Krispy Kreme Rigs a Glazing Machine to Create a Scannable Barcode for Free Donuts

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Here’s an oven-fresh, charmingly simple sales promotion from Krispy Kreme.

For its #dayofthedozens program, the doughnut chain and agency Baldwin& rigged a glazing machine to diffuse streams of sugary white goo in a distinct pattern against a black backdrop—forming a barcode image—before coating the fried treats on the conveyor belt below.

On Dec. 12, 2015, consumers can use this YouTube video as a scannable coupon for a second dozen donuts free when they purchase a first dozen at Krispy Kreme:

Why it’s Hot

Food brands have been all about coupons since the turn of the 20th century and marketers have been trying to revamp them for almost as long.  This YouTube video by Krispy Kreme shows an evolution of the coupon in an innovated way by using the glaze machine to create a functioning barcode.  This mesmerizing video is an excellent use of their product and a uniquely delicious social campaign.

http://www.adweek.com/adfreak/krispy-kreme-rigs-glazing-machine-create-scannable-barcode-free-donuts-168495

Eleanor Friedberger Plays ‘Auld Lang Syne’ on 1,000 Flute Glasses for Segura Viudas Ad

Eleanor Friedberger, best known as one-half of The Fiery Furnaces (with brother Matthew Friedberger), has made her first commercial—and it’s quite a harmonious production in which she plays the holiday classic “Auld Lang Syne” on 1,000 glasses of Segura Viudas cava (aka, sparkling wine).

Creative agency Naked came up with the idea, with chief creative officer Izzy DeBellis driving the creative vision. But Friedberger seems happy to be on board, even flashing a smile at the end of the charming spot. The audio was recorded live as she played the glasses, so no tricks here, and it sounds rich indeed.

Why it’s Hot

During this time of year, every brand is vying for relevance in a sea of holiday-related content. Most brands fall flat and end up posting generic holiday greetings to their communities or create content that attempts to be nostalgic. Segura Viudas’ video is a truly unique ad because not only does it reinvent a classic holiday song, but it also utilized the product in an innovative way.

http://www.adweek.com/adfreak/eleanor-friedberger-plays-auld-lang-syne-1000-flute-glasses-sparkling-wine-ad-168421

Fruit of the Loom Redefines Business Casual With Its Ridiculous ‘Professionals Collection’

Back in April, Fruit of the Loom and Crispin Porter + Bogusky made fake transparent plastic pants. Now, the brand and agency have upped their fake-clothes game to create a very special line of high-end attire.

Upon closer inspection, though, you’ll see that it’s not so high-end. These are actually fleece sweat suits printed to look like fancy duds.

The so-called Professionals Collection includes three looks—the Country Clubber, the Trail Blazer and the Business Time. The bad news, though: You can’t buy them. (At least not yet.) The brand only made 50 of each outfit—to gauge if consumers are interested.

Fruit of the Loom will post the images on social media, asking people where they would wear the them. Ads will also run on Instagram, Facebook, Twitter and Vine.FOTL

Why it’s Hot

Fruit of the Loom created the Professionals Collection sweat suits not to actually sell product, but in order to engage consumers and to raise awareness about its brand. The company will let fans tell them if this fake business attire should actually be brought to market. Fans can tell Fruit of the Loom what they think about the new suits on social media, weighing in and tagging friends using #ProfessionalsCollection or #NeedThisSweatSuit.  There are many faux campaigns out there, but is it a played out tactic?  Fruit of the Loom proves it’s not, and as already seen a rise in conversation from this campaign.

http://www.adweek.com/news/advertising-branding/fruit-loom-redefines-business-casual-its-ridiculous-professionals-collection-168167

What In The Hell Is A #TacoEmojiEngine?

Tacos. Emojis. Tacos + Emojis. That’s what Taco Bell rolled out to Twitter yesterday. They called it the “#TacoEmojiEngine.”

What the hell is it and what is the point? I set out to find out, tweeting along the way. Basically, Taco Bell mashed up every damn emoji there is with a taco theme, so if you tweeted the taco emoji plus another one at them, you’d see said mashup in a response. And fast. Like so:

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How many variations are there? 600. Some are animated, some aren’t.

Some background on this: the taco emoji was introduced with the latest version of iOS. Why? Because people wanted it. To the tune of 30,000+ signatures on a Change.org petition. Whether that’s what tipped the scales on whether to go with it or not, let’s stick to that story. People wanted taco emojis. Including me.

People like to talk in emojis; it means that they don’t have to use words. It’s kinda like modern-day hieroglyphics. Twitter is even making them an ad unit.

What’s the point of the #TacoEmojiEngine though? Well, I chatted with Rob Poetsch, Director, Public Affairs and Engagement at Taco Bell about it.

Why it’s Hot

Taco Bell has proven time and again that it can create content that appeals to millennials and teens.  This time it’s by jumping on a trend that is all but played out and revamping it to make it completely brand-centric.  By properly gauging the pulse of their fans interests – a taco emoji for iOS – they set themselves up for a big payout.  The Change.org petition was already in the making, and by jumping on the bandwagon, and celebrating the release of the emoji with the #TacoEmojiEngine they solidified their position.  Through this campaign of rewarding their fan base with uniqu and engaging content, Taco Bell assured that when people use the new taco emoji that they’ll think about Taco Bell.

http://techcrunch.com/2015/11/10/what-in-the-hell-is-a-tacoemojiengine/?ncid=rss&utm_content=buffer88dd2&utm_medium=social&utm_source=twitter.com&utm_campaign=buffer

The North Face Gave These Shoppers a VR Experience That Suddenly Got Awesomely Real

You’re shopping for a new coat at The North Face store, when an eager clerk asks if you want to test out your potential winter gear before leaving the store. “Sure?” you say, agreeing mostly so they’ll stop bothering you.

You sit down in what appears to be a dog sled, and you strap on a pair of Oculus Rift virtual reality goggles. The next thing you know, you’re swept away on a crazy virtual adventure, with a pack of huskies pulling you through a gorgeous snowscape.

“Cool,” you think to yourself. “This is pretty fun. I don’t even have to leave the store!”

Then they take the goggles off. And something very unexpected happens that really kicks the experience into a higher gear, reminding you that virtual experiences are still but a shadow of actual, lived life.

Why it’s Hot

Every brand tries to incorporate new technology into their advertising campaigns, spending thousands, maybe even millions of dollars to make something that’s new and interesting.  At first glance, North Face appears to be doing the same thing by introducing its customers to a virtual reality dog sled ride using Oculus Rift virtual reality googles, but then things take a turn, literally.  When the customers literally take off in the sled, the look on their faces is priceless. The video produced out of their in-store reactions proved to be a better tactic than the high-tech VR and the YouTube video of the stunt garnered nearly 3 million video views.

 

http://www.adweek.com/adfreak/north-face-gave-these-shoppers-vr-experience-suddenly-got-awesomely-real-167900

Stoli’s Mobile Ads Let You Actually Feel a Cocktail Being Made in Your Hand

Stoli is trying to get a better feel for mobile advertising—literally.

Today, the brand and Horizon Media are launching a campaign with mobile ad network Opera Mediaworks and technology company Immersion that uses haptic technology to make consumers’ smartphones vibrate. While watching a 20-second video, people can feel their phones shake when a woman makes a cocktail or when a dog pees.

The vodka brand is the first marketer to plug the tactile technology into Opera’s network of mobile apps, which will power full-page and preroll video ads in entertainment and sports apps.

Why it’s Hot

By utilizing this new technology, Stoli has found a way to make their ads more interactive.  Consumers will be much more likely to stop and pay attention if their phone begins to vibrate, an action they do not yet associate with an advertisement.  In the future, vibrating ads may become more commonplace, and thus easy to ignore, but for now these Stoli ads are unique, memorable, and thumb-stopping.

http://www.adweek.com/news/technology/stolis-mobile-ads-let-you-actually-feel-cocktail-being-made-your-hand-167812

This App Will Help You Find the Perfect Wine to Pair With Your Halloween Candy

Kids are the primary collectors of Halloween candy, but everyone knows it’s the adults who determine how the sweets are purchased, distributed and consumed. According to the National Confectioners Association, 84 percent of adults will hand out candy at the front door this Halloween, and 41 percent of them will munch on some while they wait for trick-or-treaters. A whopping 90 percent of adults admit to pilfering their own kids’ Halloween candy and, of course, it’s adults who’ll drop the $2.1 billion to buy treats in the first place.

Yes, adults do a lot of things with Halloween candy, but here’s one thing they never seem to do: look for a decent pinot grigio or chardonnay to pair it with.

Well, now they can: Vivino, the popular app for wine enthusiasts, has just released its second annual Candy and Wine Match Maker (see chart below), an easy guide for pairing Halloween candy with the perfect vintage.

Why it’s Hot

As we’re in the midst of strategizing holiday content for the end of the year, we need to keep in mind that there is more than one way to celebrate.  Vivino recognizes that holiday typically meant for children might be stressful for adults, and they’re prepared to remedy the situation.  In this case, their product, a wine app is the solution to help stressed out parents find the appropriate wine to relax with after a long day of trick-or-treating.  People of course always love infographics, especially if they’re themed.

http://www.adweek.com/news/advertising-branding/app-will-help-you-find-perfect-wine-pair-your-halloween-candy-167693

Temporary Tattoos that Scan Like QR Codes

At international tourism expos, competition to attract attention from foreign tourists is high—and most vendors still rely on flyers to get the message across.

So, the Tourism Authority of Thailand came up with a different way to ensure people walked away remembering them: The Tattoo Flyer, a series of temporary tattoos in a variety of styles that can be scanned like a QR code.

The Sailor Jerry-style tattoos were created with different personalities in mind—sophisticated, creative, street-style—so anyone could find something they liked. When scanned, they drive users to a series of videos that promote different aspects of Thailand.

Created by Leo Burnett, the campaign went live at the CITM Shanghai Expo in Thailand and, the agency claims, is responsible for a 42 percent rise in Chinese tourism directly after the expo. Tattoo flyers will be rolling out at other tourism expos in the year to come.

http://www.adweek.com/adfreak/leo-burnett-invents-temporary-tattoos-scan-qr-codes-167228

Why it’s Hot

You don’t always have to re-invent the wheel.  Sometime by combining old and new technologies together you can develop a winning concept.  Tattoos have been a part of many cultures around the world for centuries, and have only recently become a part of the mainstream (here in the U.S).  Temporary tattoos are often marketed to younger people, but adding the aspect of QR technology made it appealing to adults.  This combination also ensured that they took the message of Thailand with them, not just on their temporary tattoo, but also on their phones when they scanned to reveal the message, thus making it an effective marking campaign.

New Delta Spot Is Very Poetic, and a Bit Unsettling

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The new Delta commercial from Wieden + Kennedy in New York spends 45 of its 60 seconds staring at the ground, yet it’s the most high-concept airline ad in a while.

It’s also either quite inspiring or a bit dismaying, depending on your level of comfort with airline ads that focus on the actual terrifying physics of giant machines hurtling along at great speeds. It aims for the former, naturally, but leans toward the latter at the outset, as Donald Sutherland intones, in a gravelly voiceover, “What’s happening here is not normal.”

That’s a bit of a funny line to open an airline commercial, even if Sutherland quickly follows it up with the disclaimer, “It’s extraordinary.” And the rest of the poetic voiceover—combined with visuals that are hectic and claustrophobic until almost the very end—doesn’t exactly lighten the mood.

Later, in another part of the voiceover, Sutherland takes stock of a Delta jet furiously in motion—”291 people, 350 tons, 186 miles per hour”—and then suggests, bluntly, “There is no stop in us. Or you. Only go.” That’s meant to be a good thing, though it risks conjuring imagery of not being able to stop—and might have you pining for one of W+K’s famously inventive safety videos for the same carrier.

Why It’s Hot

This Ad, which debuted on YouTube, offers a completely new perspective to flight.  It’s brave because it introduces sights and sounds that could potentially be terrifying to some customers. By taking a chance, they have achieved a cinematic effect that truly plays on your senses. This Ad gets your heart racing, your blood pumping, and some cases your stomach churning.  For better or for worse, this ad is successful at getting you to think about flying.

http://www.adweek.com/news/advertising-branding/ad-day-wks-grand-new-delta-spot-very-poetic-and-bit-unsettling-167128 

Disney animator uses HTC Vive to paint in virtual reality

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Why It’s Hot

Storytelling is ever-evolving and the more we utilize our senses the more compelling it becomes.  Glen Keane combines two emerging technologies: a HTC Vive VR headset and its two wireless controllers and the app Tilt Brush which allows you to paint in a virtual reality.

As virtual reality becomes more accessible it could change the way we create content and the types of content that is shared.  Painting in real-time in virtual reality may sound like am onsite gimmick, but it could change the way any type of structure is designed.

Full Article from Mashable

Back in April, Google quietly acquired Skillman & Hackett, the makers of Tilt Brush, the app that allows you to paint in real-time in virtual reality.

Now a video (above) has surfaced of veteran Disney animator Glen Keane taking the app through its paces as he creates iconic animation imagery inside VR space.

“This is not a flat drawing, this is a sculptural drawing,” says Keane as he describes the process of using the position-sensing HTC Vive VR headset and its two wireless controllers. “Making art in three dimensional space is an entirely new way of thinking.”

Keane, who has worked on Disney classics such as The Little Mermaid, Aladdin and Beauty and the Beast, is used to working with pen and paper to bring characters to life.

But in the video we see him utilizing the Vive’s gyro sensor, accelerometer and laser position sensor, along with Tilt Brush, to push into the next phase of art creation.

The demonstration is part of an upcoming event in New York called The Future of Storytelling.

During the annual event, a number of professional storytellers from various segments of entertainment and media, along with technologists, gather to exchange ideas around crafting narratives using next-gen technologies.

Some of the attendees include Keane, author Margaret Atwood, former U.S. Vice President Al Gore, HTC Vive’s chief content officer Phil Chen and (remotely) CIA/NSA whistleblower Edward Snowden.

 

 

Instagram Debuts 30-Second Video Ads in Its Latest Pitch to Big Brands

 

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http://www.adweek.com/news/technology/instagram-debuts-30-second-video-ads-its-latest-pitch-big-brands-166767

Just three months after launching a full-blown ad business, Instagram is kicking things into another gear, announcing today that marketers can utilize 30-second videos in campaigns. Before, ads were capped at 15 seconds—the same length of video that users can post.

The new video ads can be posted in landscape mode to support the app’s recent formatting update. By upping the video for 30-second creative, Instagram said in a statement that the move will “give ads a more cinematic feel.”

The longer format should be appealing to brand marketers who are used to creating 30-second ads for television. Longer video formats show how seriously Instagram’s parent company, Facebook, is taking video advertising in order to compete against YouTube and premium video ad networks. Additionally, as part of Instagram’s new ad push, brands will be able to target the promos to specific groups of consumers, like they can on Facebook.

Adaptly is an ad-tech company that gained access to Instagram’s API late last month and has started selling ads to its clients. Sean O’Neal, president of Adaptly, said that 30-second spots should fare well on the app, based on his company’s initial tests.

“We are seeing impressive results from the 15-second ads, with overall costs and performance metrics being competitive with the larger, more established video platforms,” O’Neal said. “We fully expect that the 30-second format will deliver similar, industry-leading results.”

Still, shorter video tends to perform better online, meaning that marketers have to work harder to convince consumers to spend a little bit more time in the app. Plus, the extra costs from shooting both horizontally and vertically adds up, pointed out Amy Peterman, 360i’s director and paid social practice lead.

“Publishers who offer versatility for format allow creative teams more leeway to consider options,” she said. “Shooting videos in horizontal and vertical perspective ads production costs, so we’ll need to evaluate the cost related to uplift in performance.”

The video-based ads build on successful campaigns brands have seen with Instagram’s other tools, including swipeable carousel ads and call-to-action buttons promoting messages like “Shop Now” for retailers and “Install Now” for app-download campaigns.

Instagram claimed the ads are working by citing a couple of case studies. Deals marketer Gilt Groupe evidently saw an 85 percent lift in shopping app installs after running a campaign that promoted downloads, and game maker Kabam got people to spend unusually high amounts of time in its Marvel Contest of Champions app.

“People come to Instagram for visual inspiration, and advertising on Instagram has the power to touch, inspire and move people,” Instagram said in a blog post. “Instagram ads have proven to drive strong branding results—97 percent of measured campaigns on Instagram have generated significant lifts in ad recall.”

In yet another move by Instagram, the photo-sharing app is launching a premium-priced format called Marquee, which will let brands run ad blitzes for short periods of time. Instagram did not say how much much Marquee will cost compared to a regular ad buy.

Fox is the first brand to run a Marquee campaign, which launches today to promote five of its fall shows—including The Grinder, Scream Queens and Grandfathered. Scream Queen first airs Sept. 22, while The Grinder and Grandfathered debut Sept. 29.

 

Why it’s Hot

The 30-second ad buy gives advertisers more creativity now that they don’t have to crunch their message into 15-second buys.  Brands who have 30-second on-air spots will now be able to use the same content on-air and on Instagram allowing for synergy on traditional and social media.

Reynolds Made a Clever Instagram Cookbook That Feels Like an ‘Endless Table’

Foodies are already some of Instagram’s heavy hitters, so Reynolds turned its account into a giant dinner table by stitching together glossy, overhead pictures that take advantage of the app’s grid layout.

This year, Reynolds and Havas Chicago plan to make eight dinner tables, each of which is made up of 21 dishes. Each uploaded photo links to another Instagram account that lays out all of the individual ingredients in a dish and features a link to the Reynolds website with the recipe.

For example, clicking on a recipe for a strawberry crumb bar directs users to an Instagram account with pictures of strawberries, flour, sugar and eggs.

Each table is planned around specific themes like back to school, summer, Halloween and Thanksgiving.

Per Havas, the elaborate Instagram work is Reynolds’ biggest campaign this year and is being promoted with print, online videos and social media posts on Facebook and Pinterest.

Twenty-one popular bloggers and Instagrammers like Joy the Baker, April Bloomfield and Beth Kirby have also been hired to back the aluminum foil brand.

Next month’s table will include pictures snapped from a dinner party the brand hosted for the influencers.

Take a look at the “Endless Table” campaign in the video case study below: http://www.adweek.com/news/technology/reynolds-made-clever-instagram-cookbook-feels-endless-table-166628

Why it’s Hot

“Food porn” content is one of Instagram’s top performing categories, but Reynolds took it another level by utilizing Instagram’s native functionality to their advantage.  Add to that they landed some well-known culinary influencers as content creators to make sure this campaign gets amplified. Bon Appetit!