The agency will be live-streaming 15 different recipes from an early breakfast to a bedtime snack. It will have the “same look and feel” the site normally maintains, but with the difference that everything is being done live, with creatives grading everything in real time. This is no small venture, as “Over 1,000 props will be used to style all dishes and approximately 100 different “Now You’re Cooking” posters will be used in the live-stream.” Check out the teaser above for a glimpse of the campaign, and head on over to “Now We’re Cooking” on April 22nd to see how House of Radon pulls it off. Stick around for credits after the jump. Read more
Team One has launched a new digital scrapbooking app for JW Marriott called CUR8.
CUR8 is described as “an experience-oriented app that allows guests to share their favorite travel moments through digital videos on their social media networks.” Simply download the app at the Apple store, upload photos and videos, choose a few of JW Marriott’s property images and the app will automatically create a sharable digital video of your vacation. Users of the app also have the option of customizing their videos with music and added text and can then share the video on social media networks using the hashtag #CUR8byJWM. CUR8 is currently available free of charge at 65 locations. Check out the video above to learn more and stick around for credits after the jump. Read more
Toronto-based agency photographed every pizza on Toronto hot-spot Pizzeria Libretto’s menu for a new social media campaign via Instagram.
With business booming at the Verace Pizza Napoletana (VPN) approved restaurants, “there was no time or space for servers or menus to give diners the in-depth details they were looking for.” Union realized that Instagram posed the solution and created Librettogram. They photographed each pizza on the menu and cropped them into nine separate shots that re-from into indivudal pizzas in Instagram’s Grid View. When users log on to Libretto’s Instagram, they can scroll through the entire menu with a flick of their finger, and click on a picture to bring up a closer view and more detailed information. In Union’s words, “By reframing the VPN story into a format and medium our target engages with every day, we were able to deepen customers’ appreciation for what Pizzeria Libretto does and strengthen their connection to the restaurant.” Credits after the jump. Read more
To stoke viewers’ (already feverish) anticipation for season 4 of international hit Game of Thrones, DDB New Zealand has crafted a unique social media/experiential event for SKY Television’s premium entertainment channel SoHo, entitled “Bring Down The King.”
With help from production company Finch, DDB has erected a seven meter statue of the show’s much hated King Joffrey in Aotea Square, one of the largest public squares in Auckland. A rope is positioned around the statue’s neck, attached to a winch, and fans are challenged to topple the statue using the hashtag #bringdowntheking on Twitter. For every tweet using the hashtag, the statue will be one step closer to toppling, but it will take one million such tweets to bring down Joffrey.
“Game of Thrones is a worldwide phenomenon and King Joffrey is quite possibly the most hated fictional television character of all time,” explained SKY’s director of programming, Travis Dunbar. “It’s exciting to give fans an opportunity they are dying for; to assist in the demise of the King of the Iron Throne.”
DDB executive creative director Shane Bradnick was equally enthused, saying, “It’s great to be working with clients that want to create ideas that bring the fictional, digital and real worlds together. Let’s bring the bastard down!”
New York digital agency Rokkan has launched “Owners Circle,” described as “a Tumblr dedicated to haute horology lovers” for luxury watch brand TAG Heuer.
The launch is timed to kick off the brand’s presence at Basel World, the world’s largest luxury watch and jewelry show. Drawn by the visual nature of Tumblr, TAG Heuer is one of the first luxury brands to explore the possibilities of the platform. “Owner’s Circle” features photos and GIFs “to inspire fans to share, collect and learn more about each model,” as well as “videos [see above] that weave in stories of precision craftsmanship and history, immersing viewers in the brand’s rich heritage.” TAG Heuer is hoping their foray into relatively new social territory (only 31% of the Interbrand Top 100 Brands have created Tumblr accounts) helps them to engage their audience in new ways and wins them a few converts.
72andSunny have launched a new campaign for Carl’s Jr./Hardee’s’ X-Tra Bacon promotional tie-in for 20th Century Fox’s X-Men: Days of Future Past, which premieres May 23rd.
The X-Men themed campaign from 72andSunny features appearances from iconic characters using their mutant powers to take down the extra bacon on the Western X-Tra Bacon Cheeseburger and X-Tra Bacon, Egg & Cheese Biscuit. 72andSunny’s campaign kicks off with “Mystique” in which Mystique takes on the Western X-Tra Bacon Cheeseburger, morphing into just some dude who loves Carl’s Jr. and back over the course of the spot. Additional spots starring two more characters yet to be revealed will be unveiled this April.
In addition to the broadcast campaign, Carl’s Jr. and Hardee’s are inviting fans to engage in “X-Men Digital Makeover.” By submitting a photo of themselves eating or drinking at a Carl’s Jr. or Hardee’s, on Instagram using the hashtag #EatLikeYouMeanIt (#That’sWhatSheSaid, replies @MichaelScott) fans get a chance of receiving a mutant makeover transforming them into an X-Men character. Stick around for campaign credits and the actual trailer for X-Men: Days of Future Past after the jump. Read more
Speaking of MRY today, the agency has teamed up with Jägermeister to create the new app, “JägerBonds.”
The new app “transforms images and videos from multiple users’ social media posts into a video highlight reel of a group’s night out with Jägermeister” — kind of a cool idea, and one that should appeal to the young folks who comprise Jägermeister’s target demographic. Since the app is free, and easy to use, it could catch on with the right crowd. It’s a good example of a social campaign that offers people a service tied to the brand rather than just trying to sell them something.
“When the average Jägermeister consumer goes out, they typically have a drink in one hand and a mobile phone in the other,” says Heather Kozera, director of digital marketing for Sidney Frank Importing Company, Inc. “The JägerBonds app puts Jägermeister in both hands of the consumer, creating a useful and meaningful connection between a great night out and this iconic brand.”
The JägerBonds app is available to download for free at the iTunes and Google Play stores. Users simply connect the app to their social media accounts and invite friends to join along with coded “Bonds.” Then, when everyone posts to social media during their night out, JägerBonds compiles the posts and pairs them with music to document the event.
MRY, which was named the brand’s digital agency of record last October, managed all promotions, in addition to designing and developing the app. Supporting executions include “online and mobile engagements, as well as Out of Home elements in close to a dozen target markets.” MRY described the campaign’s strategy as being “to evolve the way Millennials think of Jägermeister by making the brand name synonymous with ‘uncommonly great nights.’” Check out the video above to see the app in action.
Each year, 300,000 women die from pregnancy-related complications or unsafe abortions. To bring this statistic to life, production company B-Reel conceived and created “Names Not Numbers” for ad agency BETC Paris and Médecins du Monde (Doctors of the World), “a new experiential installation and digital experience” giving names to the women in the faceless statistic.
On International Women’s Day, March 8th, on a public street in Paris’ 3rd distict, B-Reel and BETC Paris unveiled their “Machine of Death” — “an artfully constructed and coldly methodical device that, each minute, cursively prints the given name of an actual woman who has died in childbirth or during an unsafe abortion.” After the name is printed, onlookers have 60 seconds to claim the card before it is dropped into a bin and lost forever. The cards include details on methods to help put an end to this tragedy on their flip side, and recipients are urged to sign the card and send it to local politicians or UN Secretary Ban Ki-Moon.
“This machine is a factory of death,” says Florence Bellisson, creative director at BETC, in a statement. “We are forced to confront this tragedy, live. It’s difficult to imagine that even today a woman’s right to choose what happens with her own body is not universal. This machine will become a weapon of salvation if every name it produces lands on the desk of someone who holds the key to change.”
The harrowing “Names Not Numbers” experience was captured in a digital short film (featured above), shot by B-Reel “at Stockholm’s Independent Studios and on location in Paris on March 8th.” Visitors to the “Names Not Numbers” website are given a minute following the film’s conclusion to retrieve, sign and send out their card through social media, in a digital recreation of the original experience. Claim your card now, and stick around for credits after the jump. Read more