BITE VOL1

HUMANISING TECHNOLOGY

Issue 4 | September 2014

MARKETING TRENDS AND AGENCY INTELLIGENCE

2-4 Google+ and Manchester United give fans around the world the #FRONTROW treatment

McDonald’s puts London visitors up on the big screen as Little Piccadilly residents

5-7 Mobile network Three hijacks holiday spam on Facebook

Pets at Home compiles ad from crowdsourced films of animals

8-10 Giverr app encourages you to check-in for charity

Marc Jacobs sets up a tweet shop for fashion week

TO GET YOU THINKING

11 Nike reveals LED basketball court for interactive training

Spotify maps serendipitous moments when two users play the same song

BITE ISSUE 4 | © CREATIVEBRIEF | SEPTEMBER 2014 1

BITE ISSUE 4 | © CREATIVEBRIEF | SEPTEMBER 2014 2

When Clarence Worley (Christian Slater), meets Alabama Whitman (Patricia Arquette), it’s love at first sight. After a heady night of passion Alabama confesses she’s a call girl, they’ve already fallen in love and decide to get married. The backdrop to this iconic scene in True Romance is the billboard.

Whether in the movies or real life, outdoor advertising has moved on from being a static part of the set to having a genuine part to play, with a two way dialogue. Two of the world’s biggest OOH advertising companies are experimenting with new interactive technology - Connect for Clear Channel Outdoor and Touch for JCDecaux - enabling brands to create a seamless connection between out-of-home, mobile and customers.

In an always-on world this touch-point is an opportunity to drive deeper brand engagement on top of the traditional big awareness statements that outdoor has previously been known for. Whether it’s providing up-to-date news, a platform for social engagement, a method of personalising products, or a window to connect people. Out-of-home activity needs to be more than just a backdrop. It needs to be part of the conversation.

Read on for examples…

CREATING TH

E OO

H EFFECT

CREATING THE OOH EFFECTBy Kara Melchers

350 PR mentions

100 millionfans watched worldwide

BITE ISSUE 4 | © CREATIVEBRIEF | SEPTEMBER 2014 3

#FRONTROW WITH GOOGLE+

Google+ and Manchester United gave loyal fans around the world the opportunity to cheer on their team during a live match via #FRONTROW

- a Google+ Hangout shown on Old Trafford’s pioneering digital hoardings during United vs Liverpool. Throughout the match they were able to share in the magic of being at Old Trafford, joining 75,000 ticket holders and fellow #FRONTROW participants from around the world.

Manchester United’s Group Managing Director, Richard Arnold, said: “This ground-breaking initiative offers a dynamic and innovative way for our fans worldwide to get even closer to the club they love. When we expanded our latest social media platforms last summer Manchester United became the fastest sports organisation to reach one million followers on Google+.”

Agency: adam&eveDDB

CREATING TH

E OO

H EFFECT

MCDONALD’S WELCOMES VISITORS TO LITTLE PICCADILLY McDonald’s created the world’s first fully interactive 24/7 digital poster site

in Piccadilly Circus, London. As people pass by they’re invited to create their own animated character and send it directly to the screen via their

smartphone, becoming a permanent resident of Little Piccadilly for all to see.Agency: Leo Burnett

A PERSONAL MINI GREETINGNine digital poster sites were transformed along the Cromwell Road

to give real-time, personal greetings to every MINI that passed. An experiential layer was added with drivers receiving spontaneous

rewards like coffee or flowers. Photos of the participating drivers were then published on the campaign website.Agency: Vizeum

MICROSOFT OFFICE WORKS FROM ANYWHEREA fleet of Office 365 taxis hit London streets giving passengers the option to

use free Wi-Fi on the move. Wi-Fi park benches, lawn art, a tube take-over and an exclusive Lions 2013 Rugby partnership proved that Microsoft Office 365 lets you ‘Work From Anywhere.’Agency: UM

BITE ISSUE 4 | © CREATIVEBRIEF | SEPTEMBER 2014 4

CREATING TH

E OO

H EFFECT

HIJACKIN

G THE CO

NVERSATIO

N

BITE ISSUE 4 | © CREATIVEBRIEF | SEPTEMBER 2014 5

Earlier this year, the #nomakeupselfie craze swarmed social media sites. Almost 1 million women – and men for that matter – posted bare-faced photos of themselves raising over £8m for Cancer Research. It started with a simple tweet from an author who posted a picture in support of Kim Novak, the actress who had recently been cleared of the disease. The charity jumped on the conversation, asking employees, celebrities and professional bodies to get involved. The question is, why did the #nomakeupselfie become such a viral success and what can marketers learn from this?

The concept of certain ideas becoming contagious, while others fail, has intrigued psychologists for years. In the social space this is certainly true. Take the puzzling popularity of cats, internet memes or the YouTube generation obsessed with posting narcissistic videos. In recent times, internet phenomena such as these, have been the inspiration behind many successful ads – think Cravendale’s Cats with Thumbs (which led to an 8% increase in sales for the brand) or Virgin Media’s Success Kid.

Social media presents the opportunity for brands to boldly seize the moment, leverage existing content and as with the #nomakeupselfie example, even hijack the conversation to redirect the goal.

Read on for examples…

HIJACKING THE CONVERSATIONBy Nicky Herbert

700k+views on YouTube

#1trending topic on Twitter

BITE ISSUE 4 | © CREATIVEBRIEF | SEPTEMBER 2014 6

HIJACKIN

G THE CO

NVERSATIO

N

THREE APOLOGISES FOR HOLIDAY SPAM

Spotting an opportunity for relevant conversation with its target audience, mobile network Three launched a summer campaign apologising for the epidemic of holiday spam that was about to hit social media. Customers were asked to “brag responsibly” when sharing photos of sunsets, hot dog legs, plane wings, little lizards and holiday cocktails.

The brand set up an online Holiday Spam Crisis Centre with a map showing Holiday Spam hotspots and a ‘help me’ button for people that admit to suffering with ‘Travel Selfie Disorder.’ An apologetic message ran in the press, set up as a spoof public announcement. The campaign highlighted the new tariff, which enables customers to use their phones abroad at no extra cost. TV and online films were supported by print and OOH ads. Agency: Wieden+Kennedy

NIVEA PROMOTES PRODUCT WITH ‘LIFE HACKS’To promote its new product for men, Nivea launched an online campaign

of Life Hacks (clever cheats and tricks to overcome everyday problems). A series of 20 second vignettes aimed at men, were released on the brand’s

YouTube page. This included ironing a shirt or storing smelly trainers in the freezer to eliminate odours.Agency: Stack

PETS AT HOME CROWDSOURCES VIDEOS OF ANIMALS Pets at Home launched a new ad made up of crowdsourced videos of

people’s pets. Ahead of the launch, the public were asked to upload their pet videos to social media sites with the hashtag #mypetmoment. Over

13,000 were uploaded and the best became part of the ad. Agency: Krow

TALK TALK USE USER-GENERATED IDENTSAs Talk Talk looked to sponsor the XFactor for another year, the telecoms

company released an app, called Mix-Off, allowing users to create music videos of themselves singing. The best fan footage become part of the TV

idents that aired during the show. Agency: CHI & Partners

BITE ISSUE 4 | © CREATIVEBRIEF | SEPTEMBER 2014 7

HIJACKIN

G THE CO

NVERSATIO

N

ACTION

S SPEAK LOU

DER THAN

REWARDS

Brownie points: granted by the universe as a reward for good deeds, cannot be exchanged for tangible goods. Loyalty points: awarded by brands to encourage repeat buying, can be exchanged for tangible goods. Reward schemes today are about much more than purchase loyalty, they’re about encouraging active customer engagement that reaffirms a brand’s message and boosts its credentials.

New services like kiip (an in-app reward platform) are refreshing the traditional loyalty system by partnering with brands to reward app users for achieving their goals. For instance, after successfully completing ten miles in RunKeeper, a user could earn points to buy sportswear. They call it “moments targeting”.

Brands have long been offering rewards in exchange for social sharing, Marc Jacobs’ Tweet Shop and Birds Eye’s Picture House restaurant are recent examples, where the customer is required to visit the store and actively engage with the brand before they can share and claim their reward.

Whether it’s social sharing, running or even recycling, brands are looking to reward a deeper level of physical interaction with their customers. This combination of on and offline engagement reaffirms and strengthens the message to new and existing customers.

Read on for examples…

ACTIONS SPEAK LOUDER THAN REWARDS

BITE ISSUE 4 | © CREATIVEBRIEF | SEPTEMBER 2014 8

By Kara Melchers

BITE ISSUE 4 | © CREATIVEBRIEF | SEPTEMBER 2014 9

GIVERR APP LETS YOU CHECK-IN FOR CHARITY

Check-ins are important for a brand. It’s more than a Like, it bridges the gap between on and offline, it’s the ultimate affirmation. Giverr lets people donate to their favourite charities by checking into places all over the world using existing social networks.

After a customer checks in, a donation is automatically sent to both the brand’s favoured charity and that of the customer. More check-ins means more shares for a brand and more donations for charity. Each user has a Giverr profile with a leader board to show how much their friends have raised.

Many leading brands will already give sizable donations to good causes, this platform allows them to do so in a much more public way, while also connecting with their customers and encouraging brand advocacy.

Agency: Breed and Craft 5 million+ people in the UK regularly check-in

Turn your check-ins into charitable donations

ACTION

S SPEAK LOU

DER THAN

REWARDS

UNIQLO CUSTOMERS FEEL THE HEAT The brief was to keep Europe warm with one Uniqlo product. The HeatTech

technology embedded in Uniqlo’s clothing converts energy into heat, so Uniqlo developed with a campaign that did the same. Using pressure

pads they created an installation that captured the energy of real people and rewarded them with free HeatTech garments, encouraging active

involvement that reinforced the value of the product.Agency: BD Network

MCDONALD’S CAN CURRENCYMcDonald’s strengthens its environmental credentials in Sweden by

exchanging empty cans for burgers. In Sweden an empty drinks can is worth one Kroner when you recycle it. So to help customers and help the environment, McDonald’s accepted cans as currency. All they had to do

was take a bag, fill it with empty cans and exchange it for burgers. Agency: DDB Stockholm

MARC JACOBS SWEET TWEETS Marc Jacobs recently opened a pop-up ‘Tweet Shop’ in Covent Garden,

where customers could exchange tweets for free treats to promote its latest Daisy fragrance. Different levels of engagement came with

different rewards. Users were asked to tweet @MarcJacobsIntl, along with the hashtag #MJdaisychain in order to receive a perfume sample,

while those who included a video or image were given a key ring or in store manicure. Agency: Native LDN

BITE ISSUE 4 | © CREATIVEBRIEF | SEPTEMBER 2014 10

ACTION

S SPEAK LOU

DER THAN

REWARDS

FUEL YOUR IMAGINATION: find inspiration beyond marketing

ModiFace, a leading developer of virtual makeover technology, has launched a new app that can scan over 500 Facebook photos to pinpoint a user’s skin tone and accurately predict

product recommendations at home. btfl.me

Online fashion retailer Mr Porter commissioned artist Seth Armstrong to illustrate seven classic books in the locations they are set, helping immerse readers in the story. bit.ly/V7o2ue

Every few seconds, two of Spotify’s 40 million users play the same song at the same time. Spotify’s artist in residence Kyle McDonald, has created a real-time map visualising these serendipitous moments. spoti.fi/1pTJ1Ne

Walk under a streetlight in Bristol and an eerie shadow of a previous visitor appears beside you, as part of an art installation called

Shadowing. shadowing.cc

The green certification program, LEED, has teamed up with IDEO to develop a visual system for displaying a building’s environmental efforts in real-time, from energy to waste disposal. bit.ly/1ogjcn0

Nike covered a basketball court in Shanghai with LEDs so it can display performance statistics, training drill instructions and of course court markings.

bit.ly/1uKuGTX

ENVIRONMENT

SPORT

MUSIC

ART

BEAUTY

LITERATURE

BITE ISSUE 4 | © CREATIVEBRIEF | SEPTEMBER 2014 11

Carrington House126-130 Regent StreetLondonW1B 5SE Tel: +44 20 7478 8200www.creativebrief.com

GET IN TOUCH…If you are a client wishing to find out more about BITE

or the marketing and agency landscape, please contact: Charlie Carpenter, Managing Directorcharlie.c@creativebrief.com

If you are an agency wishing to share your work, please contact:

Nicky Herbert or Kara Melchers, Intelligence Strategistsnicky.h@creativebrief.com or kara.m@creativebrief.com