Im going to mumble the exact same word she used in the video. “Mercy.” BMW recently released a video featuring Clive Owen, Dakota Fanning and Jon Bernthal in a short action packed movie with fast paced action simulating an escape scene. Needless to say, this is a high budget commercial with lots of planning and cast. Obviously, it is not an everyday affair that creatives can work with such handsome budget and awesome cast. Anyway, the idea of a brand investing this much to create a blockbuster work is commendable. Although the story line is far from being really diverse, the commercial is atypical of most auto car commercials. It place the new 5 series in good light by revving up its reputation further. Nice work.
I love crowded sourced content. The power of people cannot be underestimated. When curating popular content, one must anticipate spontaneous reaction from their fans. Take McDonald’s, Australia for example, their newly released social film was directed using script provided from over 3 million fans. They helped gave creative ideas, copy and direction for this movie. The film, “Loaded”, was created in slightly over two weeks with an episode being launched almost every 3 days in tandem to its gathering of ideas from their fan base. It helped mould the final movie which lasted almost 8 minutes. Not only is it humorous, its also very creative. Be sure to watched till the end credits! Well, its basically french fries doing most of the talking!
It doesn’t hurt to reward your loyal customers with some good old fashion fun, usually with affordable budget. Im always keen on ideas that pushes boundaries of existing platforms to evolve it further. A good advice for most marketing executives is to leverage old or low tech. Simply because low tech does not equate to low engagement. Crafting a good brand experience can come in the form of ANY available media, platform or tech. Take a look at this awesome initiative by Pizza Hut. They embedded movies which are downloadable via QR codes on four totally different box designs! Furthermore, they are individually characterised as Slice Night, Anchovy Armageddon, Hot & Ready and Fully Loaded. As you probably would imagine, each of these names symbolises a different movie genre. Interestingly, the box by itself is known as the Blockbuster Box. I think this is very cool. The formula to create exciting experience that is very functional to its business, characterizing their boxes and giving their customers variety is a very clever combo. While the practical side of it is argueably quite difficult to pull off without dirtying your phone and the result a rather less ‘hi-res’ movie quality, it’s still a magnificent idea nonetheless. Let’s just hope it improves as the campaign idea moves along.