This month, BMW’s awesome branded films are back, a dictionary brand takes full advantage of the crazy election, and AirBnB lets you stay in Dracula’s castle. Also – white hat or black hat? Enjoy!
BMW Films – The Escape
Years ago, BMW set the standard for branded filmmaking. Now they are back! The new short offering from BMW Films has some of my favourite talent, including Clive Owen, Dakota Fanning and filmmaker Neil Blomkamp. Action, excitement, and of course, beautiful cars. Full film is here: http://bmwfilms.com/
Welcome to Westworld
How would you handle a visit to HBO’s Westworld? Sky Atlantic built an Instagram quiz to help you see how you will fit in. Just like the characters in the show, you also have to choose – white hat or black hat? The key to a successful quiz is whether people take it multiple times to see the different outcomes, and this one works well. See the account here: https://www.instagram.com/welcome_to_westworld/
Airbnb – Halloween
Lots of brands tried for Halloween success, but AirBnB nailed it. Users could apply to spend the night in the 700-year old Transylvanian castle that inspired the Dracula legend. Hosted by Dacre Stoker, the great-grandnephew of Bram Stoker, you could dine on the meals described in the book and sleep in velvet lined coffins. The contest attracted 88,000 entries and a massive amount of PR buzz. What makes these contests so successful is that they are integrated into the AirBnB platform – the castle is listed as a property and you register for AirBnB to enter the competition. Take a look: https://www.airbnb.co.in/night-at/dracula
Merriam Webster – Tweeting the Election
I had no idea, but the dictionary brand has a rocking Twitter feed, filled with gifs, new words, and commentary on the use of language in public conversation. They also track ‘trending words’ – the words that people are suddenly rushing online to look up. They have great engagement, averaging 20-50 RTs and 50-200 Likes per tweet. During the election, things went a bit crazy. The brand was live tweeting through the election debates, analysing, explaining and correcting the words the candidates were using. Perfect timing, as people were also rushing online to look up words used in the debates… some of the tweets received over 8000 RTs!
— Merriam-Webster (@MerriamWebster) October 20, 2016
— Merriam-Webster (@MerriamWebster) October 10, 2016
Shape – North Face Fitness
I thought this was a nice example of evergreen branded content. Shape Magazine is all about fitness. North Face clothing is all about outdoor adventure. Together they’ve developed a 30-day training program that blends your city lifestyle with some outdoor fitness. A simple outdoor shoot was all that was needed for the videos, and this page can be useful for years….
See the workout here: http://www.shape.com/fitness/workouts/outdoor-circuit-training-challenge
That’s all folks!
I hope these examples help to illustrate the power of great digital marketing. If you’d like to chat about how your company can take its digital marketing to the next level, feel free to get in touch on email: Chris at ideate.email. You can also connect with me here: