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3 Great Stories On Media HQ This Week

March 2nd, 2012 Posted in Case Study, Marketing, Media, Social Media, Social Network No Comments

Festival Headline Acts To Be Announced On Rory’s Birthday

The acclaimed Rory Gallagher International Tribute Festival celebrates the life and music of one of Ireland’s finest artists. In its 11th year and held in Ballyshannon, the birthplace of the man himself, the Tribute Festival is always a hot ticket and the line-up eagerly awaited by locals and fans.

This release has capitalised on the timing of what would be Rory’s 64th birthday as an ideal time to announce the 5 headline acts at the festival.

MediaBox, headed by apprentice finalist Joanne Sweeney-Burke, have shown their knowledge of social media by expertly anticipating the birthday tweets for Rory.  Their announcement then cleverly piggy-backs on the trend to create a buzz over their event amongst their primary public, Rory Gallagher fans. Read the story at

Read the Story at http://bit.ly/wf7UCY or see more from Media Box at @JSmediabox

Phone App Translates ‘Cork English’ into English!!

A fine example of well-executed social news, on Tuesday, this story from Foróige, Ireland’s leading youth organization, took like off like wildfire!

The release involves 16 year olds Austin Keane and Liam Hogan from Leap Foróige Club, County Cork who have developed an iPhone app that translates Cork English into mainstream English.

An incredible story, this is first hand evidence that a story that is new and relevant will do the work for you and promote itself.

Not only did this story receive over 1000 view in less then 24 hours but it also featured on the Rick O’ Shea show (2fm) and FYI (TV3) as well as having a feature article on popular Irish website Joe.ie

Read the Story at http://bit.ly/zCqOOn or see more at @Foroige

ISPCC welcomes Seanad motion to combat child abuse online

This week the ISPCC outlined their support of the motion by the Independent Group of Senators which calls to prevent the abuse and exploitation of children over the internet.

The ISPCC are no strangers to Social Media and have used Media HQ to its maximum potential by deciding when and where to break their own story and in their own words, by-passing traditional media.

Although this story may not be as light hearted or as ‘catchy’ as our two other featured stories. It is a newsworthy release that is relevant to both parents and Internet users.

It also uses some of the fundamental principles in great social news writing including a Twitter friendly headline, simple language and short paragraphs as well as appropriate use of lists to keep the readers attention.

Read the Story at http://t.co/YP6NgGze or see more from ISPCC at @ISPCCChildline

Condom Ad Disguised as Facebook Friend Request From Your Future Son

December 3rd, 2011 Posted in Case Study, Facebook, Great Ideas No Comments

An advertising campaign from Olla Condoms, which sends Facebook users unsolicited friend requests from their yet-to-be-born sons, has attracted plenty of attention — but is also a violation of Facebook policy.

The promo video (which has been removed by YouTube) for the “Unexpected Babies” campaign from Brazilian agency Age Isobar details the ad’s concept: Take a male user’s name, create a new profile using that name with “Jr.” tacked on the end, and send a friend request to the unsuspecting user. When he visits his virtual son’s profile, he sees a condom ad from Brazil-based Olla.

Facebook, however, expressly forbids fake profiles. The condom ad campaign appears to violate several policies found under “Registration and Account Security” in Facebook’s Terms. And Facebook’s Help Center even has a section to report fake accounts that “list a fake name” or “don’t represent a real person.”

While fake profiles can sometimes entertain, they more often than not lead to unwanted consequences. For example, earlier this year, one woman unsuccessfully used a fake profile to dig up dirt on her husband — and instead found herself in a fake-murder plot.

What do you think of Olla Condom’s ad campaign?

(Source: Mashable)

Fota Wildlife Park : a social media case study

July 26th, 2011 Posted in Case Study, Charity, Social Media No Comments

Mediacontact.ie travelled to Cork last month to visit Fota Wildlife Park. We weren’t just there to see the animals, however – we spoke to Stephen Ryan, Head of Marketing, about their award-winning use of social media and how they use it to promote the park.
Opened in 1983, the park is a joint project between the Zoological Society of Ireland and University College Cork. They are a non-profit organisation and registered charity so PR has always been an integral part of their work.

Stephen gave us a great insight into how they developed their interactive website and how they use it and social media to communicate with their target audience. Watch the video below, and check them out on Facebook and Twitter too.

Pat Whelan of James Whelan Butchers: Social Media Case Study

July 26th, 2011 Posted in Case Study, Social Media, Youtube No Comments

Last month we spoke to Pat Whelan of James Whelan butchers in Clonmel, a company which whose popularity has skyrocketed in recent years not only because of the quality of their meat, but also due to their clever use of online marketing and social media.

Just some of the initiatives they have introduced are video tutorials of how to prepare meat, along with recipes and advice on their Good Food blog, a nationwide delivery service and an online store.

Pat told us about how they’ve built up a brand, the benefits of creating a good website and his new partnership with Groupon. Watch the video of our meeting below.

Don’t forget to check out their website, twitter, and facebook page too – it’s all well worth a look.

How to scare people into taking advertising

May 31st, 2011 Posted in Advertising, Case Study, Great Ideas No Comments

Dutch outdoor advertising company Interbest used a male stripper to build awareness of their billboard visibility in a campaign that has won Gold at the 2011 Clio Awards. The campaign involved a progression of billboards each showing the overweight man in fewer clothes. The text: “The sooner you advertise here, the better”. Radio 2 saved the public’s eyes just in time by taking up the billboard space. The campaign is a development of an earlier series of billboards which won a Silver Outdoor Lion at Cannes in 2010. It’s a brilliant campaign!

(Source: inspirationroom)

Great ‘Think Pig’ campaign by RSPCA & Nixon McInnes

May 13th, 2011 Posted in Apps, Campaign, Case Study, Charity, Facebook, Games, Online Game, Public Relations, Social Network No Comments

The RSPCA along with Nixon McInnes have created a great campaign around the new voluntary code of practice for the labelling of pork and pork products. They wanted to find a new way to provide families and young urban professionals with welfare information and shopping advice.  The objectives were to increase consumer awareness of the welfare issues for farmed pigs, and educate consumers about labels that point to higher welfare.

It all sounds fairly conventional so far, but the approach taken was anything but. Having originally intended to create a blog, they soon abandoned that idea and developed an interactive Facebook game on the theme of pig welfare instead. Players make words by moving pigs with letters on their backs into the slots on the top of the screen. Fun pig facts also help players learn to learn more about the animals and their welfare. The game was paired with a Facebook page dedicated to the campaign as well as advertisements and a ‘twibbon’ campaign.

Within two months the game had been played by 5,684 people and the campaign page had gained 1,601 ‘likes’. As intended, the game acted as a stepping stone to the real welfare message as 2,543 click-throughs to the page came from the game. It’s even more proof that social media is an excellent way of engaging with your target audience and getting your message out there.

Source: Nixon McInnes

Great use of YouTube by Desperados Beer

April 11th, 2011 Posted in Advertising, Campaign, Case Study, Facebook, Great Ideas, Social Media, Youtube No Comments

Here is one of the best YouTube takeovers we’ve seen in a while, and potentially the first one to integrate the Facebook Connect functionality as part of the experience. (happy to be corrected here!)

The YouTube campaign for beer brand Desperados is different to most, by letting you interact with the story as it unfolds (dragging the sound sliders .etc), instead of the 99% that just break up the YouTube interface in various ways. And secondly, the Facebook Connect functionality is a neat way of socalising the whole experience, with the takeover bringing your FB friends into the party by pulling in photos on the fly (yep, we’ve all seen that, just not inside YouTube?), and we like the nice touch with the tattoo sharing at the end. Created by Dufresne Corrigan Scarlett and MediaMonks.

(Source: DigitalBuzz)

World’s top digital comms agency to speak at Mash 2011

March 10th, 2011 Posted in Campaign, Case Study, Digital comms, Mash, Mash 2011, Mediacontact.ie News, Public Relations No Comments

Back in the mid 2000’s Wieden + Kennedy was in a digital death spiral. The iconic creative mind behind Nike was blocked on how to adjust its psyche and personnel to embrace the digital shift transforming media and marketing.

It already had lost some Nike business when, in 2007, the agency’s founding client shifted its core running division due to Wieden’s lack of interactive depth. Weiden needed to evolve quickly or die.

And they did, in 2011 Weiden are ‘the agency your agency could smell like’. Other communications companies are looking at what they are doing in the digital space for ideas on how to run their own campaigns.

Roo Reynolds, Head of Emerging Platforms, Weiden + Kennedy will be speaking at the Mash Conference 2011, in Croke park on May 10th. To find out more about the conference, it’s lineup and how to book visit www.mashmedia.ie .

With a client list that boasts Nike, Proctor & Gamble, Honda, The Guardian, 3 Network, Fairtrade, Coca Cola here are a few case studies from W+K’s inspiring list of success stories in digital media.

Old Spice
Thanks to its breakout campaign for Old Spice’s Red Zone Body Wash—which broke with a Super Bowl weekend TV spot—Wieden is the agency your agency could smell like.

The work, a slightly twisted, tongue-in-cheek production starring a towel-wearing Isaiah Mustafa, was part of a concerted effort by the agency to strengthen its digital offerings. Once the ad had aired he Old Spice team let loose its “response” campaign. For three days in July 2010, the agency created nearly 200 customized videos starring Mustafa that responded to mentions of the Old Spice TV spots on blogs and social networking sites like Twitter and Facebook. These videos spread virally and, in some cases, became ongoing two-way conversations, engaging participation from celebrities like Alyssa Milano and Ellen DeGeneres, not to mention a random consumer who wrote in seeking help from Mustafa in proposing to his girlfriend.

This social marketing component generated 1.8 billion PR impressions for the brand. It has garnered the brand a 2,700 percent increase in Twitter followers, 800 percent increase in Facebook fan page visits and a 300 percent increase in traffic to the Old Spice Web site. It’s also generated an estimated 140 million YouTube views.
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M&M’s internet invasion game

March 1st, 2011 Posted in Case Study, Games, Great Ideas, Viral, Youtube No Comments

M&M’s are doing something a little different over in Denmark,  utilising Bookmarklets (little Javascript apps that are launched from a  bookmark) to help turn every website in the world into part of the  M&M’s “Space Heroes” internet invasion game. This style of creative  strategy has been hotting up of late, with brands delivering interactive experiences accessible on any website.

Essentially, you go to the M&M’s “Space Heroes” website to get the Bookmarklet (just drag the spaceship into your bookmark bar) then jump onto any site you like … Google. Facebook etc whatever you fancy, then click on the Bookmark in your browser bar, and you’re in the game!

While it’s by no means a seamless user experience, it is pretty quick & simple to do, so if brands can create the desire to get involved, Bookmarklets might have legs. Created by BBDO Denmark.

(Source: digitalbuzzblog.com)

Coca-Cola unveils sequel to ‘Happiness Machine’

March 1st, 2011 Posted in Case Study, Great Ideas, Social Media, Viral, Youtube No Comments

About one year ago, Coca-Cola released a web video titled, “Happiness Machine.” You probably saw it. More than 3.2 million people have viewed it on YouTube.

The video shows a Coke machine in a school cafeteria. The machine dispenses bottles of Coke, and flowers, and sub sandwiches, and pizza, and so on. The idea for the video came from Definition 6.

Well, Coca-Cola and Definition 6 are back with a follow-up to the Happiness Machine, which Coke is featuring on its Facebook page. This video is called “Happiness Truck,” and it takes place in Rio de Janeiro. A Coke truck gives away soda, beach balls, soccer balls, and more.

Shane Grant, global brand director for Coca-Cola, told Mashable that the company chose Rio because it “wanted to show how happiness translates in markets around the world, not just in the U.S. or Western Europe.”

Here’s the Happiness Truck. So far, it’s amassed more than 154,000 views on YouTube. There’s also a video of a Happiness Truck in the Philippines.

(Source: DigitalBuzz.com)

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