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When we think of video sites, YouTube is absolutely the first thing that pop into our mind. But what is this below?

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Looks like it’s from Youtube, right? This is actually from Nike’s Facebook video page, and it’s crazy to see how similar it is to its page on Youtube.

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It’s clear that Facebook and YouTube have separate functionalities in our mind, but there is no denying on the fact that we love to watch videos on Facebook. We love to check out what our friends are posting and sharing, and for brands, it’s just so convenient when they can upload videos directly Facebook and get the better exposure of the brand when their videos gets shared.

Screen Shot 2015-11-17 at 10.17.16 PMWhen you share a video from Youtube

 

Screen Shot 2015-11-17 at 10.17.04 PMWhen you share a video from Facebook

Can you embed Facebook videos on other sites? Yes you can. Before when you want to post Facebook video on your website or blog, you need to use their code generater to get the code and then copy paste it to your site. Now Facebook is making the process easier, which you can find the code directly from the video. However, the WordPress I am using seems not to cooperate, and it looks like I am not the only one that had the problem, but we do have proved successful try on other websites.

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 What is brands’ stake in Facebook video? Other than that they need the audience, Facebook’s autoplay function is another attractive factor. Autoplay videos are those videos without sound that start playing in your feeds without a prompt from you.

Therefore for brands, the challenge leaves to how to capture attention even without sounds. If the visual is intriguing enough, the video has a chance to be turned on sound, and furthermore, gets likes, comments and shares. And with the total views shown on the video, it’s reasonable to predict that the more views we see, the more likely we are to watch the video. (See Peter Kafka’s blog for more discussions) The only problem lies in how Facebook count views; as long as the video is viewed for 3 seconds, it counts as one view. This give brands a hard task to gauge how many people actually watched the video.
The autoplay opens a new opportunity for brands on Facebook. And a new question would be, which ad is more worthy of the money you pay for showing your video? Don’t worry, Reebok and Pixability has tested it out for you. Their conclusion was “YouTube had a higher video view rate (23.6 percent of people who scrolled past the video viewed it versus Facebook’s 5.4 percent) and video completion rate (20.4 percent versus Facebook’s 4.5 percent) as well as a lower cost per view. But Facebook had higher engagement. ” And they found the combination of Facebook and YouTube ad buy generates the best result.
From a personal point of view, the higher engagement was intuitive as Facebook is naturally a platform that’s easier for users to comment, share and have a conversation. After all, Facebook videos has some problems that they need to address, with the biggest problem being Freebooting. (See this video for more details)With YouTube’s efforts on protecting content creators and making videos share-friendly, I am more pro YouTube videos, but at the same time  I can’t deny the convience of Facebook videos and the benefits they bring for brands. Will Facebook substitute YouTube to become the first video site? I don’t think YouTube has to worry. However, it may be a necessity for brands to take the extra step to seriously think about Facebook videos.
Categories : General Virtues
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Disney-magic-bands

If you’ve been to the Disney Parks located in the United States or on a Disney Cruise Line this year you might have noticed people sporting wristbands ranging from various neon colors, all with a simple Mickey Mouse symbol on it. With a wave of their wrists they’re able to skip the line as your kids groan and moan, pleading for a chance of meeting Elsa. Instead of having to deal with giving the exact cash amount or fumbling with cards as you’re buying food, they wave their hand and are off on their merry way. You might think it’s a magic band and you would be correct. It is literally called the MagicBand and is Disney Parks way of creating a new experience for their visitors to the Happiest Place on Earth. It also gives them an insane amount of access to Big Data in a perfect, controlled environment. How magical!

disney-magicband

The MagicBands are RFID (Radio Frequency Identification) enabled bracelets that debuted in late 2013 for the Walt Disney World Resort Park, but have gained momentum this past year with their expansion to the Disney Cruise Lines. They sold over 9 million units in 2014. Through the use of the website called MyMagic+, visitors can connect their wristbands to credit cards, book fast passes (up to reserving three rides without having to wait in line!), and reserve and order food ahead of time at restaurants in the park before even stepping on the premises. They work as hotel access, so instead of having to worry about losing your room key between your family members you just wave your personal wristband to enter your room. They also have an app for the band so you can update your fast passes and food orders while in the park, along with being able to see your happiest memories in visual form. In addition, when you use the wristband cast members also greet you by name preference, whether if it’s by Steve or Mr. Edwards. It’s up to you! You’re the guest!

You might be worrying that these MagicBands contain your personal information but Disney executives swear they don’t and that, contrary to rumor, they aren’t able to locate your child with a flip of a switch. Watch your kids you crazy parents! The value of the wristbands for Disney is that they are able to get richer customer data by seeing where people are shopping along with their habits. Disney has claimed that people with the wristbands spend more than those who don’t, but they haven’t the released the actual figures yet. How it works is that they’ve placed multiple radios around the park in various locations. The wristband acts as a frequency identifier and sends a signal, allowing Disney to essentially follow your day from which rides you prefer to finding where you’re sitting in a huge ballroom to deliver your food. It lets them know how long you’re willing to wait in line or when something inconvenient happens, allowing them to send you a new experience. It allows them to immediately recast your memory from a bad one to a great one. Basically, it restructures how Disney responds to humanity.

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“The whole system gave Disney a way of understanding the business,” Nick Franklin, one of the developers of the MagicBand, stated in an interview. “Knowing where we need more food here, how people are flowing through the park, how people are consuming the experiential product”. Walt Disney World is the perfect place to experiment with this. Disney has total access to the information with the full permission of the numerous visitors that go through their parks. They don’t need to worry about multiple business partners or privacy issues as they own everything on the property. When you buy the ticket, you’re essentially signing a “Observe me! Film me! Document me!” clause that allows Disney to view your habits. What’s more important is that you’re probably ok with it at the time because it’s Disney. It has the halo effect that makes people feel comfortable with giving out that information for free. If Facebook or Google was doing this, the responses might be very different. If this was being done by Facebook or Google, the responses might be very different. Disney is allowed to test new experiences with technology that changes our notions of what we’re comfortable with. They sell you a great experience and in return you give them Big Data. It’s an idealized world that shows an idealized life in a self-contained environment, similar to a snow globe. It even has fake snow for the holiday season!

So the next time you go to a Disney Park you might be having a convenient, hassle-free, great time with your family but remember. The mouse is watching you create magic for them. All it takes is the wave of your wrist.

http://fortune.com/2014/12/29/disney-ceo-bob-iger-empire-of-tech/

http://www.wired.com/2015/03/disney-magicband/

https://disneyworld.disney.go.com/plan/my-disney-experience/my-magic-plus/

https://datafloq.com/read/walt-disneys-magical-approach-to-big-data/472

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Google is a unique entity. Most people know it as the best broker of information on the internet. Other people appreciate the strides that Google is making as a technological kingpin. This in addition to other services they provide, such as email and directions. Google also is a powerhouse for Big Data, collecting information and providing opportunities for advertising.

While it is terrifying at first to think of a supercomputer documenting everything that you do online, a second look reveals the benefits of this data being tracked: in-depth data and personalization. Additionally, consumers need to realize that this tracking works both ways (which can still be a huge benefit to the consumer).

Google recently added a peak hours feature, which means that in addition to showing when a company is open, it shows when the company is busiest depending on the day of the week. Google has also recently added updated hours that take holidays into account (when the information is available). While this may not seem like a big deal, there are global implications. If you’re travelling in Canada, you may not realize it’s Boxing Day and regular business hours will be changed. This is valuable to both customers and businesses, and Google doesn’t get much credit (but doesn’t lose goodwill).

google-holiday-retail-hed-2015

While in the background for most information, Google has paired up with different companies to be the featured provider of information. In New York City, Google has teamed up with Dunkin Donuts and Air BnB to provide comprehensive experiences for customers. For Dunkin Donuts, Google highlighted Dunkin Donuts located nearby. It went a step further to show customers what the current wait times were at the individual locations.

 Google CoffeeDunkin Donuts

Air BnB partnered with Google for a similar project called “Hosted Walks.” This projecte (also hosted in NYC) allowed people searching for places to go in Midtown Manhattan to receive audio tours led by Air BnB hosts. The idea behind this campaign was that tourists could tour the city like a local instead of just getting led to typical tourist traps.

Google Air BnBHosted Walks

These are both general successes for Google, allowing them have interaction with consumers while being featured in the promotion of another brand. Google is additionally very well received overall, producing emotional commercials, and even turning the brand name into a verb. People love Google, including yourself probably. Have you used any other search engines this week/month/year?

The interesting thing about Google is to look at its shortcomings. The core product of information is very effective and rated highly, showing that Google can deliver on its brand promise. Various extensions, such as the Chromebook have also been well received. They play well with others, not only in direct collaborations as shown above, but as offering advertising through SEM as well. Google Analytics is basically the godfather of Big Data. So where do they fall short?

Engaging with their community. Yes, people are creating Google accounts to access Gmail and Google Drive (and since Google acquired YouTube, to access that as well if they want to be able to save videos or subscribe). But Google+ just does not seem to be going anywhere. Google seemed to have the Field of Dreams idea of if they created a platform, people would flock to it. But that is just not the case. For as much consumer data as Google has available to them, you would think that they would know this wouldn’t work.fod1_gif-w=1000

While many feel that Google+ will fail to become more popular, that may not necessarily be the case. If Google is able to provide the benefits to make people willing to switch social networks, that could drive users to them. Additionally, Google could integrate Google+ into its other services, which may be a good introduction for general consumers. Theoretically, Google could probably require that general users create a Google+ account to access other services, but that might not be well received. On the other hand, would people really be willing to sacrifice Google services to avoid signing up?

the-story-of-google-plus

 

http://www.adweek.com/news/advertising-branding/how-dunkin-donuts-and-airbnb-are-turning-google-searches-experiences-nyc-167216

http://www.adweek.com/news/technology/google-now-publishing-holiday-store-hours-maps-and-search-168013

 

So this is a bonus post, but it’s relevant to my first engagement presentation about livestreaming so I thought I would share.

Last month, Whitney Beall was arrested for driving drunk. However, how she was caught it what caught media attention. She was using Periscope to livestream her activities of the night, and after becoming intoxicated, she got in her car and began to drive. People in the area who were watching her stream were concerned and started calling the police (here is an edited version of the video that’s safe for work). (Click here for the local news story with videos)

Obviously the whole situation was a mistake for which she will have to pay the consequences. And while it was an individual act not associated with a brand, social media mix-ups occur, which could cause serious issues for the brand. Just ask the Red Cross.

Red Cross Tweet Mistake

Fortunately the Red Cross was quick to respond with humor and narrowly avoided a public relations disaster. In this case, the social media director thought she was posting to her personal account and accidentally posted to the Red Cross account instead (which she attributed to not being able to use Hootesuite). While there wasn’t a lot of exposure, some blogs did pick it up, and Dogfish actually used it as an opportunity to get donations on behalf of the Red Cross (click here for the full story).

Mix-ups are definitely possible. And while the Red Cross didn’t face major consequences, Whitney Beall certainly did. As social media shares more and more content, brands and companies need to be sure that the content being shared reflects their best interests. While it seems to become more of a public relations issue than an advertising issue by traditional definitions, we discussed in class that the distinctions are starting to blur (and Dr. Edwards discussed this in his blog post on the TAI blog). Even as a brand, the idea of someone looking over your shoulder all the time can be uncomfortable. Constant vigilance is necessary to keep the brand image intact. But the bonus to consumers is that it is much easier for brands to be held accountable to their actions when they are being displayed across multiple mediums, for both good and bad things.

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Nov
03

Big Dating?

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Could big data be the key to finding true love? Usually we think of big data being as a tool used by marketers to better deliver advertisements or information to a consumer, and we may not think it could be used to enhance our love lives. However, online dating sites have been using data (and now big data) from the start.

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Online dating has been around for awhile now (over 20 years) and is becoming more and more common among relationship seekers but how much data are people willing to share to get the perfect match?

Some websites ask as many as 400 questions. Match.com estimates that it has more than 70 terabytes of data about its customers. What happens with all this data?  As the Tinder (an online dating app), vice president of advertising Brian Norgard said, “it allows us to give that data back to our brands in a really valuable way”, such as Bud Light in which they did their first advertising campaign.

Big data is helping these websites provide better matches for their customers which means more satisfied customers, which means bigger profits.

So why isn’t everyone on these dating sites successfully matched yet? Well, people lie, and not always on purpose. Hinge, a Washington DC-based dating company, gathers information about its customers from their Facebook pages. The data is likely to be accurate because other Facebook users police it, Justin McLeod, the company’s founder, believes.

Companies aren’t the only people who can take advantage of big data in online dating though. There are now more tools than ever for creating and using data in budding romantic relationships. For example,  Lulu, is an app for young women to anonymously review their male friends, exes and hookups, that has recently attracted significant popular attention. Lulu lets female reviewers anonymously select hashtags that describe male acquaintances, from #DudeCanCook to #Cheater which it then translates through an algorithm into numerical ratings. Lulu has over a million users and is popular at colleges. Lulu’s founders describes the app as creating a safe, empowering place for young women to swap intel about which guys are worthwhile, although some critics say it is creepy and promotes a double-standard.

 

Resources:

Online date’s age wars: Inside Tinder and eHarmony’s fight for our love lives by Drew Harwell

Data Driven Dating: How Data are Shaping Our Most Intimate Personal Relationships by Karen Levy

Categories : Big Data, Internet, Love
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Have you ever Googled your name?

Not that I have ever done that myself, of course. It’s just…I’m mentioning it for a friend.

Well, if you did it, don’t be embarrassed. According to Pew Research Center, 56% of Internet users have searched for themselves online. (Kelly, 2013) This phenomenon, called egogoogling or vanity searching, has helped Alec Brownstein to get his online resume into the right hands.

Schermata 2015-11-02 alle 22.22.28Back in May 2010, Mr. Brownstein, a 29-year-old advertising copywriter from New York City decided to exploit the power of Google ads by setting up paid search campaigns using the names of New York’s top creative directors as keywords. The idea was that when the creative directors Googled themselves, they found paid search ads asking for a job. (Moth, 2013)

“Everybody Googles themselves,” Brownstein explained. “Even if they don’t admit it. I wanted to invade that secret, egotistical moment when [the creative directors I admired] were most vulnerable. Since Brownstein Googles himself “embarrassingly frequently,” he assumed that the creative directors did so as well, and so he decided to purchase their names on Google AdWords.” (Indvik, 2010)

As David M. Scott stresses, while SEO is “the art and science of ensuring that the words and phrases on your site […] are found by the search engines and that, once found, your site is given the highest ranking possible in the search results”, a Search Engine Advertising is when a marketer pays to have an ad to appear on search engines according to the keywords bought.

Indeed, when buying ads on Google, the more well-known the individual, company, or organization is, the higher the price. However, when buying an individual’s name, the cost is usually much less. (CBSNEWS, 2010) That was the case for Brownstein, who spent only $6 for the ads. Since Brownstein was the only one bidding on the names of the five creative directors he most admired, he was able to get the top spots for only 15 cents per click. (Indvik, 2010) As a matter of fact, “it is ineffective to try to reach [your target] with broad, general search terms.” (Scott, 2013)

Alec relied on the vanity of 5 New Yorkers creative directors so that when they Googled themselves the top result would have been a message from Alec with a link to his resume. “Hey, Ian Reichenthal,” read one. “Gooogling yourself is a lot of fun. Hiring me is fun, too.” Brownstein targeted five executives. Four offered him an interview. (Kingsley, 2011)

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It is also important to notice that Brownstein deliberately misspelled ‘Googling’ by changing it to ‘Gooogling’, because advertisers cannot normally bid on trademarked terms.

Scott Vitrone and Ian Reichenthal, the co-executive creative directors at advertising Young & Rubicam in New York, were among those Brownstein was trying to reach. In a couple of months, Y&R offered Brownstein a job recognizing the creativity and the effort.

This case in considered one of the most successful SEO campaign and was worth Mr. Brownstein two awards in the self-promoting category: The One Show and The Clios.

Resources

Moth, D. (March 5, 2013) Six Examples Of Effective PPC And SEO Campaigns

Indvik, L. (May 13, 2010) How To: Land Your Dream Job Using Google AdWords

Kingsley, P. (July 17, 2011) How Far Would You Go To Get A Job?

Kaufman, W. (June 8, 2010) For The Love Of Google: Landing A Job With Search

CBCNEWS (May 14, 2010) Google Ads Help Job Seeker Find Work

Kelly, S. M. (September 27, 2013) 56% Of Internet Users Have Searched For Themselves Online

Scott, D.M. (2013) The New Rules Of Marketing & PR, Wiley

 

Categories : Internet, Stories
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Rajat Paharia defines Big Data as “the explosion in the size, amount and form of information available around any one individual, organization or event. It comes from an increasingly wide variety of sources; is assembled in a variety of forms, some structured and processed and some unstructured and unprocessed; and is present in heretofore unimagined quantities.”

Seeking a job is changing as we speak, and it has never looked so prominent. Now that the recession is behind us, the job market has changed tremendously. There is currently twice as many employers looking to fill jobs as there are applicants.   Careerlabs.com is utilizing Big Data to help job seekers get better job matches. By having a better understanding of the companies they are applying to, future employees can better understand where they are getting themselves into and if the company fits their profile. Watch the video here.

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Careerlabs utilizes Big Data to help individuals find their better fit. Currently, they monitor about 70% of all US companies. Big Data enables Careerlabs to gather transparent and anonymous opinion data from millions of employees between the ages of 25 and 45 making  70k to 150k. These anonymus responses about the companies they work or have worked at include, compensation, benefits, employee turnover, culture, company growth and other related topics. The data obtained helps Caeerlabs curate and customize jobs based on the individuals interests as well as on his/her expectations of the job. Big Data also enables them to create courses, guides and suggestions to further their career growth.

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The way CareerLabs work is extremely simple. You start off by signing up for free (you can sync either your Facebook or your LinkedIn account) and start browsing away. For $19 per month, you get more filters and added information such as if the company provides international sponsors or facilitates International visas. For $49 per month, you get extra details and analysts tools that grants you extremely detailed information about the companies you are interested in such as information of benefits or 401K plans.

Getting inside information on a company can be truly beneficial to a job-seeker. For example, If the job-seeker is looking for a job that doesn’t require her to be in the office physically or if the applicant’s political views are important. CareerLabs is a perfect example of how big data and creativity can help change the way we look for jobs and also, potentially the ROI we give back to the company.

 

Categories : Big Data, Helping Others
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When talk about fast food guerrilla marketing, people may think about decoration on street, such as the picture shows below. The fries painted on the crosswalk with a McDonald’s container under the stripes is simply a way of using guerilla marketing to target fast food lovers everywhere.

French McDonald’s released a new guerrilla campaign: a city full of people with a 3-D, cartoon emoji heads with the slogan “Come as you are”. McDonald’s and agency BETC Paris hoped this new campaign could go viral, however, negative voices are endless. Millennials are even making fun of this ad to show their angry about McDonald’s. On one hand, these emoji emoticons are conflict with “come as you are” because these shiny yellow orbs representing monolithic and equally monochromatic feelings. On the other hand, millennials think McDonald’s food sucks. A graffiti artist got a hold of the billboard and decided it was missing one final emoji. He added a vomitiving emoji and the end and tried to say “I have a stomach ache and I wish I hadn’t eaten that”.

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Big brands’ campaigns are not always successful. Efficient advertising budget does not indicate a good guerrilla marketing campaign. There are three lessons that we can learn from McDonald’s emoji ads:

  1. Trending elements can be eye catching. But in terms of customer engaging, brands need to be careful to use those trending elements. Chevrolet did a news release with a whole message written by emoji to promote its 2016 Cruze It tried to use emoji to target US millennials. It went viral and more successful than McDonald’s because Chevrolet use emoji only as message content, it did not make those yellow heads into real life. Chevrolet customers can still communicate and have fun with those emoji without connecting to their privacy. What McDonald’s made is a step further: it connected emoji and individual’s personality.
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  2. An appropriate tagline is needed. When McDonalds using emoji, it symbolizing individual customers to same-looking yellow faces. This is conflicting with the tagline “Come as you are.” Such low level mistake should not be appear on big brand’s campaign.
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  3. Good product is the basis. As a fast food chain with cheap meals, McDonalds does not need to make the food very tasty or super, but at least the food needs to be clean and safety. The quality of the food is not matching customers expectations, therefore, we still hear complains from customers.
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Though ads using emoji elements are not new, advertisers barely turning emoji into 3D. McDonald’s ideas of putting 3D emoji elements in real world is creative and brave. Great creativity always needs to be brave and unique even sometimes will not be successful.

 

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https://www.youtube.com/watch?t=60&v=TY0pu35DENw

 

Source:

Everyone Is an Emoji in This Bizarre and Terrifying French McDonald’s Ad BETC spot might be a bit too close for comfort

Four Guerrilla Marketing Tactics to Engage Customers

London McDonald’s emoji campaign doesn’t go as planned thanks to prankster

Are Brands Taking Emojis Too Far?

 

22

As the highly coveted demographic, Millennials are targeted by 7-Eleven through the loyalty cultivation program. Through data drive research and numerous marketing experts, 7-Eleven took popular culture’s influence in to account, trying to be with Millennials when they are enjoying music, fashion, etc. Mobile App, website, as well as social media are all part of the engagement.

7-Eleven discovered that 20% of all Millennials have attended at least one music festival within the last year. This also marked a 28% increase over the previous year. Music is a big part of their everyday life. To give the Millennial’s reasons to love the brand and build emotional connection, 7-Eleven built a VIP customer experience for them, offering thousands of diversified accesses to Millennials enjoy music as well as fashion and share them with friends. The campaign, which is called “Slurpee All Access Chill”, featuring 7-Eleven’s soft drink Slurpee and motivate more Millenials’ purchases and interaction.

Instead of treating consumers as outsiders, 7-Eleven treats them as insiders who are pioneers as well as influencers in music and fashion. On its website slurpee.com, there is a section called Slurpee All Access providing all the insider info making consumers the first one to know about trend. These articles, photos, videos and festival information are all presented in a info flow and can be shared with people by email as well as some popular social media platforms like Facebook and Twitter. In this way, 7-Eleven customers are endowed the power of leadership and influences, the sense of responsibility and power make them more willing to be engaged in the whole process. In the meantime, they also played the role as word of mouth when sharing and help the campaign to reach more people. The shares are also shown on Slurpee’s website, helps building a more rich-content platform and encourages interaction.

Screen Shot 2015-10-12 at 10.34.57 AM

 

In addition to all the insider’s info provided on website, 7-Eleven also offer tons of music prizes for the Slurpee buyers. The prizes includes trips to music festivals, music downloads and one-in-a-lifetime music experiences. See how attractive they are as follows:

  • Meet-and-Greet with Austin Mahone
  • Exclusive VIp trips to one of five top music festivals
  • Meet-and-Greet with Austin Mahone
  • Exclusive VIP trips to one of five top music festivals
    • Rock in Rio in Las Vegas, may14-17
    • Sasquatch in George, Wash., May 21-26
    • Governors Ball in New York City, June 4-8
    • Firefly in Dover, Del., June 17-22
    • Electric Forest, Grand Rapids, Mich., June 24-29
  • Experience a music recording session firsthand
  • Experience a “festival makeover” with top stylist
  • Experience an album cover-style photo shoot
  • Prizes include
    • Sonos Play:5 sound systems
    • Beats by Dre™ headphones
    • Fender guitars
    • Ticket vouchers for the summer’s hottest music events
    • 3-month subscriptions to Spotify
    • iTunes gift cards
    • Music downloads
    • Slurpee swag like exclusive All Access Chill T-shirts and sneakers

All the prizes came out as a form of sweepstakes, and it works together with the 7Rewards loyalty program through 7-Elveven mobile app. Every time the consumer buys a Slurpee, the membership barcode on the app will be scanned and the customer names will be added into sweepstakes process.

The Slurpee Campaign fit well into pop culture and provided relevant resources to build a good experience. 7-Eleven figured out the internal motivation for Millennials to engage, built a emotional connection with the coveted group.

http://corp.7-eleven.com/news/05-07-2015-exclusive-access-slurpee-all-access-chill-sweepstakes-to-award-music-experiences-downloads-festival-tickets-sound-systems-guitars

http://allaccess.slurpee.com/

Oct
06

Do It For Denmark!

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How do you market your company in a relevant, engaging way? How do you solve a real problem that’s affecting your country? Can you do both?

Spies Travel, based in Denmark, answered these questions in a rather intriguing and very European way. They said of course we can do both! We’ll solve it by answering the number one problem Denmark is currently facing. We’ll solve the low birth rate with our product. Yes, you did read that right. That was not a typo and they did it in a brilliant way. Warning, the following campaign does have mature content.

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