Nice edutainment from Norway (McCann).
A flash movie in 4 chapters and in-between you'll get either a MC-question or an assignment. Through the movie and the assignments you'll find out why not to use file-sharing networks and the benefits of legally downloading music.
Screenshots : Download screenshot1.jpg, Download screenshot2.jpg, Download screenshot3.jpg, Download screenshot4.jpg, Download screenshot5.jpg, Download screenshot6.jpg
To promote their e-postcard service, called Wishou, a service that delivers e-cards via snail mail, TGP Post has come up with a concept that reminds me of the "Zet 'm op 4 campaign (launch of the VT4 TV-channel in Belgium)" or some typical bumper sticker campaigns. You know, in order to win a prize, you have to stick a campaign sticker on your car window or bumper, or display a campaign poster on your house window.
In this case, participants will have to put a TGP Post Avatar into their Messenger window. A man, called Dazzling Dave, driving around around the country in a Renault Clio, (btw, the main prize), will ring your door bell and check if you did put up the Avatar in your MSN chat client.
In "Nationale Postcodeloterij" style, the winners and the surprise attack of Dazzling Dave, will be taped and the result will be shown on the campaign site.
Obviously, TGP Post struck a deal with Renault (participation form mentions an opt-in for Renault only) and with MSN (a lot of visibility on the campaign site for Messenger). And, last but not least, partipicants will receive (after having downloaded the avatar) a free trial of TGP's Wishou service.
Everybody wins. Nice work! Not sure which categorie to pick, I categorized this concept under 'Branded Entertainment' because it - sort of - is. To some extent, if you think about it.
Source : Marketingfacts.nl
Meet the In-Action Heroes dolls from Dull Co : Mama's Boy, the Wuss, and the Suck-up. At first, I thought the dolls were from Mattel. But no, they are created by a FMCG to sell deodorant ! They "fight stress by avoiding risk" : the In-Action heroes are for men that like to play it safe. And for men who do take risks, there is new Degree, the pit stick deodorant from Unilever.
As the In-Action Heroes site reads for the Suck-up doll : he never risks challenging his boss and his stock answer to any question is "Yes, yes, oh yes". He comes with realistic head nodding action and permanent thumbs up. You can read his resume, download sound bites and ring tones, play the Suck-Up Game, watch videos clips and have more risk-free fun.
And, oh yes, that's the best part : the dolls are for real, you can actually order two of them online (only US residents however). This concept takes Branded Entertainment to an entirely new level.
Unilever digged deep in their pockets to promote the concept : a Mama's Boy video clip even aired during the Superbowl event : you can watch it on the site, but here's a mirror. And the Suck-up doll came to life into the streets of N.Y. during a street marketing event. Degree actually hid an actor in a giant Suck-up toy box. Yesbut.com did an interview with the poor guy.
Yesterday, in Luk Alloo's TV-show "Sterren & Kometen", Eddy Wally met with Ford's innovative Talking Ad in a Railway station in Ghent. This led to a unique encounter between "entertainer" Eddy Wally and the "brand" Ford.
Some would therefore call it 'Branded Entertainment'.
This case proves that if you do innovating & entertaining stuff, you can extend your reach and get picked up by other media such as tv (Sterren & Kometen : 250.000 viewers), newspapers (example), magazines (example), blogs (example) and radio (Donna, Stubru and some others covered it). Or, like some would say : 'go viral'.
Download here the hilarious 3 min. Eddy Wally meets Ford Talking Ad from Sterren_en_Kometen (13,4 Mb!),
More info on the Ford Talking Ads, incl. a clip showing a German tourist interacting with the Talking Ad, you'll find over at my friends from AdFab.
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