Buzz marketing
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Buzz marketing
A selection of some of the most successful viral marketing campaigns decoded.                                                                                    Trending videos | Case studies | Whitepapers | Behind the scenes
Curated by Robin Cartier
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The agency brief, behind one of the world's largest campaigns ever...

Never-seen before original footage of the historic meeting leading to the biggest advertising stunt of all time.

Robin Cartier's insight:

Jesus Christ pulled off some pretty impressive brand stunts in his day: turning water into wine; healing the blind; feeding the multitude with the loaves and fishes. But when it came to one of the biggest stunts of His career, He turned to Montreal's 1one Production—at least, according to this "never-before-seen original footage" of Christ and his marketing team from a couple thousand years ago...


Credits: 

1one Production (Canada)

Agency: lg2

 

http://www.1one.ca/

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Here comes the magic of storytelling: KLM Lost & Found service

KLM’s dedicated Lost & Found team at Amsterdam Airport Schiphol is on a mission to reunite lost items as soon as possible with their legitimate owner. From a teddy bear found by the cabin crew to a laptop left in the lounge. Locating the owners can sometimes be a challenge, so special forces have been hired…

Robin Cartier's insight:

If you liked this ad, you may also be interested in Budweiser's spot for SuperBowl 2015: Lost dog

https://youtu.be/xAsjRRMMg_Q

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How Budweiser won the big game with "Puppy Love" - SuperBowl 2014

Budweiser, one of the best-selling beer brands in the U.S., wanted to "win" the Super Bowl by creating the most popular ad. To get started, it turned to Goog...
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SoulPancake CEO, on creating inspirational content that engages people

Soul Pancake CEO Shabnam Mogharabi talked about the rise of Soul Pancake, from its original idea of “chewing on life’s big questions” + create and distribute inspirational content because “it changes our expectation of what entertainment can be and emphasizes our desire to belong.”

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It's time for Viral 2.0

It's time for Viral 2.0 | Buzz marketing | Scoop.it

There’s a lot of excitement around viral. But it’s time to move past the hype and focus on how it can really benefit business. It’s time for Viral 2.0.

 

These videos are fun conversation pieces, but businesses see them as more than that. They see viral as their savior. Advertising is expensive and no one pays attention to ads anymore anyway. But viral, that’s the ticket!

 

We just post something free online and suddenly we have millions of views. It’s cheap, easy, and everyone will love us! Countless emails and calls to ad agencies consist of clients saying “you need to make us a viral video.”

 

All of that is great except that it’s wrong. There’s so much hype around viral that people have lost sight of some of the basics: the important ideas that got people excited about viral videos in the first place.

It’s time for a new way of thinking about Viral. Viral 2.0.

 

Here are 4 laws to guide your thinking:

- 1) More Than Online

- 2) 10 Million Views Doesn't Matter

- 3) Shares Are More Important Than Views

- 4) Not Just Viral, Valuable Virality

[...]

Want to get into details ? Do check out the original article from LinkedIn influencer Jonah Berger

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[McVitie's] #ShootTheCookies: guerilla marketing for the digital age

"Cookies are bad and annoying that's why McVitie's created clever tool - #ShootTheCookies which deletes cookies from your computer.

 

As an honest, good British brand producing biscuits we hate cookies. This simple Chrome extension doesn't give many options to them. It doesn't add or block cookies it simply destroys them. Just choose cookies from the list and delete them with a simple mouse click.
#ShootTheCookies"

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[Heineken] #TheCandidate - Promoting employer's brand through social media

What a better way to get to know candidates than confonting them to a series of "real-world" issues ?

The results of this campaign are stunning:

- 2nd most buzzed ad in 2013

- PIAF Awrads Finalist 2013 by Publicis Italy

 

KPIs:

- 317% more CVs submitted

- 279% more traffic generated on Heineken's HR site

 

Thanks to the success of its campaign, Heineken is now developping alternative recruitment processes, based on social networks and communities.

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[Evian] Behind the 'Baby & Me' phenomenon

After two previous hits on YouTube in 2009 and 2011, evian launched Baby&Me in April 2013, a 76-second video designed for YouTube which was then aired on TV.


The funny choreography of the evian Babies immediately triggered a worldwide phenomenon of brand love and generated record-breaking engagement rates.


Michael Aidan (VP Marketing Danone Waters), Laurent Houel (Global Marketing Director evian) and Rémi Babinet (Founder and Creative President of BETC) explain the reasons for this incredible success: universal emotions, great creative, and non-invasive format (skippable ads)

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[Case study] Bing, Decode campaign with Jay-Z

New York agency Droga5 continued its hot streak at the Cannes International Festival of Creativity with big wins for its Bing/Jay-Z "Decoded" campaign in the key Titanium/Integrated Lions category. The campaign won the Integrated Grand Prix and nabbed a Titanium Lion, winning over a jury that was “looking for the bravest idea.”

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[Case study] THREE UK, analysis of the #DancePonyDance campaign

This is a great example of how Three considered the digital platform first, ahead of TV as a result from using multiple Google products. 

This videos talks about the campaign in making and the successful results achieved by the brand.

 

To surf on the success of this campaign, the brand decided to release a Christmas edition of its world famous ad, you can check it out here:  http://youtu.be/_hQjo3DPPi8

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[Volvo Trucks] - The epic split feat. J.C Van Damme

Watch Jean-Claude Van Damme carry out his famous split between two reversing trucks. Never done before, JCVD says it's the most epic of splits.

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[Greenpeace] An urgent message from Santa

Could this be Santa's final broadcast? To help, go to http://www.savesantashome.org/
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Brand story: How Adidas decided to go “All in” on digital content

Get a behind the scenes look at adidas as they plan, produce and launch YouTube content for 2014’s biggest sporting event - the World Cup. In this video, adidas shares their biggest lessons about how to create anchor content and reactive content that engages your audience before, during and after live events.

Robin Cartier's insight:

A nice example of real-time marketing.

Always interesting to see how brands build and engage communities, and to get a grasp of what it's like to plan and produce contents for the connected / cross-screen consumer.

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Trend hacking for real-time marketing: IKEA experience the power of a bookbook™

What happens when a well known swedish furniture company, and a US tech giant release their new products at the same time ?

IKEA Singapore seized the moment with its "think differently" approach.

 

"At only 8mm thin, and weighing in at less than 400g, the 2015 IKEA Catalogue comes pre-installed with thousands of home furnishing ideas. Join the revolution..."

Robin Cartier's insight:

Want more:

Here's another famous example of real-time marketing this year, when Oreo stole the Superbowl spotlight:

 

Oreo's "Dunk in the dark" campaign decrypted.

http://www.360i.com/work/oreo-super-bowl/

 

One single tweet, 525 000 retweets, 100% earned media.

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How VICE built a real-time news network for the Internet

VICE CEO Shane Smith tells us the story of how VICE came to be: it started as a punk magazine with creative director Spike Jonze, then a record label was created, then video production.

 

Today, there are 5000 VICE contributors in 18 languages. Smith’s key points: VICE has to be shot, narrated by, produced by and edited by young people because they’re the ones who know how to speak to their peers.

 

Smith maintains Gen Y is desperate for news, they simply consume it in different ways.

 

Right now, VICE has 7 million YouTube subscribers.

The just-launched VICE News has Smith promising, “we’ll be ten times the next CNN.”

Robin Cartier's insight:

You may also like this interview from Shane Smith on why you'd better spend money on making content worth spreading than advertising at the Superbowl: http://youtu.be/3A_LF7wYlf0

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GoPro from action cameras to a media community

Discover how GoPro made a name for itself by letting people take the center stage.

 

"It isn't sports anymore, it is really neat to see people's passion coming forward,and people sharing how when watching videos it inspires them to go outside and make something big of their life."

 

The best way of advertising cameras is to show the content !

By having a user's first strategy, GoPro has created a community of fans and ambassadors advocating its products for free.

 

See how the brand gains insights from its users and activates it to improve its product.

Robin Cartier's insight:

Here's 2014, long awaited teaser: http://youtu.be/wTcNtgA6gHs

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[Turkish Airlines] The "Selfie Shootout" case study

Trying to out-compete each other for a kid's attention in a wildly popular commercial, Kobe (Bryant) and (Lionel) Messi proved to be a winning combination for Turkish Airlines. To continue its efforts to increase brand awareness in Europe, America, the Middle East, and the Far East, the company created a follow-up ad -- the "Kobe-Messi Selfie Shootout," based on the "selfie" picture-taking cultural phenomenon -- and put in on their YouTube custom channel. The result? It became the fastest spreading commercial on YouTube—with 77 million views in one week, and one of the most popular ads of 2013.

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[Coca-Cola] Social Media Guard

Tired of hyper connectivity and impersonal relations ?

Coca-Cola has finally come with a new way to keep you focussed on what matters most.

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[KMART] Ship my pants - On why you should keep your message simple, stupid

[KMART] Ship my pants - On why you should keep your message simple, stupid | Buzz marketing | Scoop.it

“Ship my pants? You’re kidding?” So starts the funny viral Kmart ad appropriately titled “Ship My Pants.” With over 20 million views, this ad delivers punchy, funny, euphemistic one-liners all centered on the use of well-scripted humor in this vein. But it’s not all just for fun and giggles.


The punch line has a purpose: “If you can’t find what you’re looking for in store, we’ll find it at kmart.com right now, and ship it to you, for free,” the viral ad concludes.


Read more at http://www.business2community.com/social-media/top-viral-videos-2013-can-learn-0728018#d4H0ES0mWbq5rK7c.99

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[Delov Digital] Greetings from Chuck, The epic christmas split

In this holiday season, Delov Digital just released its christmas card, greatly surfing on trend hacking. (The epic split)

What a better brand ambassador than Chuck Norris ?


See the original video here: http://sco.lt/8U9rwf

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[Turkish airlines] Kobe vs. Messi: the selfie shootout

Basketball star Kobe Bryant and football icon Lionel Messi are back in this epic face-off for selfie supremacy. Armed with cameras and Turkish Airlines - the carrier that flies to more countries than any other - these superstars show up and show off across the globe.

 http://www.turkishairlines.com

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