By Ingrid Alvarez, on July 1st, 2010
Technology has not only changed the way we communicate with each other; it has changed the way we respond to crisis. When it comes to taking action, not everyone is able to donate funds, show up at a rally or volunteer in person. However, the number of people who have daily access to mobile phones and internet with streaming video is increasing faster than ever. The key to crisis communications is reaching networks of supporters with content that not only raises awareness, but also delivers action-enabled multimedia.
Static, non-interactive video has proven to be an effective campaign tool, and now live video [...keep reading]
By Ingrid Alvarez, on June 21st, 2010
The wildly popular Twilight Saga hits the top of the Variety charts for the most impressions of it’s official online film trailer of ‘Eclipse,’ in theaters June 30. How did they do it? In partnership with Unicast, an independent, interactive advertising and marketing technology company, they executed a broad outreach via targeted online campaigns, featuring rich media including a Twilight iPhone app and designated online communities filled with video and graphics for all to share. Geotargeting, Movie Finder and MySpace play a huge role in captivating the core audience, [...keep reading]
By Ingrid Alvarez, on June 7th, 2010
Adidas Originals partners with Lucasfilm and the 2010 FIFA World Cup for their 2010 Originals ad campaign, with the film ‘The Street Where Originality Lives’ to launch on TV on June 12th. This short video preview imagines the five minutes before the World Cup game kick-off in this entertaining remake of the Mos Eisley Cantina on Tatooine scene. Adidas ties the artists and celebrities who love wearing the brand into this famous scene, including David Beckham, Franz Beckenbauer, Snoop Dogg, Noel Gallagher, Ian Brown, Ciara, Jay Baruchel, Daft Punk and DJ Neil Armstrong:
See more videos on the Adidas Originals YouTube Channel.
Does adding stars [...keep reading]
By Ingrid Alvarez, on June 2nd, 2010
If you’re doing something to make a difference, there’s no doubt that you need to tell your story. That’s what the Spartans are doing at Michigan State University in their “Spartans will.” campaign, just featured on New York Times online yesterday.
The campaign includes a YouTube video clip on their microsite, TV commercials, print ads, posters and signs in airports, and online ads. The new branding solidifies an identity that both appeals to their alumni and remains consistent with the community of students, who are tackling challenging issues like climate change, poverty and disease.
“The story has to be honest, the story has to [...keep reading]
By Ingrid Alvarez, on May 26th, 2010
While big brands are taking the lead in developing their online audiences with social media, there’s still a lot of work to do measuring results. The good news is, the youth demographic of ages 14 to 34 is spending $1.2 trillion dollars, according to researcher Mintel International, but with a cause-conscious mentality. The majority of youth consumers agree that it’s important that marketing campaigns be tied to social movements benefitting causes such as the environment or [...keep reading]
