Pepsi succeeds where brands usually fail - creating a branded viral video. PepsiMax recruits NBA Rookie of the Year Kyrie Irving who fools some pick-up players by transforming into a lethargic old man named ”Uncle Drew”.
Runner Up I »
Volkswagen Brazil with a very smart digital media buy. In order to promote purchase of its original auto parts over imitation parts, Volkswagen bought YouTube ads across popular videos that were imitations of great ones, and served them with an ad saying “Don’t accept Imitations. Prefer Original Parts” which would click through to the original version of the video they were watching.
Runner Up II »
We talk a lot about using consumers’ social graphs and interest graphs, but sometimes it can be as simple as using their address. A recent New York Ad Festival winner, this State Farm campaign - State of Chaos - is doing a marvelous job in personalizing a video based on the user’s address, while integrating the brand messaging in a subtle and smart way. Try it!
Nike is not new to epic soccer ads. 2010 World Cup’s Write the Future spot won every possible award. Now comes My Time is Now for the European championship coming up in August. The cornerstone is a three-minute video, opening on a soccer match between France and Holland, when the action is suddenly taken over by young players from The Chance, Nike’s scouting mission to find 100 potential soccer champions. The video is highly interactive and lets you go through “hidden tunnels” - click on different names as the video progresses to get a deeper look at some of the athletes and their inspirations. Exquisite.
Runner Up I
CokeColumbia organized a live concert where the band was playing on a stage at an altitude of 50m. In order to bring the band down to earth, the audience had to literally “download” them by downloading the songs of the band.
Runner Up II
Fashion retailer C&A introduced special hangers displaying the Facebook Likes each item has received in real time, and supporting consumers in their in-store purchase decisions.
Canadian paint brand CIL identified that since all paint chip names are categorically feminine, men are less engaged in the painting experience. Hense, CIL’s ‘Paint Chip Names for Men’ was born, a campaign inviting people to create their own ‘manly’ paint chip names by renaming existing paint chips. The macho names were integrated into the brand’s communications and products and managed to create a whole new conversation around the century year old brand and differentiate it in a commoditized industry.
Runner Up I »
To promote the flexibility of its new Free footwear, Nike Japan launched Nike Free Face, a webcam powered app allowing users to bend and twist the shoe using the power of their faces.
Runner Up II »
Volkswagen demonstrated innovative use of Facebook photos by creating Facebook Flipbook - a simple Facebook photo album that turns into a movie when you flip through its 200 images.
Well maybe it wasn’t launched last week, but it did win gold at the New York Ad Festival and finalist at the Webby Awards last week. Based on the insight that dog owners look like their dogs, Pedigree andTBWA Australia created an iPhone and Facebook app that finds your perfect Dog-A-Like match from the live PetRescue database and lets you adopt them.
Fruit Roll-Ups recognized Jeremy Lin’s social media savviness as well as his immense popularity, and decided to act on it. The General Mills brand created a Lin jersey made of Fruit Roll-Ups and sent it to the player\social media mogul. Unsurprisingly, Lin took a photo and posted it on his timeline. The result? Almost 100k likes and exposure to Lin’s 1.7m fans. And all for the cost of some Fruit Roll-Ups. Pretty smart.
Dove Australia continues to support women’s self esteem in its messaging, and this time through innovative Facebook paid media. Do you know all those self-esteem-destroying side blurbs on Facebook that ask if your love handles are overexposed and the like? Dove’s Facebook app enables its consumers to replace these ads with positive feel-good messages. Great adaption of the same old strategy.
Ray-Ban celebrates its 75 year anniversary by releasing the Legends Collection, and invites you to discover your own legend by digging through your Facebook timeline and creating a nifty video that tells your story.
Honda launches a great Pinterest campaign, urging top pinners to stop wasting their life already and get outside. The brand is offering these avid pinners $500 if they take a 24-hour Pinterest break, AKA Pintermission, to do the stuff they pin about and later share their Pintermission photos.
This P&G olympic sponsorship ad, which you might have already got from a weeping friend, has been the #1 branded viral video this week. The 2 minute ad, titled Best Job, follows the moving story of four children and their mothers who stand by them every step of the way in becoming Olympic champions.