Planner's Favourite #3: Trident, Warner Brothers and Coca-Cola

This is the third round of our 'Planner's Favourite' series where we ask a respected planner from the media industry to judge a selection of campaigns that are running on our platforms. -Ed.

Last month, David Benson, Global Head of Communication Planning at ZenithOptimedia chose Little Big Planet as his favourite campaign from these three. This time round we will ask a new judge to choose from three recent campaigns from Trident Unwrapped, The Hangover and Sprite Green Eyed World. Details on each of the campaigns is below, come back soon to find out who wins.

Trident Unwrapped's contest video gallery

Trident Unwrapped & Kiss partnered up with Beyonce to create an engaging campaign which featured a competition to win VIP tickets to meet the star and see her perform live at the O2 arena. Fans had to submit videos to YouTube showcasing why they were worthy of this great prize and over 70 did so by recording and submitting video entries. The competition on YouTube was supported by teaser ads on Kiss FM, display on YouTube and search ads all driving traffic to the contest on the brand site and YouTube. To drum up buzz they organised a flash mob 'Single Ladies' dance in Piccadilly Circus, the video for which has been viewed over 1.6M times on YouTube, has 3K comments, 5K ratings and 12K people have added it as a favourite.

The Hangover's brand channel on YouTube

This summer’s surprise comedy hit, The Hangover was supported on YouTube through an advanced branded channel. The aim was to latch on to the positive buzz being generated on the web through engaging users via social media platforms such as YouTube. However, an unknown cast made this more difficult, especially as the lead actor, Zach Galifianakis, was relatively unknown in the UK. Warner Bros did a lot of work to get custom content for their brand channel. The channel hosted a special YouTube call out video, UK premier footage and interviews with the stars. They also had the support of the Hangover street team who went out to get UGC, giving people the opportunity to win a great prize of a trip to Las Vegas. Awareness of the campaign was driven via editorial support around YouTube through homepage features, spotlights and blog entries. Search supported the activity sending users straight through to the brand channel. Fantastic offline awareness driving activity helped drive people online and directly to YouTube by featuring the URL www.youtube.com/hangover on their outdoor activity. The film went straight in to #1 in the UK box office on week of release, grossing just over £3.1m that weekend. The YouTube channel has generated nearly 250k page views, 2036 subscribers and over 2m views of the videos that Warner Bros have uploaded.

Green Eyed World's brand channel on YouTube

For this unique marketing effort, called Green Eyed World, Coca-Cola has partnered with both YouTube and Facebook to create a radically new advertising, entertainment, social media collaboration for Sprite, while simultaneously introducing a young, talented singer, Katie Vogel, to the world. Green Eyed World is an exclusive one-of-a-kind socially interactive show in which you get the chance to tell the star, Katie Vogel, what you think through simple votes and comments. Green Eyed World combines the wide reach of YouTube with the direct connections of Facebook so the show can take on a life of its own. This is an immediate interactive experience designed to share and discuss with friends. This show is designed to be as functional on an iPod as it is on a desktop. The show’s creators listen to the votes, comments and blogs to ensure that it gets better every season based on what the fans want. The effort is supported by a marketing campaign spanning Indoor/Outdoor displays; special packaging on Sprite cans in select countries; live events; Artist Showcases in NY, UK, TBA; promotional merchandising; global diffusion of the series via mobile, peer-to-peer, broadcast; and YouTube homepage activation in 5 languages in selected European Countries.

Posted by Dom Elliott, Product Marketing Team