Coke Zero’s Sweater Generator is fun and ugly (would that be fugly?)
Ahh, the ugly Christmas sweater. They didn’t used to be the hip holiday fashion accessory they are today. Now, “Ugly Sweater Parties” are all the rage, and Coca-Cola wants to help you get dressed for your shindig with its Coke Zero Ugly Sweater Generator.
The website, which is refreshingly simple to use, lets you create your own funky festive wear (above is our nearly tasteful creation) and encourage your friends to vote for it. The top 100 vote getters will have their designs turned into a real sweater and mailed to them.
What’s so smart about this campaign? For starters, it taps into a current youthful trend (ugly sweaters) and lets you build your own in a lightly branded way. The seemingly attainable prize (the top 100 vote getters will win their design) also makes it highly sharable on social media. But even if you do the math and realize that you probably won’t be one of the top designs (cracking the top 100 out of nearly 20,000 submissions is a longshot), it’s still sharable because it’s just so darn fun. Read more...
Happy Thanksgiving: 4 viral food and beverage videos we’re very thankful for in 2013
We’re thankful for a lot of things today – clients that let us do great work, good coffee, and meetings that are short and sweet, just to name a few – but we’re also thankful for the great work turned in by food and beverage brands throughout 2013.
We’re thankful for them not just because they’re so inspirational, but because each of these videos prove that good ideas are capable of breaking through on more than one level (on television, but also online). Below are four examples of some of the most viral videos and ads created this year. Kudos – and thank you – to the brands behind each of them.
Carlsberg beer – “Carlsberg puts friends to the test”
2013 might have been the year of “prankvertising” – viral videos that prank unsuspecting people with a branded Candid Camera-style ending – and Carlsberg’s video is one of the best. How far will the unsuspecting friends in this video go to help a friend in need? You’ll have to watch to find out.
Evian – “Baby & Me” Read more...
6 crazy questions for the Butterball turkey hotline
Perhaps no brand is busier during the week surrounding Thanksgiving than Butterball. Americans will eat 50 million turkeys tomorrow, and Butterball sells 20% of them.
They also go above and beyond to help you cook that bird. Since 1981, Butterball has operated the Turkey Talk-Line, a hotline answered by a team of more than 50 professionally-trained home economists and nutritionists who take more than 100,000 phone calls in November and December from flustered cooks.
Last year, we put the Butterball Turkey Talk-Line to the test by phoning in six questions of varying absurdity. We’re reposting the crazy Q&A because, like the professional turkey gurus they are, the Butterball team answered our bizarre inquiries with grace and courtesy. (NOTE: Each of these questions were asked in separate phone calls and answered by different hotline operators.)
1. Does Butterball make a vegetarian turkey?
BUTTERBALL: “I thought you were kidding! We’ve been having kids prank calling here. But no, we don’t have a vegetarian turkey.”
2. I dropped my turkey on the floor. Does the five-second rule apply, or do I have extra time since it’s a 20-pound turkey? Read more...
Three CPG digital marketing highlights from 2013
Nothing gets us more excited than a good digital marketing challenge. (If you’ve got one, feel free to excite us.) We’re not alone, of course. Many food and beverage brands have faced digital challenges recently and have answered the call by creating some of the smartest apps and tech-savvy tricks in recent memory.
Below are just three of many examples from the past year. Some were more successful than others (augmented reality is still a tricky game), but all were well-executed and worthy of inclusion on a 2013 highlight reel.
1. Frito-Lay taps into co-promotional augmented reality
Digital marketing’s flashiest tool – augmented reality (AR) – has been especially popular with food and beverage brands because it allows brands to transform their packaging into interactive tools. Frito-Lay did exactly that earlier this year when it encouraged consumers to use an app to engage with in-store displays and unlock interactive content related to a co-promotion with the 3D video game, Skylanders Giants.
OUR TAKE: Augmented reality might look and sound cool (and it is) but its reach and impact is limited. However, it can be very effective when targeting young, tech-savvy consumers (teens and early 20s), but anyone aged 30 and up probably won’t take the time to try the technology. Still, we applaud Frito-Lay’s effort, and hope to see more of it in the future. Read more...
The best part of wakin’ up? Using digital technology to cheer up consumers
We all know the best part of wakin’ up is Folgers in your cup, but apparently the best part of wakin’ up is Folgers on your smartphone, too.
The J.M. Smucker Company-owned brand has revived its classic jingle by creating The Best Part, a social and digital media-driven campaign that showers fans with positive messages. The campaign includes an alarm clock app, which lets users start their day with upbeat sounds, good news and inspirational comments.
“(Folgers wants) to transform mornings from something we dread to something we look forward to,” said one expert in an interview on Mobile Marketer. “By launching a mobile app, the brand is extending its presence from your first cup of coffee to the very moment you get out of bed.”
The app pulls content from input provided by fans and the Folgers team and is accessible via Facebook, Twitter and Instagram.
The Best Part alarm clock is a great example how a brand can use digital technology to fill a void in consumers’ lives (i.e. transforming the somewhat dull standard alarm clock app) while creating a truly memorable digital experience that reinforces the brand’s core message. The only thing left is to make our coffee makers as smart as our phones. Perhaps a partnership between Folgers and Mr. Coffee will make that dream a reality. Read more...