The annual Christmas TV commercial is an important point in the calendar year for advertisers and consumers alike, but will we ever see the day where one of the big retail brands bypass TV all together and launch their Christmas campaign purely online? Paps Shaikh, European GM, Say Media explores the pros and cons around whether it’s possible to create a new tradition in the digital space.
Christmas; It’s an expensive time of year for brands and a lot of time and effort goes into creating a spectacular television commercial (TVC). And it’s no surprise. Not only is it an important point in the calendar year for advertisers, but also for consumers. Each year, they will eagerly wait for that moment when the infamous Coca-Cola truck makes its way across their TV screen, a signal that “holidays are coming”.
Continue reading "Can the Christmas TV ad work just as well online?" »
Rob Cootes, director of UK and international business at BrightRoll, explains why brands should be recognising gaming as a premium content channel when it comes to planning campaigns and ad strategies.
The massive popularity of games such as Angry Birds and Temple Run have transformed gaming from being a niche activity indulged in by teenage boys, to a mainstream activity that is now very much part of our everyday lives.
Today, gaming offers huge cross-demographic appeal. And it’s this reach and breadth of appeal that should put it firmly on the map when brands are planing their advertising strategies and looking for the most effective ways to engage their audiences.
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British Airways OOH advertising at the end of November impressed a lot of people. As a refresher, all BA planes flying over Storm’s Chiswick Towers triggered an ad on the outdoor screens displaying real-time data of that plane; including destination and flight number.
As impressive as that was, pizza delivery company Domino's has created a spoof in response to the clever ad.
Continue reading "Domino's witty response to BA’s OOH advertising" »
“You’re either in or you’re out” – Danny Ocean, Ocean’s 11
Who doesn’t love a good heist movie? The leader with the master plan and cast of characters each with a unique set of skills to drive the plan to action… the greaseman, the decoy, the grifter, the hacker, the munitions expert, and of course the get-away. To pull off a great heist, the conspiracy needs accomplices - to pull off great content, writers need them too.
Continue reading "Great digital content needs a conspiracy - and accomplices" »
Oscar Diele, chief marketing officer at Spil Games, looks at why a change of emphasis away from TV might be good news for brands and retailers this festive season.
The lead up to the Christmas season and subsequent January sales period is traditionally a time when brands look for deep engagement with family audiences. But gaining cut through against so many other products fighting for the same attention can be a huge struggle.
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Burger King Norway launched a social media campaign recently, in which it promised any flakey Facebook fans that it would give them a free Big Mac (the flagship burger of rival McDonald's) if they promised to 'unlike' its Facebook page and were subsequently blocked - as reported on M&M Global.
The idea behind the campaign was, in part, a reaction to a large amount of "trolling" on the BK Norway Facebook page and, in part, an exercise to appeal to a truly targeted social media fanbase.
Continue reading "Burger King Norway's smart social media marketing is anything but!" »