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Social Media

W+K NY Rolls Out Pair of Social Campaigns for Heineken

Wieden+Kennedy New York has rolled out two timely social campaigns for Heineken: “#BrazilianNoShow” and “Like for Love.”

“#BrazilianNoShow,” as you might have guessed, is a World Cup-related campaign. W+K New York and Heineken are “challenging CMOs, bosses, and people across America to give their employees time off to watch a game, with their new challenge #BrazilianNoShow!” The idea followed Team USA’s unexpected win against Ghana in their opening game, but is as relevant as ever following the team’s advancement past the group stage. Since game times coincide with the work day here in the U.S., Heineken CMO Nuno Teles appears (video above) to implore American workers and bosses to play hooky and support their team — after all, this opportunity only comes along once every four years.

“Like for Love” sees Heineken supporting Gay Pride Month by “encouraging consumers to ‘spread love’ through the ubiquitous double tap on Instagram, using six photos of real couples to create an interactive virtual Pride flag right in users’ feeds.” The real couple photos all have a single color background, but create an interactive, virtual Pride flag users’ feeds after they are liked. Stick around for credits after the jump. Read more

DigitasLBi, Tide Not Afraid of a Little Blood in New ‘Game of Thrones’ Infographic

A Season of StainsDigitasLBi and Tide leveraged Twitter’s two-month-old pinned tweet feature to highlight a new Game of Thrones themed infographic, Adweek reports, the latest sign that the brand isn’t afraid of a little blood.

Blood, of course, was the number one stain for the fourth season based on George R.R. Martin’s A Song of Ice and Fire series, with a whopping 530 stains (as the infographic shows). That’s enough to finish well ahead of the runner up, dirt, which comes in at 156. The infographic also shows the “Most Used Stain Makers” — nail/cross, followed by sword — and a slew of least used stain makers that nontheless left a lasting impression (and probably never came out), such as mammoth, wolf, and a frying pan. Tide’s infographic ran with the title “A Season of Stains,” while referring viewers to Tide’s Stain Brain app. It was a fun diversion for fans of the show (who isn’t?) and has thus far received 1,351 retweets and 1,575 favorites. The infographic follows in the spirit of Tide’s Carrie-themed Halloween Vine video and last summer’s Vine for Shark Week, positioning the brand as the antidote to bloody messes. As Adweek pointed out, this makes a lot of sense for a brand attempting to appeal to parents, for whom blood and grass stains (which accounted for just one of the Game of Thrones stains this season) are an everyday reality.

RTO+P, Sarah Harbaugh Seek to ‘Stop Dad Pants’ for Dockers

Red Tettemer O’Connell + Partners has a new campaign for Dockers centered around a call to “Stop Dad Pants.”

The new campaign, launched in anticipation of Father’s Day, includes two new spots — “Stop Dad Pants” and “Locker Room” — approaching the dad pants dilemma from different perspectives. In “Stop Dad Pants,” Sarah Harbaugh (wife of San Francisco 49ers head coach Jim Harbaugh, who also appears in the ad) offers a PSA-style plea to men everywhere to end the “shapeless, pleated tragedy that too many men find themselves in every day.” Sarah shares that she understands the issue, as Jim was afflicted by dad pants for years. The second half of the spot deals with how Dockers has the dad pants antidote. “Locker Room” features a similarly tongue-in-cheek, dad-humor driven motivational speech from former NFL coach Jon Gruden, who implores men to “make this dad thing look good.” Both spots end by directing viewers to Dockers.com/StopDadPants.

The campaign also features a social component, built around the #StopDadPants hashtag. Dockers fans who use the hashtag on Twitter or Instagram accompanied by photos of themselves in Dockers will be entered for a chance to win a trip to San Francisco and a pair of tickets to a 49ers game at Levi’s Stadium. Stick around for credits after the jump. Read more

McCann NY, Lucky Charms Embrace the Rainbow

McCann New York and Lucky Charms have embraced the rainbow with a new social campaign for LGBT Pride Month.

The feel-good campaign, entitled “#LuckyToBe,” encourages people to use that hashtag to share what makes them unique and what makes them feel lucky. McCann’s accompanying video (featured above) introduces the hashtag while celebrating diversity. “We don’t all look the same, believe the same things, or love the same people. And that’s a good thing,” appears on screen in white text, accompanied by Lucky Charm’s colorful marshmallows. It’s a positive message, and people seem to be responding — including GLAAD, who posted about the campaign on their blog. You can see what people are saying using the #LuckyToBe hashtag on the campaign landing site, and stick around for credits after the jump. Read more

‘HappyBeerTime’ Combines Social Drinking with Social Media

Danish digital agency Konstellation recently created “HappyBeerTime” for Carlsberg, a “‘plug & party’ solution that runs from an HDMI stick and uses Instagram to bridge bar-goers off-line socializing with their online social media behaviors to extend happy hours, generate organic bar promotion and create user-generated content for Carlsberg Group.”

The initiative is simple and efficient. When the Google Chrome Cast-esque HDMI stick is inserted into an HDTV, a clock begins counting down for Happy Hour and bar goers are given the opportunity to add time to the Happy Hour countdown by uploading pictures to Instagram and tagging them with the hashtag #HappyBeerTime and the name of the bar.

“At Konstellation we always seek to create new digital playgrounds for our clients’ customers by tapping into people’s existing behaviors,” said Thomas Pries, founding partner and chief creative officer of Konstellation. “#HappyBeerTime is a good example of our approach to innovation, as people already instagram their way through their nights out. Our additions to this existing behavior are simple: an HDMI stick and hashtags. Bar-owners plug in the HDMI stick, and bar-goers use specific hashtags that, when added to their Instagram photos, result in instant rewards – prolonged Happy Hour, and of course, more beer sales.”

You can view video of HappyBeerTime in action above, and a list of credits after the jump. Read more

USA Today Names Movement Strategy Social AOR

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USA Today named Movement Strategy its social AOR today. The agency will be responsible for the conceptualization and creation of social branding and channel content to reflect the magazine’s new “Smarter. Faster. More Colorful” brand position.

Jill Engle, vice president of marketing at USA Today said that the brand was “excited about the relationship and working with Movement Strategy to capture social moments for our readers.”

“We are honored that USA Today has decided to place its trust in us,”said Jason Mitchell, co-founder of Movement Strategy. “Being given the chance to go over and above this iconic brand’s expectations with our social campaigns and channel content is fantastically exciting.”

USA Today will join Movement Strategy’s growing list of clients, which includes A&E Networks, Nickelodeon, LAN – TAM Airlines, and numerous NBA and NFL teams.

Marriott Partners with Braden Summers for ‘#LoveTravels’


Today, Marriott International announced “#LoveTravels,” a collaboration between Marriott Creative Agency and photographer Braden Summers featuring LGBT celebrities like Brooklyn Nets center Jason Collins and fashion model Geena Rocero.

“#LoveTravels” is part of Marriott’s new LGBT social media and marketing campaign and seeks to “share exclusive and powerful images celebrating inclusion.” The images featured in the campaign will be displayed as building wraps at five hotels in Washington, D.C., a series of print ads in LGBT media, an online portrait gallery and display ads in cities throughout the U.S., and a social initiative encourages guests to share their own experiences using the hashtag #LoveTravels. Campaign content will be hosted at marriottlovetravels.com.

“Braden’s work so beautifully illustrates the inclusiveness and equality that we embrace,” said Kristine Friend, senior director, segment marketing. “We are committed to ensuring that all of our guests feel comfortable at all of our hotels and are proud to stay with Marriott.  #LoveTravels is a universal theme we believe is shared by all cultures and communities and truly represents our company’s philosophy and values. We also want to encourage our guests and travelers around the world to share their own journey and story through #LoveTravels @MarriottIntl.”

You can check out behind-the-scenes footage from the campaign’s photo shoots above.

PVH Corp. Selects We Are Social to Manage Social Media for Van Heusen, IZOD

wearesocial-logo PVH Corp. has appointed global social media agency We Are Social to manage and consult on all social media activity for the apparel company’s Van Heusen and IZOD brands in North America. PVH Corp. also owns and operates the Calvin Klein and Tommy Hilfiger brands worldwide, which are not undergoing any agency change.

“Both the Van Heusen and IZOD brands have long histories and remain in demand because we continue to promote them in ways that are current and relevant to consumers,” said Anthony Trama, senior vice president of creative services, PVH Heritage Brands. “Social media increasingly plays an important role in each brand’s ability to drive incremental growth, and we look forward to partnering with We Are Social to help take our brands to the next level.”

“The Van Heusen and IZOD brands have great stories to tell, based on the combination of authentic American heritage and contemporary appeal,” added Leila Thabet, managing director, We Are Social US.  “We’ll work in partnership with the brand team to bring each brand’s story to life within social media.  This begins by developing an understanding of their respective audiences, including online behavior habits, which will then allow us to create engagement strategies driven by these insights.”

Ogilvy Japan Turns Sleeping Drunks into Billboards

In Japan, hard work and a low alcohol tolerance mean that at the end of the week countless people literally drink until they drop and fall asleep on the street. In Tokyo, for instance, the sight of drunks sleeping in the street on a Friday night is considered normal. To help curb this phenomenon, bar chain Yaocho got together with Ogilvy Japan to turn sleeping drunks into human billboards.

In an effort to shame people into more responsible drinking habits, Ogilvy Japan found sleeping drunks and outlined their bodies in white tape, with the message, “#Nomisugi,” which translates roughly to “Too drunk.” Passers-by around Japan have been sharing the impromptu outdoor ads on Instagram and Twitter. Whether or not the stunt was staged, it certainly has made its presence known, and most likely influenced a few bar-goers into taking it a little easy. Stick around for credits after the jump. Read more

360i Issues New Manifesto for Clinique

360i has issued a new “#StartBetter Manifesto” for Clinique, with a new 60-second video asking viewers to “Start something. Start better.”

The new spot uses simple visuals to convey its inspirational message, its sequence using only shape, line, and type. 360i’s manifesto seems to be catching on, as the video has garnered over 600,000 views since launching on May 20th. The simple approach has also led to a wealth of  interpretations from users across Twitter, Facebook, and Instagram. You can check out the “#StartBetter Manifesto” above, and stick around for full credits after the jump.

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