weekly media watch - 02.23

Here is my WMW for the week. As you can see, I did another write up of Coraline. Hope you enjoy!

1

Coraline Finds 50 Lucky Bloggers

What is it?

Last week, I had the pleasure of seeing Coraline in 3D. For those of you who think it’s a kids’ movie, I assure you there is enough to keep adults entertained. Some parts were downright creepy and the 3D effects really brought the movie to life.

Oh yes—back to advertising. Coraline, created by Laika Studios, is touted as the first stop-motion animation feature to be shot entirely in 3-D. Naturally, lots of props remained after shooting was complete, and their Wieden+Kennedy marketing team decided to do something special with them. They compiled a list of their favorite blogs (among them: NotCot, Pink is the New Blog, boingboing) and asked each blogger if they wanted to receive a “free gift.” 50 unique, whimsical boxes filled with movie props and items were created and sent, and the chosen bloggers immediately rushed off to show of the contents of their boxes. Even the actual handwriting on the address labels reflected the film’s tone and themes. If you have a moment, check out the film’s site – it’s a visually stunning, immersive experience. (Sources: NOTCOT.com, Future of Ads)

Why is it interesting?

We often chat about “influencing the influencers” and how we can get bloggers to talk about cool products in the digital space. Since Laika Studios is owned by Phil Knight (co-founder of Nike), he pushed W+K to come up with an innovative campaign (check out the Nike Coraline Dunks!). This brilliant idea for Coraline made use of some one-of-a-kind props and put them in the hands of people that have extensive networks of readers. The variety of blogs they came up with was impressive in itself – who knew there were so many knitting blogs?!

2

AdAge Confirms: Unpaid McFlurries

What is it?

It appears as though we all spoke too soon. AdAge confirmed that McDonald’s didn’t pay for the McFlurry product in the story line. “30 Rock” asked McDonald’s executives in advance if they could use a restaurant for filming purposes and write some products into the story. Since nothing portrayed the company in a bad light, McDonald’s didn’t push back or make any changes. The TV spot that ran during the show was “part of the traditional media buy” and no spots were moved around to be near that episode. (Source: AdAge)

Write-up from last week, in case you need background: There has been, well, a flurry of McFlurry activity online after last night’s 30 Rock episode aired. 2 characters on the show (Elisa and Jack) sat on the couch last night eating McFlurries – and after some discussion about how great the vanilla swirl, candy and cookies go perfectly together, Elisa exclaimed that it is “the world’s greatest dessert.” New York Magazine, Gawker and countless blogs have initiated virtual discussions around the product placement.

Why is it interesting?

Paid or unpaid, last week’s episode sure got bloggers and media sites writing furiously about the issues surrounding product placement. Where should the line be drawn? Are audiences becoming too cynical to accept advertising like this? As I mentioned in last week’s write-up, ad avoidance behavior continues to grow. DVRs make it far too easy to find the content that we really want. I’m sure we are all curious to see how 30 Rock will handle any product placement opportunities in the future…

3

How to be a Better TJMaxx Shopper

What is it?

Through my normal search and online shopping patterns, I recently stumbled upon TJMaxx’s online community. Called “What’s In,” it is intended to function as a social shopping utility with daily alerts and insider tips. Users can upload photos of Fashion Finds from their local stores and provide details about the department, price and brand. Votes and comments are also recorded, adding to the social functionality of the site. (Source: What’s In)

Why is it interesting?

From what I can recall, TJMaxx hasn’t done much to promote their What’s In site through their print or TV ads – a missed opportunity, since cross-promotion would be an easy way to drive more traffic. While the site could use some tweaking in certain areas (especially with their mapping and voting features), the concept is a great one for discount stores such as this. Allowing the users to hunt for bargains and share them instantly is more compelling than posting a weekly circular online. A mobile version may also work for their customers if they continue to see activity on the site.

Marketing fun with Coraline

On Tuesday night, I had the pleasure of seeing Coraline in 3D. What started as a lighthearted, playful "kids" movie quickly turned into a creepy, intense adventure.

The Coraline microsite itself incorporates the whimsy of the game into a digital environment. The marketing, however, didn't stop there. Laika Studios, the company behind the film, sent out handmade boxes full of goodies to blogs that they follow. 50 in all were sent to blogs like Pink Is The New Blog and NOTCOT. Very cool. I'm personally jealous because all of the boxes were absolutely amazing! They contain objects and themes from the movie itself, down to the actual handwriting on the address labels.



Not only are the boxes and their contents visually stunning, it was extremely clever of someone to come up with the idea to send them to bloggers. We always say it's time to "influence the influencers!"

Pictured: The box sent to NOTCOT

Source: NOTCOT

weekly media watch - 02.13

Below is the Weekly Media Watch email that I sent out on 02.13. A new one will be coming out tomorrow, but I thought this was worth posting. :)

1

For Your Cavity-Free Sweet Tooth – Colgate ToothBrush Popsicle Sticks

What is it?

Colgate has embraced everyone’s sugar cravings and is using them to their advantage. People aren’t going to stop eating sweets – even during Oral Health Month. Rather than hand out small product samples (like travel toothpaste, for example), ice cream and cotton candy were given out. Once consumers were done eating their treats, they discovered a toothbrush-shaped popsicle stick with the words “Don’t Forget” as well as a Colgate logo. (Source: Creativity)

Why is it interesting?

Simultaneously clever, gimmicky and over-the-top, this attempt to get kids to brush will undoubtedly have viral traction online. I’ve been unable to find out exactly where these goodies were distributed, but it sure is a fun way to get kids interested in dental hygiene. Or at least more chocolate.

2

McFlurry Madness – Is 30 Rock Going Too Far?

What is it?

There has been, well, a flurry of McFlurry activity online after last night’s 30 Rock episode aired. 2 characters on the show (Elisa and Jack) sat on the couch last night eating McFlurries – and after some discussion about how great the vanilla swirl, candy and cookies go perfectly together, Elisa exclaimed that it is “the world’s greatest dessert.” New York Magazine, Gawker and countless blogs have initiated virtual discussions around the product placement.

Why is it interesting?

With increases in ad avoidance behavior, especially with DVRs, product placement is one way that marketers try to extend their brands out to consumers. I can’t tell you how many times I’ve cringed over those shameless “GE Monogram” appliance shots on Top Chef. Outside of reality TV, however, the game may be a bit different. Do consumers want to see products written into storylines and characters’ conversations? Pricing can also be tricky, since there is no clear cut way to purchase these opportunities.

Marketers may also find value in creating “companion TV spots,” operating almost like companion banner ads alongside other online content. These TV spots should relate to the product placement itself – McDonald’s could have done a spot featuring a McFlurry, rather than just upselling me on Quarter Pounders. This could be the difference between increasing general awareness and driving conversions (in this case, product sales).

3

Ooh! Denny’s Jumps on the D-OOH bandwagon

What is it?

Would you like some news with your Moons Over My Hammy? Denny’s is rolling out a digital out-of-home network across its locations through an agreement with IndoorDirect. It will debut in 300 Denny’s diners in the nation’s top markets, with expansion plans to cover all 1,500 restaurants. The screens will carry IndoorDirect’s theBite Network, a 60-minute lifestyle program covering news, entertainment, music and sports. One-third will be devoted to advertising. (Source: AdWeek)

Why is it interesting?

With more screens popping up at gas stations, health clubs and coffee shops, digital signage is becoming an attractive advertising option for many brands. The QSR industry has reportedly found that the network helps improve sales and creates some revenue from the advertising. The IndoorDirect network will now have a national footprint of 1,000 locations and they also work with Arby’s, Del Taco and other QSR brands.

And even more interesting: Denny’s is providing opportunities for music artists to collaborate on items for their Rockstar Menu (apparently there’s a Katy Perry “Hot ‘n’ Cold” drink, named after her hit song).

Taking Reading to the Next Level: Amazon Kindle 2

Even non-readers may want to take a look at this.

The new version of Amazon's popular book reader, the Kindle, has seven times the memory as the original. The Kindle 2 also boasts faster page-turns and a clearer black-and-white display. The new design has round keys and a joystick-like controller for easier navigation.

When Oprah professed her love for the first version of the Kindle, it was an instant hit. People were excited to get their favorite books delivered to them instantly and electronically, even if they were traveling or commuting. Through Sprint's Whispernet technology, users can access more than 230,000 available books. Top U.S. newspapers like The New York Times and Washington Post are all auto-delivered wirelessly.

Today's portable media makes it easier than ever for people of all ages to take content with them on the road. Now, there are even fewer excuses to pick up that book and turn a few pages.

Source: NYTimes

iPhone Interactive Video Ads are Here

Rhythm New Media just announced a new iPhone video ad unit, which for the first time includes in-video interactivity. By using the unique touch capabilities of the phone, Rhythm can overlay TV style ads with touchable buttons that activate a call, SMS, maps, or another video. Lincoln and Pepsi have signed up as the first advertisers for this new unit.

The first iPhone application to run these new ads is vSNAX Videos. They offer free, high quality videos from more than 25 premium media partners. Short pre and post-rolls (5 to 30 seconds) are dynamically inserted.

WFB (Working From Bus)

While today's CrackBerry society is never too far from the Web, wouldn't it be nice to hop on a bus and have connectivity that you would expect at work or home?

Starting Monday, Feb 25, San Francisco's 10-Townsend line is introducing a "Connected Bus" to its regular rotation. This green hybrid bus features Wi-Fi as well as touch screens that show where other Muni buses are on a map.

The city is obviously concerned about graffiti and other vandalism on the bus, but it is a great test for Muni and the public. Can't wait for my field trip!

Source: SFGate