Fans frustrated with the 34-minute power
outage at the Super Bowl in New Orleans were flooded with innovative
advertising messages to keep their interest going during the blackout. Chief
amongst these brands was Oreo, which stole the show with a tweet-cum-ad - while
players milled about on the fields in darkness, the brand created an image of
an Oreo set in light, shadow and darkness. The ad pointed thousands of
followers to the line below the image that went: ‘You can still dunk in the
dark’.
The Festival of Media Asia 2013 is
now calling for entries from Asians below the age of 30 for the Rising Star Award
that will reward the brightest young talent in Asia.
Last year in September, Irish bookmaker
and betting services brand Paddy Power took ambush marketing to new heights,
quite literally! And here’s the story behind the story.
The brand used skywriting as a tool to post
tweets high up in the sky in Chicago just above the Medinah County Club at the
time of the Ryder Cup tournament. The aim? To motivate Europeans to cheer for
their team. The cheeky brand did so by fuelling the US-Europe tussle at the
golf matches through sky tweets cheering European players, and taking
none-too-subtle jibes at American golfers.
Budding Asian entrepreneurs, who had
winning business ideas but hadn’t found investors/partners to back them up, can
now breathe a sigh of relief. The Festival of Media Asia 2013 is all set to
launch the concept of M.A.P. (Media Accelerator Programme) in Asia, after a proven
successful launch at the Festival of Media Global 2012.
This Christmas has seen a whole host of
brands trying something a bit different to interact with their consumers, in
the hope of building longer term relationships with them. Much has already been
discussed about this years (eagerly awaited) John Lewis festive offering. This
was of course amplified by the success of their 2011 Xmas campaign which won a
whole host of awards.
Movember is well underway: a worldwide
initiative in November when the sprouting of moustaches on thousands of men’s
faces is encouraged in order to raise funds and awareness for prostate cancer
and testicular cancer.
This year, Gillette has sponsored the
Movember movement in order to promote its Fusion Proglide Styler. What is
interesting is that the brand has launched the eMO’gency Styler Tour which will
tour cities globally, ‘mo’tivating people to partake in Movember.
It’s common
knowledge that high profile brands support charities. The big guns (think
McDonalds, P&G, Coca Cola) support a number of different charities and
implement various different projects to contribute to struggling causes. Some
smaller brands often choose to work with one specific charity that is
representative of their own voice, or one that is relevant to their product
target audience.
Red Bull’s latest media stunt has gone all
the way to the edge of space and broken three world records, as well as being
the ultimate advert for Red Bull.
On October 14 2012 Felix Baumgartner became
the first skydiver to go faster than the speed of sound, reaching a maximum
velocity of 83.9mph (1,343km/h). Baumgartner has already broken several world
records for base jumping and is a licensed gas balloon and helicopter pilot.
But his latest mission saw the Austrian transcend limits that have been in
place for 50 years.
Right Brain, Left Brain sums up the dichotomy of a media business that’s constantly battling with the challenge of delivering a profit and discovering new ways to communicate to consumers. The Cream editorial team combined with a dream team of industry pioneers from around the world share their expert opinions.
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