Mark Malkoff ( AirTran +Ikea) brand engagement cases

Ikea

http://www.marklivesinikea.com/

live on an AirTran plan

Now that AirTran Airways has become the first major airline to outfit its entire fleet with WiFi, the airline and its longtime agency of record Cramer-Krasselt/Chicago are offering passengers a few do's and don't's. For example: Tip #134: The lavatory is not your personal conference room.
Internetiquette – A Guide to Keeping Everyone In-Line, While They’re Online – is a part of the humorous new marketing campaign focused on in-flight WiFi etiquette. And, who better to give the etiquette tutorial than the foremost authority on all things air travel: Peter Graves. Featured in three webisodes, Graves discusses the rules of surfing in the sky such as not auctioning fellow passengers' belongings and making sure photos in your online gallery are SFF (Suitable for Flights).

Royal Mail 'mail in the digital age'

The new work, which combines the use of 3D anaglyph film and 3D60 audio, focuses on the idea of direct marketing and digital elements coming together to create a third enhanced dimension.

This is shown through a DM teaser pack, which contains 3D glasses and a personalised URL that opens a microsite containing a 60-second video that can be viewed in 3D.

Viewers are reminded in the spot that they are experiencing the strengths of the combination of direct and digital media.

Project nameMail in the Digital AgeBriefTo promote to advertisers the benefits of using direct mail and digital togetherExposureDirect mail to 3,000 top advertisers and their agencies

Agency:

Proximity London

Compare The Market

Comparethemarket.com

Facebook

Twitter

meerkat

PAYPAL::: EVERYWHERE

PayPal is opening its Platform to Third Party Developers. How will you change the way we pay? Submit your ideas via Twitter with hashtag #changehowwepay and view responses at www.changehowwepay.com.

Volkswagen: The People’s Reviewer

Volkswagen are running an innovative social media campaign for the new Tiguan. In search of some viral buzz they’ve created something a little different with “the people’s reviewer” campaign that leverages a range of social mediums like YouTube, Blogs, Flickr, Facebook and Twitter.

The campaign started with thousands of YouTube auditions to find interesting people who’d potentially make a good reviewer. Then, they split them up into heats and taught each contestant how to utilise Twitter, Facebook and Flickr to build buzz around their review of the Tiguan (to win votes) while they were driving it for the week.

The winning reviewer will drive away the Tiguan they reviewed! It’s a great example of an integrated online/offline campaign that utilises social media to create buzz but also useful and valuable information back to the public that can be used to directly influence sales.

The competition is still running and you can check out the website here or the YouTube auditions. Great campaign. Tribal DDB London came up with the goods!

Glad to help

A city-wide garbage collector strike in Toronto has been in place for almost a month over protests about sick pay and benefits. This means that people in the city have been taking their rubbish to temporary dumping sites in parks and car parks. Residents have been asked to double bag their rubbish and collect recycling in clear plastic bags. Bin bag brand Glad saw an opportunity to help Torontonians.

Glad has donated 25,000 bin bags and clear recycling bags to the people. A Glad “Clean-up Crew” has been recruited to distribute the bags at various locations, with a list of times and places found at Gladtotherescue.com, along with news and maps. Glad will also hand out information about how to manage garbage during the strike and a coupon to redeem $1 off any Glad product.

The move was supported by full page ads in the Toronto Star and the Toronto Sun. Glad had done something similar in the aftermath of Hurricane Katrina in New Orleans, donating trash bags to the city as part of its "Glad to Help" scheme.

BRAND:Glad

BRAND OWNER:The Clorox Company

CATEGORY:Household Goods

REGION:Canada

DATE:Jul 2009 - Aug 2009

Agency:DDB

MEDIA CHANNEL

Coldwell Banker:::Billboard house-hunting

US-based estate agent Coldwell Banker wanted to demonstrate the brand’s investment in innovation and the fact that it welcomes consumers any time, anywhere.

The company has a long track-record of embracing new technologies to sell its wares, and its latest endeavour is no different. The brand has taken over a billboard in Times Square, New York, to showcase some of the houses it has for sale. But there's a twist: the interactive billboard will display homes from requested post codes in real time. Passers by just text the word “homes” and any post code to a number on the billboard and a range of three houses appears in three different price ranges. They also receive a text from Coldwell Banker directing them to a link with more information about the listings.

The campaign also features portraits of the company’s founders, Colbert Coldwell and Benjamin Arthur Banker, who started the company in 1906. The founder portraits offer witty comments about New York and modern-day technology, mirroring the commentary they provide in related TV spots.

BRAND:Coldwell Banker

CATEGORY:Corporate

REGION:USA

DATE:Jul 2009 - Aug 2009

Agency:FD Kinesis

N96 Ovi Share

Nokia wanted to promote its N96 handset, which featured a five megapixel camera and functions that make it easy share photos over the internet using the Ovi Share website.

It was important for consumers to understand what differentiates the N96 from other mobile handsets. Out-of-home was used to do this both visually and experientially.

The campaign was split into two phases.

The first phase included strategically-placed billboards in major districts. LCD screens were placed in the centre of these specially-constructed billboards to bring the N96’s high resolution camera to life.

The second phase included specially constructed stands on Istanbul’s main streets which allowed Nokia users the opportunity to share their photos via a free wi-fi internet connection.

The campaign resulted in great awareness of the product and tangible understanding of its benefits.

BRAND:

Nokia N96

BRAND OWNER:

Nokia

CATEGORY:

Telecoms/ Mobile

REGION:

Turkey

DATE:

Sep 2008 - Dec 2008

AGENCY:

Kinetic

MEDIA CHANNEL

Magimix::: “Only The Strong Survive”

Magimix food mixer tag line, “Only The Strong Survive”.

Credits

The Magimix campaign was developed at Shalmor Avnon Amichay/Y&R Interactive Tel Aviv , with photographer Yoram Aschheim,

The National Lottery :::How Not to Make a Viral video

The National Lottery is launching a nationwide search for a unique viral idea, to celebrate its 15th anniversary. With the help of best-selling author and TV personality Danny Wallace, the Viral Nation competition is a chance for people to submit an idea to show how Lottery funding has had a positive impact on them or their community. This idea will then be produced by a team of experts into a viral video.

To promote the competition, Danny Wallace stars in the How Not to Make a Viral video which takes a look at the things to avoid when making a viral, including hilarious spoofs of famous virals Where The Hell is Matt? and Keyboard Cat.

www.lotterygoodcauses.org.uk/viralnation

Kit Kat Chunky virals | JWT Dubai