It’s the first week of January and it’s fairly obvious to this marketer that most of the big brands are still on vacation and withholding advertising and branding efforts until next week. Therefore, the branded content is slightly thin this week, but I have every confidence that we will see it return in full force as the month goes on. Here are the winners of the best (and possibly only) branded content of the week!
Nivea - Kiss of the Year
Nivea gets the award for presenting the first campaign of the New Year. As the official sponsor of the Times Square Alliance New Year’s Eve Celebration, Nivea was the brand on everyone’s mind as the world welcomed in 2013. Nivea has been the sponsor of the Ball Drop since 2008, but this year the company did more than just hand out branded swag (although, they did that too), they put out some branded content. The Nivea Kiss of the Year Facebook contest began running a few weeks before New Years Eve when couples were encouraged to enter to win a trip to NYC and share a kiss on the global stage. The contest helped gain momentum for the brand’s lip care line and made the whole world go “awwwww!”
16 Handles Ice Cream – “Snappy New Year” Snapchat Promotion
As an app, Snapchat gets a good deal of flack for being a conduit for “sexting.” One company, 16 Handles Ice Cream, is experimenting with ways to use Snapchat for good, not evil. The New York frozen yogurt chain is using Snapchat for a promotion that presents users with a coupon that self-destructs after 10 seconds. Snapchat users who send 16 Handles a picture of themselves at the restaurant receive back a coupon for anywhere from 16% to 100% off their next purchase. Of course they only have that 10 seconds to hand it to the cashier. Sounds kind of crazy, but it’s the first I’ve heard of a company using Snapchat, and I kind of love the idea.
Pixar - Monsters University
Pixar has been busy this week promoting their new movie “Monsters University,” the prequel to the very popular “Monster’s, Inc.” A “commercial” for the fake university aired during the Rose Bowl directing audiences to a very convincing but fictional university website. On the site, you can apply to MU, buy college merchandise, and learn all about life at the school. It seems that creating unique and innovative websites is becoming a very popular trend in movie advertising; regardless, it's certainly more interesting than your average movie preview.
I hope you've enjoyed the best branded content of this week; fingers crossed that next week brings us more content! If you have a suggestion for another branded content campaign you believe I should cover, please feel free to mention it in the comments.