Tag Archives: platform

Birds Eye gets social media savvy with Mas#Tags

17 Feb

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You’ve probably heard of the ‘tweet what you eat’ concept, but now you can eat what you tweet thanks to Birds Eye.

That’s right, the food brand has moved away from its traditional potato waffles, hash browns and fish fingers in favour of Mas#Tags.

Inspired by social media, the potato shapes include emoticons and symbols such as: 😊, @ and #.

The news is causing quite a (Twitter) storm with articles posted on: The Independent, Huffington Post, Digital Spy and The Grocer, but I’m surprised that the brand hasn’t taken to the most obvious outlet to boast about its latest creation.

The company has confirmed Mas#Tags via direct tweets to excited customers, but hasn’t shown off profile pictures or worked to get it trending on Twitter… yet.

Birds Eye has proved that it has its finger on the pulse when it comes to connecting with a social media generation, but why is it only concerned about what’s on the plate?

Not only would it have been a great opportunity to launch a digital word game to celebrate the launch, (a carbohydrate-based Flappy Bird anyone?) but at the very least link in with top supermarkets – Asda, Sainsbury’s and Tesco – which will stock the product from March.

It could be a strategic move to ensure that the talkability factor around the product remains high, but I believe in striking while the iron is hot.

What do you think? Will you be cooking up some Mas#Tags?

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Blippar’s kids campaign takes off

30 Aug

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Augmented Reality advertising tool Blippar has really taken off in its latest campaign.

Blippar’s created a unique platform to transform holidaymakers’ passports into a unique game station, packed with fun activities, to keep kids occupied on flights.

Although it’s a bit late for the summer, the industry’s busiest period, it’s still a great use of social media that’s more than just a ‘nice to do’ project; it has real value for consumers. That’s a large challenge for PRs and marketeers, because stunts generate coverage, but meeting a need makes for a long-lasting campaign with credibility – and more often than not clients are now wanting substance over style.

The key for Blippar will be to sustain momentum in the run up to half term, to ensure that downloads are consistent and the concept still has talkability later in the year. For example, will the app be updated and how can seasonal events be weaved into the technology – such as Christmas?

This is definitely an idea with wings, and I’ll be interested to see how it develops.

What do you think? Would you try it out?

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Budding directors have 6 secs to impress John Lewis

20 Aug

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John Lewis at Christmas has become a highlight for consumers with its heart-warming adverts – and now the department store’s insurance division is giving its customers the chance to shoot their own using Vine.

Using the six-second video platform, customers are invited to direct their own stop-start motion picture inspired by the brand’s latest offering to promote its ‘What Matters Most‘ campaign.

The animated advert is a little dull compared to what we we know John Lewis is capable of, but it gets the message across with its strap line: ‘If it matters to you, it matters to us.’ But, that’s not the important part. It’s the competition. It’s interesting because the mechanic is simple. Shoot six-seconds of video content, upload onto Twitter incorporating the relevant hashtag and wait to see if you’re a winner. If you’re wondering the prize is £1,000 of vouchers and runners up get one of three Canon cameras.

However, I would’ve liked to have seen adam&eveDDB, the agency behind the concept, bring in some better known judges to create another news story. My mind immediately thinks of Rus Yusupov, Colin Kroll or Dom Hofmann – Vine’s co-founders (Ok, not immediately but you understand my thinking.) Failing that, Nick Park or winners from the British Animation Awards or the British Animation Film Festival. Advertising gurus Simon Lloyd and Ben Tollett could sit on the panel but I don’t think they should run the game entirely because it simply doesn’t ooze credibility. In fact, it undermines it. Perhaps budgets play a part, but quite often people are happy to donate their time for free in exchange for national PR.

Currently there’s no chatter on Twitter about the competition. But, I’ll give the campaign its dues – despite the top two YouTube clips generating just two views to date.

Perhaps the brand would do well to front one version of its animation with details about the competition and, like its criteria, edit its content down to six-seconds to further inspire entrants.

Overall, the social media campaign is almost there. Who knows? Maybe it’ll be reviewed in time for Christmas.

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