Valentine’s Flash Mob Spreads the Love at Indigo Books in Toronto

Indigo Valentine's Flash MobIt seemed like just another day at the Bay & Bloor location of Indigo Books, until a young man carrying a bouquet of roses began singing ‘Happy Together’ to a what seems like an Indigo employee. The people at the store may have thought they were about to witness a very creative engagement proposal, until the man jumps up onto the counter and another half dozen performers join in on the performance.

Just as things seemed to be over, a performer disguised as an author signing books stands up and begins singing the Stevie Wonder classic ‘Signed, Sealed, Delivered’ as he hands out gifts to startled shoppers. The performance with Calvin Harris’ ‘We Found Love’ and wraps up with Roy Orbison’s ‘You Got It’.

It’s too bad that the ending comes off sounding so commercial with the song’s lyrics changed from ‘You Got It’ to “Anything You Want, We Got It”. But in the end it’s a promotion afterall.

Budweiser Surprises Toronto Rec-League Teams in Super Bowl Ad

Budweiser Canada Flash Fans AdWhen the guys from Les Amigos and the Toronto Generals showed up for their recreational league game at the Port Credit arena (capacity 700) back in December they had little idea what was in store for them. The two teams had been told that a documentary production crew was at the rink was there to shoot footage about rec league hockey.

During the second period, 500 fans in team colours, costumes and bodypaint rushed into the tiny arena to the surprise of the players. As Budweiser banners around the rink were unfurled the fans were followed by costumed team mascots and a play-by-play crew and soon gave the quiet rec-league game an NHL atmosphere, including kerfluffles.

Tied at the end of regulation time, the Generals came out on top 4-3 after an overtime goal. I suspect both teams had ample opportunity to celebrate with a few Buds after the game.

It’s a thrill to see the local Port Credit hockey arena featured in a national ad. The 52 year-old arena had only recently re-opened after over a year of extensive renovations.

The ad will be seen this Sunday during CTV’s Super Bowl broadcast.

Flying People Invade New York to Promote the Movie Chronicle

Flying people in New York CityOn Monday New Yorkers may have been startled to see what looked like three people flying around near the Brooklyn bridge and the Statue of Liberty. My first thought was “oh no, this is not going to end well”. But all was fine as the flying people turned out to be simply remote-control airplanes fashioned with a body shaped like a human silhouette. In the video embedded above you can see that from a distance they look pretty good.

The stunt turned out to be a promotion for the movie ‘Chronicle‘, a story of three high school friends who gain superpowers (including flying) that is set for release this Friday.

The promotion was carried out by New York viral video company Thinkmodo, who have carried out such previous campaigns as the Times Square fake video transmitter for ‘Limitless‘ and the sawed off parking meter clip for ‘In Time‘.

Tropicana Fights the Monday Blues With a Giant Sun in Trafalgar Square

Tropicana 'Brighter Mornings' in Trafalgar SquareBack in 2005, University of Cardiff psychologist Cliff Arnall calculated that January 23 (today) was the most depressing day of the year. Turns out the psychologist had created his formula as part of marketing campaign for a travel agency.

Around these parts the days are slowly and surely getting longer; temperatures for the most part are above zero during the day, and no significant snow has (knock wood) been forecast for the near future.

To combat the effect of short winter days Tropicana lit up London’s Trafalgar Square this morning starting at 6am. The early sunrise was part of Tropicana’s ‘Brighter Mornings’ campaign and a special man-made sun thanks to London artist collective Greyworld.

The sun brightened up the Central London morning with the equivalent light 60,000 lightbulbs, and will stay lit until 7:33 this evening providing an extra 3 hours of daylight. Tropicana even provided sunglasses and deckchairs for Londoners to sit back and enjoy the extra daylight.

MINI Belux Invites Facebook Fans to Play with Fire and Win a Car

MINI Belux - Fan the FlamesFans of the Benelux MINI Facebook page have the opportunity to both play with fire and win a new car thanks to the ‘Fan the Flame‘ contest. A Mini Countryman has been placed on a ramp in the parking lot at the European Auto Show in Brussels.

The car is held only in place on the ramp by a thick hemp rope. Facebook fans can take their turns remotely flashing a flame from an Arduino-controlled burner placed under the rope. The fan whose flame finally burns through the rope wins the car. The contest is open to anyone over 18 with a valid Belgium and Luxembourg driver’s license.

The Fan the Flame contest launched on January 10 and after 9 days there have already been nearly 19,000 attempts to burn through the rope.

No one likes to wait in line so MINI has turned line-jumping into part of the contest. Contestants receive points for participating and for sharing a link to the contest with friends. They can then use these points to challenge others ahead of them from positions 11-30 line ahead of them. If they can answer the challenge correctly they get to switch positions in line with the person they challenged. If they lose the challenge they lose points and remain in their position. I was able to get to the 11th position twice, but my inability to read Dutch without re-typing it into Google Translate had me pumped way back down the queue.

Fan the Flame was created by the Brussels office of Agency.com\TBWA.

Evian Invites Londoners to Pop-Up Chalet for Cocktails and Puppies

Evian Alpine ExperienceFirst off, not to pick apart the Evian Alpine Experience, but shouldn’t the puppies be Saint Bernards? Little brandy barrels around their next filled with Evian would have been awesome. However, those Husky pups look pretty darn cute.

Evian UK is bringing the sensations of the it’s mountain source to the south bank of the Thames today (January 12) by creating an Alpine Experience in a pop-up Chalet. Again I am not an Alpine expert, but this which surprisingly like a pink shipping container.

Londoners used the Evian UK Facebook page to win a 45 minute slot inside the ‘chalet’ where they could nibble on treats, enjoy a ‘snow-melt’ cocktail and of course play with puppies.

IKEA Hosts 5 Roommates at Apartment Built in Paris Subway

IKEA Paris Subway ApartmentNext time you’re down in the subway waiting for your train to come, consider how comfortable it would be to live there for a week. Well, that’s exactly what IKEA France is doing for five people in a Paris subway station starting on Monday.

Roommates Jeanne, Audrey, Anis, Lucie and Benjamin will be living in public all week in a specially built 54 square meter apartment constructed on the subway platform at Auber Station.The 5 will demonstrate how IKEA can optimize a small space and make it a comfortable living space for anyone. Each day the highlights of their adventures will be posted at YouTube.

Once they’ve left the apartment on Saturday, they’ll turn it over to a lucky IKEA France Facebook fan and their 12 friends for a great end-of-the-week party

The campaign was created by Paris creative agency Ubi Bene.

via PSFK

30 Most Viewed Stories at RandyMatheson.com in 2011

Top 30 Posted Stories of 2011

The following list is an interesting collection of the the top 30 most viewed, searched for and shared stories on RandyMatheson.com in 2011.

30 / The 12 Days of Christmas Underwear
Bonds Christmas ad features Rachel Taylor eating canned pears in lingerie as Aussie crooner Jack Ladder channels Joy Division’s ‘Atmosphere’. Read more…

29 / Volkswagen AR Experiences
VW Canada’s campaign for the 2012 Beetle features an awe-inspiring AR experience over Toronto’s Dundas Square. Read more…

28 / Jonathan’s Starbucks Card
Mobile consultant Jonathan Stark invites the world out for coffee in a short-lived and much-debated ‘social experiment’. Read more…

27 / Moosejaw X-Ray App Reveals All
Outdoor clothing retailer Moosejaw launches x-ray vision app that reveals what’s underneath the warm clothes of it’s catalog models. Read more…

26 / Spongebob’s Frozen Face-off Goes Social
Nickelodeon uses Twitter to promote Spongebob Squarepants special with a week of Twitter trash talk between characters. Read more…

25 / Infectious Billboard for Contagion
Warner Brothers Canada posts a living billboard of bacteria and fungi to promote the release of pandemic-themed movie Contagion.Read more…

24 / Tetley Canada’s Shopping Butlers
Tetley Canada brings joy and confusion to grocery shoppers by replacing shopping carts with personal shopping butlers. Read more…

23 / Biker-filled Movie Theatre
Carlsberg directs unsuspecting couples into a movie theatre full of burly growling bikers. Who goes, who sticks around for a surprise ending?
Read more…

22 / Reebok Street Art
Reebok promotes Crossfit program at London’s Canary Wharf with an amazing record-breaking work of 3D street art.
Read more…

21 / Ballatine’s Interactive Tattoo
As part of their Human API campaign, whisky-maker Ballatine’s creates the world’s first interactive tattoo streamed live from their Facebook page.
Read more…

20 / Jack Daniels Letterpress Posters
Knoxville-based printers Yee-Haw Industries create gorgeous hand-crafted posters for Jack Daniel’s campaign.
Read more…

19 / Nike’s Back to the Future Shoes
Nike shoe designers create 1500 real-life versions of the Back to the Future MAG shoes and auctions them on eBay to benefit Michael J Fox foundation.
Read more…

18 / Starbucks AR mobile app
Starbucks releases ‘Magic Cup’, an augmented reality app that brings the coffee shop’s holiday-themed cups to life with animation.
Read more…

17 / Boston Pizza’s Playoff Rebrand
Boston Pizza jumps on the Canuck playoff bandwagon by rebranding it’s BC stores as Vancouver Pizza for the Stanley Cup finals.
Read more…

16 / Ariel Fashion Shoot
Laundry detergent brand Ariel lets Facebook users shoot a remote-control gun filled with chocolate, jam or ketchup at designer clothes… and win them.
Read more…

15 / O.B. Says Really Really Really Sorry via Song
Johnson & Johnson tampon brand O.B. responds to miffed customers by creating personalized apology song.
Read more…

14 / Karen O sings for Chipotle Halloween promo
Yeah Yeah Yeah’s Karen O provides vocals for Halloween-ish short film promoting the Chipotle Boorito campaign in benefit of the American family farm.
Read more…

13 / Honda Pilot’s Crazy Train
Ozzy Osbourne’s iconic 1980 hit ‘Crazy Train’ gets a unique a capella treatment in this fun Honda Pilot commercial.
Read more…

12 / You’re Never to Old to Sit on Santa
New York’s Improv Everywhere comedy troupe performs a holiday-themed surprise-musical for shoppers in a New Jersey mall.
Read more…

11 / Nissan Damned Ponies
A frustrated pickup driver opens the hood to find a group of prancing ponies that want nothing to do with getting dirty. Just when you think it’s over the leader turns into a demonic fire-breathing horse.
Read more…

10 / State Farm Giant Robots
The insurance provider brings the giant house-wrecking robot from their TV ad to your neighbourhood via an inventive Google Streetview mashup.
Read more…

9 / Red Hot Chili Peppers QR Code
A street poster campaign for the Peppers’ ‘I’m With You’ album features a QR code nicely integrated into the band’s logo.
Read more…

8 / Volkswagen Fans Vote on TV Ad
Volkswagen Canada’s Facebook Fans invited to choose scripts, car, cast and music for the latest TV commercial.
Read more…

7 / Spotify Launches in U.S.
After years of false starts, it was big news in July when European-based online music service Spotify finally launched in the U.S. (but still nothing for Canadian listeners)
Read more…

6 / Müller Wonderful Stuff Ad
German yogurt-brand threw everything on the screen, including unicorns, the Knight Rider car and Yogi Bear in this crazy TV commercial and campaign.

http://randymatheson.com/muller-wunderful-stuff-yogurt-campaign-features-unicorns-yogi-bear-k-i-t-t/

5 / Pan-Am Social Media
ABC launched an ambitious promotional campaign for Pan-Am using Facebook, Twitter, GetGlue to no avail as the series was shelved after just 9 episodes.
Read more…

4 / Mercedes Benz Blurs
Mercedes Benz Canada creates an attention grabbing street installation that makes their C-Class Coupe look fast even when parked on a Toronto street.
Read more…

3 / Canadian Tire Spirit Tree
Canadian Tire lights up Toronto’s Union Station with a 30 foot tall Christmas tree powered by the positive sentiment of social media.
Read more…

2 / Dermablend Covers-Up Zombie-Boy
Dermablend demonstrated the power of their skin coverage make-up by covering the tattoos of Montreal model Zombie-Boy.
Read more…

1 / TakeThisLollipop Creates Creepy Facebook Connection
A mysterious project provides Facebook users a creepy peek behind the screen.
Read more…

What were your favorite campaigns of 2011?

Season’s Beatings: CP+B Staff Stare Down Snowball Cannon for Make-a-Wish Foundation

Crispin Porter + Bogusky's Nutcracker 5000 Snowball Cannon Raises Funds for Make-a-Wish FoundationContraptions controlled remotely by internet users were one of the trends seen among agency promotions this holiday season. Wieden + Kennedy Amsterdam hosted a series of virtual holiday dinners using monitors attached to robotic dolls; Chicago’s DesignKitchen created the Arduino-powered Holi-Cray-Matic which triggered a snow machine or twinkling lights in the company’s conference room for every 40 tweets that used the #holicray hashtag; while the LA office of Saatchi & Saatchi hosted Nog Pong, where visitors could try to dunk a ping pong ball into a red cup using a robotic arm.

Earlier this afternoon a few of the folks over at the Boulder office of Crispin Porter + Bogusky served themselves up as snowball cannon fodder to raise finds for the Make-a-Wish Foundation.

The brave staff members threw caution to the wind and positioned themselves in front of the compressed-air powered snowball cannon, dubbed the Nutcracker 5000. Visitors from around the world queued up over the four hours to take their turn and control of the cannon, while others tuned in to watch the live feed.

Once the snowballs stopped flying, the agency had raised 15,000 for the Make-a-Wish Foundation.

Canadian Tire Lights Up Toronto’s Union Station With Christmas Spirit Tree

Canadian Tire - Christmas Spirit TreeBefore the days of WalMart, Home Depot and other big box stores most of us watched our parents buy strands of Christmas lights from Canadian Tire to gracefully outline the silhouettes of our houses. Times have changed, but Canadian Tire is still there to supply us with illuminated Christmas spirit; and in 2011 the iconic Canadian brand is helping to light up the Grand Hall of Toronto’s Union Station thanks to the power of mobile and social media.

The Canadian Tire Christmas Spirit Tree is a state-of-the-art 30 foot tall installation consisting of 3000 LED lights powered by the positive messages of Christmas spirit being exchanged on Facebook, Twitter and posts to ChristmasSpiritTree.ca. The white lights represent social networks like Facebook and Twitter, red lights represent posts on blogs and forums, green lights represent news articles and blue lights represent the messages posted at the ChristmasTreeSpirit.ca website.

But apparently it’s even cooler than that. Our favorite (we use it at Delvinia) social media monitoring platform, Sysomos, is used to track a number of holiday keywords including “reindeer” and “elf”. The light bulbs then react to the data, shining brighter or dimmer according to the sentiment of the messages.

The Canadian Tire Christmas Spirit Tree is on display in-person at Toronto’s Union Station and on a live video stream at ChristmasTreeSpirit.ca from December 12-26 from 6am to midnight. There are floor mat ads and column advertising in the lower GO concourse directing commuters upstairs to the Grand Hall to view the tree in person.

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