For 4 months every year, the town of Longyearbyen, Norway is covered in darkness. No sunshine from October to February. So when Philips wanted to test the effects of its Wake-up Light, the people of Longyearbyen seemed like a natural choice. Philips says the light is designed to simulate sunrise and prepare the body for a gentle wake up.
Philips gave the town’s residents Wake-up Lights as part of a campaign called “Wake up the Town.” The people of Longyearbyen are trying out the lights for 40 days and sharing their experiences online and on a Facebook fan page.
The residents’ comments on Facebook are interesting, even though some of them are in Norwegian. What takes this campaign to a different level is video. Philips is doing a series of videos about the Wake-up Lights experiment in Longyearbyen. The first one recently went up on YouTube.
Philips teamed with documentary producer Doug Pray to make the videos. Pray’s videos allow us to get inside the lives of the people who live in this unique place that is only 600 miles away from the North Pole. We get to see if the Wake-up Light makes a difference through the eyes of people who are used to living in the dark. Without video, that’s all left to the imagination.
Showing posts with label Facebook. Show all posts
Showing posts with label Facebook. Show all posts
November 29, 2010
September 6, 2010
Can Facebook Help Repair Toyota's Image?
Stuck gas pedals…faulty floor mats…out of control cars…millions of recalled vehicles. The Toyota brand has taken a major hit over the past year. So when Toyota went looking for a way to turn the tide of public opinion, the automaker called on its ace in the hole: the loyal Toyota customer base.
It started with a new advertising campaign rooted in social media. In July, Toyota started asking longtime owners to share their own stories about their cars and trucks on the company’s Facebook fan page. Toyota seemed to recognize it was taking a chance by letting outsiders control the message. Just look at the disclaimer on Facebook:
“FYI: These are the words of our owners, not us. We love ‘em but that doesn’t mean we agree with everything they say here.”
Toyota produced a few video examples of the “auto-biographies.” Testimonials, especially on video, can be a very effective means to get your point across.
“Every Toyota has a story” on Facebook now features more than 6,000 unique tales. 180,000 people have clicked the “Like” button on Toyota’s Facebook page. It will take much more than one campaign to convince prospective car buyers that Toyota’s are safe to drive again. But by using the stories from their devoted customers, Toyota is taking a step in the right direction.
It started with a new advertising campaign rooted in social media. In July, Toyota started asking longtime owners to share their own stories about their cars and trucks on the company’s Facebook fan page. Toyota seemed to recognize it was taking a chance by letting outsiders control the message. Just look at the disclaimer on Facebook:
“FYI: These are the words of our owners, not us. We love ‘em but that doesn’t mean we agree with everything they say here.”
Toyota produced a few video examples of the “auto-biographies.” Testimonials, especially on video, can be a very effective means to get your point across.
“Every Toyota has a story” on Facebook now features more than 6,000 unique tales. 180,000 people have clicked the “Like” button on Toyota’s Facebook page. It will take much more than one campaign to convince prospective car buyers that Toyota’s are safe to drive again. But by using the stories from their devoted customers, Toyota is taking a step in the right direction.
August 18, 2010
The Human Touch...Madden Style
Full disclosure: I am a big football fan. To me there’s nothing better than taking over the couch and watching NFL games on Sundays.
As a fan of the game, I couldn’t help but notice the new marketing campaign for EA Sports’ Madden NFL 11 video game. Since its first edition 22 years ago, Madden has become more than just a football video game. It is a full-fledged pop culture phenomenon.
The Madden 11 campaign puts a different spin on the typical image of football players. There are no helmets, no hitting and no game footage. The campaign is called “Madden to the People” and shows star players relating to football fans on a personal level.
Leading into the one minute television commercial, EA Sports released a series of webisodes on Facebook and YouTube. These longer videos featured more details on how the players surprised their fans by showing up to play Madden 11 with them. It was a smart strategy to leverage their video content on multiple platforms.
There is one lasting lesson we can all take away from the Madden video campaign. Personal stories are effective. Don’t take my word for it. Just watch the reaction of the fans when they get to meet their football heroes away from the field.
As a fan of the game, I couldn’t help but notice the new marketing campaign for EA Sports’ Madden NFL 11 video game. Since its first edition 22 years ago, Madden has become more than just a football video game. It is a full-fledged pop culture phenomenon.
The Madden 11 campaign puts a different spin on the typical image of football players. There are no helmets, no hitting and no game footage. The campaign is called “Madden to the People” and shows star players relating to football fans on a personal level.
Leading into the one minute television commercial, EA Sports released a series of webisodes on Facebook and YouTube. These longer videos featured more details on how the players surprised their fans by showing up to play Madden 11 with them. It was a smart strategy to leverage their video content on multiple platforms.
There is one lasting lesson we can all take away from the Madden video campaign. Personal stories are effective. Don’t take my word for it. Just watch the reaction of the fans when they get to meet their football heroes away from the field.
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