Wednesday, 26 May 2010

Wednesday, 26 May 2010

Brave Marketers who Tell Stories, we Salute you - and Consumers Reward you.

As an agency that thrives on persuading clients to try something new, its always good to see global brands extolling the virtues of some smart and different thinking - especially if its viral and playful, engages users in a story, and even better if its digital!

In a recent Ad Age Article we hear from top Sony Pictures Execs about their success with some riskier marketing techniques for the (oringinally) relatively unknown film District 9.
http://adage.com/entertainment-alist2010/article?article_id=143995

Mr. Weinstock [Marketing President, Sony Pictures] suggested that creating an interactive viral experience for each film's marketing also helped matters. "District 9," for example, was launched with a viral outdoor campaign on benches and kiosks featuring a silhouette of the film's signature prawn-like aliens and a 1-800 number. It was a gamble that ultimately paid off due to Sony's commitment to original storytelling.

"Someone had the confidence to put a real tease in the market and really get something going virally before you even knew what it was," Mr. Blake [Chairman, Sony Pictures Worldwide Marketing] said.
This kind of press hugely strengthens the case for less traditional media activity; and as we've recently signed up a movie studio ourselves, vindicates their decision to use a new and highly effective viral approach, albeit in our case digital rather than outdoor.

The storytelling idea is key as it delivers consumer value even though its also marketing. This is exactly our approach with much of what we produce, as we invite consumers to play with the brand's story, be it a piece of entertainment marketing, or even an FMCG product that is being sold.

The recent-ish game we launched for a Sony Music band (http://www.killerviral.com/site/games/844/Freeway+Fallguy) is a case in point as it took the video concept, and turned it into a game, enabling a further level of engagement with the 'narrative' if you can call it that in a pop video! It defnitely raised awareness of the band, which was the aim, as over 13.5 million visits have been acheived since launch!

Currently the storytelling idea is seen in full force in the games we built for the Pepsi Football Hero activation with Microsoft, (http://www.footballhero.uk.msn.com/) as users play the protaganist in a journey from Zero to Football Hero, and dwell times are over 10 minutes on average for each game!

As an aside, what Sony Pictures did with the viral outdoor activity reminded me of something that remains an absolute favourite bit of marketing for me. When I was at Discovery Channel years ago, Animal Planet were promoting a 'dogs and their owners' theme week. To catch attention they somehow sprayed a liquid (I was told it was real dog urine!) onto the base of lamp posts that would draw dogs to the spot. At approximate owner eye-level was a fly poster telling the owners about the TV stunt. Best in Show marketing!!

I cant wait to tell you more about what we will be doing for our new movie client, so keep an eye on the blog!

Tuesday, 25 May 2010

Tuesday, 25 May 2010

Kempt, Microsoft and Pepsi Press

Here is a recent article in the online mgazine Cream about the global work we've been doing with Pepsi and Microsoft.
http://www.creamglobal.com/17799/21788/pepsi-launches-five-football-games

Thanks Cream!!

Thursday, 20 May 2010

Thursday, 20 May 2010

Brilliant News Story - Great Potenital Game; Ninjas Catch Muggers

You have got to love this news story - if anyone wants us to build the game of it please let us know!
http://news.bbc.co.uk/1/hi/world/asia_pacific/10130346.stm
Categories: , ,

Tuesday, 4 May 2010

Tuesday, 4 May 2010

Kempt teams up with Microsoft-Pepsi for Football Games

I am really proud to shout about the kick-off of a major global project.

Launched in April 2010, the Pepsi Football Hero campaign is located within MSN and is a significant global activation - http://www.footballhero.uk.msn.com/

Kempt and partners delivered 5 flash games for both the hub and viral release, which invite users to play games taking them from Zero to Hero, and help to unlock exclusive content of the many notable Pepsi Football stars such as Kaka, Drogba, Lampard, Messi, and so on. These games are also rolling out in Instant Messenger too.

As World Cup fever builds, so do the user numbers for this tuly engaging piece of branded content.