Since 2009 Adidas has released limited edition Star Wars themed shoes and apparel in a wildly successful cross-branding campaign that has utilized social media technology andviral videos featuring prominent Adidas athletes and famous musicians including David Beckham, Daft Punk, and Snoop Dogg. So far, this limited collection has been a top seller, appealing to a wide variety of different markets and demographics. With creative designs, including Boba Fett track jackets, Chewbacca fur-lined parkas, and Stormtrooper high tops, Adidas has created apparel that appeals to both Star Wars fans and serious shoe collectors.
One of the most creative and appealing parts of the Star Wars campaign has been their unique product packaging. By recognizing the growing market of consumers who buys shoes strictly as a collectors item that will never be worn, they have created packaging that is consistent with the cross-branding theme alluding to Star Wars action figure collectors while providing the protection of sealed packaging for the limited edition shoes. They have also released special packaging specifically for their limited Han Solo SL72 shoes. Alluding to the end of The Empire Strikes Back when Darth Vader preserves Han Solo by freezing him in carbonite, the shoes come in their own shiny carbonite packaging as if they, too, were frozen.
This unique choice of packaging takes appealing elements from their biggest target markets and combines them staying consistent to the brand. With their innovative advertising and creative designs, Adidas has created a truly unique collection that is out of this world.
Earlier this week Gillette posted a viral video on their YouTube channel featuring Roger Federer knocking a can off a crew member’s head during a photo shoot. Although obviously staged, the video is a good example of how brands can effectively advertise using viral video. Although the video is shot in high definition quality, certain production elements were left out or changed to give it a realistic “raw” feel making it seem more like authentic user generated content than a branded communication.
Instead of littering the video with animated titles and using background music, the video is meant to look as if it was shot on the fly, unplanned with no preparation. The video is filmed shaky, but only when it can be in between important shots, and, , although it seems forced, there is also background conversation. By trying very hard to make it seem unplanned viewers could just assume it was coincidental that the lighting for the shot was so good. Although its authenticity could be argued, the video excels solely because of its content; its an entertaining stunt. YouTube viewers would take the time to watch the clip because of the awesome trick shot no matter who it was performed by and what razor they prefer. But in only two days the video has over a million views and, although their razors are never mentioned, has still managed to increase Gillette’s brand exposure.
Sweden’s TV licensing company Radiojanst recently released a new viral video campaign experimenting with emerging video technology that allow viewers to insert themselves or a friend into the commercial. The ad, titled ‘The Hero: A movie about you or someone you know”, builds up with a dramatic announcement about a new national hero who is making life better for the people of Sweden. This new Swedish hero ensures that viewers can trust what they see on television and radio and the voice of average Swede can be heard. Midway through the commercial the hero is revealed to be the viewer because they pay their broadcast fee. The ad shows crowds of people from around the world celebrating the viewer with their photo on billboards, signs, and TV. The idea for this video was for people to upload an image of their friend and email it to them so they can star in their very own commercial. At the end of the commercial it gives the option to make a new commercial with a different image that can be passed along to share with another new “star”. The video was very well received by international audiences with over 14 million site visits within 8 weeks.
This clever campaign was accomplished using viral video technologies like those used in Staple’s “Elf Yourself” holiday campaigns and MoveOn.org’s Glenn Beck satire that takes the viewers image and information from Facebook and inserts them into a viral video where they are appear to be publically smeared by the ridiculous, fear-mongering Glenn Beck. This new trend of in viral videos where the viewer can be a part of the commercial and shared has enormous potential for advertising. After all, one of the main goals in advertising is to get the potential customer to envision themselves using the product or service. Videos like this give the message a personalized look and feel allowing consumers to establish an emotional connection with the brand. It will be interesting to see how this technology will be used next and how it will continue to evolve the viral video.
Chado Advertising & Design is proud to announce we will be volunteering our services to revamp the website for OAME, Oregon Association of Minority Entrepreneurs. OAME was established in 1987 to stimulate community and economic development in Oregon. OAME provides assistance, services, and resources to minority entrepreneurs helping to build successful businesses. Their mission is directed toward eliminating discrimination and racism. This organization does a lot to support new businesses and foster growth so members can realize their fullest potential and their local businesses can flourish.
Chado will develop and execute a comprehensive web marketing plan that will increase OAME’s online presences resulting in increased traffic, awareness, and networking capabilities of OAME. This new site and digital marketing campaign will also help appeal to a younger generation of entrepreneurs who could greatly benefit from OAME’s resources and services. This overhaul on their current website will include a new modern design layout, improved navigation, and integrated new media and social networking capabilities. The new site will continue to uphold OAME’s brand and values but with a more streamlined layout and aesthetically pleasing design. Along with the retooling of the main website, Chado is also developing a social networking system for OAME members called OAME Tube. This will be a fully functioning social networking platform where members can make their own pages and connect with each other by sharing images, video, blog posts, and discussions. This can improve communication and networking among members of the organization to help build a stronger community of members while reinforcing the great support system that OAME has built. Chado is very excited to do pro bono work and give back to this amazing organization.
As brands continue to try to find new ways to connect with customers and shape their product to appeal to them, Pepsi decided to have their customers do all the work with their newest Mountain Dew social media campaign “Dewmocracy 2.0”. Brands like HP and Vitamin Water have already called upon their consumers for branding materials. After all, consumers should know themselves better than anyone. Last year Mt. Dew launched a similar campaign where they allowed consumers to vote for the next Mt. Dew flavor and name, but has taken this branding practice to a whole new level this year. They are now letting their consumers invent and name three new flavors, design the package, AND create commercials. They launched a new website 12seconds.tv where Dew enthusiasts can submit their own commercials and vote for their favorites. Brands have resorted to similar tactics putting brand choices in the hands of the customer but never to this extent. This campaign gives the consumer more control and interaction with their favorite brand. Going beyond simply consulting consumers for ideas they are making them an integral part of creating a new product and marketing it utilizing different social web applications like Twitter, Facebook, and YouTube. They expect that this will help foster a strong relationship between the brand and the customer because they are now able to have the feeling of owning and being part of the product like never before and brand loyalists are now empowered to be a part of the brand. Only time will tell how effective this new campaign will be but with the brands existing loyal fan base and cross platform social marketing strategy it looks very promising. It will be interesting to see how other brands follow suit utilizing social media to empower their customers to become part of the brand.
The newly redesigned website for Chado Advertising & Design has officially launched. This new site has been redesigned to have a new look similar to this blog, a flash slideshow showcasing recent work, and has additional content added. There are also links to all of Chado’s social media pages, more detailed case studies, team bios, and an added link to XCD, our cross cultural design social network. This new website is easier to navigate and has a new look more consistent with Chado Advertising & Design. Check it out at www.chado-design.com!
Although YouTube is still top dog for viewing online video Facebook continues to innovate and get results. By constantly adding new tools while increasing users they are living up to the hype. A recent cnet report based on Nielsen Video Census statistics has reported that facebook is now the third most popular place to view videos online behind YouTube and Hulu. With the popularity of viewing videos online grows along side social networking facebook has successfully merged the two innovative concepts and evolved into a one stop media portal.
In related news Chado has posted videos from past campaigns and they are available for viewing on Chado’s facebook fan page. To visit Chado’s fan page and view the newly uploaded videos click here.
