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Watch These People Walk Right Past Their Own Loved Ones In This Homeless Awareness Social Experiment

resue_mission_ny_experiment We've all done it. We're all guilty of it. Yet can we really be blamed for it? We're busy people. We're focused on our daily routine. We have things to do. People to meet. Places to go. And so it is without surprise we walk right past homeless people without ever noticing. Calling attention to this behavior, which partially stems from the idea that if we ignore it, it doesn't exist or it will go away, the New York City Rescue Mission, a homeless shelter which provides food, shelter and social services, conducted a social experiment to dramatize just how desensitized we have become to th [...]


Face-Making Contest Calls Attention To Plight Of Children In Warzones

booth_game_stream Here's a heartwarming campaign for a good cause. To call attention to the strife children experience while growing up in war zones such as Palestine, Right to Pay and War Child Holland -- which both teach kids how to cope with their feelings through sports, games and other means -- teamed with Amsterdam-based ACHTUNG to create a face-making contest. The agency launched a digital campaign that invited people to make crazy faces that match four different emotions. Using face recognition technology, the webcam automatically takes a picture when the right emotion is mimicked. Kicking off [...]


Branded Content Leverages Young Love To Sell Ice Cream

cornetto_cupid_train Taking a page from Greece's Lacta Chocolate, Cornetto, a Unilever-owned European ice cream company, is out with the second episode of its Cupidity series, a collection of online films that explore young love. This most recent chapter, entitled Travellers, takes a look at a young man and a young woman and their missed connection. It's an exploration of two differing viewpoints on traveling the path on one's life, for whom you are traveling that path and why you might want to leave room to re-evaluate that path from time to time. The film was shot last fall in southern Italy and it dri [...]


Coke Creates Giant Rainbows To Help South Africa Celebrate 20 Years Of Democracy

coke_south_africa_rainbow Here's some Happiness from Coke to brighten your day and your spirits. Twenty years ago South Africa held its first democratic election and Nelson Mandela was elected into office. And Bishop Desmond Tutu coined the term "the rainbow nation." The rainbow, of course, represents the country's diversity and its many achievements. To celebrate the 20th anniversary and highlight the country's diversity, Coke created a giant rainbow atop its billboard-covered building in Johannesburg using some technological wizardry, high-powered water cannons, the sun and a dollop of magic. The brand also [...]


Heineken Turns Living Room Into Gigantic Pinball Machine

heineken_sub In a super cool activation, Publicis Italia created an awesome piece of experiential marketing for the introduction of Heineken's "The Sub," a futuristic-looking, advanced technology method of dispensing beer. Effectively, it's a really cool keg. It was designed by Marc Newson and the agency decided to tout Newson's masterful achievement in Milan during Design Week by inviting people to a seriously tricked out "living room" called, appropriately, The Sub Living Room. While people were invited to appreciate the masterful design, that's not all they were in for. When the lever of a par [...]


Infographic: Which Is The Most Effective Digital Marketing Channel

Looking to attract new visitors online? Social, email, paid search and SEO are all attractive ways to bring in the audience. But some bring more visitors than others plus some convert better. The folks at Conductor have put together an infographic looking at the four major channels and how effective they are, compiled from various surveys. In summary: SEO: 54% discover new sites this way; just behind email for qualified leads, 36% Email: 51% discover new sites this way; tops for qualified leads, 40% Social: 32% discover new sites this way; tied with paid search for qualified leads, [...]


Ubisoft ‘Exploits’ Your Online Profile To Tout New Game

ubisoft_dogs If you've ever taken a moment to sit down and give long, hard thought to all the information you've placed in the cloud since the dawn of the internet, you'd probably end up like one of those mental patients in American Horror Story Asylum. It's kind of scary the trust we place in the intertubes. Perhaps as a reminder to this and, of course, to promote their new Watch Dogs game, Ubisoft is out with DigitalShadow, a site that scrapes your publicly available information from Facebook, the US Census Bureau and the Bureau of Labor and Statistics to paint a true picture of who you are, who y [...]


Study: Integrated Search & Social Ads Double Conversion Rates & Lift Revenue Rates 26%

Marin Software logo In a new study evaluating search and social advertising campaigns, Marin Software confirmed paid search and social campaigns perform better when integrated, delivering double the conversion rates and a 26 percent increase in revenue per click. Based on data from Marin's Global Online Advertising Index, the study found customers who clicked on both search and social ads had approximately two times greater conversion rate and spent twice as much than users who only clicked on a search ad. Looking at users who only clicked on social ads, Marin saw conversion and revenue rates more than qua [...]


Health Org’s Creative Social Experiment Proves Smoking Is Ugly

tinder_smoking_hot_600 Ah, Tinder. That Hot or Not-ish site on which those who care only about looks can seek intimacy with others who only care about looks. It's the way of things these days. After all, who really cares what a person is actually like when that gets in the way of the simplicity of a dating app like Tinder? But, perhaps proving that looks aren't entirely everything -- even on Tinder -- the Action on Smoking & Health organization is out with a campaign entitled Smoking Hot which aims to determine whether or not smokers are seen as less attractive than non-smokers. To prove the point, ASH [...]


Marketing Apps: Where Media, Messages & Mechanisms Converge

Media, Messages, and Mechanisms One of the overarching trends in our industry is that marketing is shifting from being in the business of delivering communications -- advertisements and content -- to being in the business of delivering customer experiences. It's not just what we say. It's what prospects and customers experience when they connect with us, in digital channels and in the physical world. This is one of the seven meta-trends that I covered recently in my book, A New Brand of Marketing. It's possibly the most transformative of all the changes that are rippling through our profession, because it fundamentally [...]


‘World’s Toughest Job’ Applicants Pranked With Heartfelt Reveal

worlds_toughest_job We've seen our fair share of job interview spoofs and we've seen our fair share of salutes of the moms of the world. And as Mother's Day approaches May 11, we can expect to see a lot more. But we don't recall ever seeing a mashup of the job interview spoof and pro-mom campaigns. Well, now we have. Mullen Boston crafted a campaign entitled World's Toughest Job for American Greetings' CardStore that launched with a fake job listing which included a list of stringent requirements: Constant exertion Continuous standing Work 135 hours per week No breaks No vacations Increas [...]


CMOs, Keep Your Company On Track And Avoid “Communication Debt”

Branding It happens. We get busy and all of a sudden we realize that the words we've been using to talk about our products or brand internally weren't quite right and somehow made it up on the website, into our marketing material and ultimately into the minds of our consumers. This is communication debt, and it's a scary thing. Most of the marketers (and definitely all of the startup lovers) reading this are familiar with the concept of "technical debt," which refers to "the eventual consequences of poor software architecture and software development within a codebase." It's particularly dange [...]


AMC’s Mad Men Gets Don-O-Mite Blaxploitation Treatment

Don-O-Mite If only to have a little bit of fun with this weekend's return of AMC's Mad Men, New York-based Leroy & Clarkson, an agency which touts itself as the "we are the whatever-you-need-to-do-with-your-brand-we-can-do-it agency," has given us Don-O-Mite. Don-O-Mite is a full-on blaxploitation take on the series which has captivated the ad community -- and the rest of the world -- for the past 6 years. In the video we meet a man who works for Jackson, Johnson, Washington and White, the worst agency on Madison Avenue which our man has promised to save...in exchange for getting out of pri [...]


Fashion Brand Leverages MySpace Angle Selfie To Sell Cosmetics

avene_selfie Did you know the word "selfie" has been added to the Oxford Dictionary? And not because Ellen Degeneres took that selfie at the Oscars or because President Obama took one or even because the Pope did. Nope. It's in there because billions of people all over the world have been doing so since the advent of the camera phone and even before. Leveraging that phenomenon, French cosmetic brand Avene launched its Avene Selfie campaign in China, the brand's biggest overseas market. It chose China because on an insight they discovered: Chinese women pose the exact same way every time they take a [...]


Anti-Bullying Video Gets Shorter With Each Share

share_it_to_end_it To call attention to bullying, the Singapore Coalition Against Bullying for Children and Youth has released a video that gets shorter each time you view it. The black and white animated video, hosted on a site called Share It To The End, depicts a boy getting bullied at school and telling us he always feels alone and doesn't feel safe anywhere. On the site which hosts the video (it's not on YouTube and can't be embedded), viewers are encouraged to share the video on Facebook. Each time the video is shared, it gets a bit shorter. The original video is just under two minutes long an [...]


Thai Life Insurance Ad Celebrates Beauty of Life

thai_life_insirance It doesn't happen very often but sometimes -- every once in a while -- advertising is awesome. Awesome in ways that make you jump for joy. Awesome in ways that make you angry. Awesome in ways that make you cry. But most of all, awesome in ways that give you hope there is, well, hope for the human race. About a year ago, Ogilvy & Mather Bangkok created a three minute video for Thai Life Insurance. The video told the story of a girl and her deaf mute father. It's hard enough for a teenager to get along with a parent even when they are "normal" but add in any notion of "different" and [...]


Annotated Movie-Trailer Videos Connect With First-Time Homebuyers

PR_Romcom_1_cropped Buying a home. It can be romantic. It can be dramatic. And it can be scary. To capture each of these three emotions for Canada's RBC Royal Bank, Entrinsic developed a first-time homebuyer campaign which consists of three movie trailer-like videos, each of which center on one of the three emotions experienced when buying a home. The videos -- directed by now-we-know-where-he-is filmmaker Jeremiah Chechik, the man behind National Lampoon's Christmas Vacation and Benny and Joon -- promote three fictional movies that follow a couple going through the ups and downs of buying their first home a [...]


Heineken Travels To Outer Space & The Ocean’s Depths In Support Of Reporters Without Borders

heineken_legendary_posters Wieden + Kennedy Amsterdam is out with a new campaign for Heineken which focuses on 40 legendary individuals from the worlds of sports, entertainment, science, art and other areas. Entitled "The Legendary Posters," the campaign features these 40 people doing interesting and amazing things in support of the global non-profit Reporters Without Borders. The posters were created by unique interaction with each of the 40 individuals. There's the poster that played fireball tennis with Jimmy Connors. There's the one that went into a live volcano with an Icelandic farmer. There's the one that [...]


Taco Bell’s Breakfast Of Champions: 5 Questions With The Brand’s Director Of Digital Marketing

taco-bell-breakfast-600 Taco Bell's recent breakfast menu campaign caught our attention last week when the brand's "Ronald McDonald" television ads prompted a Tweet from its biggest competitor. Not only did Taco Bell's TV spots make waves, but a Reddit AMA hosted by Taco Bell president Brian Niccol announcing the new breakfast menu generated over 8,000 comments in less than 24 hours. The driving force behind Taco Bell's digital marketing success is Tressie Lieberman, the brand's director of digital marketing and platforms. "With Breakfast, we wanted to create a campaign that turns heads and takes people off [...]


Weight Watchers & Getty Images Help You Celebrate Your Incredibleness

weight_watchers_incredible_you Most of us wish we could lose a little weight from time to time. Sometimes we put our mind to it and succeed. Other times, life gets in the way and that spare tire or muffin top begins to rear its ugly head. That's when Weight Watchers wants our attention. To garner that attention and refresh interest in Weight Watchers in Australia, digital agency Reactive launched a multi-faceted campaign called Awaken Your Incredible. As part of the campaign, Reactive developed Incredible You, a partnership with Getty images that allows people to create short slide shows which highlight their "inc [...]


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