After attending ad:tech and seeing a series on innovation, I was inspired to think outside the proverbial box. Many of the examples that were shown were interesting, but the ones I found most impactful were the ones that paired medias that you wouldn’t traditionally think would work together. The following are just a few examples of how advertisers who have produced innovative campaigns and tactics that were attention grabbing and buzz worthy.
Showtime’s “The Franchise” & Foursquare
To promote the July 15 premiere of reality series “The Franchise: A Season With the San Francisco Giants,” Showtime partnered with the Major League Baseball to create a billboard display that dispensed baseballs, some signed by Giants, when people checked in on Foursquare at the MLB Fan Cave storefront in Manhattan. For those who automatically shared their Foursquare posts to either Twitter or Facebook or both — roughly a quarter of people on Foursquare — a “Franchise” ad and tune-in message was automatically sent to those social-media accounts. I liked this execution for its simplicity – traditional OOH paired with Foursquare’s check-in.
In Hong Kong, Coke was trying to target teens, which they learned were spending more time on their phones than watching TV. They created an app that allowed teens to play a game called “Chok” when a specific Coke commercial aired. Just 15 hours after the campaign launched, the “Chok” app had become the number 1 free app at the Apple store. It remained number 1 for another week and by the end of the third week, there were more than 300,000 unique downloads.
:15 Promo Spot:
:30 Interactive TV Spot:
Converse used a fairly common paid media, SEM, but in a very unique way allowing them to engage with their teenage audience in a manner that was personal to them.