Planner's Favourite: Old Spice, Samsung & LG
This is the 7th in our Planner’s Favourite series where we ask a respected planner from the media industry to judge a selection of campaigns that have run on our platforms. Please have a look at the campaigns below and watch this space for the judge’s verdict. -Ed.
Old Spice: The Man Your Man Could Smell Like
In February 2010, Old Spice launched “The Man Your Man Could Smell Like” campaign. They used online to amplify their TV ad, including ads across the Google Display Network, a YouTube Masthead & Promoted Video. Old Spice continued to build their YouTube community throughout the spring with another YouTube Masthead, further Promoted Video activity and additional videos.
In July, the brand launched a real-time social media campaign where the Old Spice Man personalised YouTube video responses to users, celebrities and bloggers who wrote YouTube comments, Tweets and Facebook messages.
Old Spice leveraged digital advertising throughout the year to build their audience, which ultimately contributed to the viral success of the real-time social campaign.
Campaign Results
- Old Spice videos took four of ten spots on the AdAge Viral Video Chart, including positions one through three.
- The Old Spice YouTube channel has over 11.6 million views and 165 thousand subscribers. It became the #1 viewed channel during the week and month of the campaign and #2 most subscribed sponsor channel of all time.
- Old Spice was a trending topic on Twitter, with over 94 thousand followers.
- Old Spice gained popularity on Facebook with over 706 thousand likes.
Samsung: 3D LED TV
In May 2010, Samsung was the first to introduce a large-scale commercial 3D-Outdoor projection mapping at the Beurs van Berlage in Amsterdam. For three nights, the projection interacted with the architecture of the building and viewers were able to experience the incredible 3D audiovisual effects. On the adjacent square, visitors were able to try out the new Samsung 3D LED TVs, and were offered a chance to win one of their own for the duration of the stunt.
In June, the 3D-megaprojection was translated to YouTube. Here, the projection was integrated into a YouTube ‘game take-over’. At first, it appears as if a normal video of the projection is being shown. That is until the YouTube page cracks, butterflies start flying out of the projection, and the new dimension of Samsung 3D takes over the page. It was the first time that a worldwide game-take-over was introduced on YouTube, whereby the video content was brought to life, allowing the user to interact with it. On the Samsung 3D branded channel, visitors were able to play a game where the aim was to click on as many butterflies as possible, to give them a chance to win a Samsung 3D LED TV.
Campaign Results
- The YouTube channel including game-takeover achieved more than 1 million views.
- One of the most subscribed sponsored channels ever.
LG: The Young & The Connected
In the spring of 2010, LG Electronics hoped to revive the classic soap opera model. The Young and the Connected showcases how unbelievably attractive and incredibly privileged 20-somethings incorporate internet-enabled mobile devices into their lives.
The series, targeting 16 to 24-year-olds, aims to show how LG’s innovative range of smartphones can enhance their lives, by constantly connecting them.
Each of the videos invites the viewer to see tools of modern communication used as dramatic devices. For example, the question of whether Twitter or Facebook is a better application for a marriage proposal, arises in one of the episodes. These programmes ran on LG’s Young & Connected YouTube channel.
Campaign Results
- The channel has received over 10 thousand views.
- The series of videos have collectively amassed more than 60 thousand views.
