Another seven days have whizzed past in a flurry of activity over at FRUKT's London offices. Notable marketing promotions that have grabbed our attention this week include, the creation of multi-language promotional music tracks, taggable retail sound installations, projection map block parties and websites built out of paint.
Coca-Cola shakes up musical language barriers
Natasha Bedingfield has been drafted in to put her unique spin on the title song for Coca Cola’s new Christmas 2011 advertising campaign.
Natasha has reworked the Coca-Cola anthem ‘Shake Up Christmas’, previously recorded by the group Train as part of the brand’s 2010 holiday promotion, recording unique versions of the track in six languages - including Spanish, French, Swahili, Filipino and Ukrainian.
The promotion, which forms part of Coca-Cola’s global ‘Open Happiness’ marketing campaign, will roll out across 90 countries and include new TV spots and extensive digital and mobile activity.
The single is available now on iTunes, while a unique "mega-mix" incorporating all six language versions of the song in one track will be given away via Coca-Cola’s Facebook page.
Calvin Klein’s in store sound installation
The iconic apparel brand has joined forces with music recognition service Shazam on an interactive sound installation. The retail display units let customers listen to a specially created song for the brand’s Holiday campaign, with Shazam delivering additional exclusive content, including in store sales promotions, wallpapers, and a free download of the song itself.
It’s a simple, yet effective use of music to drive users to additional content that lives beyond the retail unit. Shazam previously helped Old Navy promote its Old Navy Records music promotion earlier in the year, enabling viewers to shop clothes directly from the ads.
Nokia’s 4D block party
FRUKT headed down to the banks of the River Thames earlier this week to catch a glimpse of everyone’s favourite mouse-headed DJ as Nokia lit up the London skyline with a massive musical projection map promotion.
The fairly epic production, billed as a 4D spectacle, saw the mobile manufacturer teaming up with super producer Deadmau5 as they turned the Millbank Tower into a constantly morphing visual light show. Deadmau5, naturally, brought the house down (quite literally, as the Millbank Tower was made to appear to crumble), with an especially created set of exclusive remixes for the one night only event.
As with all projection map campaigns, the post event video really doesn’t do it justice at all. And in many ways that is the point here. These events are meant to be experienced first hand.
Toyota builds a live outdoor art experience into its website creation
Innovative campaigns that turn the ubiquitous branded micro site into something more engaging always manage to turn our head’s here at FRUKT. Especially those that manage to join the dots between the digital world and the more tangible and emotive physical world.
Toyota’s latest promotion for its new FT-86 I Concept sports car is a great example of how experiential activity can be built around the creation of a micro site. The brand enlisted a host of artist to work collaboratively on a giant outdoor canvas, with the resulting artwork then becoming a fully functioning website.
What is interesting here is how the brand has turned a mundane backroom element of the promotion into the focus. We saw a similar effort this summer from Strongbow on the music festival circuit, as they recruited Facebook fans to build the brand's on site activation, a self-build pub. Beer brand Sagres also opted for a similar tact to Toyota by recruiting a master chocolatier to craft their website out of chocolate.