Posts Tagged ‘viral marketing’

Toy Story 3

Lotso Huggin' Bear shows Buzz around

One of the movie releases of the year I’ve been most anticipating is Toy Story 3. Anyone around the age of 20 will have grown up watching, and most likely, loving the Toy Story franchise.

We first met Woody and the gang in 1995, then again in 1999. But by 2010 those initial fans are likely to be a lot older and college or University students like me. This was something Pixar certainly did not ignore. In the US free screenings of 60 minutes of the film where shown to college students which they signed up for via the dedicated Facebook page. They were left with a cliff hanger ending in the hope that they’d return and pay for a ticket to see the remainder.

In addition, this age of viewer is also likely to blog or talk about their viewing on social networking sites, which would then create an online buzz about the film and get people talking, creating yet more anticipation for the release.

Alongside this, they also released three teaser trailers as well as gradually releasing character profiles of the latest additions online. My favourite trailer was an IM chat between Woody and Buzz but all are pretty funny and clever, and again likely to get people talking and excited about the film.

Having pre-booked my tickets for the first day of release (yeah a bit sad I know), 3D glasses in hand I sat down to watch the third instalment, and it certainly didn’t disappoint.

This time around Andy is leaving for college and the toys are facing their inevitable expiration, much like the franchise itself. They end up in Sunnyside play school where they encounter a host of new toys, Barbie meets her Ken, and a strawberry scented fuzzy bear called Lotso Huggin’ sets a cruel agenda for them to live by.

Unusually for an animated sequel, or even a third instalment, this one actually bucks the trend and is really good! The new characters as well as the old are as good as ever (I particularly like a new dinosaur called Trixie) but there is a sense of sadness and finality which runs throughout.

A lot of high hopes were placed on Toy Story 3 but ultimately I think it not only lived up to them, up also surpassed them. Entertaining from start to finish, without a dull “nothing’s happened for a while, I’m bored” moment in sight and just enough twists and turns to keep you interested without losing you, Toy Story 3 is definitely one of the best films I’ve seen so far this year- although admittedly I never got round to seeing either Avatar or Slumdog Millionaire)

A stand out sequence has to be the gang’s ultimate escape from Sunnyside, as well as the inspired character of Mr. Pricklepants (a thespian hedgehog) and the adorably cute Bonnie.

The ultimate message is that although you may be attached to something, sometimes you have to accept that it’s come to the end and it’s time to move on. However, as we learn in the open ending of the film as one door closes, another opens. It’s a tear jerker but ultimately delivers all we expected and more.

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Last week Topshop’s range of makeup hit stores amongst a flurry of all sorts of in store and online promotion. The range consists of a core collection as well as a trend collection which will be updated each season. The collection certainly has the whole blogosphere talking about it as it seems to have been featured on all the blogs I follow. I like how Topshop have carried over their reputation for on trend fashion over to make up and the packaging and look of the products all represent Topshop’s trendy image.

On the Topshop web site you’ll also find things like a virtual make over where you can upload a picture of yourself and virtually try out the products. My attempt is below, I think it’s got a definite air of transsexual about it but is a nice idea none the less. You can then share your results on the Topshop facebook page which is another well placed bit of online viral marketing from Topshop.

They also have a range of video tutorials on their web site showing you the types of look you can create with the products which is a great idea. The makeup artist explains to you how to use the products to get the looks they promote on their models and given the prominence of makeup tutorials at the moment on youtube with people like Lauren Luke and Ricebunny it is a very clever way to promote their products. With the youtube ones they can come off quite amateur so by having the more professional appearing Topshop ones it shows you the potential of the products. I’ve seen hair care brand Aussie have done a similar thing with their products which is a great and authentic way to promote themselves on the Internet.

In the Oxford Street store they’ve also worked with the SHOW Studio.com project. At the makeup counter you can get a free makeover and then have your photo taken in front of the ‘Magic Mirror’ where over thirty top fashion creatives – including Lady Gaga’s stylist Nicola Formichetti, Edward Enninful of US Vogue, make-up artist Hannah Murray and fashion’s favourite illustrator Julie Verhoeven – dispense sartorial advice that appears written, as if by magic, across the mirror’s surface. Requires a hell of a lot of bravery!

Image taken from Refinery29

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Kylie Minogue Agent ProvocateurEdgy underwear brand Agent Provocateur has always pushed the boundaries when it comes to their advertising. The attitude of the brand is that women should unabashedly have the confidence to give in to their deepest desires, and their range of risqué lingerie reflects this as it encourages indulgence into passions and intimacy.

The company often use below the line techniques to attract attention to their message, for example by having models parade outside London Fashion Week with signs reading “More S&M, Less M&S” and using various shock advertising techniques. For example a risqué outdoor campaign on the number 23 bus caused London Transport to revaluate the types of advertising which are permitted on buses after a number of minor traffic incidents. Viral campaigns are also a large part of Agent Provocateur’s marketing of a specific story represented through a series of videos following character’s who entered a country mansion.

The undoubtedly sexy videos with slow lingering shots of various parts of the female anatomy have been reinforced by Facebook and Flickr where users have been successfully engaged with their brand as Facebook profile’s were set up for the character’s featured in their videos and Flickr users were invited to design a cover for erotic novels AP produced staring these characters.

Vogue has described their web site as “the sexiest web site in the world” and the same can easily be said for their banned cinema advertisement featuring Kylie Minogue, which was named the top celebrity viral ad of in 2009 and generated 350 million youtube hits, and their advert reminding men exactly why they shouldn’t forget Valentine’s Day in 2009 staring Rosie Huntington Whiteley.

Something I particularly like about AP is that their advertising shows women as being both attractive and liberated without being submissive. Their branding is similarly empowering to females and this message is something which I believe drives sales for this luxury brand. They are responsible for a change in attitude towards the underwear women choose. Long gone are the days when women would be shy about their choice of undies and instead AP have turned them into a form of expression. By turning underwear into an experience it lets women know that it’s okay to be sexual or risqué in a way it wasn’t before however at the same time behaving like this isn’t what they ought to be.

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