Posts Tagged brand awareness

Super-sized thinking

As the world gets smaller, we all get to share more big thinking.

It doesn’t get any bigger than the American Museum of Natural History’s launch of Dinosaurs :IPad.

Released to coincide with the holiday season, the app is something of a new media experiential coup. Extending, as it does, the thrill of discovering the Museum’s collection to a global audience.

Featuring over 1,000 high-res images, the app not only delivers to subscribers fast access to all the facts. It also enables real-time chats with other dinosaur lovers at home or even on an exploratory dig.

The really great thing is, this app doubles as a stunning advertising & PR device for the Museum’s forthcoming “The World’s Largest Dinosaurs” exhibition. Imaginatively created, to focus on a group of dinosaurs that lived for over 140 million years.

Given the popularity of the baby elephants at the Melbourne Zoo, a Jumbo app could be a timely addition in the very near future.

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Ken Block’s viral epidemic

One of the genuine stars of YouTube is rally car and stunt driver extraordinaire Ken Block, who is known for his “Gymkhana” driving, which involves skilfully manoeuvring cars around obstacle-rich environments such as airfields and shipping ports.

Block is also a partner in DC-Shoes and has helped it grow from a boutique skate shoe company to a major sportswear brand through his stunt videos and rally driving. The DC-Shoes logo appears at the start Gymkhana Three, Part 2 which sees Block throw his suped-up Ford Fiesta around the Linas at l’Autodrome de Linas racing circuit in Montlhéry, just south of Paris. Block negotiates (meaning he pulls doughnuts on) banks as steep as 51 degrees in all directions. It’s pretty hairy stuff; the physics for the stunts performed were totally unknown until they were attempted.

This magnificently shot video has had more than 21.5 million viewers on YouTube. In its first week it broke 7.5 million views, was the most viewed video on YouTube, and topped the Viral Video chart. Most of these viewers would have seen the DC-Shoes Ken Block/Monster Energy merchandise and sponsor credits at the end, not to mention the various signage on the car.

Strap yourself in for an incredible tyre-shredding and brand-promoting seven minutes!

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Closing eyes and opening minds

What is social media? Is it tweeting your brand’s retail offers? Managing your branded Facebook page? Sharing company videos on YouTube?

Sure.

But we think it’s much more than that.

We think it’s about involving an audience in your brand message. Exciting their senses; getting them to feel, think AND do something. Taking the brand message from the advertising channel and into their lives.  That is what the ‘social’ part is all about.

As for the ‘media’ bit, well we don’t believe that it’s necessarily confined to social networking platforms either. Instead, we like to look for socially engaging ways to utilise the most effective media channels for each target market.

That’s why we love this cinema campaign by BMW.

BMW have found an impressive way to engage cinema audiences by using an image projection technique that leaves viewers with the BMW logo on their retinas once they close their eyes.  Truly innovative for a cinema spot.

Not only that, the spot has all the tell tales signs of a BMW piece. It’s highly emotive, beautifully shot and taps into all the BMW brand propositions. Even I, as someone who’s never driven a motorbike, felt the adrenalin pump through my veins…. And the takeout – the logo etched in my mind (literally) was just the icing on the cake.

It’s a wonderful example of innovating in traditional media in a way that takes the brand into the lives (or the body in this case) of the audience.

Now who’s up for a test drive?

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Earning a crust on Twitter

My eyes lit up the other day when I saw a Crust Pizza outlet was among the stores at a new shopping centre in my neighbourhood. I’d never had a pizza from Crust before, but I am familiar with the brand courtesy of Twitter.

An end of the week certainty, apart from Follow Friday, is #crustfreepizzafriday where scores of tweeps mention the company in the hope of scoring a free meal. It’s one of those initiatives that takes a while to get going. However there’s no denying it’s been an effective, yet incredibly cost-effective, way to get the chain’s brand out there. There are several pizza shops in my immediate area and Crust Pizza is not the closest. But the consumer animal and pizza fiend in me will most certainly see me walk through their doors to satisfy my curiosity, whether or not I score a free pizza. This is what Crust Pizza CEO Costa Anastasiadis had in mind when he turned to Twitter and Facebook to promote his stores.

In an interview with Smart Company, Anastasiadis said he knew the pizza giveaway campaign was working by the sheer amount of conversation being generated.

“We saw the recruitment rate rise, in terms of people on our pages, and we found people were not only commenting on the competition but on the business in general and we have continued to converse with them. It’s gone beyond the competition,” he said.

Using social media for brand awareness is becoming an increasingly effective marketing tool for big and small businesses and has proven to lead to an increase in sales. Multinationals like Sony and Dell have attributed social media campaigns to increased sales topping the million dollar mark. Smaller companies like Canadian shoemaker John Fluevog Boots & Shoes Ltd, reported a 40 per cent increase in sales after starting its own social marketing campaign in 2009.

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