talk more about the Nike brand.

Nike used a digital marketing approach to combat the issue surrounding women not using their brand of shoes for running. The campaign was called Nike: She Runs. The idea of the campaign was to connect women from across the country via an online medium to promote women’s night runs.

Nike developed an app that was to be used as a registration, training  and ecommerce solution to be used by women participating in the Nike: She runs the night events. The app also supplies all participants with their digital medals once they complete the race. This app encouraged participants and the greater to talk more about the Nike brand.

So why did Nike choose night running events to promote their brand to women? Firstly research was conducted on female runners which evidence showing that most women train alone which means they do not share their successes with others. Nike decided to develop a women’s running community using the phone app and designing running races for night time which is often when women find it most lonely and unsafe to be training on their own. This spread brand awareness and, from myself who is a runner, i believe a great social connection and motivator. It empowers women to share their running journeys while promoting Nike.

The poster used to advertise for this campaign had its own digital marketing spin on it which really caught my interest. The poster (picture below) has a barcode which can be scanned using a smart phone to bring up a template of the poster on your own phone. Once you have the template you can then add your own photo of yourself so that the poster is now personalised. From there Nike encouraged women to share their personalised posters with friends via social media to spread the word about the running events.

Overall this campaign was highly interactive and a lot of the information about it was shared by individuals who had entered in one of the races. This meant wide coverage about not only the race events, phone app and poster but also Nike as a brand. The results for the first event were that fourteen thousand females were talking about the event in just over one month of it being released. By the end of the event the Nike: She Runs The Night female community was in excess of fifty four thousand members. I think Nike has definitely successfully developed brand awareness through this campaign.

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References:

Sneakerfreaker.com. (2012). [online] Available at: http://www.sneakerfreaker.com/wp-content/uploads/2012/05/nike-she-runs-the-night-pics-5-1.jpg [Accessed 26 Mar. 2016].

Adsoftheworld.com. (2012). [online] Available at: http://adsoftheworld.com/sites/default/files/images/nike_srtndaniella.jpg [Accessed 26 Mar. 2016].

Marketing Magazine. (2013). She Runs The Night – strategy, execution, results of Nike’s groundbreaking campaign – Marketing Magazine. [online] Available at: https://www.marketingmag.com.au/hubs-c/she-runs-the-night-strategy-execution-results-of-nikes-groundbreaking-campaign/ [Accessed 24 Mar. 2016].

IE. (2013). Case Study | Nike She Runs The Night 2013 – Event Technology. [online] Available at: http://www.ie.com.au/portfolio_page/nike-she-runs-the-night-2013/ [Accessed 26 Mar. 2016].

YouTube. (2012). She Runs The Night: 3 May 2012. [online] Available at: https://www.youtube.com/watch?v=Y7wz8Ti8b44 [Accessed 27 Mar. 2016].

Seeing is believing.

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Have you ever paid attention to the advertisements that wrap around public transport shelters? Me neither. However, Pepsi Max changed my opinion on the boring and drab advertising space that is a bus stop.

Pepsi Max released a video on their YouTube account during March 2014 which was to be a part of their “#livefornow” campaign. The concept of the campaign was to design an augmented reality surrounding a bus stop on New Oxford street in London.

So, how does it work? Unsuspecting victims would perch themselves inside the bus shelter and begin to notice extraordinary things appear outside of one of the windows of the shelter. Pepsi Max used Aliens, Tigers and a meteor among other ‘out of this world’ visuals to prank those waiting for the bus.

Pepsi Max places their advertising on the outside panel of the bus shelter which gives the illusion that it’s just another ordinary bus shelter with basic advertising. When the victims realise they have been pranked they are then able to link Pepsi Max to the stunt.

The creation of this section of the #livefornow Pepsi Max campaign was by AMV BBDO and produced by Grand Visual. A senior marketing manager for PepsiCo UK describes the bus shelter element of the campaign as another stand out and clever concept by Pepsi Max for the digital marketing world.

Pepsi Max launched their #livefornow campaign in 2012 in the UK. The launch involved magician Dynamo holding the roof of a double-decker bus with one hand also known as ‘bus levitation’. The #livefornow campaign is a great way to connect with adults and children. The idea of transforming the bus shelter into a digital unrealistic reality would take adults back to their imaginative childhood ways. Most would really enjoy the feeling of a fantasy world for a few minutes. It’s a fresh and clever approach to digital marketing that I believe stretches the imagination and will have a lasting impact.

Here is the video of the bus shelter in action.

 

References:

YouTube. (2014). Unbelievable Bus Shelter | Pepsi Max. Unbelievable #LiveForNow. [online] Available at: https://www.youtube.com/watch?v=Go9rf9GmYpM [Accessed 22 Mar. 2016].

I.ytimg.com. (n.d.). [online] Available at: https://i.ytimg.com/vi/Go9rf9GmYpM/maxresdefault.jpg [Accessed 25 Mar. 2016].

Gioglio, J. (n.d.). Pepsi Max Shocks and Delights Londoners With Augmented Reality Stunt. [online] Convince and Convert: Social Media Strategy and Content Marketing Strategy. Available at: http://www.convinceandconvert.com/social-media-case-studies/pepsi-max-shocks-and-delights-londoners-with-augmented-reality-stunt/ [Accessed 26 Mar. 2016].

Marketingmagazine.co.uk. (2013). Pepsi Max launches latest Live for Now campaign with Dynamo stunt. [online] Available at: http://www.marketingmagazine.co.uk/article/1187418/pepsi-max-launches-latest-live-campaign-dynamo-stunt [Accessed 26 Mar. 2016].