Magazine Publishing
A Cool Video Idea, on Paper
The CW Live Twitter Feed
Working with agency OMD, millennial-skewing net the CW promoted its fall lineup by inserting paper-thin, 3G-equipped video screens into Entertainment Weekly's Fall TV Preview issue, so when readers opened the magazine, they saw a live stream of the CW Twitter feed. News of the campaign went viral, resulting in a 725 percent overdelivery in media value for 227 million impressions. The CW enjoyed a record-breaking premiere week, while the new series Arrow earned the net its best rating in three years.
Media Planning
Keeping Portland Weird
Portlandia Co-Op
"Keep Portland Weird" is one of the Oregon town's favorite mottos. It’s that ethos that made IFC’s Portlandia an under-the-radar success—while also making it difficult to market without "selling out." So its Season 3 campaign would be as authentic as an artisanal pickle, IFC and Fallon, Minneapolis let fans create their own ads (flyers, radio spots, Twitter and Instagram ads) with the help of the Portlandia Marketing Cooperative. More than 3,000 participated, leading to a 23 percent YOY bump for the season premiere in the demo and the show’s biggest DVR numbers ever.
Media Buying
Ain't Nothing Going On But The Rent
Allstate Renters' Campaign
Allstate's dilemma promoting renters’ insurance: An estimated 70 percent of TV impressions were wasted on homeowners. With MediaVest, Allstate worked with addressable TV backers DirecTV and Dish Network to segment households as renters or owners, then targeted renters with the largest-ever national addressable TV test. The result: Allstate’s renters’ insurance business scored a 200 percent increase in conversion rates versus benchmark—and limited wasted marketing dollars.
Out-of-Home Media
A Billboard that can change the world
Potable Water Generator
Last year, the National University of Engineering and Technology in Peru needed a big idea to create buzz ahead of its student-application period. Its solution: Show prospective students how engineering can help the local population in the desert city of Lima, where rainfall is scarce but atmospheric humidity is 98 percent. With the help of the agency Mayo Draftfcb, UTEC constructed a billboard that could convert all that humidity into drinking water by way of reverse osmosis. The experiment was a huge success both for UTEC, which saw applications increase by 38 percent, and for the community, which now receives around 100 liters of potable water from the billboard every day.
Local Media
Ice Cream Social
Capture Euphoria
Ben & Jerry's wanted to show appreciation for its 115,000 Instagram followers in a unique way. So with the help of agency Haworth Marketing + Media, the ice cream brand asked fans via social media and ads on the likes of Tumblr and Slacker Radio to submit photos using the hashtag #CaptureEuphoria. Ben & Jerry’s selected 25 of more than 17,000 photos received to create hyperlocal "thank you" ads on billboards and bus shelters and in newspapers targeting neighborhoods where those who snapped the photos live. The personal touch paid off. The #CaptureEuphoria campaign snared 80 million impressions and grew the brand’s Instagram fan base by 40,000 users.
Sports Marketing
A Taste of the Great White North
Budweiser's Fan Brew
Budweiser is Canada's best-selling beer but trails local favorite and NHL sponsor Molson among hockey fans. In 2011, Bud landed an exclusive sponsorship of the Winnipeg Jets—but it could be activated only within a 75-km radius of the Jets’ arena. With Anomaly, the brewer collected water from around the city, had it "blessed" in a highly publicized ceremony, then used it to create a Fan Brew. The special edition sold out in just three days, while Bud’s local March sales jumped 15 percent YOY.
Editorial
Ikea Catalog Gets Appy
Ikea's Catalog App
Since its introduction in 1951, the Ikea catalog has been key to the retailer's global marketing strategy, with more than 200 million copies in circulation. McCann Erickson New York developed a mobile app letting customers interact with the catalog by scanning pages to reveal content like videos, 3-D demonstrations and availability information. Resulting buzz had the 2013 catalog ringing up 300 million media impressions (three times as many as the previous year) while the Ikea Catalog app became the No. 1 marketing and promotion app in the Apple Store.
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Marketing & Advertising | Digital | Best Practices
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