Let’s face it. There’s flying, and then there’s Virgin America. No, they are not a client (although we’d be happy to change that). This is just a straight-up observation from a creative agency full of weary travelers.
Flying Virgin is like entering into the heart of the slickest ad campain you’ve ever seen. They are the only airline that actually delivers on a promise. And the promise is this: merely by choosing their brand, you are Special. Not special, mind you—Special. You are now entitled, because you bought a ticket, to feel the excitement that air travelers in the 40’s probably felt. The tingle of adventure mixed with the wonder of flying above the clouds in a massive machine. It still should be amazing, shouldn’t it? They have recaptured it, repackaged it for a new generation and passed it on a reasonable cost.
It’s a pretty impressive accomplishment.
We come from the design world, admittedly, and notice the details in a way that is borderline psychotic. But what Virgin has done is remind the public why design as a discipline exists. In a world that has slowly had the inefficient edges shaved off in the service of cost, they have made the choice to pay attention to the little things. The lighting is almost, but not quite Austin Powers. The seats are more comfortable and the service is fantastic. The mood music is groovy.
The net effect, even if it’s a puddle jump from LA to San Francisco, is that you feel a little like your life is pretty fascinating and, while not quite the stuff of a big budget feature, at least a Sundance indie.
Of course eventually you have to get off the plane. Roll credits.
Regardless, Virgin America, you’re doing a wonderful job as a brand, as an experience, as an experiment in design and customer satisfaction.
It’s the end of the year—time for fruitcake, reflection, drunken holiday office parties, and many a “Best Of” list.
We think it’s the perfect time to reflect on some of the biggest tech trends of 2011. One such trend, while still a nascent movement, is the emerging importance of the second screen. As an agency with roots in entertainment, our interest is particularly piqued by the surge of second screen apps and synchronized social networking around content.
GetGlue, a check-in app, reached 1.5 million users this year (as of September).
Miso just announced a new product called SideShow, which is basically crowdsourced second-screen experiences, like a fashion feature to go along with the latest episode of Gossip Girl. Companies are thinking outside the “check-in” feature and imagining a world in which you watch TV while learning who the actors are, what they are wearing, and where you can buy that couch on Suburgatory.
We’re pretty stoked about this trend as it opens many a door for marketing integration into a world where commercials are fast becoming obsolete. Plus, it leaves us excited to see what’s in store for next year.
Remember back when United Colors of Benetton ads were controversial, eyebrow-raising, and just kinda awesome? Remember back when Benetton was a relevant name in the clothing industry?
This was pre-internet, before our laptops told us exactly what to wear and where to buy it. You had to work for it. For many non-big city Americans in the 80’s and 90’s, the only exposure to interracial open-mindedness they ever got was from walking by the Benetton window display at the mall. Sad, but better than nothing.
Benetton delivered a vision of tolerance. Even if that tolerance was mainly for really well dressed people. United Colors. Black, White, Asian, Native Americans all dressed awesome and just …hanging out? It’s easier to create that sort of cultural/fashion mash-up in 2011 because of the access we all have. But back then, that angle was hard.
Yeah, well, they’re back. Benetton just released this “Unhate” ad campaign that definitely harkens back to those days when their ads opted for shocking pictures that didn’t actually contain any clothing. They seem to be reclaiming the throne they created as a company that sells stuff, yes, but also has a message. Seems this time around, all they need is Love.
And kissing.
The ads feature world leaders smooching. Of course, It’s already caused some controversy…they’ve taken down a picture of the Pope kissing an Imam. God forbid. But we’re writing about it here, so they still win with that loss. There’s all sorts of stuff to explore on the website, including a kiss wall where you can upload your own pics.
So let’s check it out … and take a moment to tip our marketing hats to a company that deserves credit for creating a slightly more tolerant world, even if it was all just to sell more red sweaters.
We’ve noticed more than one instance of brands offering personalized virtual products via Facebook lately. Is this the next big trend?
Heinz UK recently unveiled a campaign in which you can send a friend personalized “Get Well” soup. The gesture is currently available in two flavors: Cream of Chicken and Cream of Tomato.
Get well soon!
Another big brand jumping on the personalization bandwagon is none other than Coca-Cola. Coke Australia has launched a viral campaign, encouraging users to share a virtual Coke. 150 of the most common names will even be printed on bottles and cans and sold at retail outfits. Would you want a Coke with your name on it?
When Miracle Whip first debuted their “snappier” new image with a series of commercials last year, people started paying attention.
The mayo magnate is continuing to spread the message… and in the most interesting arenas. A first glimpse of the new packaging came in the much-hyped recent Lady Gaga/Beyoncé ‘Telephone’ video, and advertising is also integrated into EA’s upcoming ‘Skate 3′ video game.
The latest attempt by the opposite sex to evolve and meet those ever-changing needs comes in the form of a new, crowdsourced fragrance (and accompanying campaign) by Unilever’s Axe. Traditionally known for their tawdry, sexy advertisements that feature women regressing into sex-crazed vixens at first sniff, the men’s fragrance developers charted a new course with their latest product debut.
Twist is a new fragrance, co-created by consumers and the brand. The first ad shows a robot repeatedly making over a guy over the course of a date night, supposedly to keep the object of his affection interested.
But perhaps even more relevant than its commentary on the intricacies of dating, is what this new campaign says about the rise in co-creation and the need for two-way conversations between brands and their consumers. The marketing landscape has changed, in large part due to social media and the shift from top-down sales techniques to two-way conversations. It’s nice to see that advertisers are evolving to meet these needs. Women aren’t the only fickle ones, it turns out.
Honda and Ford have been at the forefront of the social media marketing shift lately, proving that the auto industry—albeit struggling—has its finger on the pulse.
Case in point: Honda’s ‘Social Experiment’ recently netted 2 million Facebook fans. This cross-platform push urged people to join as fans and also to learn how they are connected to other owners, friends, and fans around the world. It would appear that “Everybody Knows Somebody Who Loves a Honda,” but the real question is: will it sell more cars?
And let’s not forget Ford’s Fiesta Movement. This grassroots social media campaign gave 100 social “agents” the keys to the new Fiesta model and encouraged their feedback through blogs, Twitter, video and events. All without spending a dime on traditional media.
While both Honda and Ford have turned out impressive numbers, the jury is still out on what this will mean for the revival of the auto industry. Perhaps the more important implication here is the extent to which social media is overtaking traditional ad dollars and making more sense when it comes to brand marketing.
An app that helps guys “get lucky” with 24 different types of women had Pepsi serving up a mea cola yesterday, but consumers aren’t buying it.
The app, released to promote Pepsi’s AMP energy drink, presents guys with 24 types of girls, including such clichés as “Rebound Girl,” “Women’s Studies Major,” “Cougar,” and “Twins.” The app assures guys that it will be a “roadmap to success with your favorite kinds of women,” lets them create “Brag Lists” of girls they’ve gotten lucky with, and even encourages them to flaunt their conquests via social networking.
Pepsi’s half-hearted apology has left many customers cold and even instigating a boycott of Pepsi goods.
Let’s hope the men out there are scoring with this app, because Pepsi sure isn’t.
Say you’re releasing a new version of the iconic Australian snack, a Vegemite-cream cheese blend, and you need a name. You want it to be fun, appeal to young consumers, and yet still pay homage to the original, beloved yeast-based spread that everyone knows and loves. What do you do?
Well, if you’re Kraft Foods, you look to crowd-sourcing and run a naming contest. Sounds innovative and resourceful, right? Could be.
In what has subsequently been called the lamest name ever, iSnack 2.0 somehow won out over 48,000 entries. Submitted by a Perth IT designer, the name was presumably chosen by Kraft in an effort to appeal to the hip, tech-savvy iPod generation.
Just five days later, after being called “disastrous,” and an “epic fail,” Kraft has dropped the controversial name. And once again, Kraft is looking to the public for a new, more suitable option.
Some have called the debacle a marketing failure of New Coke proportions, and indeed the fury over iSnack has provided endless fodder for bloggers and brand analysts alike. Which begs the question: is any publicity good publicity? Perhaps this remains to be seen, but the public has spoken loud and clear.
Hey Kraft: can’t you hear, can’t you hear the thunder? You better run, you better take cover.
VCCP has launched a viral campaign starring this Russian-inflected meerkat. Everyone’s favorite mongoose has gotten quite a large share of the spotlight lately, starting with the Discovery channel’s popular show, Meerkat Manor.
But can the popularity of meerkats be leveraged into success for a website about market comparison?
It would appear so, initially, judging by his 570,000+ Facebook fans. And you know you’re famous when you have your own blooper reel.
Read more about this charming meerkat here, here, and here.
#TheEatery is not just another food app—it helps you accurately judge your eating habits through community ratings. http://t.co/t2Ax6TqL2012-2-15 19:40
