Mullen is out with its first work for Living Language, a Random House Audio brand that competes with Rosetta Stone in the self-guided foreign language education space. The campaign with the theme “The Accent is on you” includes mobile advertising, online video and banner ads, as well as social and experiential.
The centerpiece of the campaign is a branded food-truck which made an appearance in Union Square yesterday and will be in Midtown Manhattan today. To get free food samples, people have to order in Spanish, French, Italian or German. Mullen is calling it the “say it right to get a bite” rule.
On Instagram, Living Language has attracted 2,400+ followers with 13 of their 28 photos making the “popular page” and receiving as many as 465 likes. Too bad you can’t order food through Instagram but who’ really counting the important stuff like sales? We jest.
