“In the Home Showroom Campaign, IKEA joined forces with ordinary people selling their homes. We used their private real-estate ads to launch IKEA’s new sofa TIDAFORS. In return, the sellers got plenty of IKEA’s advertising space for free. A huge success for both parts..”
SMFB — a sister agency of Forsman & Bodenfors in Norway — promoted a new line of IKEA sofas by placing them where they ought to be: inside homes. The agency partnered with people listing their homes for sale or rent to put the sofa in real estate ads and home showrooms across the country. The sofa made its appearance in pictures, on maps showing home layouts and the homes, in turn, appeared in IKEA ads for the sofa itself. Win-win.
Razorfish Germany came up with the “Make Your Own Burger” campaign to celebrate McDonald’s 40th year of being “Germany’s favorite restaurant.” Razorfish Germany used friendly competition and crowdsourcing to help McDonald’s come up with a new way to engage with its consumers, this campaign won a Silver Medallion at AME Awards.
The “Pretzelnator” is the first of five burgers to be created from the crowd-sourced “Mein Burger” campaign started by German agencies Razorfish, Berlin and Heye & Partner, Unterhaching for McDonald’s Germany. In this campaign, McDonald’s encouraged their customers to create their own custom made burger and compete for a place on the menu of the fast-food chain. 2011 marked McDonald’s 40th anniversary in Germany and Razorfish had to create a campaign to mark the big occasion, but with a small budget. “So many promotional burgers had been launched. Would yet another one excite our fans?” explains the Razorfish video. “We knew that many dreamed of creating their own individual McDonald’s burger. A burger that would appear on the plates of our two million daily guests. So we created a competition and invited everyone to take part. It was time for Germany’s first crowd-sourced burgers. By the fans, for the fans.” Fans were invited to create their own burger using the “Burger Configurator”, an online tool that allowed users to compile their design using mora than 70 different ingredients.
“We gave them the tools, they created the buzz,” says Razorfish. The cost-effective campaign allowed fans to name their creations and even promote them on social media platforms with personalised spots, with the aim of generating votes from other users. The ten most popular burgers made it to the next round in the McDonald’s test kitchen. The inventors then get to present their creations to the jury who decided which made it to the next stage. Facebook fans were able to watch the event live on video and root for their favourites.
Of the ten finalists, the five best burgers will be available in McDonald’s restaurants throughout Germany and their inventors get to star in their very own ad campaign on national TV and radio.
The results exceeded all expectations. 45,000 individual burgers were created in the first seven days – without a single cent of media spend. In total more than 116,000 burgers were posted – one every 26 seconds! The fans generated more than 12,000 personalized ad campaigns, and more than 1.5 million votes were cast. 7 million page visits made “My Burger” the most successful campaign ever on the McDonald’s Germany portal. During the jury event, the McDonald’s Facebook fan page was accessed more than 1 million times – all on a single day!
With all the buzz generated, the campaign managed to reach more than 21 million contacts, that’s one in four Germans. Never before has a McDonald’s campaign attracted as many new customers, sold as many promotion burgers or generated as much total revenue.The winning Pretzelnator burger is now being served in McDonald’s locations across Germany for a limited time. This particular creation is topped with ham, American and Italian cheese and has a pretzel-like bun.
Advertising Agency: Razorfish, Germany
Peugeot Panama has launched a Pinterest-based competition that asks people to complete puzzles by repinning images of its cars.
Last week the brand created several boards depicting different models with pieces missing.People can search for and find these pieces, pin them on their own boards and share it with Peugeot. The first five people to complete their boards win prizes.
Though a visit to the brand’s Pinterest page leaves you somewhat confused at first, since several boards have been used as placeholders – separating the cars into different price brackets. One such board is titled ‘Starting at 35,000us’ and is toally blank, with no content pinned. It’s an interesting way to use the space, but isn’t immediately obvious.
People are asked to click any board to find out where to look, which is explained as follows:
This is a 5 piece puzzle of a Peugeot 3008, as you can see there are 4 pieces missing. Look for them in our website (peugeot.com.pa) or in our Facebook fan page (www.facebook.com/profile.php?id=1797346790), pin them in your own board and share it with us. The first 5 people to complete their boards win!”
Using boards as placeholders is certainly one of the most creative uses of Pinterest we’ve seen so far, but sadly it’s overshadowed by the fact that the puzzle itself isn’t very clear. It’s difficult to work out how you’re supposed to get involved, and even the brand itself has had to step in to inform a participant that the goalposts had been changed:
Hi Julia!, thank you for participating in the Peugeot Puzzle Contest, sadly as you may know, Pinterest changed our layout so we were forced to adapt the contest again. Please feel free to leave your board and start pinning again. Best Luck!”
That said, Peugeot Panama uses a conversational tone in its outreach above and is trying something new – so should be applauded for doing so. However, it might transpire that a simpler competition, with mechanics that are easier to understand, might be more successful in driving participation in the long run.
A great and impressive use of this very young network. Of course it takes a bit of courage and passion to start such an experiment – and it IS an experiment that started to work well. The mechanic of the puzzle picks up the main idea of Pinterst, which makes it feel integrated on one hand, and explains the great user feedback on the other hand.
Advertising Agency: Tribal DDB Colombia (?)
Lion Nathan wanted to find more occasions for young adults to drink Tooheys Extra Dry, so it introduced a longneck, TED696ml. However, the longneck market is crowded and not an easy one for “cool” brands like Tooheys Extra Dry.
Longnecks are traditionally sold in brown paper bags, covering the bottle’s branding. The bags represented an inexpensive medium that could be used to engage buyers and establish creativity.
Working with the insight that 18 to 24-year-old drinkers have a desire to express themselves, ZenithOptimedia worked with BMF to bring together the world’s best street artists and TED696’s target market to design brown paper bags around the theme 696.
Local designers were invited to submit designs in a competition that would be judged by the Luca, David Homer and Aaron Hayward at Debaser, Sydney artist Ben Frost, Murray Bell and Andrew Johnston at Design is Kinky, Colin Blake at MTV Sydney, and Tokyo/Sydney painter Numskull, the prize being a 15 ” MacBook, software and a framed set of designs signed by the three celebrity artists. The ten finalists would each receive a case of Tooheys Extra Day 696. The people’s choice, selected online by members of the public, would receive two cases of TED 696.
PR, events, advertorials, online seeding, search and a project website were activated, all with the humble brown paper bag at the core. The campaign created a new advertising medium, sending 700,000 paper bags with 696 designs to bottleshops. In the process, competitor longnecks were wrapped in 696-branded bags too.
The winner of the competition was Mike Watt, a Sydney based illustrator and designer.
In the first 8 weeks, over 500,000 longneck bottles of TED were sold representing $9 in sales for every $1 invested. The website received unique visits from 104 different countries, with each person spending an average of 9.5 minutes at the site.
During the 5-week competition period, we received a cutting edge design every 84 minutes.
MTV held a gala exhibition evening to announce the winning design. The exhibition is now touring nationally.
The bag design promotion was so succesful that it is now an ongoing project, with submissions being printed and distributed throughout liquor stores around the entire country.
Ironically, the brown paper bag that all longneck bottles are sold in, covers the branding of the product inside, yet it has never before been used as an advertising medium.
The 696 campaign won a Silver Pencil at the One Show 2009 for Point of Purchase and In Store Promotion, a Silver Lotus at the AdFest Awards for Direct Marketing, and a Yellow Pencil at the D&AD Awards 2009 for Printed Material in Branding.
Advertising Agency: BMF Sydney
Executive Creative Director: Warren Brown
Creative Director: Simon Langley
Art director: Shane Bradnic
Copywriter: Michael Canning