SO MOnday

April 29, 2013

Hashtag Killer

Water is life has developed a smart integrated campaign to guilt people into donating money to solve real world, life threatening problems rather than complaining about our trivial #firstworldproblems.


Water is Life successfully attempted to ‘reverse-trend’ the hashtag, by ending it rather than promoting it. By gathering #firstworldproblems tweets and getting individuals in Haiti to recite them, the charity creates a powerful realisation at how insensitive this hashtag is. To further resonate this, the charity sent personalised video responses from those in Haiti to each tweeter using the #firstworldproblems hashtags to apologise for their problem, for example, “Hi, I’m sorry your son didn’t get a toy in his McDonald’s Happy Meal’.

Water is life were able to change the conversation, instead of complaining about #firstworldproblems, people began using the hashtag as a vehicle for getting donations. Watch the hashtag killer case study video below.

Using Gamification to help Cancer Patients

HopeLab has relaunched its ‘games for health’, which help kids deal with having cancer. More than five years in the making, Re-Mission 2 consists of six free-to-play online mini-games that combine fun and cancer education. The game allows kids to go inside the body to defeat cancer with weapons like chemotherapy, antibiotics, and the body’s immune cells. The action has direct parallels to real-world cancer treatments, and it tells patients that one of the big reasons that kids don’t survive cancer is because they don’t stick to their treatments.

iTunes 10th Birthday

On 28 April 2003, Steve Jobs revealed iTunes, the revolutionary digital music store offering 79p song downloads. Read more here. Since then we’ve seen a whole host of music offering services, from Spotify, Nokia Music and the latest Twitter Music. 

Tribeca Film Festival uses Vine

Tribeca Film Festival challenged people to create six-second films using Twitter’s Vine app. After narrowing the field of 400 submissions to 40 earlier this month, judges for this #6SecFilms contest announced the winners this weekend. Entries had to have a beginning, middle and end. The contest was divided into four categories: auteur, animate, genre and series. Click here to see the winners.

Twitter introduces #keyword targeting for advertisers

Twitter has announced that it will be rolling out keyword targeting as a part of its ad platform, in a bid to allow advertisers far higher rates of engagement. Through running geotargeted campaigns using keywords, advertisers will be able to target ads based on what Twitter users are saying in their tweets. Read more from the Twitter blog here.

Tumblr releases ads on Mobile app

Last week, Tumblr released promoted posts firstly on mobile and then desktop.  For the first time in six years, ads will be in the same format as Tumblr posts, occasionally appearing in your feed as you scroll through.  

The first advertisers who have tried Tumblr’s ads are Warners Bros, ABC Entertainment, ABC Family, GE and Pepsi. Warner Bros has used the platform to release teasers for two of their films ‘The Great Gatsby’ and ‘The Hangover Part III’, seeing thousands of reposts. ‘The decision to roll out ads in the mobile stream underscores just how quickly the mobile ad market is growing’.

Burn your number after a questionable date

A new app on the appstore offers users the ability to have a disposable number – if you have ever needed a phone number for a day, a week or a month for contacting someone, but you don’t want them to have a record of your number forever, this is the app for you.


This app generates a number for you in 30 seconds that you can give out without ‘the fear of having your real phone number compromised’. When you no longer have a need for the number, you can simply ‘burn’ the number on the app. And so you will never be contacted on that number again. Perfect for if you go on a blind date and they don’t turn out to be the ‘perfect match’.

Fun for Monday. The Evian Babys are back. Watch the TVC below which has had nearly 41m views on YouTube in a 10day period. Impressive. 

“The Fun Theory” campaign by Tribal DDB Stockholm for Volkswagen created a genuinely engaging experience that was thought and action provoking.

Each imaginative experiment adds to a storyline which creates a ʻstickyʼ message that imbues Volkswagen with a fun ethos. In a world of increasing awareness of environmentally responsible behaviour, Volkswagen tap into a growing trend, improving the world we live in rather than cluttering consumers with more ad messages.

Earned media requires risk but each compelling YouTube video instantly became a viral hit. The online experience was the integral aspect for this campaign, creating experiences beyond the broadcast message whilst presenting Volkswagenʼs essence in a relevant way.

The campaign also had a collaborative element in which people could submit creative solutions for mundane issues, from buying a tram ticket to obeying the speed limit. The competition to win a cash prize spawned over 700 user-generated Fun Theory initiatives.

The winner’s initiative was then put into action:


I recently joined the Marmite fan group on facebook, firstly because I wanted to do a bit of research on how brands use Facebook as a medium (for my current intern position) and secondly (and this is probably the main reason) because I will proudly admit that I am addicted to stuff. I literally love it.

Marmite is an example of one brand that has jumped on the social media revolution, launching their spoof Love/Hate campaign on YouTube.

The Love Party’s victory manifesto pledged to dedicate a shrine where Marmite worshipers could spread the love, which is exactly what they did. A marmite jar-shaped ‘monumite’ now stands in the hometown of Marmite.


This campaign heightened Marmite’s brand transparency, as they laid themselves bare to be loved or hated, allowing consumers to pursue an honest relationship with Marmite’s true ethos. By making consumers vote in the spoof election, Marmite motivated people to act and consequently connected with consumers in a direct manner.

Checking in at the Monumite also taps into the growing trend of converting real places into digital interaction. With the ability to use Facebook places and contend with othersto become the ‘mayor’ on Foresquare, Marmite really encourages people to make a ‘pilgrimage’ to the site. Mobiles are the devices that make social media so compelling to use, and this therefore adds another engaging element into Marmite’s campaign. Once at the site, visitors can download unique content about the history of their favourite breakfast spread to their mobiles via Bluetooth technology. A reward for those who have made the journey to the land of Marmite-mad lovers.

(The content celebrates Marmite and Burton’s history and heritage and includes: a beautiful digital flythrough of pictures from the Marmite archive, this will later incorporate Marmite love notes from fans; a quirky animation illustrating how Marmite is made; a podcast telling the story of Marmite and Burton from Marmite’s Master Blender, St John Skelton; and wider tourism information about the local area)

Every brand needs to remain relevant in the eye’s of the consumer, even Marmite, a brand which is not only iconic, but also the yeast extract market leader. By tapping into digital platforms, a space where consumers are choosing to interact, Marmite are creating experiences for consumers, which engage them rather than simply broadcasting mass-market messages.

The band, Ok Go, more famous for their videos than their pop music have released yet another one-take wonder.

However, this time it seem that they’ve hired some extra help from some seriously synced choreographed pups.

Check it out NOW!

Viral ads of the week

September 12, 2010

IKEA – Herding Cats

100 cats loose in an IKEA store.

Samsung Galaxy 850 phone, “Use Your Influence” by the Viral Factory

A flashmob with a difference.

Coke “Burn” Ride

Riding into the night until the sun comes up.