Tuesday, September 14, 2010
IKEA Now Herds Cats. Hmm...
Well, for their new campaign at least, care of those friggen genii at Mother London. I read up about it on Contagious. You should too. Granted, it's long but it's really worth it. Yes, that's what she said. Here's the skinny:
"...a charmingly gentle vision of a mob of inquisitive cats making themselves comfy amidst beds and bookcases.
The ad made no use of CGI, and was treated as an experiment to see what would happen when a hundred cats were left to their own devices during one night when the store was closed.
Featuring the song Pianni by Mara Carlyle, the ad marks the first outing for IKEA's new 'Happy Inside' positioning, and comes supported with a short making-of film called 'Herding Cats', showing the production team wrangling the animals and meeting their owners. The law of 'cats + internet = success' has again been proven correct, as the behind-the-scenes film has already notched up over 1.6m views on YouTube in only the four days.
The campaign will continue online, with Cake handling social media aspects such as the IKEAcats YouTube channel, which has just become the second most viewed channel in the UK. Cake's online digital specialist John Morter - best known for masterminding the bid to get Rage Against the Machine to the top of the UK charts last Christmas - will be launching a competition on a soon-to-be-released microsite, allowing visitors to the site to win pieces of furniture by guessing if a cat from the ad settled down on it.
The site will also feature a cat-alogue and be linked to an IKEAcats Facebook page, allowing visitors to post pictures of their own cats, and take a poll on the most unusual place they've found their pet. Currently over 4,000 'like' the page, although, with the formula of 'cats + internet' once again at work, that number is only set to rise.
And as final proof of the viral success of the campaign, 'Happy inside' already has the dubious honour of having a foul-mouthed spoof YouTube video.
http://www.youtube.com/user/IKEAcats
http://www.facebook.com/ikeacats
The ad made no use of CGI, and was treated as an experiment to see what would happen when a hundred cats were left to their own devices during one night when the store was closed.
Featuring the song Pianni by Mara Carlyle, the ad marks the first outing for IKEA's new 'Happy Inside' positioning, and comes supported with a short making-of film called 'Herding Cats', showing the production team wrangling the animals and meeting their owners. The law of 'cats + internet = success' has again been proven correct, as the behind-the-scenes film has already notched up over 1.6m views on YouTube in only the four days.
The campaign will continue online, with Cake handling social media aspects such as the IKEAcats YouTube channel, which has just become the second most viewed channel in the UK. Cake's online digital specialist John Morter - best known for masterminding the bid to get Rage Against the Machine to the top of the UK charts last Christmas - will be launching a competition on a soon-to-be-released microsite, allowing visitors to the site to win pieces of furniture by guessing if a cat from the ad settled down on it.
The site will also feature a cat-alogue and be linked to an IKEAcats Facebook page, allowing visitors to post pictures of their own cats, and take a poll on the most unusual place they've found their pet. Currently over 4,000 'like' the page, although, with the formula of 'cats + internet' once again at work, that number is only set to rise.
And as final proof of the viral success of the campaign, 'Happy inside' already has the dubious honour of having a foul-mouthed spoof YouTube video.
http://www.youtube.com/user/IKEAcats
http://www.facebook.com/ikeacats
Stephen Fry's New Autobiography Is Also An Apple App. Hmm...
Stephen Fry has over 1.75 million Twitter followers providing topical cues during his live one-man shows and a very public affection for all things Apple, it was a fair bet Stephen Fry's new autobiography The Fry Chronicles
Yet publishers would transcend the physical bookshelves in some fashion. Penguin have surpassed expectations and conventions with the myFry app for iPhone and iPod Touch - an interactive re-working of the book, reinmaging the work as a glossary of Fry's life as a comedian, actor, author and HRH-endorsed national treasure.
Yet publishers would transcend the physical bookshelves in some fashion. Penguin have surpassed expectations and conventions with the myFry app for iPhone and iPod Touch - an interactive re-working of the book, reinmaging the work as a glossary of Fry's life as a comedian, actor, author and HRH-endorsed national treasure.
Brandkarma. Hmm...
I was reminded of this yesterday and thought it rather important to post. BrandKarma is the world's first brand-centric social media platform. I attended their seminar at Cannes this year and was blown away by their thinking. Basically, it's designed to bring together important information about how brands behave, so that people can easily evaluate and rate them. The goal is to make brand owners more accountable to all their stakeholders - Customers, Employees, Suppliers, Investors and the Planet. So, if you go to their site now you'll see that Google is pretty awesome and BP, well, you can imagine. It really is a fantastic idea. Go support it. It'll do you and the planet some good.
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