22.9.09
Wispa Gold Bar::: For the love of Wispa
21.9.09
Visit Denmark Tourist Board:::a Danish woman looking for he baby's daddy
This is a viral stunt made by Visit Denmark. However, cleverly crafted it has caused a rhetorical battle between journalists and marketing people concerning the right interpretation of the video. Is this way of branding unfair as its based on lying in order to make people aware on Denmark, or is it a success story due to the explosive amount of viewings it has received in a very short time?
A Youtube video purporting to represent a pretty young Danish single mother looking for the foreign father of her son, may have garnered Denmarks national tourist agency VisitDenmark some 800,000 clicks but the story behind the video is a lie.
According to confirmed reports, the national tourist agency VisitDenmark generated the story of a one night stand with a foreign man producing a son, to get more people to visit the home of Shakespeare's 'To be or not to be'.
The video, however, is definitely 'Not to be' the young woman in the video is a Danish actress and the baby is not hers.
I dont understand the advertising agency that has produced this story. What do they think people will think, says Roskilde University Sociologist and Womens Affairs Researcher Karen Sjørup.
Theyre obviously trying to sell a type of promiscuous Danish woman and exploit the idea that you can lure quick, blonde Danish women home without a condom, Sjørup says, adding however that foreigners who come to Denmark with that idea will be very disappointed.
Broad-minded
VisitDenmark disagrees.
Karens story shows that Denmark is a broad-minded country where you can do what you want. The film is a good example of independent, dignified, Danish women who dare to make their own choices, says VisitDenmark CEO Dorte Kiilerich.
Why have you chosen to market Denmark as a country with drunken women who have unsafe sex with casual acquaintances?
That is not a story that I recognise. We tell a good and sweet story about a mature, responsible woman who lives in a free society and shoulders the responsibilty of her actions. And she uses a modern social medium, Kiilerich says.
Ad agency
The Grey advertising agency that produced the video says it is a major success.
It is the most successful viral advert ever. We have got through the media noise and it cost the same as a 30-second spot shown a couple of times on TV2, says Peter Helstrup from Greys.
Since last Thursday, the video has notched up 1.9 million Google searches, 773,000 YouTube viewings and is linked to 83,000 websites.
No reproach
In the video, the young woman, claiming to be called Karen says: I dont reproach you, but I think you should know that (a young boy called) August is here.
Karen, however, is the actress Ditte Arnth Jørgsensen, the baby is not hers, and the viral advert was produced using taxpayers money.
The fabricated story behind the video is that the young woman met a tourist by chance in the Nyhavn area of Copenhagen, introduced him to the Danish concept of hygge or cosiness. The next morning his side of the bed was empty when she woke up, and nine months later the now one-and-a-half-year-old August appeared on the scene.
Johannesburg::: Luv Jozi fake campaign
Word of mouth marketing works!
Brand 'Love Jozi' (after the nickname for Johannesburg) created a range of iconic t-shirts with the idea of getting people to think differently about South Africa's ...and to make the range go beyond the minority that shop in designer clothes stores, they created their own cheap Chinese style fakes that they called 'Luv Jozi', the name obviously being a nod to the ridiculous rip-offs you sometimes see along the lines of 'Kelvin Klein' and the like.
They sold the cheap stuff at flea markets and 'robots' (traffic light junctions) - at a third of the price of the original stuff - and built a fake website. Love Jozi designer Bradley Kirshenbaum intends to do exactly that, creating a range of "cheaper and more accessible Love Jozi products."
Amazingly, Love Jozi actually kept up the sideline business in cheap rip-offs for two years.
Website:http://www.lovejozi.co.za
Blog: http://www.thelovejoziblog.co.za/
Case study vedio:
27.8.09
What's Going Viral? Thrilling Stunts and Hidden-Camera Pranks
What People Watched the Week of Aug. 17
by Abbey Klaassen Published: August 27, 2009
A terrifying -- and thrilling -- five-minute video of stunt cyclist Danny MacAskill jumping fences and off of roofs in Edinburgh, Scotland, is the week's fourth-most-watched piece. The video, which actually launched in April and has since racked up almost 10 million views, has received a bit of attention of late, including in Ad Age, helping to boost it onto the chart. It's lightly branded by Inspired Bicycles -- so lightly, in fact, that Visible Measures, which collects and analyzes the data we show here, just recently classified it as "branded" -- a prerequisite for making this chart.
Meanwhile, Office Max reprised its "Penny Pranks" campaign, in which it records, via hidden cameras, the reactions of sellers when its actors try to pay for high-ticket items in pennies. The company launched the campaign last year with comedian Matt McCarthy doing the buying; this year he's joined by a 10-year-old "billionaire sidekick." The push, which also includes TV and radio, is meant to promote the office-supply chain's 1-cent deals on supplies such as rulers, crayons and notebooks.
Last Week | Brand | Campaign | Agency | Current Week Views* | % Change in Views** | Watch the Spot | |
---|---|---|---|---|---|---|---|
1 | 2 | Evian | Live Young | BETC Euro RSCG | 1,401,890 | -25% | |
2 | 1 | Microsoft | Megawoosh (Make It Possible) | MRM Worldwide, Germany | 1,162,745 | -49% | |
3 | 5 | Microsoft Xbox | Project Natal | World Famous | 467,645 | +6% | |
4 | New | Inspired Bicycles | Danny MacAskill Trials | N/A | 450,065 | New | |
5 | 3 | MSI | Acrobuttocks | N/A | 448,331 | -64% | |
6 | Back on Chart | Frito-Lay | Woman's World | OMD, Juniper Park, Jam Media | 424,747 | Back on Chart | |
7 | New | Office Max | Back to School for Pennies | The Escape Pod | 381,131 | New | |
8 | 6 | DC | Ken Block's Gymkhana Two Project | Mad Media | 366,189 | -7% | |
9 | 7 | Nike SB | Today Was a Good Day | Wieden & Kennedy | 274,227 | -28% | |
10 | 9 | Cadbury | Eyebrow Dance | Fallon | 190,285 | -5% | |
Source: Visible Measures *The Visible Measures Top 10 Viral Video Ad Campaigns Chart focuses on brand-driven viral video ads that appear on online-video-sharing destinations. Each campaign is measured on a True Reach™ basis, which includes viewership of both brand-syndicated video clips and viewer-driven social video placements. The data are compiled using the Visible Measures Viral Reach Database, a constantly growing repository of analytic data on more than 100 million internet videos across more than 150 video-sharing destinations. Note: This analysis does not include Visible Measures' paid-placement (i.e., overlays, pre-/mid-/post-roll) performance data or video views on private sites. This chart does not include movie trailers, video-game campaigns, TV show or media network promotions, or public service announcements. View-count results are incremental by week. **Indicates percent change in views compared with the same period the week before. To notify Visible Measures of an upcoming video ad campaign, or for an end-to-end assessment of your campaign's overall performance, please contact Visible Measures directly. |
19.8.09
7.8.09
27.7.09
Flynn's Arcade Exists? New Viral Game for Tron? Updated!
Wow something strange is going on out there. I woke up this morning to find a FedEx package from some address listed in San Diego called PMB. Inside the envelope were two arcade tokens (see above) for the once thought to be mythical Flynn's Arcade. Yep, the very same Flynn's that is the "Home of Tron" from the movie, uh, Tron. If I can put two-and-two together, a San Diego location this week might mean that Disney is doing a little Tron 2 viral marketing at Comic-Con. Sounds good to me! In addition to the tokens, there was also a thumb drive with an image labeled "4.gif" that is a coded animated gif. Check that out below.
So after doing some snooping around on the web, I also found out that JoBlo has an image like this as well, but with some different code (not the same stuff above). Some of the code in my image is gibberish - stuff I can't even understand. But on the JoBlo one they actually have some standard HTML code and numbers and so on. As I said, something very strange is going on. This viral is really starting to kick off and I hope we can figure this out before Comic-Con starts up. We'll keep you updated on the progress. It looks like we might have to put a bunch of pieces together and decipher the code? If anyone can help, let us know! Stay tuned!
Update: So far I've found the following other viral pieces across the web. From the comments below, we have gif #1, JoBlo has #3, UGO and SlashFilm have #2, I have #4, so we're still missing #5 maybe? Here are those four put together below (pattern goes 1,2,3,4). See anything? I can't make any sense of this code yet?
Update #2: Over on MacHeist they deciphered the HTML code from the four gifs above as well as a fifth one from IGN. When the HTML is put together it creates a web page with a table in the middle containing letters and numbers to decipher the message below. When deciphered, it spells out "Flynn Lives." Awesome - but that can't just be it, can it? There might be more - something related to a countdown or location details at Comic-Con? Keep searching - and there might be some websites related to this as well. Have we tried flynnlives.com? Keep up to date in the comments. We'll let you know when hear more!
Update #3: Flynn Lives! The website is up and running at flynnlives.com. If you click the little bouncing spider thing at the bottom of the page, a countdown timer pops up (as seen above). We're guessing this counts down to the big event happening on Thursday night in San Diego. The timer counts down to 9:30PM on Thursday, July 23rd. There is a detailing about a "Flynn Lives" movement on the website as well with article clippings about Flynn. This is really starting to get good - an awesomeARG. Definitely check out the site - there seems to be a lot of good info on there! Let us know if you find anything else?
Update #4: The last site in this update (as far as we know) until Thursday night is homeoftron.com. This URL comes from the engraving on the arcade tokens that we first received. A quick glance around the site and it provides info on Flynn's old arcade from the original Tron movie but not much more. That's all for now folks - but of course let us know what you find! There may have more secrets - be on the lookout!
Flynn's Arcade is in San Diego - Amazing Tron Legacy Viral!
July 24, 2009
While I got to see footage from James Cameron's Avatar, Matthew Vaughn's Kick-Ass, and Tim Burton'sAlice in Wonderland today, my favorite part of the day had to be the awesome viral ARG (alternate reality game) for Tron Legacy, as it's now known (instead of just Tron 2), that I participated in tonight. We've been covering the early details but it all came together tonight in the ultimate reveal - Flynn's Arcade exists and you can even play Space Paranoids the game. And if that wasn't enough, hidden in a secret room in the back was an actual new lightcycle from the movie. But you have to hear about how we got there, first!
So it all began back during Disney's panel earlier in the day for Tron 2. Unfortunately they didn't have much new footage to reveal. They showed the test teaser trailer from last year (in 3D) and some new concept art and the designs of the new lightcycles and so on. But then they showed one odd scene from the movie "early on in it" that showed Sean Flynn, played by Garrett Hedlund, going back to Flynn's Arcade where it was shut down and dust covers were covering all the old arcade machines. But he finds the old Tron machine in the back, spins it out from the wall, and heads into a secret room behind it. Foreshadowing? It definitely was!
So jump ahead to 9:30PM and a huge crowd of roughly 500 people had gathered at the cul de sac located on J Street near 1st Street as was mentioned on the website FlynnLives.com. After signing a release waiver, we were given a small package that contained instructions, a handheld blacklight, a blue marker, and an extra Flynn's Arcade coin. The instructions explained that within a small area a few blocks in each direction from where we were, we had to find various "Flynn Lives" posters (as seen above) hidden on the walls and use our blacklight to find numbers. We needed to find 3 different posters and search for coordinates.
Eventually they let the masses go and off we went on a hunt for the posters. We quickly discovered (with the help of some others around us as well) that we would need to find six coordinates from three different posters (and they were very well hidden). Luckily we found all of those three posters within a block of each other and proceeded to draw out a map on a grid. That map would then pinpoint the final location (another few blocks away) which we would have to head towards to reach our final destination. We arrived not the at the front of the pack, but in the first group, and were treated to the grand opening of Flynn's Aracde.
But didn't end there! After venturing inside (and being locked inside by some very buff security guys), we proceeded to take some photos of the arcade, play some games, and walk around. A few staff kept telling us to play some Space Paranoids - the game that Flynn plays (where he fights the Recognizers from his tank) in the original Tron at the beginning. We noticed that every time you beat a level (which was remarkably hard), it would give you a unique code. We wrote this down but didn't think much of it and ultimately it wasn't used tonight - but it may have more importance sometime in the future. Again, this wasn't the end!
About 10 minutes in, the lights started to flicker and go out. All of a sudden the Tron arcade machine in the back swung open (like in the scene we were shown earlier during the panel) and revealed a secret backroom. I whipped out my iPhone and shot a short video of us entering the room behind the Tronarcade machine and walking past some badass concept art of the new lightcycles up on the wall. Watch that video below.
But the best reveal was just beyond that. Hidden in the back was a real-life fully realized blacklightcycle on a turntable - complete with trippy lighting and a sample of Daft Punk's score for the upcoming movie (which you can hear in the video). This was one hell of an awesome payoff. Not only was it great walking through the streets searching for clues on posters using blacklights, not only was it awesome stepping foot into a real life Flynn's Aracde, but then we got to see an actual lightcycle. I would love to say this thing was a working lightcycle, but of course, that isn't the case. But this thing is truly awork of art - see the video!
I've got to say - this could easily have been one of the greatest viral marketing stunts I've ever seen. You probably all heard about the joker scavenger hunt at Comic-Con a few years back - this definitely topped that one. We honestly didn't know what was happening every step of the way and it was so exciting to be a part of this. I really did get chills when I noticed that the sign above the inconspicuous building we were standing outside was a giant "Flynn's" sign. It's this kind of stuff that makes this so incredibly awesome - they know what will make fans just go crazy and they really blew our minds this time. Bravo, Disney!
We hope that there is still much more to come sometime in the near future. And we're going to see if we can find out what those codes from Space Paranoids really mean. We did end up getting a "Flynn Lives" t-shirt and poster on the way out as a bit of memorabilia. And I've heard that this might be repeated a few more times during Comic-Con if you're interested. But you'll need to check FlynnLives.com for details on that!
7 Skills for a Post-Pandemic Marketer
The impact of Covid-19 has had a significant impact across the board with the marketing and advertising industry in 2020, but there is hope...
-
Stretching 60 metres across and featuring blue halo lighting, sculptured front-lit lettering 2.5 metres tall and a variety of 2D cut-out cha...
-
Creating online content is easy. However, creating actionable online content without using the right tools can be quite challenging. The g...