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Social Media

One Trick Pony Unites Branson, Goldsmith for Virgin Hotels

One Trick Pony got together Virgin billionaire Richard Branson and Jonathan Goldsmith — the actor perhaps most well-known for playing “The Most Interesting Man in the World” in the ongoing Dos Equis campaign — to promote the launch of Virgin Hotels, starting with a single location in Chicago.

In the spot, Branson recites some supposed rumors about the hotel — “The beds are so springy, they had to lift the ceilings 16 inches,” for example — while Goldsmith acts them out. Goldsmith’s involvement leaves no doubt from where One Trick Pony took its inspiration, and Branson’s acting can be a bit stiff, but the 55-second spot is not without its charm. Where the campaign really shines, though, is its social component, which invites consumers to tweet their own rumors about the hotel from the Virgin Hotels site. Users who submit some of the best tweets will be entered for a chance to win a two-night stay at the first Virgin Hotels location, where it’s rumored that Richard Branson tucks everyone in at night. Read more

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RPA Spreads ‘Summer Cheerance’ for Honda

RPA has launched a new integrated campaign for Honda highlighting the brand’s summer clearance event and attempting to spread summer cheer, under the face-palm worthy title “Summer Cheerance.”

To be fair, “Summer Cheerance” is at least memorable, however irksome the title may be. The campaign includes broadcast spots, print, digital, radio, “an abundance of smile-inducing videos, memes, GIFs and visual jokes via social media” and special events from August 4th until August 8th to promote the Honda Summer Clearance event. As part of the campaign, Honda will donate $100,000 to the Pediatric Brain Tumor Foundation.

“Summer Cheerance” launched today with an introduction video (featured above), as well as a series of short videos designed to be shared on social media to spread summer cheer. For example, one video shows a pig swatting its tail for six seconds, followed by the message “We hope this video added some cheer to your day” and promotes Honda’s event with the #Cheerance hashtag. Other videos include dancing dolphins, an exhausted puppy and an “Epic Gopher.” Additionally, the brand has teamed up with YouTube star Andrew Hales, who will promote the brand with two videos on his YouTube channel. Stick around for a few examples, along with credits, after the jump. Read more

DDB California Brings Back ‘Snap Into a Slim Jim’

DDB California brings back Slim Jim’s classic “Snap Into a Slim Jim” tagline in their latest campaign for the brand.

The new campaign targets the 18-25 crowd, most of whom are probably too young to remember the line as delivered by Randy Savage in its original incarnation. Still, it’s a memorable tagline and bringing it back will stoke nostalgia in the slightly older set. The 30-second spot reintroducing the line “Snap Into It,” unfortunately, is less memorable. With the only lines in the ad rhymes playing on meat sticks: bro sticks, pro sticks, hooray sticks, meat chicks, tree sticks, etc., the onscreen action focuses on one group of friends’ epic day, concluding with a goat party. “Snap into a goat party, snap into a slim jim,” the spot concludes. As you can imagine, it’s a tad on the goofy side, but the tagline’s return is a welcome one. A series of 15-second ads, also featuring the classic tagline, pit Slim Jims against a generic competitor in a series of ridiculous situations.

“It’s what people know and love about the brand,” group creative director Travis Parr told Adweek, reffering to the old tagline. “ConAgra worried it had too much baggage or might make them seem old. But they finally decided it was cool.” Credits and the 15-second “Possum” after the jump. Read more

Wongdoody Channels Cartman for Coffee Bean

Wongdoody has launched a new campaign for The Coffee Bean & Tea Leaf, their first for the beverage retailer, and the brand’s largest campaign to date.

A 30-second online spot entitled “Cool Kew” (featured above), debuted late last month. It consists almost entirely of an argument between two guys on whether their drinks are “cool” or “kew” (a pronunciation they clearly stole from Eric Cartman). You think their argument is finally over around the 20 second mark, but it just starts up again, in an attempt to find humor in audience expectations that really doesn’t work. There’s also a 15-second version of the spot (which makes sense) and an extended 90-second version (which does not).

More interesting is the campaign’s Instagram component, called #PurpleStrawCam, which encourages consumers to cut off a piece of their purple Coffee Bean straw to use as a makeshift camera filter and submit the results to The Coffee Bean & Tea Leaf’s Instagram page. The purple straw creates an unusual effect and contributes to some interesting photos. The campaign also includes Pinterest, Vine and other social components, as well as outdoor and radio.

Move Over, #YOLO; Pfizer Brings the #FOGO

get-old-building

If someone asked you what sort of business would spark the next social media trend, odds are that the word pharmaceuticals would not come to mind.

Pfizer hopes to defy convention by capitalizing on its “Get Old” campaign–launched back in 2012–and introducing “FOGO“: fear of getting old.

The company thought that the initiative, intended to stimulate conversations on subjects like the challenges of aging, needed a boost. As reported in The New York Times, they traded original AOR SS&K in an effort to go HUGE.

Read more

Dutch Agency Promotes ’99 Days of Freedom’ in Response to Facebook Mood Experiment

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The Netherlands’ Just (part of the Dutch Digital Agencies network) recently made global news because of a non-profit initiative called “99 Days of Freedom” designed to encourage everyone to avoid Facebook for that long.

Why would creatives do something so drastic?

It’s not such a big deal, really: all you have to do to join the experiment is throw up a “99 Days …” logo as your profile photo and refrain from liking, sharing, commenting, trolling, or even using the site to check up on your ex’s family for a little over three months.

So…who’s in?

Read more

You Will Now Have to Use Snapchat Because Teenagers

Top-Snapchat-BrandsThree years ago, Snapchat took social media by storm.

The thought of sending pictures and text that would “disappear” after only seconds of viewing appealed to tech addicts but raised some questions about privacy.

Even the FBI got in the mix.

However, that didn’t stop brands from looking into the possibility of Snapchat helping give them a leg up on the competition, despite its ne’er-do-well intrigue. Now, an interesting study from Business Insider proves that the ballyhoo may have been a smoke screen for the app’s true (hidden) purpose: brand equity.

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Twitter’s New CTA: Buy Now, Tweet Later!

buy now

We discussed it until we exhausted every clever headline copywriters would send us for a nominal fee — social media advertising is here to stay. Despite our opinions on its alleged effectiveness, clients are going to take advantage of sponsored tweets and boosted posts because it’s the thing to do.

And so, Twitter has a new thing to do — the “Buy Now” button is coming to a timeline near you, as seen in this picture from TechSpot.com. Twitter and e-Commerce: what a fabulous marriage this should be.

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W+K, Three Apologize for ‘Holiday Spam’

Wieden+Kennedy have a clever new spot for U.K.-based mobile provider Three, in which the company makes a timely apology.

The 60-second spot sees Three apologize for the rash of “holiday spam” resulting from the company allowing users to utilize their phone in 16 worldwide destinations without any extra cost for calls. texts or data. Three “thought this was a good thing,” but “failed to consider the consequences: the holiday spam,” says a contrite Three representative. It’s a clever approach, employing dry British humor to let Three brag about their coverage while leveraging a cultural phenomenon anyone can relate to. “Holiday Spam” also manages to be memorable without spending much money (it’s basically just one actor and a series of backgrounds). At the conclusion of the spot, viewers are prompted to visit the campaign landing site at stopholidayspam.com, which includes a heat map of spam levels in various locations. The campaign is also supported by the #holidayspam hashtag, a pretty seamless social integration.

Agencies Officially Need to Pay Attention to Vine Now

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You’ve heard of Vine, right? Of course you have–and we’ll go out on a sturdy limb in suggesting that most of our readers probably don’t think of Twitter’s six-second loop tool as the Next Big Thing in digital marketing.

This week, however (as reported on our sister site Lost Remote), the company unveiled the latest step in its campaign to appeal to those of the agency persuasion: loop counts.

What does that alien phrase mean? Metrics to measure how many times people have clicked on given “vines” have been around for a while, but this one tells us how many times a clip has looped–and it somehow controls for the “open tab” factor as well. The idea is that viewers will watch the most compelling Vines repeatedly, thereby increasing brand retention, etc.

In short, we can now get a better sense of how much Vine campaigns are worth. Given recent agency trends focusing on more accurate measurement for social media campaigns, some think that this means more shops will have to take Vine seriously.

A few marketing experts weigh in after the jump.

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