This week in Digital Bytes: Snickers launches a ‘You’re Not You When You’re Hungry’ campaign featuring YouTube Vloggers, Unilever’s brand Dove presents its new body image campaign, and Twitter launches a design competition called #PoweredByTweets.
Snickers uses YouTube vloggers for digital campaign
Mars Chocolate has unveiled a global digital campaign ‘You’re Not You When You’re Hungry’ for its Snickers brand led by vloggers whose instructional videos descend into farce. (click to tweet)
The brand has released a series of online films in the style of “how to” videos. While they begin in the normal way, the demonstrations descend into chaos because the vloggers are hungry.
The ‘How-to’ and ‘DIY’ vloggers appear to be performing slightly poorer than usual before the end frame subtly unveils the content is a Snickers prank.
Dan Burdett, Snickers Global Brand Director, said: “We are excited to be extending the reach of our phenomenally popular Snickers brand online tapping into the global popularity of ‘how to’ videos.
“The ‘off their game’ vloggers are an innovative digital twist on our hugely successful ‘You’re Not You When You’re Hungry’ TV ads. Between them the international vloggers in this campaign have over 7.5m subscribers, giving the brand campaign huge global reach.”
Dove launches a new body image campaign ‘Choose Beautiful’
Unilever brand Dove has launched the latest global ad push in its series of positive body image initiatives as it ramps up efforts to promote itself as a campaigner for ‘real’ beauty. (click to tweet)
The ‘Choose Beautiful’ campaign, which follows the Real Beauty Sketches, Patches and Legacy ads, aims to make women reconsider the way they feel about themselves.
A short film shot in London, Delhi, San Francisco, Shanghai and São Paolo shows women as they make the choice to walk through one door entitled ‘Average’ or another entitled ‘Beautiful’.
“While we were filming, it was so clear that the women who chose to feel beautiful shined with a positive, empowered outlook,” said Paul Dektor, Film Director of Dove Choose Beautiful. “We all have the personal and powerful ability to rise above others’ points of view, social media, and pop culture, and I hope the Dove Choose Beautiful film inspires women around the world to reconsider how they view their own beauty.”
“Dove Choose Beautiful urges women to embrace this personal choice,” said Jennifer Bremner, Director of Marketing for Dove, in a statement. “Because when we do, it unlocks happiness and confidence that impacts women’s self-esteem.
Twitter launches #PoweredByTweets design competition
Twitter has launched an open to all design competition (click to tweet) seeking ideas to solve problems using Twitter or to harness the micro blogging service to create something beautiful.
#PoweredbyTweets: The Challenge is inspired by the ingenuity of tweeters in the past who have harnessed the live and public nature of the platform to make real-world objects move, illuminate or fly.
Running for two months, the competition will be judged by a panel of industry leaders representing the arts, technology and media with representations of the winning designs set to be built by Pixie Labs for display during the London Design Festival this September. The winner will also be afforded access to Twitter’s ad inventory to promote their vision on the platform.
Twitter gave some examples of PoweredByTweets case studies. For example, CuteCircuit designed the world’s first haute couture Tweet dress which was worn by Nicole Scherzinger. She showed off her futuristic and digital side by wearing the first Twitter dress for the launch of EE, the new 4G mobile network in November 2012.
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