We'll just let the press release do the talking for this one: "The campaign is targeted towards the post-college young male. As a young graduate, they start to realize how routine their life is becoming. Because they are going in an endless cycle, nothing out of the ordinary happens. A routine beer for this demographic to order would be a "Light" beer in a brown bottle. A break from tradition would be something different - like ordering a Corona Light. When you break your traditions, the possibilities for the rest of your night are endless."
The result? Odd. Weird. Interesting. Right on target, actually. From Goodby Silverstein & Partners.
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Um, like, yea. This would totally happen. Maybe in the Penthouse Forum section (does that still even exist?) but certainly not in your real life. Likely, you'd get some sweaty pig with too much body hair and a beer gut chasing you in tighty whities than some hot chick whose dress happens to rip off revealing her super hot lingerie.
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The latest version of Future of Engagement takes a look at how brands leveraged Earth Day. Host Murray Newlands takes a look at which brands were involved and how their content was shared. He also uses Earth Day as an example of the many other special events brands can leverage and offers tips and steps on how to do so.
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Every time we receive something from an agency that falls into the category of self promotion or that promises to offer an "inside look" at how the agency works, we cringe as memories of the tragic Agency.com Subway pitch video engulf our mind.
Thankfully that wasn't the case when we received and reviewed the Facebook Timeline-based RFP Santa Rosa agency The Engine is Red submitted to the North Lake Tahoe Marketing Cooperative which is seeking an ad agency.
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comScore and Pretarget have released results of an online advertising study which found ad viewability and hover time are more strongly correlated with conversions (defined as purchases and requests for information) than clicks or total impressions.
"Your ad being seen matters more than your ad being clicked - if you have a back-end conversion metric," said Pretarget Founder Keith Pieper. "After all, what good is an ad that can't be seen? It's intuitive that an ad must be seen to make an impact, and it's even more intuitive than someone hovering and engaging with an ad might convert, even absent a click."
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Zippo is out with a new campaign that integrates musical events, sweepstakes, giveaways, social media and online marketing with retail sales. The Zippo Encore campaign comes courtesy of East Aurora, NY advertising agency Cenergy
Intended to increase Zippo's social media presence and product awareness among males 18 to 35, and to generate sales, Zippo Encore consists of three national, active rock music tours, in succession. The Avalanche tour runs until April 25 and includes 21 performances in 17 states, from California to Rhode Island. At each of the concerts Zippo will be the presenting sponsor. The feature act is Shinedown.
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LA-based agency Ignited is out with a new video for ZICO Pure Premium Coconut Water that celebrates "naturally powered athletes" such as NBA All-Star player Kevin Garnett, Olympic Gold Medal decathlete Bryan Clay and professional surfer Bethany Hamilton. In addition to the video, the campaign includes online display, social media and search, as well as billboard ads in markets such as New York, Los Angeles and Boston.
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As we write, the Red Bull Air Drop is underway. The brand is delivering, by helicopter, Red Bull to 400 campuses in 55 countries across six continents today. Way to get attention! Check out the promo video below and a few images of Red Bull crates that have landed. Archrival and Dachis Group are said to have had a hand in developing the campaign.
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We all know video is big. We all know it should be an integral component of any online markering strategy. We all know it is a key component of a sound content marketing strategy. But, to some, it's a daunting undertaking that some believes requires too many resources to properly implement.
In this webinar, part of the Adrants whitepaper/webinar series, Alcatel-Lucent Director of Multimedia and Video Strategy Ed Youngblood and KnowledgeVision Founder and CEO Michael Kolowich discuss how brands can overcome the "content creator's dilemma." Youngblood and Kolowich share case studies, use cases and the tools and techniques needed to add video to your content marketing strategy.
Click here to start learning how you can incorporate video into your brand's online marketing strategy.
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