More often than not when you are video content online, you suffer the dreaded spinning circle buffering icon. You've come to accept that this is normal when going online. But what if this happened while you were watching TV?
To promote Belgian telecom company BASE's 4G service, the agency used billboards at the beginning and end of programming with the text, "You're not used to waiting at home. So why wait when you're on the move? With BASE 4G, you can surf everywhere as fast as at home."
It would certainly be a bit disconcerting to see the dreaded spinning ball while watching "regular" TV so perhaps this did a good job grabbing the audiences attention.
And Meryl Streep gushes, "Oh I've never tweeted before!"
Hundreds of thousands of retweets and it broke Twitter.
Within 30 minutes, Ellen's tweet bested Barack Obama's Four more years tweet.
The handwringing has begun. No sooner were we all a twitter over marketers taking over SXSW (myself included), it seems the backlash is now in full swing.
Several years ago (maybe 2010) when I saw Pepsi erect that gigantic playground and CNN take over that restaurant, I knew the quaint geek-fest days of SXSW where over and we were in for a very different SXSW. But even then, SXSW was still an orgasm of epic digital awesomeness.
Drinkwise Australia is out with a decidedly elegant approach to convincing young people to stay classy and drink properly. Two animated videos are narrated by a very proper Englishman who makes even the words "fuck-eyed" and "shit-faced" sound Shakespearean.
Last year, JWT launched a pop up ad agency at SXSW called Walter. It's aim was to meet with 25 startups with the goal of working with a few of them. This year, JWT Atlanta will launch an experiential marketing effort called Pennzoil Presents Mario Karting Reimagined which aims to pimp Mario 8. All SXSW Gaming and Interactive attendees will be able to race their friends on a custom-built track.
Content comprises one of three pillars in online marketing with the other two being search and social. Indeed, online content feeds these other two pillars and, according to statistics released by CMO, 20% of the average company's content drives 90% of its web traffic.
This is one reason the landscape has seen such a shift in terms of top brands becoming publishers. The reason for this strong focus on content is simple: increased engagement with the target audience. Over 50% of in-house and agency marketers cite high engagement as one of their top three business objectives, and online content acts as a direct vehicle to engage with customers and prospects.
On behalf of Unilever, Arnold New York hooked up with YouTube sensation Grace Helbig to create a video promoting St. Ives Fresh Hydration Lotion Spray. So far, the video has achieved 113,000 views since its launch February 24.
It's also got 13,000 likes and over 1,000 comments. In addition, Grace's 5:40 "Behind the Scenes of My St. Ives Commercial" video has received just upwards of 150,000 views. Not blockbuster numbers but not too shabby either.
Remember that all-type T-Mobile ad that ran during the Super Bowl? Wonder how much it cost? So do we but we can bet it cost several tens of thousands. And only a handful of marketers will ever be able to afford to produce a spot like that let alone air it during the Super Bowl.
Enter Moovd, a new video creation platform that centers on kinetic typography technology, or, in plain english, moving type. You know what we're talking about. Those ad that are all text and accompanied with a voiceover and.or music. Yea, yeah, you just want to yawn, right?
Over the last few years, as the online marketing industry has continued to grow and evolve, its practices and technologies have become increasingly complex. There are new marketing channels popping up all around us and opening up previously unknown revenue streams that are lucrative to both brand manufacturers and resellers alike.
The challenge for brands though is in taking advantage of these new opportunities, because despite their ability to generate more revenue, they also generate more potential risks for large brands because of the number and anonymity of the affiliates involved. Thus, companies often forfeit control over the ways in which their brand is represented in the hopes of earning more profit, but this is a dangerous game.
Ladies? You wear sneakers to bed right? Partners of ladies, you love when she kicks the covers off and reveals her new Reebok Skyscape kicks, right? Well, apparently, the folks over at DDB New York do and they've snagged international supermodel Miranda Kerr to show you just how sexy wearing shoes to bed (and into the shower) can be.
And this wouldn't be a campaign featuring international supermodel Miranda Kerr if there weren't a TV commercial which voyeuristically drools all over Kerr as she returns home from a run, strips off her top, wriggles out of her thong-style panties and climbs into the shower.
Yup, another frustrated creative's wet dream in action.
Here's an interesting use of outdoor advertising. Engaged in a epic price war with the competition, German do-it-yourself store OBI hooked up with Jung von Matt which create billboards with a unique goal.
Answering the question "Why promote things that make our homes more beautiful, with advertising that makes everything look uglier?", Jung von Matt created billboards by actually renovating sections on run down buildings near OBI stores.
The boards demonstrate what can be done with OBI products in real world scenarios people can understand. And the billboards permanently beautify the area. Instead of making it uglier with price-war messaging.
If you didn't have reason to be in Cannes longer than a week, perhaps now you do. Well, as long as you're active in the health space. The first ever Lions Health will take place in the Palais des Festivals, Cannes, France, 13-14 June 2014 and will welcome to the stage a speaker line-up that will include some of the most awarded creatives in healthcare and top marketers from around the world.