By: Mallorie Rosenbluth Each year at South by Southwest Interactive, a theme stands out. Whether it’s location-based networks, group messaging or some other emerging trend; attendees of the Austin, Texas conference tend to pick up a recurring topic that presents itself throughout the sessions. This year, the standout theme for me was integrating multiple media outlets into a campaign. It seems over the last year, brands have stopped looking at TV campaigns as TV campaigns, social media campaigns as social media campaigns, etc. and started taking a more holistic approach, crossing platforms and leveraging them to turn out tremendous results and set the stage for where marketers and advertisers need to go if they want to keep up with the competition. I enjoyed this theme so much that I’ve decided to highlight three campaigns that are doing this.
1) Coca- Cola: as part of Google’s “Project Re:Brief”, this campaign refreshes the famous 1971 Coca-Cola commercial and adds new elements and platforms to the mix. In the 40+ year old commercial, its stars stand on a hill top and sing that they want to buy the world a Coke. Well, now they can. Here’s how it works – consumers visit a vending machine in their city, select the city and country they want to give a free Coke to, record a video and text, and hit send. Then through the magic of technology the Coke gets dispensed, along with the sender’s message, to the selected city. The recipient is filmed receiving the soda and can record and send a message back. These videos exchanges are sent to the sender and receiver, fully branded and shareable through social networks. Genius.
2) Bravo TV’s Top Chef Last Chance Kitchen: Bravo TV has been arguably one of the best networks to integrate social and new media into their traditional TV productions. Whether it’s having stars live tweet or promoting show-specific hashtags, Bravo has embraced engagement more than its peers. This season of Top Chef took it to the next level with the launch of Last Chance Kitchen, a webisode series that allowed eliminated contestants to return to the series for one more shot at the Top Chef title. Each webisode was aired right after the regular episode of Bravo’s website. And the results were pretty tremendous – 20% of their on-air audience tuned in to watch the online series each week. Further integrating with social media, tweets were streamed in through a widget on the page, so users could interact with one another (and often with the competing chefs) while they watched.
3) Mercedes Benz: Mercedes is all about the driver experience and innovating to make that experience superior to its competitors. Last Christmas, they integrated social media into its Park Assist feature that helps drivers achieve a perfectly parked vehicle. Mercedes realized that actually finding a parking space is often more challenging than parking the car. Enter “Tweet Fleet”, a program that instantly transmits GPS data to a Twitter handle (@MBTweetFleet) that responds with a map of parking spots closest to them. The program rolled out only in Germany, but is still pretty cool.
What do you think of these campaigns? Have you seen other companies and brands integrating multiple media outlets in innovative ways? Share in the comments below!