Stone Ward Creative Digital Comm August 13
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The document outlines various creative digital communication strategies employed by brands like McDonald's, Lowe's, Airbnb, Warby Parker, Lexus, Intel, Toshiba, Häagen-Dazs, and Johnson & Johnson, focusing on leveraging short-form videos and crowdsourced content. Each brand uses innovative approaches to engage consumers, encourage participation, and enhance brand visibility through platforms like Twitter, Instagram, and Vine. Notable campaigns include McDonald's short films idea, Airbnb's crowdsourced film project, and Häagen-Dazs' augmented reality app.
Stone Ward Creative Digital Comm August 13
- 3. MCDONALD’S STRATEGY: IDEA: EXECUTION: Leverage the popularity of crowdsourcing content and short form video in a silly mashup to engage fans and followers. Ask fans to pitch short film ideas on Twitter @McD_Canada using the hashtag #MakeMyFilm or through the “140 Characters Films” site. McDonald’s will choose 12 of the best ideas to make into animated digital shorts, and prizes include include private movie screenings, movie passes and movie-theater gift cards. Storylines must include at least one of McDonald’s “cast” of food-item characters: McNuggets, French Fries, Big Mac, McFlurry and McWrap. Source
- 8. LOWE’S STRATEGY: IDEA: EXECUTION: Leverage the popularity of and share-ability of short form video to keep the brand top-of-mind and positioned as an industry expert. Offers simple, everyday improvements that consumers will want (hopefully) to share with others. Lowe’s Fix In Six video series usingVine.To ensure some quality, the brand and its ad agency, BBDO, contracted Meagan Cignoli, a photographer andVine user who had two shortlisted entries in the inaugural #6secfilmsVine contest at last week’s Tribeca Film Festival. Lowe's hopes to release a total of 12Vines and will distribute the rest via its Twitter and Facebook feeds in coming weeks. Source
- 10. AIRBNB STRATEGY: IDEA: EXECUTION: Leverage the popularity of and share-ability of short form video to keep the brand top-of-mind and positioned as an industry expert. Ask fans to help make the first film made entirely ofVine videos. The crowdsourced film project is called “Hollywood & Vines,” a play on the famous Los Angeles intersection and a hat tip to Holllywood.Airbnb, with the help of agency Mullen San Francisco, is asking its fans to submit their best Vines to be a part of the travel- and adventure-themed short film.Through Aug. 25,Airbnb posted a new shot assignment via Twitter at @airbnb. People submitted their Vines for each assignment using the hashtag #AirbnbHV and the specific shot number assignment. For example, some shot assignments included a flying paper airplane and a paper towel cleaning up a dirty kitchen counter.The final four-minute film will premier on Sept. 12 on the Sundance Channel. Everyone whoseVine makes it into the final product will receive $100 in Airbnb credit as a thank you for participating and sharing their stories. Source
- 11. WARBY PARKER STRATEGY: IDEA: EXECUTION: Leverage the popularity of and share-ability of short form video to keep the brand top-of-mind and show off the variety of frames available. Take a two-pronged approach to short video, using Instagram for brand videos and usingVine to curate customer videos. On Instagram, the brand shares cutesy, stop-motion animated videos that bring to life its products, capitalizing on Instagram’s visual cache and mobile video’s short-form appeal.The brand appears to be using Instagram to push brand-curated videos and tapsVine as a channel for fans to make purchase decisions and show creativity. For example, Warby Parker consumers regularly post videos asking the Vine community for help in choosing one of the five pairs Warby Parker has shipped to their homes through the company’s seminal home-delivery program. Source
- 13. LEXUS STRATEGY: IDEA: EXECUTION: “We wanted to feature the vehicle in a unique way and knew it had to be something that spoke to the brand’s focus on design and technology while reaching a younger and tech-savvy audience,” said Brian Bolain, corporate marketing manager at Lexus. “LexusInstafilm” is a short clip that stitches together individual snapshots of the car by 212 Instagram users.The result is a stop-motion-style film, cobbled together one filtered frame at a time. Each Instagram photographer got to choose which frame of the film they wanted to shoot, and each got a specific hashtag to use for their frame.“After editing their shot with their individual style, the participant shared it on Instagram with their unique hashtag, which allowed us to easily sequence the images,” explained Molly Grubbs, associate creative director at Team One.“By staying true to the way Instagrammers naturally use the platform, we were able to harness the creativity of a large group of people to produce the film in a single afternoon.” Source
- 15. INTEL & TOSHIBA STRATEGY: IDEA: EXECUTION: Continue the social film series by taking that ‘inside’ metaphor and feature the Toshiba Ultrabook in a prominent, but funny way. “The goal here is to get closer with young adults, be appreciated and interesting for them. Ultimately, we want to raise consideration among that crowd.” This is the third “social” film for Toshiba and Intel. Last year’s “The Beauty Inside” social film won a 2013 Daytime Emmy award for Outstanding New Approach to Daytime Programming and got 70 million views online. Their first, “The Inside Experience,” got 50 million views. Average, everyday folks are encouraged to audition for small roles as one of the aliens or one of the humans fighting against them.To audition for an alien part, upload a photo from your webcam using the film’s dedicated Facebook app. Facial recognition software will add the necessary mustache and unibrow effects. If you want to try out for one of the “guardian” humans, create and upload a 30-second video of yourself getting rid of your own facial hair – real or fake.The film will be split up into six episodes, which began airing on Aug. 15. Source
- 19. HAAGEN-DAZS STRATEGY: IDEA: EXECUTION: Do you get painfully bored waiting for your pint of Häagen-Dazs to thaw that little bit before you dig in? The company, with help from Goodby Silverstein & Partners and Jam3, has created an augmented reality iPhone app to entertain you while your ice cream "tempers" (melts) to the perfect consistency for your spoon. When you launch the app and point your phone toward a carton of Häagen-Dazs, you will suddenly see a miniature violinist in a diaphanous dress, serenading you from atop the lid.Add a second pint, and a cellist will appear with a perfectly timed accompaniment.The musicians play for two minutes, the exact amount of time the ice cream takes to temper. (Bet you can’t say that three times fast.) When the song concludes, grab your spoon and dig in! Source
- 20. JOHNSON & JOHNSON STRATEGY: IDEA: EXECUTION: Moms have used hugs, kisses and Band-Aids to soothe children’s boo-boos for decades, but last year J&J armed them with another tactic: augmented reality. Together with agency JWT, the brand launched an iPhone and iPad app that allowed children to scan their Muppets- branded bandages. The scan cued a mobile video of Kermit singing, Miss Piggy posing or Gonzo flying as a way to “entertain the pain away.” The video was a great example of putting emerging technology at the center of a campaign that branded Band Aids and its partner, Disney’s Muppets. Source