tagged w/ Viral Marketing
-
The previous Levi's ad campaign was titled "Live Unbuttoned." It featured smiling, attractive people dancing around to jumpy pop music. Watching those ads now (http://www.youtube.com/watch?v=ym_Z9tFv650), it seems clear they were conceived before the fall 2008 financial plunge. They already feel irrelevant—an attempt to capture a zeitgeist that's evaporated.
In December 2008, Levi's ditched its old ad agency and signed on with Wieden + Kennedy (the talented ad makers responsible for creating many of Nike's epic, stirring, one-minute anthems). The spots that W+K came up with—this new campaign is labeled "Go Forth"—have been running since the summer in movie theaters and, increasingly, on television. From the moment we see that "America" sign half-sunk in inky water, we know we're watching something new. The campaign inhabits a different universe from the one depicted in "Live Unbuttoned."
For one thing, it's a universe in which the ever-present soundtrack is Walt Whitman poetry. This spot uses a wax cylinder recording believed to be audio of Whitman himself reading from his poem "America." The second spot in the campaign employs a recording of an actor reading Whitman's "Pioneers! O Pioneers!"
Whitman is an involuntary spokes-celebrity here, and perhaps you deem this ad a desecration of all he stood for. I can't say I blame you. But were you forced to choose a clothing line for our favorite barbaric yawper to rep, you might choose this one. Levi's is the rare American brand that was actually around when Whitman was alive. And there's logic to this match between a quintessentially American poet and a quintessentially American product. Whitman's verse allows Levi's to evoke not only its proud history but a forward-looking present—the pioneering, American mindset that Whitman captured and that Levi's hopes to embody.The previous Levi's ad campaign was titled "Live Unbuttoned." It featured smiling,... more
-
-
Yesterday I posted two videos on my Facebook wall and realized that they both are great examples of how Social Media is allowing even the smallest business or individual stand eye to eye with large organizations or celebrities. Both are a true David versus the Goliath story. Or is it?Yesterday I posted two videos on my Facebook wall and realized that they both are... more
-
-
Guardate cosa riescono a combinare questi ragazzi con una bombola di elio e dei palloncini.Guardate cosa riescono a combinare questi ragazzi con una bombola di elio e dei... more
-
-
An E-book that includes your marketing message and a link to your website ...
-
-
What an E-book Can Do for You An E-book that includes your marketing message and a link to your website ...What an E-book Can Do for You An E-book that includes your marketing message and a... more
-
-
Do you fancy driving a fast car around a high performance track or having your photo signed by a gorgeous model? Log onto http://shift.eagames.co.uk to experience it all and then forward onto your friends.Do you fancy driving a fast car around a high performance track or having your photo... more
-
-
Megan Fox recently put out a PSA against bullying, but promoting being yourself: ie killing and eating the boys at school. Mario and Hannah weigh in on if this is considered bullying, and how Inglourious Basterds should make us feel about killing Nazis.Megan Fox recently put out a PSA against bullying, but promoting being yourself: ie... more
-
-
Which will win? Girl with poisonous gas or a gang of zombies? Bwahahaa...
Clip from Kelvin G's latest movie project, Zombie Truckers 3.
www.zombietruckers3.comWhich will win? Girl with poisonous gas or a gang of zombies? Bwahahaa...
Clip from... more
-
-
Looks like a chihuahua in an Indian costume, to me...
Clips from Kelvin G's latest movie project, Zombie Truckers 3.
www.zombietruckers3.comLooks like a chihuahua in an Indian costume, to me...
Clips from Kelvin G's latest... more
-
-
Teaser trailer for Zombie Truckers 3. Find out more at www.zombietruckers3.com.
-
-
He's making money from zombies! Find out more at www.zombietruckers3.com.
-
-
Slap remix from Zombie Truckers 3. Find out more at www.zombietruckers3.com.
-
-
Impromptu scene from Zombie Truckers 3. Find out more at www.zombietruckers3.com.
-
-
Very confusing scene from Zombie Truckers 3. Find out more at www.zombietruckers3.com.
-
-
Kelvin G. shares what he knows about online video monetization (which he is just now learning from Endavo Media).Kelvin G. shares what he knows about online video monetization (which he is just now... more
-
-
Ugh, wish I could listen to it!
-
-
Nettle
-
added this
-
4 months ago
- |
-
The video-sharing Web site YouTube is probably best known as the place to find silly home videos of klutzy cats, clever babies and lip-syncing soccer moms. But YouTube is becoming increasingly important to the music business. In fact, some industry professionals say it has become the MTV of the digital generation.
In the old days, new bands created buzz by playing clubs and getting on local radio. Today, record labels often gauge a new band's popularity by looking on YouTube. Jeff Dodes, head of multimedia for a division of Sony Music, says that's where one of his talent scouts saw the video for the song "The Stanky Leg," by The GS Boyz. "The Stanky Leg" had created so much excitement on YouTube that Sony decided to sign The GS Boyz. And Dodes says that when the group makes its record for the label, he'll take The GS Boyz back to YouTube to promote it.
But once a group is signed to a label promotion teams use a number of tricks to make sure that YouTube users actually see videos by their artists. Jeremy Maciak of Vagrant Records points to a video by the label's band A Cursive Memory. Maciak says the production is simple, consisting of "the band jumping in front of paparazzi and behind velvet ropes all throughout Hollywood with a boom box on their shoulder, singing their song, which is called 'Everything.' "
The video is filled with shots of well-known celebrities, all of whom are named in the video's tags, which Maciak says garnered a lot of exposure for the video. The video was viewed hundreds of thousands of times, but not necessarily because people were looking for the song.The video-sharing Web site YouTube is probably best known as the place to find silly... more
-
-
I know viral marketing is useless, but I can't help but smile when I see stuff like this. They put so much effort and creativity into it. It's very entertaining to see.I know viral marketing is useless, but I can't help but smile when I see stuff like... more
-
-
Nettle
-
added this
-
5 months ago
- |
-
The Animal book di National Geographic, edito da El comercio, è un volume ricco di sorprendenti scatti fotografici, realizzati attraverso tecniche più o meno condivisibili.The Animal book di National Geographic, edito da El comercio, è un volume ricco di... more
-
-
danima
-
added this
-
6 months ago
- |
-
Stealth advertising — an ad-industry buzzword for a few years now — is so low-key it doesn't look like advertising at all.
Turns out it's also fairly recession-friendly — because it's cheaper than traditional TV advertising. And when it works, it's usually the kind of thing that really works.
Take that popular Web video of guys jumping and swinging and back-flipping into their jeans. It was paid for by Levi Strauss & Co. — at a fraction of the cost of a TV commercial.
Levi's then paid a relatively modest fee to Feed Co., which planted the video — and a conversation about it — on the Web. The video has been viewed about 14 million times, according to Feed.
"Your marketing — if you're successful — is going to be done by your audience," explains Feed Co. executive Josh Warner. "It's where you're getting return on investment that can really explode through the roof."
The media helped promote Levi's stealth advertising campaign by showing or writing about the jump-into-jeans video. It was featured in the online versions of the Wall Street Journal and The New York Times, and on David Letterman, MSNBC and Good Morning America — all for free.
(And now, with this report, NPR is biting on that lure: You can watch the video in our player here.)
Warner estimates it would cost between $100,000 and $200,000 to buy 30 seconds of commercial time on one of the big network morning shows.
"Stealth ads are very cheap to execute because you generally don't have to buy expensive media time," says Warren Berger, author of the books Advertising Today and Hoopla. He believes we will absolutely see a lot more stealth and viral advertising during the recession.Stealth advertising — an ad-industry buzzword for a few years now — is so low-key... more
-
