Tag Archives: notable work

Panasonic’s influencer campaign at CES

Bloggers Speak with Panasonic NA Chairman Yoshi Yamada

Brian Morrissey in Adweek covers the latest influencer campaign from Panasonic:

Among the hundreds of journalists at the Consumer Electronics Show in Las Vegas this week there are five people producing reams of copy, photos and video about the show, new product demos and press conferences. Unlike the reporters, though, they are popular bloggers in Las Vegas courtesy of Panasonic.

The Panasonic program is one of several undertaken by brands carving out a new take on the old notion of advertorial. Rather than relying on magazines, they are contracting with influential bloggers who bring with them their own powerful distribution networks. Rather than a long-form narrative, content is fit for the Web via blog posts, Twitter updates and YouTube videos. And the key differentiator: instead of dictating the content to lead to a sale, brands typically keep their distance to maintain credibility.

Panasonic wanted to build cachet among Internet influencers for its array of tech products. As part of its “Living in High Definition” push, Crayon [a social media agency] recruited five bloggers to travel to CES on Panasonic’s dime. Panasonic footed the bill for their travel and passes to the event while also loaning them digital video and still cameras. The bloggers, which include popular Internet figures Chris Brogan and Steve Garfield, will also meet with Panasonic executives and preview products.

It’s good to see the sort of work we’re doing getting mainstream coverage in Adweek and that savvy brands like Panasonic understand the competitive advantage campaigns like this can bring.

However, Brian is wrong to view these sort of campaigns as ‘advertorial’ (and in the same article bracket them with ‘pay per post’ type campaigns) – what Panasonic have done (and we do with our influencer campaigns and advocacy programmes) is generate genuine, emotive and far-reaching Word of Mouth, which is substantively different to crude advertorial (or even dispassionate editorial) copy.

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February’s Creative Showcase

The results of February's Creative Showcase have just been announcedTribal DDB with Volkswagen's new website won this month, with LMFM's Keep Discovering for Emirates coming in second and Lowe Brindfors's Le Passage for Artois taking third.

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Absolut Machines

The perfect way to loose half an hour of a rainy Sunday afternoon – go play

[via]

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January’s Creative Showcase

Another month, another Creative Showcase. January's winners are (cue drum roll)…

AKQA's Supersonic for Nike took the top prize, with AIS' Staff Blaster coming in second and Profero's Class A for FRANK taking third.

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The year of the Gorilla

A year ago, Cadbury's UK chocolate business was reeling from a salmonella-related product recall that had wiped £30m off sales, provoked a £1m fine and damaged the group's reputation. And then came Fallon's Gorilla which:

boosted sales of Dairy Milk by 9% from when it first aired in September, and helped Cadbury's UK market share in chocolate to enjoy a strong bounce back.

You should read the Guardian's whole article.

Scamp also has some thoughts about the Cadbury's cheif exec's comments that a worth a peruse.

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The BBC’s new widgets

BBC Worldwide have launched a nice series of multi-platform branded widgets for Top Gear, Radio Times and Good Food. Good stuff…

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How Channel 4 engage with their audience

Contagious reports:

By taking the Skins brand into people’s real worlds, not only do a loyal community get to feel like we’re doing something for them, we get back what we spend in media value.

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VW’s new site

Tribal DDB launched VW's new website today, which VW have spent millions on, and it's looking good. This follows on from AKQA's new site for Fiat back in July, which is similarly endowed with 3D & configurator goodness. Will all the other manufacturers be forced to follow suit? I think so…

Update: Vincent Thomé has the view from the inside of Tribal.

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Coca-Cola’s blog – is it the real thing?

Lloyd Gofton writes glowingly of Coca-Cola's new corporate blog. As you can see in the comments, I disagree. What do you think?

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Profero’s new work for Frank

Profero have put their latest online ads for FRANK on display for all of our perusal, along with an introduction on the Creative Social blog. It's all class A stuff*.

* forgive the pun

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