This is ingenious, but I can't help but wonder if it makes a better Adweek post (and award show entry) than actual campaign. I think for it to work, their target should see at least two of these. Hopefully, these are just the first of 100 such placements and that they'll add some traditional media to make it more obvious (deli coffee cups, hot dog stand umbrellas, dry cleaner bags, and a few select out-of-home placements).
That’s good positioning. The Post is the screaming tabloid that’s the polar opposite of the New York Times.
Click for more about this campaign from Goodby Silverstein, NY.
This is good. Good enough to blog. But there’s no campaign for the New York Post that will ever beat one of my favorite campaigns ever: “The Three Biggest Lies In New York.” It was so savvy, so… New York. It let people in suits read their 25¢ afternoon paper on the subway with pride.
The only samples I found on the internet are pretty far down in this post about Kirschenbaum & Bond, the New York agency behind the campaign:
The copy in the corner poetically points out that though a fire at a major power plant knocked out 4 nuclear power plants, the people of the UK didn’t notice because wind energy covered the difference.
Agency: Not listed. Perhaps in-house. Via: CreativeCriminals
This is spot-on for New Yorkers. Many people live there for years without going past the heart of Manhattan unless they're going to the airport. Click to see Adweek's article and the other posters. They all look great. I hope they sell prints. Created in house.
Contagious magazine explains, “The site provides helpful advice on how to do this, including direct links to all social platforms and ‘Mogul Tips’ on how to shoot photos and footage of your pizza, so it looks appealing on visual sites such as Instagram, Vine and Snapchat.”
I think this is so smart. Creating a party game in a bag reinforces that Doritos are a food meant to be shared with friends. Printing trivia questions on the chips would have “gamified” them, too, but what’s really ingenious here is that the game is based on a dare, on danger.
I bet they sell like crazy. For a year or so. After everyone has done it a few times, it will probably die out, but there’s still a ton of incremental sales to be had.
This makes up for those Lay’s cappuccino-flavored chips.
"During every NFL game, the Madden GIFERATOR will create a live stream of GIF highlights triggered by the action on the field. The experience fuses live NFL data with Madden 15 game footage to generate a fast-refreshing stream of visuals and snarky headlines that fans can edit with their own copy and push to their networks to taunt rivals."
Fun idea, executed well. Agency: Heat. With assist by Google's Art Copy Code.