Heineken Social Experiment

Heineken’s latest advertising campaign involves an interesting social experiment that uses a payphone and comedian Fred Armisen as a form of interactive marketing.

#Heineken, the famous Dutch brewery, joined forces with Saturday Night Live’s Fred Armisen to create a #SocialExperiment that challenges people to interrupt their daily routines. Part of the brand’s global “Cities of the World” campaign, this interesting social experiment, appropriately titled “Routine Interruptions”, yielded some entertaining results. Take a look below!

http://youtu.be/DwaAFSiBedU

Renowned comedian Fred Armisen anonymously calls a New York City public pay phone in hopes that an innocent citizen walking by will pick it up. He keeps his identity shielded, while asking people to “come across the street.” If the person answering the phone agrees to do what Fred says they get to experience a once in a lifetime night on stage with Fred. Those who were brave enough to answer the call and walk into the unknown were rewarded with a unique experience.

Those who obliged and accepted a stranger’s invitation to “come across the street” — and only a handful of people did out of thousands that passed by the phone, according to Heineken — were invited on stage with Mr. Armisen at the Comedy Cellar comedy club on MacDougal Street.

Ad Age states:

As part of the campaign, Heineken will encourage people to enter their phone numbers at RoutineInterruptions.com. The brand promises to call “thousands” of entrants, asking people to partake in an unknown activity. The events are described as “cultural activities that inspire them to try something new.” Examples of rewards could include a private concert in a living room.

The beer giant’s aim is to use these unique social experiments to pull the constantly busy and the on-the-go city dwellers out of their demanding daily routines. Social experiments such as these generate a great deal of conversation and are an excellent #InteractiveMarketing tool.

Heineken Social Experiment – Would you answer the call?

Would you have answered the #RingingPayphone? If yes, would you have gone across the street?

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Heineken Social Experiment

Interactive Marketing: Pepsi Max

Pepsi Max has a great new innovative marketing campaign that utilizes interactive bus shelters to not only entertain and shock patrons, but also promote their brand.

Marketing agency AMV BBDO created an interactive campaign for Pepsi that turns regular bus shelters into the thrill of a lifetime. Those waiting for a ride on London’s busy New Oxford Street believe they are surrounded by simple glass panes — until all around them unbelievable events unfold: flying saucers approach the earth, meteors hit, a giant octopus emerges from underground and a man comes drifting by suspended from a bouquet of balloons. The shelters are outfitted with hidden interactive digital technology that displays a live feed (on what looks like a glass pane) with footage that is overlaid with graphics that lead commuters to believe that they are part of outrageous scenarios. The feed tricks unsuspecting passengers into thinking they are steps away from hovering alien ships, a loose tiger, and a giant robot with laser beam eyes.

Interactive Marketing: Pepsi Max

Almost all participants are genuinely shocked by the events, many left speechless, and others of course snapping away vigorously using their smartphone cameras. But once they go beyond the bus stop, they are left amused and entertained by the concept. Best of all, when they breach the other side of the interactive bus stop, they are face to face with a giant Pepsi Max: Unbelievable poster.

Take a look below:

Rachel Holmes, senior marketing manager at PepsiCo UK said, “It truly lives up to Pepsi Max’s Unbelievable proposition from the innovative media planning through to the fantastic creative.”

By the way: What does this #InteractiveMarkting campaign have to do with the #PepsiMax brand? The premise that with no sugar and no calories, Pepsi Max is “unbelievable.”

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Interactive Marketing: Pepsi Max

Prankvertising: a popular trend

Prankvertising was one of the most popular trends of 2013. Many brands and films chose to play pranks on unsuspecting members of the public in an effort to promote and gain exposure.

In October 2013, Keywest had posted about the Carrie prankvertising campaign. Using telekinesis, the creepy talent Carrie is known for, this particular prankvertisement shocked and disturbed not only the viewer, but the patrons of an unsuspecting NYC coffee shop. The Carrie video has garnered over 53 million views, making it the most successful prankvertising campaign of 2013.

Carrie Prankvertising Video

It’s clear that prankvertising is a useful tool for horror film promotion as it creates a conversation about the film and adds an element of reality to the supernatural seen in the actual movies. This particular marketing tool has since been used to promote several other horror films, including the most recent “Devil Baby Prank” for the film Devil’s Due. The prankvertising campaign, in which an animatronic “devil baby” in a remote controlled stroller goes on a rampage through the streets of New York City, has been rather successful, garnering over 30 million views in 3 days.

Although prankvertising is most useful for horror film publicity, it has also been used for product promotion – although not as successfully, in terms of online views. Take a look at this “Meteor: Ultra Reality” prank by LG to showcase the crispness and clarity of their televisions.

In essence, prankvertising achieves a significant marketing goal: it gets people talking. Creating a conversation around your product or service is key, and these viral pranks are a great way to do so. However, the question arises… is prankvertising sustainable? At first, prankvertising was a new and innovative marketing tool – creating elaborate pranks that go viral and promote your brand; lately, it seems that many brands have utilized prankvertising and it is slowly becoming commonplace. Unlike many other marketing tools, prankvertising is more susceptible to overkill, as too many pranks can cause audiences to foresee the prank, thereby ruining its primary element of surprise.

What do you think of prankvertising? Is it a good marketing tool? Has it been overused already? Tell Keywest your thoughts.

Prankvertising: a popular trend

Product Video: Touch Film by Ryan Design

Case Study: Touch Film by Ryan Design

Challenge:

Keywest Video was contacted by Ryan Design to create an informative and promotional video for their latest innovative product “Touch Film”. The goal of this video was to not only promote the product, but also showcase its functionality and usability in the appropriate setting.

Solution:

The final video was not only an excellent illustration of the product’s capabilities and functionality, but also its ease-of-use and sleek design.

The video begins with an informative, professional voiceover along with dynamic b-roll of the actual product. By shooting at night, we were able to show Touch Film’s high-resolution screen and how it’s eye-catching placement is able to easily draw in consumers.

Keywest hired two actors to “use” the device and demonstrate its functions. In doing so, we were able to depict the various features of the device, along with its user-friendly interface. The actors, along with the informative voiceover, depict the device’s multi-purpose nature making mention of “interactive marketing tools”, “interactive storefront presentations”, etc.

Ryan Design wanted Touch Film to be marketed as a high-end interactive tool for real estate professionals. The dynamic product shots captured in the storefront of Bernice Whelan Realty Inc. added to the device’s sleekness and sophistication.

Touch Film also features interactive elements such as QR codes, which are targeted towards the consumer on the go. Since many may not have the time to view listings on the device, the QR codes allow them to revisit the properties at a later date, and at their own leisure. In order to illustrate this fast-paced lifestyle, we incorporated b-roll of Toronto city scapes at night, which added to the metropolitan feel of the video and targeted it towards city-dwelling consumers.

Keywest Video – Corporate Video Blog – Touch FIlm By Ryan Design[/caption]

 

Product Video: Touch Film by Ryan Design

Interactive Doors: SNCF’s Innovative Marketing

Interactive marketing reaches a new level with the SNCF’s “Europe, It’s Just Next Door” campaign to promote the railway system.

The innovative marketing tool developed by Paris advertising agency TBWA for the SNCF, France’s national state-owned railway, uses interactive doors as a means of promoting their railway system and enticing people to travel to other parts of Europe. The official campaign entitled “Europe, It’s Just Next Door” illustrates the slogan by placing interactive television screens in doors, and then placing those doors in public areas within Paris. Curious participants then open the doors and are subsequently “guided” through another European city.

The brightly coloured doors have names of cities on them, which the participant ultimately ends up “visiting” with the help of someone on the other side of the door. The virtual portals connect participants to those in other cities in real-time, essentially helping them virtually tour and explore other places and participate in local events. The doors are placed in prominent tourist locations and not only connect people to different cities and their attractions, but also the people that reside there. It’s an interesting way to not only interact with a new place, but also the locals. For example, when the door is opened, participants are “able to play with a mime artist in Milan, have their portraits drawn in Brussels, dance with a hip-hop crew in Barcelona, share a romantic boat ride on Geneva Lake, and join a group of young Germans on a bike ride across Stuttgart.” (Source)

“It’s a neat idea and does a good job of encapsulating the excitement of visiting new places in a fun way, as well as helping bring two countries together in an interactive way.” (Source)

Take a look below:

Tell Keywest what you thought of the interactive doors? Would you like to see them around your city?

Keywest Video – Corporate Video Blog – Interactive Marketing[/caption]

Interactive Doors: SNCF’s Innovative Marketing