Tuesday, March 31, 2015

Mountain Dew brings back ‘Do the DEW’ for first global campaign

via The Drum

Pepsi’s Mountain Dew brand is bringing back its iconic slogan ‘Do the DEW’ as part of its inaugural global brand campaign.
The campaign’s two videos both feature athletes. ‘Fireboard’ stars professional skateboarder Sean Malto while ‘Directions’ follows Olympic snowboarder Scotty Lago.
The short films were produced in partnership with director Justin Lin, who is known for his work on The Fast & Furious franchise and the upcoming season of HBO’s True Detective.
Simon Lowden, chief marketing officer for Pepsi Beverages North America, said: "Do the DEW is more than just an advertising slogan for Mountain Dew – it represents the attitude of a community that really seeks to live life authentically.
"True to what DEW Nation has come to expect from DEW, we created the content for this global campaign with authenticity as our filter, and we can't wait for our fans to have a damn good time with it."  
Brad Jakeman, president of PepsiCo Global Beverages Group, said: "Mountain Dew is one of our billion dollar brands and one of our fastest growing global brands. It enjoys unparalleled leadership positions in countries like Pakistan and India, as well as the United States, and is one of the few brands – in beverages and throughout the consumer goods space – that has no real competition.”
The campaign also includes print and out of home, and digital elements.
Earlier this year, Mountain Dew unveiled 'Dew VR Snow', a live-action snowboarding virtual reality experience that also featured Lago along with Olympic snowboarder Danny Davis and pro snowboarder Jack Mitrani.
Mountain Dew and Diet Mountain Dew each generate more than a billion dollars in estimated annual retail sales.

Monday, March 30, 2015

Ogilvy Sydney Asks ‘Which Part Will You Play?’ for Coke

via Ad Week

Ogilvy Sydney has launched a ten spot campaign promoting Copa Coca-Cola 2015, “a Coca-Cola-sponsored youth soccer tournament uniting talented teenagers from over sixty countries in support of teamwork and sportsmanship.”

The 45-second launch spot (featured above) introduces each teen ambassador as they receive a letter from Coca-Cola giving them a nickname describing their style of play and step out of their front doors right onto a soccer field. All of the spots were directed by award-winning filmmaker Marc Raymond Wilkins, with follow-ups documenting the stories of each individual ambassador. Profile spots were filmed on-location in Poland over the course of six days, incorporating text into the live action to  help tell each individual’s story and describe their contribution to their team. The campaign is airing online globally on Copa Coca-Cola’s ambassador page and will culminate in a finale, which has yet to air.
“I love that soccer can eliminate boundaries and be a catalyst for growth, determination and collaboration,” Wilkins said, in a statement. “In that vein, I wanted to create profiles that were intimate, while at the same time universal in their message. Each of these teens is inspiring and authentic, so using a raw visual style rather than enhancing or finessing served to underscore the reality of their stories and the sense of humanity and common ground that drives the tournament.”

Friday, March 27, 2015

How Tecate Reached 93% of Its Hispanic Target Audience on Facebook

via Ad Week

Here is the creative for a New Year's Eve-themed post for the beer brand.
While some brands have touted Facebook's advertising capabilities in recent years, other marketers and researchers have criticized the social giant, so it can be difficult to figure out if paid social media works. But Tecate shared positive results with Adweek that are insightful on a few levels, particularly the red-hot space of video. 
The beer marketer, which is owned by Heineken USA, leaned on Facebook's Anthology program during the 2014 holidays. Dubbed "Manfidence," its English-language effort pushed both Tecate and Tecate Light and was designed to be fun and street smart. And it targeted Latinos between 21 and 34 years old, marking the first time Anthology has creatively commandeered an initiative aimed at Hispanic-Americans.
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The results were striking: the videos and static promos reached 93 percent of the target audience, an average of 10 times per person, during the six-week run on Facebook desktop and mobile. Those stats appear to reflect the effectiveness of Facebook's custom audience and retargeting capabilities. 
Tecate's team didn't reveal the total number of impressions, but given Facebook's U.S. Hispanic audience of 26 million—it's unclear how many of them are men between 21 and 34 years old—one can still safely assume that millions were served the ads.
For instance, one humorous clip alone drew 217,000 views, accompanied by the following post: "What's the best way to gain the respect of your suegro [father-in-law]? With ‪#‎Manfidence‬." Another that drew 321,000 video views employed similarly themed text: "It's not easy to impress los suegros in the kitchen. The secret ingredient? #Manfidence."
The static ads (see images above and below) were developed by Facebook's Creative Shop division, while Starcom MediaVest's multicultural department, MV42, consulted on media buys. Tecate's social ads were complemented by radio spots and out-of-home appeals. The multi-channel approach generated "off the charts" awareness among the desired demo, said Gustavo Guerra Meza, brand director at Tecate.
"It really, really connected with consumers," he said. The Facebook ads, the brand director said, brought home the message of "men finding masculinity on their own terms. Guys who are comfortable in their own skin."
At the same time, after reviewing the #Manfidence effort, Martyn Tipping, CEO of social data shop StoryScore, said he thinks Tecate could have done better if it had expanded the campaign beyond Facebook to Twitter, YouTube and other social realms.
"The campaign has clearly delivered great short-term engagement for Tecate," he said. "But Facebook and other social platforms are an opportunity to tell an ongoing brand story, not just to promote a [short-run] campaign. From that perspective, Tecate still has a long way to go in terms of building a strong, ongoing dialog with Hispanic consumers on social media."
To that end, in terms of persistent social outreach, Meza plans to continue targeting that demo with Facebook's Anthology team "because of its creative muscle" in the coming weeks and months.
Meanwhile, New York researcher eMarketer predicts that digital ad spending will hit $91 billion by 2019, and there's little doubt online video will be a major channel as the overall space grows by leaps and bounds.
So Facebook can only hope that more brands like Tecate step forward with intriguing video results, especially since the mobile video competition is heating up with the upstart likes ofMeerkat and Twitter-owned Periscope—not to mention heavy hitters such as YouTube, Hulu, Vimeo and Twitter.com. 

Thursday, March 26, 2015

Pepsi Max launches 'Cherry Rooms' sensory experience

via Event Magazine

Pepsi Max has partnered with food scientists The Robin Collective to launch an immersive four-day pop-up in Shoreditch, London, as part of the brand's Pepsi Max Cherry campaign.

The Cherry Rooms: multi-sensory experience
The Cherry Rooms: multi-sensory experience
The Cherry Rooms, opening on 26 March, will take visitors on a gastronomical adventure that explores the senses through a variety of experiences – all of which are designed to unlock the senses and challenge perceptions of taste experiences.
Consumers will enter into what appears to be an unassuming soda bar, before being shown through a secret entrance to embark on a multi-sensory journey. Set over four different rooms, including a Pepsi Max Cherry rain room, consumers will learn how playing with the senses can alter taste experiences.  
Interactive elements on display include sense sound stations, an edible cherry tree, molecular mocktails and a scented vortex cannon. The Robin Collective will also host a series of free 45-minute ‘Flavour of science’ and ‘Edible beauty’ workshops at The Cherry Rooms over the four days. 
Alexandra Nicholas, UK marketing manager at Pepsi Max, said: "We are really excited to be working with The Robin Collective to curate this bold, sensory experience that builds on Pepsi Max’s dedication to creating genius and unexpected moments for our consumers.  Understanding how different environments and surrounding factors impact on our experience of taste is such an interesting area of study and a huge trend that, like Pepsi Max, is about pushing the parameters of possibility."

 

Wednesday, March 25, 2015

Coca-Cola begins 'doing far more with Coke Zero on mobile' with free giveaway

via The Drum

Coca-Cola has pledged to give away nearly half a million 500ml bottles of Coke Zero to mobile consumers with its #freecokezero integrated campaign.
From now until 10 May the soft drinks giant is offering on-the-go consumers a free bottle of Coke Zero via their mobile device in a bid to “drive further awareness of its great Coke taste and zero calorie offering to consumers,” said Bobby Brittain, UK marketing and activation strategy director.
“We’re excited to be doing far more with Coke Zero on mobile this year as it grows in importance as a delivery platform. It will ensure that busy on-the-go consumers are served the promotion for a refreshing Coke Zero in a convenient and accessible format, wherever they are,” Brittain added.
An accompanying 10 second TV commercial with a clear and simple message is set to run for two weeks. A promotional message will be included with the video on demand version to allow consumers to click through to the mobile voucher.
Coca-Cola is also giving away vouchers for a free 1.75lt bottle of Coke Zero with two million packs of Coca-Cola to be redeemed by 17 May 2015 and sampling teams will be handing out 150ml cans of Coke Zero across the UK during the promotional period.

Tuesday, March 24, 2015

Twitch to Live Broadcast Ultra Music Festival With Stream Powered by 7UP

via Business Wire

SAN FRANCISCO--()--Twitch, the world’s leading social video platform and community for gamers, continues its foray into music as an official broadcasting partner of Ultra Music Festival, the world’s premier electronic music festival. This year’s live stream will be powered by 7UP®, the exclusive sponsor of the stream for the 2015 music festival. Scheduled for March 27-29 during Miami Music Week, the entire festival will be broadcast live on Twitch at twitch.tv/ultra.
 The talent set to perform during the seventeenth annual edition of the Ultra Music Festival features more than a hundred of the electronic music scene’s biggest acts. Some of the DJ sets and live performances at the festival include:


  
  
ADAM BEYER

DIXON

NETSKY (LIVE)
AFROJACK

ERIC PRYDZ

NICKY ROMERO
ALESSO

GORGON CITY (LIVE)

ODESZA (LIVE)
ARMIN VAN BUUREN

HARDWELL

PORTER ROBINSON (LIVE)
AVICII

JAMIE JONES

RAC (LIVE)
AXWELL^INGROSSO

KIESZA (LIVE)

RƖYKSOPP
BASSNECTAR (LIVE)

KNIFE PARTY

SKRILLEX
CARL COX

KREWELLA (LIVE)

STEVE ANGELLO
CEDRIC GERVAIS

KYGO (LIVE)

STEVE AOKI
CLEAN BANDIT (LIVE)

LOCO DICE

TALE OF US
DAVID GUETTA

MACEO PLEX

TIƋSTO
DEEPDISH

MARCO CAROLA


DIE ANTWOORD (LIVE)

MARTIN GARRIX

To view the full line-up, visit: www.ultramusicfestival.com/lineup
“We are always pushing the envelope, working with the most innovative companies to stay ahead of the curve and offer our fans as much value as possible,” said Adam Russakoff, Executive Producer/Director of Business Affairs/Talent Buyer, Ultra Music Festival and Ultra Worldwide. “We don't tolerate mediocrity and our switch to Twitch is yet another step in the continuum.”
Twitch recently introduced the Twitch Music Library, a resource for game broadcasters that provides rights-cleared music for use in live video and VODs. As part of this venture into music, Twitch launched Music as a beta broadcast category. This has quickly attracted some of the biggest names in the electronic music scene and paved the way for the Ultra Music Festival to choose Twitch as its exclusive broadcasting partner.
“Our community has illustrated a strong affinity for live music, making Twitch a compelling new way for artists to connect with their fans,” said Colin Carrier, CSO and Head of Music, Twitch. “Being able to host the Ultra Music Festival on our platform with sponsorship from a brand like 7UP is a testament to the power of live social video.”
“We are thrilled to be collaborating with great partners like Twitch and Ultra Music Festival to bring fans across the globe closer to some of their favorite artists,” said Dave Falk, vice president of marketing, 7UP. “Not only are we providing a unique experience at the festival through our Stage 7 activation, but we are able to provide unique access for music fans who can’t attend the festival through this incredible live stream approach.”
Visit this link to view the Ultra Music Festival announcement video featuring DJ/producer Martin Garrix, and sign up here to receive Ultra Music Festival news. For all further information on Ultra Music Festival, please visit ultramusicfestival.com.
For daily updates on Twitch, visit the Twitch blog, Twitter feed and Facebook page, and follow TwitchFM for music news.
About Twitch
Twitch is the world’s leading social video platform and community for gamers. Each month, more than 100 million community members gather to watch and talk about video games with more than 1.5 million broadcasters. Twitch’s video platform is the backbone of both live and on-demand distribution for the entire video game ecosystem. This includes game developers, publishers, media outlets, events, user generated content, and the entire esports scene. For more information visit the Twitch website and the blog.
About ULTRA Worldwide™
ULTRA WORLDWIDE is the global edition of the World’s Premier Electronic Music event, ULTRA MUSIC FESTIVAL. The ULTRA brand was founded in 1997 by Executive Producer, President, & CEO Russell Faibisch, and began producing electronic music events in South Florida, which led to the inaugural Ultra Music Festival in 1999 on the sands of Miami Beach. The internationally renowned festival, which has taken place every March since its inception, celebrated its 16th anniversary from March 28-30, 2014 by bringing over 165,000 music enthusiasts to the sold out waterfront event in the heart of the City of Miami. Ultra Music Festival returns to Bayfront Park for its 17th annual edition, March 27-29, 2015. Over the past 17 years, literally thousands of the world’s most iconic DJs, producers and live acts have mesmerized audiences with awe-inspiring sets at ULTRA festivals in ARGENTINA, BRAZIL, CHILE, CROATIA, IBIZA, JAPAN, KOREA, SOUTH AFRICA and of course MIAMI, as well as ROAD TO ULTRA events in CHILE, COLOMBIA, PARAGUAY, SEOUL, TAIWAN, THAILAND, TOKYO, the USA, and now forthcoming events in MACAU and BALI. Each and every new global edition is founded on the same successful recipe that has been perfected over 17 years in Miami, combining the most diverse electronic talent with the most technologically advanced, large-scale festival productions in the world.

Monday, March 23, 2015

Coke Asks Shops To Pitch Ideas for Next Big Campaign

via AdAge

Coca-Cola Co. has invited 10 roster agencies to pitch ideas for Coke's next big global campaign, which could potentially include ending the long-running "Open Happiness" campaign.
The process began this week in Atlanta and represents the first big agency move under new Chief Marketing Officer Marcos de Quinto. Shops invited span the globe and include David, Dentsu, FCB of South Africa, Martin Mercado, McCann of Madrid, Ogilvy, Santo , Sra Rushmore, The Cyranos and Wieden & Kennedy, Portland.
"We have invited a selection of our key agencies from around the world to bring their best thinking to Coca-Cola in order to create the strongest work for our flagship brand," the company said in a statement to Ad Age. "We are always pushing ourselves and our agencies to deliver world-class creative with global appeal that engages and entertains our consumers and drives business growth. This process will help us harness thinking from some of the best agency minds from around the world to deliver the best possible work."
The pitch comes as the company puts a new emphasis on marketing to help reverse sluggish soda sales trends. A major cost-cutting initiative was recently launched that involves pouring savings back into brand-building. Executives said late last year that the company would add $250 million to $350 million in global media investment in 2015.
Everything appears to be on the table, including moving beyond "Open Happiness," which was launched by Wieden & Kennedy in 2009. "We've got an open mind," said a spokeswoman. It is possible that more than one agency could emerge as a winner.
It is unclear when the new work would go into market. But the new campaign would likely follow recently recent ads that celebrate the 100th year of Coke's iconic bottle. Those ads are showing in more than 100 countries and are expected to run through most of the year in many portions of the globe.
Coke launched "Open Happiness" with major media buys that included "American Idol," the Super Bowl and Academy Awards in the U.S. It was eventually activated globally in over 200 markets and has won multiple awards including over 60 Cannes Lions, according to Coke. The effort was introduced during tough economic times and was meant to position Coke as a simple pleasure.