Smirnoff VIP access card

Diageo GB is offering exclusive Madonna content via an on-pack and online promotion, as part of its partnership between Smirnoff No.21 Vodka, Madonna and Live Nation Entertainment.

245,000 glossy red limited edition packs are set to land on shelves from late April and will contain a special VIP access card.

Each card holds a unique code which, once entered into a dedicated VIP Facebook page, unlocks a host of exclusive content including an exclusive download of Madonna’s latest remix track ‘Give Me All Your Luvin’ – Just Blaze Bionic Dub’.

Once on the page consumers will also have the chance to win VIP Madonna concert tickets.

The Smirnoff Limited Edition pack and VIP access activity will be supported by a multi-million pound investment encompassing a TV ad, digital content and PR. They are also creating striking POS kits and display units to signpost the activity and help drive sales for retailers.

Genius or a Nightmare...

You decide.

Craig

Party Terminal

To launch their black cherry flavour to the UK last September, Red Stag created the “Party Terminal” at Gatwick airport using the augmented reality software MagicSymbol.

The “Party Terminal” targeted groups of lads heading abroad on holiday using an attractor video which featured a promo girl beckoning passersby saying “Hi there, welcome to Red Stag’s Party Terminal. Touch-in below and join in the party!”.

All consumers needed to do to interact was stand in front of a screen for the camera to capture the scene. They then appeared on-screen with promo girls dancing beside them as if they have been transported to a virtual party.

Participants could then share their personalised video of the experience via Facebook, before enjoying a sample of Red Stag from the promotional bar. It was such a success that it was later rolled out across other European airports.

Citizen M

Citizen M is a really cool boutique hotel that exists in Amsterdam and Glasgow.  They’ve got a great brand personality and look and feel, and they’re coming to London.  They’ve just launched a facebook campaign encouraging people to like the page by clicking on a button called ‘happy citizens click here’. By clicking the button, you submit your facebook profile photo to be used on a big billboard which will be erected in London for their launch, and are automatically entered into a draw to win tickets to their launch party. 

Very cool brand, and their launch, I don’t doubt, will live up to their cool persona.

Marie

Hello, is it Tea you're looking for?

Lionel Richtea and Mr T teabag holder

http://www.etsy.com/listing/81628051/hello-lionel-richie-ritchie-teapot-tea

Genius!

Hug a vending machine, get free Coke

By Vicki

Coca Cola’s ‘Spread Happiness’ global campaign has sparked a unique activation in Singapore. Interactive vending machines were placed on student campuses, simply branded with ‘Hug Me’. As well as the warm fuzzy feeling from embracing a hug, the machine then dispenses a free coke. The popularity has seen people queuing to give the vending machine hug as well as sharing pictures and videos on social media.

The hug machines have been such a huge success, there are now plans to roll it out across Asia – no word as yet as to whether it will come to the UK, but let’s hope it comes to the infamous bus stop on TCR!

http://www.youtube.com/watch?NR=1&v=38Wn-tMeqUs&feature=endscreen

Plus this ‘Coke machine of happiness’ in Boston is pretty awesome too

http://www.youtube.com/watch?v=MvGUe--w78Q&feature=related

'Bee-Surprised'

To celebrate the launch of Jim Beam Honey this April, Central London will become home to a giant beehive where Londoners have an exclusive chance to try out the new flavour!

Consumers can step inside the ‘hive’ and ‘bee-surprised’ by what the Jim Beam team has to offer. It’s free to enter the bar and everyone gets two complimentary drinks! There will even be a pair of freerunner beekeepers to bee-dazzle the guests.

 

So make a bee-line for Broadgate Circle on Thursday 26 April and Friday 27 April from 6 - 9pm because you’ve got to see it to bee-lieve it!

Maker's Mark

Seal the deal

Challenge: Drive awareness and trial of handmade bourbon via experiential 'takeover' of London's trendy Shoreditch district.

Concept: Wax Lyrical with handmade sampling experiences

Execution: Maximise "on the ground" impact through multi-tiered sampling activities at style bars, art galleries and Liverpool Street station. Link with creative artists via wax sculpting nights and gallery sponsorship to reinforce Maker's Mark "handmade individuality". Surround experiential events with extensive sampling opportunities, integrated with local poster and underground ads.

Results: 15m OTS created; sampling targets exceeded by 20%; Maker's Mark became fastest growing US Whiskey by end of 2010

http://www.youtube.com/watch?v=-z6drCbZ_i8&feature=youtube_gdata_player

The Humanisation of Business - being Flawsome

Submitted by: Sean

This is especially relevant to Wax, with our Activating People proposition.

Take 15 minutes out of your day to read this. Don't let the awful trend name put you off - it's the way companies and brands need to behave, now and in future.

www.trendwatching.com/briefing/

April 2012 Trendwatching.com Trend Briefing

FLAWSOME
Why brands that behave more humanly, including showing their flaws, will be awesome

FLAWSOME definition:
Consumers don't expect brands to be flawless. In fact, consumers will embrace brands that are FLAWSOME*: brands that are still brilliant despite having flaws; even being flawed (and being open about it) can be awesome. Brands that show some empathy, generosity, humility, flexibility, maturity, humor, and (dare we say it) some character and humanity.

Everyone loves a cold beer

The 2012 Coachella Valley Music and Arts Festivals are taking place this April in the USA. A huge number of Visitors stay on the event’s campsite in the desert settings during this time, and since such festivals just can’t do without chilled beer, people will need a safe and cold place to keep their bottles in. Heineken is addressing this problem by offering Coachella guests the opportunity to keep their beer in the Heineken cold storage room, which is like a real beer bank!!

To make a secure ‘deposit’ of up to two cases of Heineken cans, campers just have to provide their names and have their fingertips scanned on the spot. The storage service is totally free of charge and the cans can be stored throughout each event. Unlike a money deposit, you don’t have any interest income here, but still Heineken offers some rebate to those who purchased Heineken at the event - Coachella attendees who buy one or more festival wristbands and one 12-pack of Heineken or Heineken Light Beer can get $25 back after the events!! Win win if you ask me!



Sophie

50 things to do before you're 11 3/4

Submitted by: Sean

This is a lovely idea and is backed up with a voucher online to visit National Trust properties for free on Saturday 21 or Sunday 22 April. I’ve already got my voucher and I know my kids absolutely love getting involved with this kind of thing. Best of all, I know that joining in with the kids will make me feel like a big kid as well.

Kids get rewarded along the way by collecting badges for every 1 of the 50 things they achieve.

Visit the website www.50things.org.uk and watch the short video

National Trust 'bucket list' for children encourages youngsters to go wild

Hunting for bugs, skimming a stone and climbing a tree are among the 50 outdoor activities children should do before they hit 11¾, National Trust claims.

The National Trust list – designed to make youngsters enjoy wildlife more – also includes rolling down a big hill, eating an apple straight from a tree, burying someone in the sand, searching for fossils and bones and calling an owl.

Fewer than one in ten children regularly play in wild places and a third have  never even climbed a tree, according to researchers.

The group has formed a team of five Elite Rangers – each skilled in an outdoor activity.  They will offer tips on how to enjoy life outdoors at several of the Trust’s properties.

‘Our Elite Rangers are a fantastic bunch, with bags of enthusiasm for the outdoors and what it can offer kids,’ said Tony Berry, a Trust director.

Children can pick up a free ‘50 Things To Do Before You’re 11¾’ scrapbook from participating properties.

Keywords: National, Trust, kids, fun, outdoors, rewards

Micky Finn Golden Boot

Micky Finn is a new whisky which is launching various flavours including Irish Apple and Pricky Pear, into the on-trade this year in June.  They are running a competition to win one of ten Micky Finn signed golden boots in the run up to the Euros 2012 – the boot will be filled with an exclusive hand finished blend of American and Irish Whiskies and Apple Liquer – all consumers have to do is give their name and email address and answer the question: Is Micky Finn from Chicago or Cork? It will be running June – August 2012 and is being supported by on-trade kits.

Marie

Monkey Shoulder Chocolate Trail

Walking down Carnaby Street on the weekend, I saw a guy driving a bicycle with barrels one the back – see picture.  They were handing out this leaflet driving people to their stores where they were getting consumers to hunt for eggs within the plants in the Monkey Shoulder shop.  If you found an egg, you took it up to the bar and they made a cocktail that matched the chocolate egg to give you the perfect cocktail and chocolate experience.  Monkey Shoulder teamed up with The London Cocktail Club and a leading chocolatier for this activity.

Marie Peyto

Best Bluetooth invention EVER

Submitted by Vicki

Bold statement I know, but Red Tomato Pizza in Dubai have surely achieved the holy grail of using technology, a widget and a loyalty scheme to be in the right place at the right time.

Introducing the Bluetooth fridge magnet. For the initial set up, simply sync the fridge magnet to your phone, then go to the pizza website to select your favourite pizza. As part of the loyalty drive, the company’s best customers received their magnet pre-programmed with their favourite pizza topping.  

From then onwards, whenever you raid the fridge after a hard day and can’t find anything appetising, don’t worry, simply press the button on the magnet and your favourite pizza will be ordered and on its way to your home. Ta Dah!

Total genius, let’s hope it comes to the UK very soon