At the Ad Age Digital Conference, Hulu announced it will now charge advertisers based on a 100 percent completion rate. In other words, Hulu will charge advertisers only when their advertisement has been 100 percent streamed and delivered. Hmm. You mean they used to charge for half delivered ads? Even old TV never did that. Well, mostly.
More seriously, before this announcement, Hulu would charge advertisers for an ad as long as a beacon fired. The beacon used to reside at the beginning of the ad. It has now been moved to the end.
OK so we've seen car configurators online before. But we don't think we've seen one that's used YouTube. With help from Saatchi & Saatchi, Toyota is out with, yes, a YouTube-based car configurator to promote the Prius C. While it's cool and all to do something first, sometimes reinventing the wheel isn't always the way to go. The process is slow and cumbersome and got our MacBook Pro heated up to the point where the fan was screaming.
Anyway, there are some other fun elements to the promotion such as a video featuring Danica McKeller (she's 36 now!) who speaks on the topic of Wallet Wisdom and how people can financially prepare for purchasing a car. And there's Bill Nye who talks about the vehicle's technical features.
From April 2 to April 15, Maybelline in Russia is inviting Russian women to submit their photos to Facebook and the popular Russian social network Vkontakte. The women's images are then selected (by votes and moderators) to appear on the Clear Channel Spectacolor billboard in Times Square where passersby can vote for their favorite girl on the promo site or Facebook page. The girl with the most likes wins a trip to New York.
At the launch event which took place in Times Square this week, a number of methods were used to get the attention of the crowd - such as a live HD cam that broadcast the crowd on the street to the billboard so passersby could see the contest participants from the billboard which is livestreamed online 24/7 on the project website. Also, street teams were encouraging people in Times Square to vote via iPads.
Captcha. You know it. You hate it. Well, organizers of a Scrabble tournament did something to alleviate Captcha hatred all while promoting the 21st Annual Gulf Scrabble Championship. The brand replaced the Captcha portion of Scrabble-related sites with a Scrabble game. Instead of trying to read illegible letters, people would unscrabble a word. Those who did were then presented with an ad for the Championship. Nifty. And it worked delivering 70 times the CTR of banners.
With a new campaign that unapologetically leverages the Rush Limbaugh situation, Sir Richard's Condoms offers support for the "Sex-Positive movement" in the form of an online "Slut's Oath" and 24 slutty, free-for-the-taking avatars. The campaign is created by advertising agency TDA_Boulder, Boulder, Colo.
Visitors to the slutsunite.org are invited to take and to tweet the five-part oath:
- "I believe that sex represents more than just the creation of children.
- "I believe it is an enjoyable, healthy and a profound part of the human experience.
- "I believe that the responsible use of birth control is an essential component of a mature, civilized society.
- "And if these beliefs make me a slut in some people's eyes, so be it.
- "I will stand united with my fellow sluts, now and always."
They can also select as their own any of 24 ready-made avatars, such as "In Sluts We Trust," "My Dad Is A Slut," "Slut Is My Co-Pilot," "Lil' Slut," and "I Think Therefore I Slut."
Adscam's George Parker brings to our attention an amazing ad for The Guardian created by BBH, London. The ad tells the well known story of the Three Little Pigs but with a modern twist. As the story unfolds, we see how it changes and how readers become intimately involved with the story through social media.
Parker writes, "A beautifully executed illustration of the power and interaction possible between traditional and digital media, and how this can rapidly and decisively change the public's perception and interpretation of the story."
Indeed. The ad truly captures how media works now and positions the paper (yea, an old school newspaper) as an important element in both telling the story and enabling other angles of the story to arise.
Ladies, stumped for ideas on what to get your man for Valentine's Day? Yea, yea, yea. We know it's really your day and us guys are supposed to shower you with flowers, chocolates, dinner and the best sex you've had all year but the man in your life deserves something too, right?
Well, if you're feeling so inclined, check out Kirin's Beer Bro-Quet, a bouquet of, yes, beer. Created by Y&R Singapore for Kirin Mini Beer, this lovely bouquet will ceetainly put your man in good spirits and, perhaps, actually give you the best sex you've had all year rather than just phoning it in.
Email marketing. It makes you yawn, right? Creating and watching Super Bowl commercial is way more fun, right? But just how much trackable business can you expect from a Super Bowl commercial? Especially since most of you don't have $3.5 million to blow on a Super Bowl commercial.
Are you still yawning? You shouldn't be. Email marketing might be boring but it's cheap (ok, inexpensive) and it works. And you know when it works. And you know how it works. And you know why it worked. Can you say that about a Super Bowl commercial?
But it's just more fun to make a TV ad, right? It might be. But ask yourself this; are you in this business to have fun or to make money? Yea, yea, yea, it should be both but the bottom line is that you're doing it to make money for your company, your client's company and for yourself.
So if you hate email marketing and think it's boring that's OK. You're just going to be left behind by others that realize how well it works. But don't worry. Our white paper series is here to help. Check out Aprimo's Ten Steps to Effective Email Marketing. Ok? We good?
The Royal Dutch Guide Dog Foundation has launched a Google Maps app that calls attention to the importance of guide dogs. Using Google Maps technology, one can search for directions use the guide dog button. Basically the app provides directions but paints everything but the route black.
It's an interesting approach. Visually representing what a blind person sees and, at the same time, calling attention to the focus a seeing eye dog can provide.
More and more sites are offering their content in Spanish and other languages. Attempting to bring some guidelines and iconography to how the link is made to Spanish content, one agency has come up with what it thinks is a good solution. Working with their client the University of Texas, Cultural Strategies developed an icon that incorporates the enie, the symbol placed over the letter N in most Spanish words.
Of the development, Cultural Strategies CEO Juan Torne wrote, "We have been working on a way to clearly, but un-intrusively, provide access to our client's online Spanish content. The "En Español" button or hyperlink is simply boring (and it disenfranchises a percentage of the site's visitors), the Flag - be it from Spain or Mexico - even though helpful, to a certain degree leaves out people from other nationalities/heritages."
So he came up with the enie icon. We think it works. What do you think?