Brand Name: The Arizona Office of Tourism
Agency/Campaign Creator: Moses Anshell and The Fifth Network
URLs: National Creative - http://www.thefifthnetwork.com/campaigns/aot2007/aot2007_national_300x250.html
Regional Creative - http://www.thefifthnetwork.com/campaigns/aot2007/aot2007_regional_728x90.html
What is unusual and effective about the video campaign?
The 2007 Arizona Office of Tourism campaign was steeped heavily in research conducted by the client about the various target audiences, their behaviors, interests and specific geographies. Using that research, this campaign targeted long-haul, short-haul and regional travelers with different creatives and eight unique interest videos that appealed to the groups' varied interests. The different creatives were then selectively targeted to 17 states on national, local and niche-interest websites. This campaign combined the emotive power of video with hard numbers and targeting technology in order to reach the right people with the right message.
What sort of technology was used?
The video creative included large-format expandable video and rotating videos. Additionally, the regional creative included multiple tabs that featured videos specific to activities visitors could expect to partake in different regions of Arizona. The units also featured a customizable send-to-a-friend e-postcard and newsletter sign-up.
The media portion of the campaign employed placement-specific targeting across national, local and smaller niche-interest websites with geo-targeting, contextual targeting and behavioral targeting technology to identify and reach the right audiences.
Did it live on the brand’s site, was it distributed through an online video network, viral or was there some other model?
The online campaign was planned by The Fifth Network and ran across more than 50 websites. The bulk of these sites were smaller long tail and local sites that spoke directly to their audience's interests. These sites were selected for being less cluttered and for having dedicated and enthusiastic audiences with a willingness to interact with advertising.
Was there any user-generated component to this campaign? Did you empower viewers to comment, favorite, download, mashup or do anything to the video?
The regional creative included four tabs, each corresponding to a region of Arizona. While users didn’t directly comment on favorite videos or region, the tracking data showed which tabs users were most interested in viewing, as well as which videos were most effective in garnering interaction and clickthroughs. The tracking data on the video told a very interesting and important story about where travelers were interested in and what videos moved them to act.
How does the video campaign fit into and complement the overall brand strategy for the company?
The Arizona Office of Tourism has always pushed the experience of Arizona in its ad messaging, and their “No Regrets” campaign translated brilliantly online because it was able to fully express the excitement, beauty and range of activities the state has to offer its diverse visitors. These activities include horseback riding, apple picking, water sports, meeting a llama, admiring gorgeous, grand vistas, dining and spa visits.
How would you improve the video campaign?
Given the long list of things to do in Arizona and the user-generated look many of the videos on the regional creative already have, I would have loved to see a weekly or monthly podcast produced with other examples of things to do in Arizona. The banners could have then incorporated a “sign-up to receive our podcasts” or “download this week’s podcast” functionality.
Brand Name: Carl’s Jr. & Hardee’s “Spicy Buffalo Chicken Sandwich”
Agency/Campaign Creator: Spacedog
URL: http://www.spicybuffalo.com/
What is unusual and effective about the video campaign?
Every now and then a video campaign comes along that really speaks to you. This one literally speaks to you by way of an onscreen actress who, rather than just being a talking head, is fully integrated into the micro site and is aware of all the elements on the screen, including the gigantic spicy buffalo chicken sandwich, the navigation bar, the numerous interactive features, her audience's libido and even when users ignore her for a little while (she gets hungry).
What sort of technology was used?
In addition to made-for-web video, the micro site includes the TV spots for this campaign, a behind-the-scenes video featurette of those commercials, a send-to-a-friend lunch invite with a video walk-through, and a full breakdown on the sandwich’s levels of tastes with a side order of euphemisms and a history of Frank's RedHot. They also had a downloadable coupon, a restaurant locator and a newsletter sign-up. Way to not skimp on any features!
Did it live on the brand’s site, was it distributed through an online video network, viral or was there some other model?
This is a micro site branded for Carl’s Jr. and Hardee’s with its own URL, aptly named “spicybuffalo.com.”
Was there any user-generated component to this campaign? Did they empower viewers to comment, favorite, download, mashup or do anything to the video?
The lunch date maker is a fantastic bit of viral marketing. Users enter their info and their friend’s info and then select from a number of options to customize the video invite they’ll be sending. The actress makes going for fast food sexy by hula-hooping, doing the robot and doing the sprinkler while congratulating you on your new job promotion or sending apologies on your recent divorce. It’s nice to go to the site and take in the entertainment, but it's even better to send delivery to your friends.
How does the video campaign fit into and complement the overall brand strategy for the company?
This is the same restaurant chain that promoted a burger by having a soapy, sopping wet Paris Hilton wash a car. I definitely think this complements the brand strategy, which I believe is “get 18-34-year-old men to notice us and want us.”
How would you improve the video campaign?
For a community element, they could have encouraged users to upload videos of them using “pick-up” lines for Ashley, or something to promote dialogue between users and the brand. Other than that, I’m a thigh guy.