Working with Castello Cheese, Duval Guillaume took over Grand Central Station for two days with a pop up museum called Eat the Art. The museum displayed classic still paintings of food and cheese that were accompanied by real-life recreations of those painting.
Of course, all the paintings featured cheese and tasting stations made it very easy for people to stop and sample the cheese on their way to and from work. And who doesn't want a little snack while commuting. Over the 2 days, 500,000 passed by and 40,000 people tasted the cheese.
Conde Nast's recent announcement to merge Lucky Magazine with BeachMint, an online retailer, follows the relaunch of Domino Magazine, another Conde property, as an e-commerce store. The New York media giant isn't the only one blurring the line between content and commerce. Meredith, Thrillist and Gawker are other prominent publishers investing considerable resources in commerce.
Despite these initiatives, commerce-based revenue remains a largely untapped growth opportunity for digital media companies. Display, native and video are the primary drivers of online publishing revenue. Yet, commerce holds the potential to generate a revenue boost of at least 10% with limited investment.
We conducted an informal survey with our native advertising clients at MGID and found that 100% of our advertisers say that "publisher's quality" is the most important component for effective native advertising.
Another study by Hexagram conducted about the state of native advertising among publishers, advertisers, brands & agencies, found that 84% of publishers thought that native advertising adds value for consumers. Results of the same research state that 62% of publishers are currently offering native advertising opportunities for advertisers.
So, how to get the ripe fruit of native advertising, which is not always "low hanging?" In our experience with thousands of successful campaigns for publishers worldwide we recommend the top seven hardest working strategies for publishers that will yield effective native advertising.
This is awesome. If you've ever tried to cook while accessing a recipe on your smartphone, you know how messy things can get. Well the makers of Olivari Olive Oil have developed a brilliant solution to that problem.
The brand is out with a new app, the Olivari Oil Audio Cookbook, which allows you to proceeds through a recipe with voice commands and hear the next step with audio playback.
In a new Under Armor ad, despite being told she should stick to modeling or she's too skinny or she's nothing special or she's fake, Gisele Bundchen, in boxer training gear, defies all odds and kicks the crap out of a punching bag while detractors' (and supporters') tweets are projected on the walls around her.
The ad, which follows a similar one created with Misty Copeland, breaks today and was created by Droga5.
A few weeks ago, a friend of mine received an email from HSBC Bank informing him that as a platinum cardholder, he was entitled to "fabulous wedding offers." From the banquet, gown and jewelry to photo packages and honeymoon travel, his wedding bases were covered. It might have been nice if he weren't married with two young kids - details that were stated clearly on his HSBC profile.
This is one of many innocent but avoidable blunders we encounter in the digital age. As marketers try to conquer every 'touch point', many risk diluting the personal, human touch of commerce. Despite covering QR codes, email, mobile, social, web, events, webinars, etc. all at once, marketers continue to provide a unichannel experience in a multichannel world.
Publicis Canada, working for Toronto's Livegreen Initiative, created a quite brilliant transit campaign which delivered litterbug shamming messages using product packaging. For example, a bag of Lays potato chips was combined with Crazy Glue packaging to form "Lazy." A package of Reeces Pieces was combined with a bottle of Gatorage to form "Pig." Sweet and Low packaging was combined with Lifesavers to form "Lowlife." All the messages were signed off with "Littering says a lot about you.
The climax of the ALS Ice Bucket Challenge has come and gone, but there are still plenty of people dumping freezing cold buckets of water on their heads to raise awareness about amyotrophic lateral sclerosis (ALS, also known as Lou Gehrig 's Disease).
The ALS Ice Bucket Challenge not only raised awareness about ALS, but it also helped many brands step into the spotlight and market themselves while supporting a great cause. And the best part: the Ice Bucket Challenge raised more than $94.3 million to fund future ALS research.
But there have been tons of awareness campaigns for diseases and disabilities in the past. What made the Ice Bucket Challenge so successful?
I've been in love with Halle Berry for, well, forever. Did you know she's 48? Not that that matters other than it just means I'm old. But I could watch her pick weeds in an abandoned warehouse and still be entranced.
So I'm lovin' this new ad she's done for her fragrance line, Wild Essence. In the ad, we see her walking through the jungle giving the viewer a come hither look. And, really, who wouldn't want to come hither after receiving that look?
In defense of a recent campaign which featured women CEOs in their underwear, Dear Kate CEO Julie Sygiel said, "I think a lot of traditional lingerie photo shoots depict women as simply standing there looking sexy. They're not always in a position of power and control. In our photo shoots it's important to portray women who are active and ambitious. They're not just standing around waiting for things to happen."
What a load of crap. Yea, right, they're "not just standing around waiting for things to happen." No, Julie, they're sitting around in their underwear in a contrived situation waiting for a photographer to take a picture of them. If that's natural then I think I'll stand in front of my apartment and take a shit on the sidewalk.
It's been, what, like five years? Maybe six? Either way, those lovable Kia Hamsters are back again, this time touting the brand's new electric vehicle, the Kia Soul EV.
In the ad, created by David&Goliath, our fury friends are in the lab working on a new vehicle. When they are ready to make the final, magical adjustment, one of their normally-sized furry friends rolls into the lab and gets zapped along with the car.
There's a campaign ad for Republican congressional candidate Gary Kiehne, the guy who once said 99% of mass shooting are committed by Democrats, in which Garry is accompanied in the background by a horse with a large erection. Or, as one commenter pointed out, the horse is taking a leak and that's what happens when horses take a leak.
Either way, it's an oversight that, yea, should not have happened. But we are so glad it did because we get to use the word "erection" in another story. Yes, we are easily amused.