Category Archives: Microsite

Hollywood’s Hottest New Couple: HP and SJP

Whether or not you have preordered your ticket for opening weekend of Sex and the City 2, you might be interested to know that a key player in the franchise may be missing: the Apple computer. HP made a huge media buy to publicize its latest line of chic, designer laptops. They are pretty cute, I must admit.

On top of the multiple product placements in the film, HP has launched a full-blown social media campaign to support the promotion. This includes a flashy microsite detailing the ins and outs of the “2010 Spring Laptop Collection,” as well as a Facebook contest with a glamorous weekend in New York as the grand prize. SJP is also the latest star to walk consumers through her PC in the new TV ads.

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Filed under Branding, Celebrity, Facebook, Film, Microsite

This Is Our Moment

The election of Barack Obama showed us all that it is possibly to rally a younger politically-interested crowd. All you have to do is show that you can create a substantial social media presence and tack on a few celebrity endorsements.

Recently, the Natural Resources Defense Council Action Fund took the same formula and created the “This Is Our Moment” campaign. The program took the best tactics used by the Obama campaign and has successfully driven a strong following through grassroots mobilization to help encourage senators to pass the Clean Energy Jobs & American Power Act.

With the help of everyone’s favorite earth-friendly celebrity, Leonardo DiCaprio, and other well-known actors like Jason Long (the Mac), Jason Bateman (I miss Arrested Development), Emmy Rossum (the Phantom’s love interest), the NRDC rolled out an information-packed microsite, a series of web videos and an interactive blog. The site even has a customizable form letter that anyone can send to their senator, encouraging them to pass this bill.

To support these core platforms, the campaign has maintained a Facebook page, Twitter account, YouTube channel and Flickr page, among others, to ensure news, information and its call to action was easily accessible. As for any grassroots campaign, an must-have function is the “SHARE” option. Through virtually any social media platform, users can pass along the information to their network with the click of a button.

While may other politically-driven campaigns appear to be very one-sided and authoritative, this campaign boasts a communal database of user-generated content. Viewers can upload videos expressing their thoughts on the bill and relevant environmental issues. All of this content is then aggregated and shared on the homepage.

Whether or not you support the cause (but come on, love mother earth!), this campaign is a great case study for grassroots social media that has resonated with the (seemingly) politically apathetic youth.

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Filed under Best Practices, Celebrity, Facebook, Flickr, Microsite, Millennials, Pop Culture, Social Media, Twitter, YouTube

World AIDS Day: @JoinRED

One of the biggest mistakes companies or organizations make when they decide to take on an integrated campaign is adding too much breadth and not enough depth. By this I mean launching a Facebook page, Twitter account, Flickr page, blog, etc. without generating enough content and infrastructure to maintain each effectively. In doing so, you loose readers interest, fail to create a sense of engagement and prohibit consumers from taking your desired action (purchase a product, support a cause, join a group, etc.).

Today is World AIDS Day. To kick-off the international day of awareness, (RED) announced its newest corporate sponsor: NIKE. And they did it right.

NIKE has created a line of (RED) shoelaces and all proceeds will go towards fighting AIDS in Africa. Backed by Bono and top-notch football players (Note to my fellow Americans: soccer) Joe Cole (Chelsea), Andrei Arshavin (Arsenal), Marco Materazzi (Inter Milan), Denilson (Arsenal), Lucas Neill (Everton), the campaign was “kicked” off at a London NIKETOWN location—though the true strength lies within the digital components.

The integrated social media campaign tackled the internet this morning. From the (RED) Blog posting a detailed summary of the account, to the complete takeover of Twitter, turning the more familiar blue homepage to red (and turning all tweets including @JoinRED actually red, which is awesome), the campaign cast a wide net. The Facebook, Flickr and YouTube components feature a wealth of information and a call to action to consumers.

Messaging remains aligned across all existing NIKE and (RED) online platforms, with each component linking to the additional features to ensure that each consumer is aware of the complete endeavor, encouraging them to remain engaged and pass the information along.

I encourage you all to check out the JoinRED webpage and explore the supporting social media platforms. Not only will you help benefit this important cause, but you’ll have a great case study about a digital communication campaign that did it right.

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Filed under Best Practices, Facebook, Flickr, Microsite, Social Media, Twitter, YouTube

Volvo’s Twilight 2.0

OK, I admit it. I love the Twilight books.

OK, I also admit that Robert Pattinson is a beautiful human being.

While many companies have attempted to piggy back off the Twilight frenzy that has now spread far beyond just thirteen year old girls, I believe the recent “What Drives Edward” campaign has managed to demonstrate how social media can expand an organic partnership between two brands.

Product placement has been around for quite a while now, whether or not movie-goers were aware of it or not. In the original Twilight movie, Edward rescued Bella from a gang of over-testosteroned high schoolers while driving in a Volvo XC 60. Recognizing the unexpected hoopla the first movie generated, Volvo was smart to not only renew its brand placement in the upcoming New Moon sequel, which will reach a wide-spread captive audience, but it also incorporated a social media microsite called What Drives Edward, which provides an interactive brand experience for the consumer and a chance to win a new Volvo and tickets to the New Moon premier.

This is a great example of what my colleague Sam Ford calls “Sticky vs. Spreadable” media. “Sticky” refers to marketers’ desire to reach a widespread audience and hold their attention. Whether or not a Twilight fan wants to or not, they will see several shots of the new Volvo XC 60 when they go to the movies later this month to see New Moon. However, “Spreadable” refers to a personal brand experience that is unique to each consumer that encourages them to share the information digitally (like my blogging about the topic ) or by simple word of mouth. In that case, the message reaches a targeted audience that shares the information with other like-minded media consumers, which ultimately results in a more meaningful understanding and interest in the brand.

While What Drives Edward is not the most advanced microsite, nor does it make me more likely to purchase a Volvo in the next 12 months, I can attest that the brand is more top of mind. As a Twilight fan that would otherwise not likely think about Volvo on a regular basis, I’d say the Volvo marketers would consider me a success case.


Filed under Best Practices, Branding, Celebrity, Microsite