A nice yet simple idea: at an all women race an Axe guy sprayed himself and then ran ahead of the crowd as if they were chasing him.
As with most guerrilla marketing campaigns, this one seems to have its main effect through the word of mouth it’s getting online, on sites like this one, but also here, here, and here, where i found out about it.
Somehow Sony managed to get everyone excited even about the making of a new advertisement. There was a lot of discussion about the previous bravia ads during their production. Now Sony has started the production of a new ad, which is being shot in a square in italy, where they are intending to build something that looks like the following:
The idea is to build a camera setup, that makes speed of images visible. Hence they rebuild the zoetrope:
It’s 1834 and William Horner has just invented the zoetrope. Its rotating drum transforms still images into a single moving picture. As the Greek name suggests, it’s the ‘wheel of life’ (zoe ‘life’, trope ‘turn’).
Fast forward to today and Sony’s Motionflow technology, intelligently adding new frames to action scenes to make them appear smoother than ever. At 200 frames a second, Motionflow 200Hz is like a fast, fluid 21st-century zoetrope.
What better way to celebrate this technology than through the creation of BRAVIA-drome, the most technologically advanced zoetrope in the world. We’ll bring you breaking news of our Motionflow 200Hz event, as it happens. Stay tuned.
So they need something or someone really fast to demonstrate the uniqueness of this setup. The solution: the ad will feature brazilian football player Kaka:
Football’s speeding up: the players run faster, the ball travels further. It’s the ultimate test of Motionflow 200Hz, the world’s first technology which makes intense action scenes appear as clear and smooth as real life.
It’s certainly a challenge, keeping up with AC Milan player Ricardo Izecson dos Santos Leite, better known as Kaká. He’s one of the fastest players on the pitch with a speed that’s rarely matched, making him the perfect embodiment of sharp and fast Motionflow 200Hz technology.
Currently, they are still building the whole construction. You can follow their progress on the blog specifically setup for this.
Advertisers don’t belong on Facebook, says Ted McConnell, Digital Guru at P&G.
Social networks may never find the ad dollars they’re hunting for because they don’t really have a right to them.
he continues. A provocative statement made to the Digital Non-Conference, a program by Cincinnati’s Digital Hub Initiative. His feeling is, that most social network activity is rather private in nature:
„I have a reaction to that as a consumer advocate and an advertiser,“ he said. „What in heaven’s name made you think you could monetize the real estate in which somebody is breaking up with their girlfriend?“
These private conversations are, well, private. But these ads are just as obtrusive as all the advertising in the pub your spending your time with your friends at. We’re used to having social interactions in surroundings covered with advertising. We just don’t want to be interrupted or bothered by it. Most facebook advertising isn’t interrupting. It’s small banner ads on the side of the screen, which I, quite frankly, rarely notice.
And while we talk about moving into places that are largely made up of consumer generated media, he states:
Consumers weren’t trying to generate media. They were trying to talk to somebody. So it just seems a bit arrogant. … We hijack their own conversations, their own thoughts and feelings, and try to monetize it.“
True, but I guess most marketers don’t want to buy regular adspace for the very reason that most people will not notice (nor click) it. So, if they could find more interesting, more effective ways to leverage these communities – e.g. by providing something of more added value, they would happily try it. Like the little ad supported postcards you get in most german pubs. They are widely accepted and people look forward to looking at them every time they pass by the little postcard rack on their way to the rest rooms.
These added value things could be, for example, small applications that enrich your social network profile:
He cited Facebook applications as a potentially valuable vehicle for advertisers, one in which they can create an environment that’s favorable for their brands and consumers alike.
Facebook Apps are just one things. Groups, product profiles, etc. are other possibilities. Imagination and social skills are key to finding these new value adders for social networks…
Apparently 200 camcorders produced 2.5 mio single frames to enable this matrix style ad. Amazing footage. However, the 3 mio british pounds are quite steep – if that is really the correct production costs, which I somehow doubt.
(found at brainwash)
Latest links:
Doritos engages its target audience once again to produce TVCs for the superbowl. Their shoutout is „take down the ad pros“ / „take the top spot“.
Make it to one of the five finalists and winn $25,000. When voted as the favourite, your ad will get aired during the superbowl. An dif the ad gets to the top spot of the US Today Ad Meter, you win 1,000,000
You can think of any story you like, and should submit a video of not more than 30 secs. In the gallery, there are already 218 spots by now.
On the site, they even provide you with a library of Doritos material, such as product shots, music files and animated logo sequences usually used for the end of a spot by the ad pros. But the story items still need to be shot by the target audience.
While I always liked the idea of consumer generated content, it is stilla cheap means of cutting production costs – in this case to a possible max of $125kfor the finalists plus an undisclosed amount for whoever produced the site and manages the campaign. The 1 million will only be paid out if the spot makes it to number one of the US Today Ad Meter. I don’t know what the chances are in that, but I do know that advertisers can buy insurances for these kind of „risks“. So that the actual sum paid for the insurance premium that pays, in case the 1 million needs to be paid out, can by substantially lower.
Wo ich sonst so bin...