Ignition five 13.06.11


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Ignition five 13.06.11

  1. 1. 5<br />14th June 2011<br />
  2. 2. C <br />1. Nike and livestrong<br />Nike’s support of Lance Armstrong and the livestrong foundation fight against cancer was expressed through the “Chalkbot”, an interactive campaign focused on chalking the roads during the 2009 Tour de France. The Nike Chalkbot, a purpose-built machine, took messages from spectators around the world via SMS, web banners, twitter and wearyellow.com, and sprayed them in yellow chalk on the French roads for all to see. Over the course of a month, the Chalkbot gained over 4,000 followers on Twitter, received over 36,000 messages and printed thousands of them over 13 stages of the Tour de france. The award-winning campaign (it won Gold prix in the cyber lions category at cannes international advertising festival 2010) helped raise $4 million over the event with a 46% sales increase for Livestrong.<br />
  3. 3. 1. Nike and livestrong<br />
  4. 4. 1. Nike and livestrong<br />http://www.youtube.com/watch?v=5Jb-KT4r6NY<br />
  5. 5. C <br />2. McDonald’s Interactive Billboard<br />A great interactive outdoor campaign from DDB Stockholm for McDonalds. Pick N’ Play offers the user a fun and interactive challenge where they can play for their favourite McDonald’s treat. Using a large interactive billboard users can control the game via their mobile phones enabling interaction with the billboard.<br />By using the latest technology the smartphone’s geo location verifies that the user is in the game area, therefore there is no app download required in order to participate. Players choose their treats and if they last for more than 30 seconds they win a coupon, earning them free fast food at a nearby McDonalds. This digital coupon is automatically sent to the users phone along with instructions on how to claim their McDonald’s treat at their nearest store.<br />http://www.psfk.com/2011/05/diesel-brings-facebook-likes-to-real-world-products.html/<br />
  6. 6. 2. McDonald’s Interactive Billboard<br />http://www.youtube.com/watch?v=7u0ij9D5S4Y<br />
  7. 7. 3. Coca Cola Future Flames<br />Coca‑Cola, a Presenting Partner of the London 2012 Olympic Torch Relay, launched its nominations campaign to find Future Flames at a special event at Waesfield London.  Coca‑Cola will be calling on everyone across the UK to nominate the Future Flames they know: young people who use their passion in areas like sport and physical activity, music and dance, and community and the environment; to spread happiness in their local communities.The event included appearances and performances by music artists, athletes and inspiring young people ‑ Future Flames Ambassadors ‑ who embody the types of people the Future Flames campaign aims to celebrate.  The event will be followed by a national 'Torch Tour' as Coca‑Cola travels around the UK this summer to encourage everyone to nominate the Future Flames from their area.<br />The search to find the UK's Future Flames comes as a survey by Populus reveals that while 89% of 16‑24 year olds undertake activities that contribute to their local community, such as volunteering and fundraising, less than half (47%) of older people recognise this contribution to society. <br />
  8. 8. 3. Coca Cola Future Flames<br />http://www.youtube.com/watch?v=rxogZyK4jts<br />
  9. 9. 4. Old Navy<br />Two new online spots from Camp + King for Old Navy are dripping with allusions to TV-commercial styles everyone will recognize. But an ode to the art of advertising, they are not. They are part of another sub-genre, one that parodies appalling advertising, usually for an unnamed or fictitious competing product, to highlight how much different some new product or service is. <br />Called "Supar Tool," it's a spoof on formulaic, pretentious fashion ads. We see beautiful models in beautiful but bizarre situations, looking emotionally tortured and wearing too much makeup. In one scene, a man holds a sheep and looks forlorn. That's it. At the end, big blue badges slam on to the screen, telling the viewer, "Dress like a guy. Not that guy," and directing him to dresslikeaguy.com, which resolves to a special tab for men on Old Navy's Facebook page. <br />
  10. 10. 4. Old Navy – SuparTool<br />http://www.youtube.com/watch?v=MdrpmRCa0sQ<br />
  11. 11. C <br />5. Nike “the chosen”<br />For the first time ever, one of Nike’s ‘Just Do It’ ad campaigns is focusing solely on the brand’s action sports stars. The centerpiece of the new campaign, which launched this week and is called “The Chosen”, is a film featuring skate legend Paul Rodriguez (P-Rod), Olympic snowboarder Danny Kass and surfers Julian Wilson and Laura Enever. <br />The campaign launched globally on Facebook this week and will first air on TV on Sunday, June 5 during Game 3 of the NBA Finals at 8 PM EDT. A 3-D video version will air at cinemas nationally over the 4th of July Weekend. The campaign will be seen in 23 markets including the US, China, Brazil, Western Europe and Australia. <br />Nike will be conducting global events providing an opportunity to participate in the sports featured in the film. “The Chosen” campaign also includes a video contest inviting action sport crews to submit a video of their crew in order to be chosen for an opportunity to travel with the Nike team and get access to exclusive Nike products and experiences. The contest will run within Facebook where winners will be determined by fan support, Nike and Nike athletes.<br />
  12. 12. 5. Nike “the chosen”<br />http://www.youtube.com/watch?v=I9B5fkWjnDI<br />