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Another tiring maelstrom of tournament advertising is upon us.
Sport transfixes in a way that pretty much no other (broadcastable) activity does, and therefore brands know that Euro 2016 offers value for money.
TV, footballers and creative that travels/translates well is the advertising order of the day, with honourable mention for the role of Twitter and Facebook.
Carlsberg's 'Newsroom' felt like a standout content strategy in 2015, combining old-school acumen and great creative with modern PR.
The multichannel project began in March 2015, underpinned by Fold7, TMS, OMD and CliffordFrench, and went on to win a Masters of Marketing award.
Here are the highlights of a prodigious amount of work and some background on the newsroom project.
Disclaimer: I don't actually like Carlsberg. The taste, I mean. Yet somehow I seem to end up drinking it. And that's kind of the point.
This article isn’t about Carlsberg the beer. It’s about Carlsberg the unbelievably successful marketing machine.
Alcohol advertising in the UK is subject to some of the most stringent rules in the world.
They place a particular emphasis on protecting young people. Alcohol ads must not be directed at people under 18 or contain anything that is likely to appeal to them by reflecting youth culture or by linking alcohol with irresponsible behaviour, social success or sexual attractiveness.
These mandatory rules, as independently regulated by the Advertising Standards Authority (ASA) apply across all media, whether offline or online.
Which brings us to social media. How does an alcoholic beverage brand successfully run a social media channel, full of appealing content and personal engagement while sticking to the right side of the regulations?
Lets take a look at some of the most popular brands in the UK.
Here are some of the finest branded Instagram videos from April 2014.
Taking in everything from massive corporations playing it low-key, to hair-raising and largely irresponsible stunts to free ice cream giveaways.
It’s a varied carnival of ingenious mini marvels.
Watch out, brands are about!
The latest trend in advertising has its roots in the hoary old world of Candid Camera style practical jokes, or to use a UK equivalent, Beadle’s About.
Although the extended televised prank has long fallen out of fashion in the UK (though Dom Joly is inexplicably back on TV) the USA has seen a huge and seemingly never-ending revival of extreme stunts and japes thanks to Jackass and Punk’d.
Although Punk’d just had Ashton Kutcher’s celebrity mates having their Mercedes Benz’s fake-bumped into, the current crop of prankvertisements are aiming for real shock value to achieve notoriety and therefore virality.
Here are six of the most recent examples:
Which campaigns have you seen recently that are defining the digital marketing landscape?
Genius can recognise genius, right? So, we asked this question of some ingenious folk shortlisted for Econsultancy and NMA's The Digitals Awards (we'll be handing out the awards on June 27th at a swanky swank bash).
We take a look at the top twenty listings and focus on those brands that performed especially well: Chrysler, Carlsberg, and Diageo, fine purveyor of libations.