Vending machine billboard offers free shirts for tweets

A recent campaign in India for fashion brand Allen Solly saw a large billboard kitted out with 60 shirts and a mechanism that pushed each one forward a small amount every time people around the billboard tweeted the hashtag ‘#RainingSolly’. A large screen displayed their tweets, and the user who tweeted at the moment a shirt dropped could collect it for free.
Vending machine billboard offers free shirts for tweets

Brand mentions on social networks for free goods have already been leveraged by several other brands:

South African brand BOS Ice Tea created a Twitter powered vending machine in Cape Town, where a tweet with the hashtag #bostweet4t dispensed a free sample of BOS tea.

At a London pop-up store, Kellogg’s turned social media chatter into currency by allowing customers to pay for Special K Cracker Crisps (valued at $1) with a tweet of #tweetshop.

VIRTUAL TO ACTUAL

With the advent of always-on, ubiquitous internet access, and digitization, our actual and virtual lives are starting to blend into one.

ALTERNATE BRAND CURRENCIES

Increasingly brands are offering rewards for specified consumer actions such as Tweeting, or Liking. Adding novelty to the traditional value exchange can prompt consumers to think about the brand in a new way or make their encounter more memorable.

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Marketing for Movie “Stoker” Produced Entirely from GIFs

GIFs – an acronym for “Graphics Interchange Format” – are short, animated computer images that have gained massive popularity with consumers. With social sites like Tumblr and Twitter’s Vine being home to numerous user-generated movie GIFs, they are now being adopted by marketers. This week, Fox Searchlight launched an all-GIF promo for their new movie Stoker.

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Directed by cult Korean filmmaker Park Chan-wook, Stoker is a mystery thriller starring Nicole Kidman. As letters play a large part in the plot, Fox Searchlight set up the microsite ‘Letters To India‘ where visitors can see exclusive GIF animations from the movie.

Each GIF can be shared on Facebook, Twitter, and Tumblr, and the site is regularly updated with new exclusive content. The studio also decided to craft a TV spot created entirely from GIFs (it broke this week in Adult Swim in the US)

Fox Searchlight aren’t alone: recently Cinemax turned an episode of its new show Banshee into a series of animated GIFs, and last year Lionsgate used an GIF poster to promote its movie The Hunger Games.

EVOLUTION OF SOCIAL

A move from static content to video interaction, text to picture, desktop to mobile and ever increasing scale offers new opportunities for consumers and marketers

Creating contagious, highly shareable content enables marketers to tap in to the “recombinant culture” phenomenon, wherein consumers take brand-produced content, re-appropriate and remix, then redistribute to their friend networks.

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Lay’s asks consumers and fans to “Do Us A Flavor”

In July 2012, Lay’s chips Launched their “Do Us A Flavor” contest, inviting consumers to submit ideas for new flavors for Lay’s chips (crisps). The winner of the contest will be awarded $1 million or one percent of their flavor’s 2013 net sales.

Do Us A Flavor

The competition was launched via Facebook, garnering over 3.8 million entries. Lay’s flavor development team narrowed these to a shortlist of 20, and Chefs prepared the dishes which the flavors were based on. Food scientists then translated those food notes into a spice blend for the chips.

Flavors were judged by a celebrity panel that included chef Michael Symon and actress Eva Longoria. The three final contenders were announced Monday on “Good Morning America”: Cheesy Garlic Bread, Chicken & Waffles, and Sriracha (a Thai hot-sauce).

These three were also rolled out in store this week. Consumers can vote for their favorite flavor on the Lay’s Facebook page, via twitter and by text though May 4 when the final winner will be announced. The winning flavor will then remain on shelves.

“Do Us a Flavour” was originally a hugely successful concept from Walker’s Crisps in the UK – where “Builders Breakfast” beat out “Onion Bhaji” and ”Fish and Chips” for the top slot.

CO-CREATION

The Internet has given customers ever-increasing powers to research, compare, and review brands, enabling both good and bad customer experiences to be broadcast to the world. This is proving challenging for many companies, who’ve always exercised so much control over their brand messages.

But many brands are harnessing the power of the Internet and “social proof” by optimizing user-generated content (UGC). These are the brands that understand the power of co-creating their brand together with consumers and tapping into the creativity of their fans.

Oreo Super Bowl Slam-Dunk Takes The Biscuit

In last Sunday’s Super Bowl, Oreo hit it big with a real-time marketing effort that became the talk – and tweet – of the event. During the Super Bowl’s unexpected electrical blackout, Oreo’s “you can still dunk in the dark” tweet was re-tweeted almost 15,000 times. Oreo’s Twitter following, meanwhile, increased by about 8,000. The blackout post garnered nearly 20,000 likes on Facebook. And Oreo went from having 2,000 Instagram followers pre-game to 36,000, with more than 16,000 pictures submitted by consumers as votes for “Cookie” or “Creme,” tying to their Super Bowl ad-spurred seven-week contest for the best part of the Oreo.

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But while the power outage certainly wasn’t anticipated, the real-time marketing effort wasn’t just a shot in the dark – it was the result of a carefully architected social-media strategy that made the brand ready to respond to whatever the Big Game threw its way. Oreo created a a social media command center, so that they could respond in real time to comments and buzz.

The effort’s effect on sales is not yet known (and stores were for the most part closed at that time of night). Meanwhile the Cookie vs. Creme debate will continue with an in-store promo that encourages consumers to vote.

REAL TIME

Gone are the days when brands could plan out their marketing and public relations programs well in advance and release them on their own timetable.

“Real time” means news breaks over minutes, not days. It means companies must adjust and optimize their marketing campaigns instantly, based on events in the marketplace or feedback from customers.

Savvy marketers are retooling their communications practices to market more nimbly and take advantage of fleeting opportunities, online and off.

Graphic Anarchy from Axe Bodyspray in the U.S

Graphic novels and comics loom large in mainstream youth culture, thanks in part to the rise of geek culture, the continued popularity of Manga and the discovery by film studios that comic book characters can become big box office stars…

Graphic Anarchy AXE

To promote its new fragrance range for men and women, Axe has turned to graphic novels and the imagination of its fans to produce a crowd-sourced online comic that is worlds away from the “wear this scent, get more girls” theme usually employed.

New chapters will appear every few days and fans will even get the chance to star in the strip. TVCs show men and women falling for one another amidst total chaos coupled with the crowd-sourced digital comic project. Every few days, new chapters will be put up online with plot turns based partly on consumer suggestions and votes, and with some fans being depicted in the comic.

Axe’s place in youth culture is evidenced by its 74% US market share, 2.3 million Facebook likes and now, the 46,000 conversations about Graphic Anarchy.

CO-CREATION

The Internet has given customers ever-increasing powers to research, compare, and review brands, enabling both good and bad customer experiences to be broadcast to the world. This is proving challenging for many companies, who’ve always exercised so much control over their brand messages. But many brands are harnessing the power of the Internet and “social proof” by optimizing user-generated content (UGC). These are the brands that understand the power of co-creating their brand together with consumers and tapping into the creativity of their fans.