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PepsiCo has launched an innovative campaign across digital out of home (DOOH) in the UK that integrates Vine videos into Pepsi Max creative in real-time.
In a “media-first” the soft drinks maker is encouraging members of the public to create and submit Vines using the hashtag #LiveForNow showing something “unbelievable” they have done. The best efforts will be published across seven UK cities on The Grid, Ocean Outdoor’s network of screens.
The campaign was planned by OMD UK in partnership with Talon Outdoor, created by AMV with Vine moderation from Jaywing.
Rich Simkins, innovations director of Talon Outdoor, commented: “Social video and digital out-of-home have interesting similarities and short-form, entertaining Vine content is perfectly suited to the DOOH channel.
“We love it when our brave clients challenge us to close the gap between social and DOOH and, in this instance, Grand Visual’s versatile OpenLoop platform has helped make Pepsi Max’s ‘Unbelievable’ ideas possible”.
"Pepsi Max integrates 'Unbelievable' Vine videos into outdoor ads", February 20, 2014
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Instacart is a San Francisco startup that will buy all your groceries from your favorite store and deliver them within an hour or two. it is live in the San Francisco Bay Area, Boston, D.C. and Chicago.
Apoorva Mehta, founder and CEO of Instacart, says: “We’re in the early stages, but we have the data to prove this is becoming more and more mainstream. Grocery delivery is going to be the way people get their groceries.”
"The Next Big Thing You Missed: Online Grocery Shopping Is Back, and This Time It’ll Work", February 19, 2014
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Target is partnering with three Pinterest power users, all of whom write blogs and professionally work in design, in the hope it may attract their loyal followings into Target stores.
Rick Gomez, Target’s Senior Vice President of Marketing, said:
“Pinterest is such a popular destination for entertaining inspiration, so we’re partnering with the platform’s top tastemakers to bring their inspiration to life through beautifully designed party collections. We are proud of Target’s pioneering efforts in the design space and this collaboration is the first-of-its-kind in retail.”
"Target to Collaborate With Top Pinterest Users on Party Collections
", February 19, 2014
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Technology from a Finnish start-up called Kiosked claims to turn any visual element on a web page, including photographs and videos, into advertisements. As the New York Times says, Kiosked works like this:
"...publishers who want to earn revenue from photographs and videos on their sites place a snippet of code from Kiosked on their pages. When a reader visits the page, Kiosked does a split-second scan of the written material that accompanies a photo on the page — perhaps a news story or a product review. It then presents a selection of one or more relevant products or services the reader can buy online, overlaying the items on a strip that hovers above the photo."
"Photos Become Ads With New Technology", February 15, 2014
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