Oreo, Audi and Tide Light-Up Twitter with Zingers During Super Bowl Blackout

Oreos - Tide - Super Bowl Blackout Response

It’s not a surprise that the social media teams of major brands were on high alert during Sunday’s Super Bowl. With investments in 30 second advertising spots running in the neighbourhood of $4 million during the broadcast, it was paramount that reaction to ads be tracked (and possibly responded to) in real-time.

When a blackout affected half the stadium in the third quarter, delaying the game was delayed for 34 minutes, a few savvy social media teams jumped into the fray with some witty, well-timed tweets.

Audi poked fun at fellow German automaker Mercedes-Benz, title sponsor of the New Orleans Superdome, posting, “Sending some LEDs to the @MBUSA Superdome right now…”. Over 9,000 retweets followed.

Tide responded with, “We can’t get your #blackout, but we can get your stains out. #SuperBowl #TidePower”, linking to an image associated with their Stain Saver campaign.

Probably the best response came from Oreo, “Power out?” Oreo posted to Twitter. “No problem. You can still dunk in the dark.”, with a link to an image of an Oreo lit up in a spotlight. The tweet went on to be retweeted 10,000 times within the next hour.

While the three brands mentioned here all invested heavily in their traditional spots, these off-handed remarks captured significant attention with those of us engaged with Twitter as a second screen experience.

[via Advertising Age]

Time-Traveling Pilgrim Reveals Unusual List of Things to Be Thankful For

Baldwin&, Fragment, Partizan, JSM - The Thanksgiver

There’s plenty to be thankful for at Thanksgiving, there’s friends, freedom, family and electronic sales. With the big holiday just days away, Raleigh ad agency Baldwin& have collaborated with Fragment, Partizan and JSM to bring ‘The Thanksgiver‘, a time traveling pilgrim, to provide holiday dinner prayer-givers with a list of more things to offer thanks for.

A few examples of things to be thankful for include:

Shelf Paper: because you don’t want your canned goods thinking they’re living in some shack

The CIA: because those dolphins aren’t going to weaponize themselves

Line Dancing: for bringing order and precision to wild and erotic world of country & western dance


Seniors Hit the Drag Strip with Mobility Scooters in Jackpotjoy.com Ad

JackpotJoy - drag race

A new ad for UK gaming site JackPotJoy features two pensioners looking for new thrills by challenging each other to a drag race using their mobility scooters. I Believe in a Thing Called Love‘ by The Darkness provides the appropriate hard rick vibe to the ad.

Also starring in the ad is Barbara Windsor as the Queen of Bingo. Barbara was featured in nine ‘Carry On‘ movies from 1964-1974 and as Peggy Mitchell on the BBC’s Eastenders.

The ‘Just for the Jackpotjoy of it’ campaign was created by London agency Isobel.

[via The Drum]


Vespa Launches ‘La Vespa Vita’ Community Site

La Vita Vespa

Vespa, the iconic Italian scooter created in 1946 by Enrico Piaggio and aeronautical engineer Corradino D’Ascanio saw interest (and sales) explode in 1953 when Audrey Hepburn and Gregory Peck rode one around the streets of Rome in ‘Roman Holiday’. The brand has seen renewed interest in the last few years as a lifestyle statement and affordable alternative to the automobile. I can easily count a dozen Vespas on any given morning on my walk to work.

Vespa USA has highlighted the style aspect of the scooter brand by creating ‘La Vespa Vita‘, a community site consisting of user generated content. The site features mosaic of photos pulled in from Instagram and Flickr. Photographers can have their Vespa images included by adding the hashtag #VESPAVITA to the description, and writers can also contribute a blog post in categories like Vespa style, history, fashion or lifestyle. Fashionistas can have their images added to the Vespa Look Book by posting images with the hashtag #VESPASTYLE.

A quick look on Statigram reveals dozens of images already using the #VESPAVITA and #VESPASTYLE hashtags.


Smart Car Ad Showcases Extreme Plastic Surgery Examples

Smart Fortwo Facelift ad

According to the American Society for Aesthetic Plastic Surgery (ASAPS), Americans spent nearly $10 billion on cosmetic procedures of which $6.2 billion was spent on surgical procedures. And surgical procedures are on the rise, increasing 197% since the tracking of plastic surgery began. Facelifts, which were first performed in 1901 in Berlin, remain one of the most popular procedures particularly with men, but the top two surgical procedures overall were liposuction and breast augmentation.

The new Smart Fortwo is also sporting a facelift, and in this ad it’s joined by several people who are very familiar with plastic surgery procedures (to put it gently). Among the group appearing in the ad is celebrity hairstylist Steve Erhardt; who has had dozens of procedures including a facelift (of course), eyebrow and forehead lifts for that ‘always surprised’ look; and performance artist and transgender icon Amanda Lepore (pictured above), who besides sex reassignment surgery at age 17, has endured countless surgical procedures to create her unique look.

The ad was created by BBDO Proximity Berlin, and directed by Robert Jitzmark for Stink.


Arby’s Uses Mobile Image Recognition for ‘Snap and Rock’ Contest

Challenges still exist for companies that want to leverage mobile for marketing efforts that connect with the majority of their users. How do you create a frictionless experience for a user who wants to enter a contest, get more information or simply wants to interact with a company or event.

Smartphone adoption in the U.S. is nearly at 50% (49.7%) according to a recent report from Nielsen, but those users will still have to download an app to scan even a basic QR code. NFC is coming, but it’ll still be a few years before enough mobile users have mobile devices capable of communicating with the high frequency RFID chips.

Arby’s is using Pongr Photo Marketing as a solution, an image recognition technology that I was looking into 3 years ago for a project of my own. Pongr uses image recognition to trigger an event which usually involves returning an SMS message containing a URL. But that trigger can also be tied to back-end systems that include contest engines. The technology also powers Pongr.com, a social platform where users post brand images in order to earn status and points that can be redeemed for rewards.

In the Arby’s ‘Snap and Rock‘ contest, customers enter for a chance at a grand prize of an Ultimate VIP Concert Experience with Taio Cruz, The All-American Rejects or Trace Adkins. To enter a customer uses their mobile phone camera to capture a photo of one of the three musicians on a Arby’s drink cup, then email the photo as an attachment to an MMS or email to arbys@pongr.com. Within a few seconds the customer receives a text message with a link directing them to a mobile site where they can enter their name and email for the Grand Prize.

Marketing campaigns that use mobile must be simple and straightforward with a minimum of easily understood steps. They must be accessible to as many customers as possible, limiting a campaign to smartphone users who must download an app limits it’s audience before it even begins.


Volkswagen Challenges South Africans to Find & Pin VWs on Street View

Volkswagen Street Quest - South Africa

Volkswagen holds 3 of the 10 positions on the top selling cars of all time. The Golf is #3 with 27.5 million, the Beetle at 23.5 million, and the Passat at 15.5 million.

With those numbers in mind, Volkswagen South Africa has launched Street Quest, a challenge in which players search the streets of South Africa using Google Street View and ‘pin’ as many Volkswagens as they can find. The first part of challenge is being played out over 4 weeks, with each week’s top ‘pinner’ winning a trip to Cape Town to compete in the live Grand Final. The first three Quests saw more 250,000 VWs pinned by players. To be counted cars must be clearly identifiable as a Volkswagen, if more than 3 cars are determined to be falsely pinned the player will be disqualified.

The campaign was created by Ogilvy Cap Town.

South Africa

SOL Republic Introduces Headphones for Cats

Sol Republic - Headphones for Cats

What would be on your cat’s musical playlist? Cat Stevens, Kitty Wells, Pussycat Dolls? Even Snoop Dogg might make the cut, now that he’s adopted Lion as a more feline-friendly last name.

Deadmau5 collaborator and pet Professor Meowingtons pHd. and headphone company Sol Republic have teamed up to create the world’s first headphones designed specifically for cats. The headphones, designed by famed digital artist Joshua Davis are indeed real, and include such innovations as dog isolating technology. SOL Republic have manufactured only 10 of the headphones, they’ve priced them at $999.99 with all proceeds going to the American Society for the Prevention of Cruelty to Animals (ASPCA).

The ad was created by agency and production company RoosterNY, and features the agency’s Creative Director as the host.


New FedEx Ad Features Golf Loving Metal Heads

FedEx Metal Band

FedEx is promoting their shipping services with a series of golf-themed ads. The funniest one features a metal band that looks like a mashup real-life rockers Slipknot and Cradle of Filth.

In the ad the band’s manager storms into their hotel room and yells, “How am I supposed to sell you guys as the most dangerous band in the world, when you’re seen schlepping golf clubs through the airport?” A masked member of the band responds, “but we love golf.” The solution? Ship your golf clubs with FedEx.

The ad was created by BBDO New York and directed by Jim Jenkins of OPositive. Among Jenkins previous work is the hilarious Snickers ad, ‘Party’ starring Joe Pesci.


Little Babies Ice Cream: So Good You’ll Want to Eat Yourself

Little Babies Ice Cream

After some quick research, I can assure you that Little Babies Ice Cream is not made from little babies. But after watching the ‘This is a Special Time ad you could be forgiven for thinking something very weird may be going on here. This clip, along with one titled ‘We Love Lickers‘ are doing their job at standing out from the crowd and bringing attention to the small company.

Little Babies Ice Cream a hand-made, small-batch Ice Cream company located in Philadelphia. They specialize in Philadelphia-style (made without eggs) and non-dairy ice cream. Their line of ice cream includes such unusual (but delicious-sounding) flavours as Hawaiian Pizza, Chipotle Chocolate and Red Velvet Spodee Chocolate Swirl (faints).

The company was started in 2011 by friends and musicians Pete Angevine, Martin Brown, and Jeffrey Ziga. They began scooping ice cream from a customized tricycle called ‘”The Flavor Blaster One”. On August 3, Little Babies Ice Cream are set to open their first brick and mortar location in Philadelphia.