Diet Mountain Dew has leveraged their racing legacy to create a passionate movement that connects Dale Earnhardt Jr’s massive fan base to their favorite driver. What started out in the early 1980's as a handle for Darrell Waltrips pit crew, the Dew Crew has evolved into a large group of individuals that supports, builds, maintains and wheels that #88 Diet Dew Chevy around the track on race day. The Dew Crew now provides Dale’s fans with an insiders “hub” that allows them to get involved with their favorite driver, help make actual team decisions, win prizes and interact with the brand all season long. In partnership with the Manumatix “Bamboo” Facebook app we created an integrated activation plan for the Dew Crew that extends across on-air, digital, print and in-store elements that creates a unique consumer engagement experience with Jr. Nation on a weekly basis.
Shake Up Your Summer
Absolut reinvents summer parties
Give your summer a twist with Absolut! Summer is a time for freedom and escape, for cutting loose with friends and taking a break from routine. So, this year, to help keep things fresh, we helped Absolut put a new spin on summer with creative cocktail recipes and party inspiration. Show stopping retail POS puts shoppers in the mood to let loose, and invites them to “Reinvent Summer” with the help of Absolut.
Circles are the New Slice
Introducing Pizza Hut Sliders
What better way to bring in the new year than with a whole new way to eat pizza? Pizza Hut wanted to change the way people eat pizza by introducing a product that allows everyone to get exactly what they want. Through mixing and matching toppings on individualized pizza’s rather than compromising on a big pie, they did the impossible: Make everyone happy. We’ve created innovative POP elements, and a microsite to support the 3in’ pies and play off the Big Pizza Sliders.
Big Things Happen Here
The DCVB launches a new campaign
With other cities capturing tourism and convention share, the Dallas Convention & Visitors Bureau needed a new image—one that would shine a spotlight on the city’s rapid growth and not only attract visitors to the city but reignite Dallasites’ passion for their city. The resulting campaign, Big Things Happen Here, highlights Big D in a unique and unexpected way. Because Dallas is way more than big hair and big buildings, it’s about BIG moments that can only happen here. Print and outdoor ads ran in major cities across the U.S. and came to life locally in a way that allowed residents to put themselves in the middle of the action. Six-foot “B” and “G” installations were placed throughout Dallas overnight, and residents were encouraged to stand in between them, take a picture and tag it online #DallasBIG. It became an unobtrusive way to let people know that “Big Things Happen in Dallas” and that anyone can be in the middle of it. By empowering the citizens of Dallas to share their BIG moments with the world, as well as give their friends a view of the city they love, we created a campaign that made both residents and local businesses excited to participate.
A Fresh Look
7 Eleven coffee gets a facelift
7-Eleven sells approximately one million cups of coffee per day. But those numbers have been declining in recent years thanks to a fiercely competitive category landscape. So we were charged with improving perceptions of coffee quality at 7-Eleven. And we decided to start where the coffee meets the consumer, with redesigned urn wraps at the coffee bar that convey an authentic and premium feel. This is just the first step, but it’s a pretty big one. Future awareness efforts in broadcast and outdoor, as well as new product releases will reinforce the notion that 7-Eleven is a coffee destination like no other.
Get the Skinny
Target and Diet Pepsi keep shoppers in the know
This March, Diet Pepsi unveiled their latest packaging innovation - the new Diet Pepsi Skinny Can – and invited Target guests to "Get the Skinny" before anyone else. Complementing the national campaign developed by our partner agency TBWA\Chiat\Day, we designed a custom program for Target that celebrated the launch of the new “skinny can” and rewarded people with savings just for buying Diet Pepsi and People® Magazine. Target has devoted almost 2 months of in-store activity to support this launch and the buzz for the program keeps growing – now that’s something to talk about!
Manage Business Not Printers
Partner Managed Print Services – SMB Launch Campaign
HP Partner Managed Print Services manages companies’ entire printing operations. To reach specific targets at those companies, we flipped the script on the expected B2B communication and broke through the sea of sameness by treating this as an aspirational consumer campaign. We concepted and executed a suite of assets from direct mail to web videos, directed specifically at relevant decision makers. Throwing printers out a window? Yeah, that was fun too.
Clean & Clear and Neutrogena Team Up for Back to School
For back-to-school shopping, skincare isn’t topping anyone’s list. Until this year! For the first time in Johnson & Johnson’s history, Clean & Clear and Neutrogena were big players during the back-to-school time frame, securing prominent in-store displays at Walmart, Target andWalgreens. At Walmart, girls were rewarded with a free Teen Vogue subscription with purchase. (Check out those die-cuts!) At Walgreens, shoppers could win an HP laptop. But the back-to-school coup of them all was the Target program. No, you are not seeing double - we landed two end-caps, and got more than we asked for when Target chose to support specially designed totes for a cause. With the addition of dedicated media, including custom vignettes on MTV, print advertorials in teen magazines and PR with teen bloggers, TracyLocke led the way for Clean &Clear and Neutrogena to become back-to-school essentials.
Introducing The Next Big Thing
The launch of the Galaxy S® 4
When it came time to launch the Samsung Galaxy S® 4, we were asked to do it in a big way. Having just weeks until the release, we had to create a VIP kit to go to influencers and carriers. The kits included a new Galaxy S 4 device with accessories, a welcome letter and a brochure. The most challenging part was writing, designing, and shooting a 30-page brochure in just 3 weeks. But in the end, thanks to an enormous team effort, we got the kits in the hands of some lucky VIPs before the launch date. And that made THE NEXT BIG THING a really big hit.
10 Bucks Your Choice
Pizza Hut plays it up on social
For over 3 years, the $10 Any campaign has been a success at Pizza Hut. We were challenged to keep things fresh with an integrated campaign highlighting the deal’s value and variety, while reinvigorating consumers to experience the brand in a whole new way. A microsite was created to showcase many of thousands and thousands of possibilities of ANYs you could create for $10. With incentives like winning FREE pizza and three grand prizes of $10,000 for building a digital ANY, it soon became Pizza Hut’s most successful email acquisition program. In the three weeks it was live, the site acquired more than 190,000 new Hut LoversTM email program members.
Flavors Brands Refresh!
2012 Mirinda & 7UP International Look & Feel
Two refreshing sodas refresh their looks! New campaigns from 7UP International and Mirinda help the brands come alive for fans across the globe. With Mirinda’s new Free Your Fun Side campaign, the ordinary becomes extraordinary, turning boring situations into moments of fun. One gulp of Mirinda’s fruitastically intense yumminess, and suddenly life is brighter and the world becomes more fundelicious. On 7UP, this update of the Shape 7 campaign ties the refreshing fun of cooling off to the uplifting feeling you get from drinking 7UP. Green colors hint at the taste of lemons and limes, and moments of simple joy come together to form the iconic 7UP logo.
Performance Starts Hear
Polk Audio changes the game with new sports headphones
For an athlete, headphones are more than an accessory. The earbuds lock in and the music takes over, motivating the athlete to go longer, to push harder, to dig deeper — superior sound driving superior performance. So, when Polk Audio set out to solve the problems with existing “sport headphones” by launching their new UltraFit™ Sports Headphones, they looked to TracyLocke to launch this new product lineup Rooted in the idea that sound motivates, TracyLocke developed a breakthrough brand identity, powerful print advertising, and dynamic package design to bring to life the creative idea called Performance Starts Hear™. And that leaves Polk Audio in perfect position to outpace the pack. Game on!
The Flavor of a Makeover
7-Eleven gets a new look
In Southern California, 7-Eleven has made significant investments in the renovation of their stores, which include upgraded interiors, new coffee bars and an array of new hot food items. Once the renovations were completed, we were tasked with creating a campaign to help convince people that 7-Eleven is more than just a convenience store, and ultimately to drive store traffic and increase sales. Our idea was to brand 7-Eleven as the place you go to put the flavor in every occasion – whether it’s an ice-cold Slurpee® after a Little League rally, a Big Gulp®, Southwest Turkey Sandwich and chips for a road trip, or an Energy Drink and Beef Mini Tacos that get you through all-nighters. The integrated campaign came to life across a variety of media in and around the marketplace.
Dew does skate content different
Come, grasshopper, and learn the ways of skate! How better to bring Mountain Dew’s “It’s Different On The Mountain” attitude to life, than by making a skate video unlike any other? Enter Paul Rodriguez, the master, taking two of his young protégés, Theotis Beasley and Keelan Dadd, on a journey to challenge the city they call home. Shot in iconic skate spots around Los Angeles, the tale unfolds as the 3 skaters travel around town slaying it on their skateboards. And when they were done, Mountain Dew and its skaters had conquered, not just LA, but Dew Tour audiences everywhere.
Take Pizza Night from Fun to Phenomenal
Pizza Hut leads in innovation once again
In a season dedicated to new beginnings, Pizza Hut wanted to blow the doors off the competition in April with an innovative product so crazy, so cheesy & so out of this world, it was named “Crazy Cheesy Crust Pizza”. With a pizza this unique and delicious, we took the print, point of sale, email, and social media to a whole new level of extreme. We did the first ever “double cheese pull” and partnered with Dude Perfect to bring the crazy to pizza. With this campaign, we gave consumers permission to get a little crazy and take Pizza Night from Fun to Phenomenal!
I'll Drink to That!
Goody Goody Liquors Inc. Rebrand and Campaign Rollout
Dallas-based Goody Goody Liquors Inc. opened their first store in 1964. Their commitment to fair prices and top-notch customer service helped them grow to 20 locations across Texas with very little need for advertising. But then the landscape changed. Facing the effects of aggressive new competition in the DFW market, Goody Goody teamed with TracyLocke to articulate their brand promise and translate it into a complete rebrand, starting with a new logo and evolving into an integrated advertising campaign. The “Toast of the Town” campaign uses humorous and genuine toasts to set Goody Goody apart from the competition, with executions coming to life in print, OOH, radio, street kiosks, delivery trucks, in-store and more.
Not Your Average Barbershop
The Arcade in Dallas TX
Where can you get a haircut and a Stratocaster? Check out a barbershop called The Arcade. Cookie-cutter haircutting franchise? Uhhh…No. The Arcade is a funky barbershop that also sells and trades guitars and music equipment. What it needed was updated branding that matched its barbershop, guitar-swap essence. We created and launched an identity campaign that celebrates the soulful vibe of this Dallas landmark, featuring lyrical messages about looking sharp and sounding even better. The results? Walk-In business has tripled. Stop by. The Arcade is the only barbershop where you can leave lookin’ like Clooney, and soundin’ like Clapton.
Love Every Sip
Diet Pepsi 2013 Brand Platform
In 2013 we’re making Diet Pepsi all about love - for the product, and every moment of every single day. We created an entirely new brand platform and asked our consumers to ‘Love Every Sip’. Fan favorite and Diet Pepsi loyalist Sofia Vergara is back to launch our ‘Love Every Sip’ campaign, which includes everything from in-store activation to national radio spots. To complement our new tagline, we spread the love on Valentine’s Day with our one-of-a-kind, limited edition heart cans. With a new voice, look, and even love-inspired packaging, ‘Love Every Sip’ has made a big splash nationwide.
My Plate. My Way.
Buffets, Inc. serves up customization
How do you make people think differently about your buffet restaurant? You talk about it differently. While other chains continue to default to the “all you can eat at a great price” story, we partnered with Buffets, Inc. to take a more creative, insightful approach.
In an integrated campaign, we bring to life the joy of customization by celebrating the person making his or her plate in a fresh, fun relatable way. Whether you fill your taco shell with pot roast or make a slider out of mac ‘n cheese, our menu is your imagination. "my plate. my way." is not only driving traffic and increasing sales, it is reframing the way people think about the brand and the entire buffet category.
The Carly Effect
T-Mobile Takes Over Dallas Transit with Mobile Broadband
The TL T-Mobile team recently got the opportunity to blanket our own city of Dallas in creative thanks to a local push for T-Mobile’s Mobile Broadband service. Starting at Mockingbird Station and radiating outward at bus kiosks across the city, we placed ad after ad featuring contextual headlines communicating the obvious benefit of Mobile Broadband—the ability to richly connect to the Internet from virtually anywhere.
Imagine yourself in a Dallas Area Rapid Transit (DART) train, riding home to the ‘burbs from work, wishing you had something to watch to pass the time…or for the workaholic, a way to keep in touch with the office. Then your train rolls past a life-size T-Mobile Carly, who shows you a way to make this simple dream a reality for only $29.99/mo.
With a deal so great, we probably just needed one. But placing headline after headline along transit lines insured that the Mobile Broadband message hit home.
So, the next time you’re riding DART, maybe you’ll come to a moment of clarity--“Hey, I could be watching streaming TV right now instead of staring out the window of this train. What am I waiting for?”
It’s an easy sell, really. And we have to admit—the sight of all that beautiful magenta always brings a tear to the eye.
You Are What You Tea
Lipton Iced Tea nurtures its natural side
This year, Lipton is launching their revolutionary new 100% Natural Lipton Iced Tea –in a beautiful new bottle. As part of an Inter-Agency Team, we collaborated in countless brainstorms, which ultimately led to the creation of the “You Are What You Tea” silhouette campaign idea. We then helped bring the campaign to life by creating stunning silhouettes of people filled with sun, water and tea leaves, highlighting our concept of “inner refreshment.” This work is helping to drive summer long sampling that kicked off at SXSW, highlighting “The Natural Side of Music,” and the Lipton partnership with Pandora Internet Radio. Our silhouettes will also rock out on the national mobile sampling tour bus, sampling stations, outdoor boards, and concerts. We even tailored the work for the Florida region, letting legendary women’s golf champion Annika Sorenstam show what 100% Natural Lipton does for her inner game. Finally, we completed our activation in-store, filling words with sun water and tea, to let our message shine through.
If You Build It, They Will Come
Pepsi Max brings MLB legends to life
Inspired by TBWA's national Pepsi Max/MLB TV ad, we created the "Field of Dreams" engagement program to capture the attention (and imagination) of baseball fans everywhere. The idea was simple – "If you build it, they will come". The program allowed fans to not only build a dream team of the greatest MLB players of all-time, but it also gave them the chance to actually play a game against them in their own hometown. In-store promotion and online advertising spread the word and drove consumers to vote at the microsite on MLB.com. The dream finally became a reality on May 12th, 2012 when over 10,000 fans showed up to watch their favorite legends take-on the winner and his friends in Columbus, Ohio. With over a million votes cast, and national coverage for the game itself, Field of Dreams 2.0 is ready to step up and knock expectations out of the park.
Hugs for Barilla
Barilla launches “The sauce that hugs our pasta."
Barilla is the number one selling pasta in America. Barilla sauces are not. No wonder Barilla wanted to tell the world their sauces and pastas were “made for each other.” Their national campaign used the metaphor of Romeo and Juliet to highlight the love between Barilla sauces and pasta. The challenge to TracyLocke: take a more product benefit focused approach in-store, while keeping it emotional. Research showed us New Barilla sauces are so think and rich, they actually cling to the pasta. That fact proved to be the inspiration for our activation idea: “Barilla. The sauce that hugs our pasta.” After all, who doesn’t love to hug? Especially Italians! Our hugs theme worked beautifully in-store, and also inspired our national promotion, which gave consumers the chance to “Hug your family in Italy.” Our idea was also extended to the work done by other agencies. Based on our concept, The Perfect Hug photo contest was highlighted on facebook, and a Send a Hug Day was created which allowed consumers to help donate 40,000 meals to Feeding America, just by sending a hug. Based on our work, we were also given the honor of writing the copy on every jar of new Barilla sauce. Hugs all around!
Crime Fighting QR Codes
HP Protects Against Counterfeit Ink
The Counterfeit ink business is booming. Each year, consumers are fooled into thinking they are buying Original HP Ink and Toner. And because counterfeit ink fails 1 out of 3 times, it's costing them money. Not to mention all that lost revenue for HP. To combat the issue, HP developed on-pack holographic security QR codes. Consumers simply scan the code to make sure they are getting Original HP ink, giving them piece of mind. To get the word out, we created a campaign that put the crime fighting QR code front and center. And, why just talk about authentication when you can show it in action? Each ad utilizes a fully functioning holographic QR code that when scanned, takes shoppers to a mobile site walking them through the HP verification process. Just that easy. This fully-integrated approach worked in print, direct mail, email and digital advertising.
This may be of interest to you if you are curious what brands are doing with mobile Beacon technology, or if you just really like ice cream
Ran into this interesting piece on the total number of Hispanics listening to Pandora and why the digital radio is so successful amongst the cohort.
A missed opportunity for our partners if not acted upon and an explanation of how Pandora has set the grounds for more future success.
Read about how 7Eleven is going to continue to expand upon their loyalty test with the company, BELLY.
By the end of this year, over 2,600 7-Eleven stores’ loyalty will be powered by Belly’s digital marketing platform. This will bring the total participation to one-quarter of 7-Eleven’s locations in the U.S. and Canada.
We have contacts at Belly so let me know if your retailer / client wants to run a program!
Today I stumbled across Amazon's "Smile" shopping portal. While this isn't brand new to Amazon, it is currently being strongly promoted on their website. The portal allows you to direct a portion of your purchase proceeds to a chartiy, and best of all -- you get to pick which charity to support. Retailers like Target have had successful social campaigns in recent years using similar tactics through Facebook, but Amazon's is right on its homepage and tied directly to your purchase.
I'm personally a strong advocate of ethical commerce and do make purchase decisions based on what kind of social good may (or may not) result from how I spend my dollars. To me it's exciting to see Charity: Water and Pencils of Promise included in the AmazonSmile featured charities, though if you wanted to pick a different cause, there's a search option that allows you to pick from an extensive list of other participating charities. This includes local organizations as tiny as a specific school district's PTA.
Check out the portal here: http://smile.amazon.com/
Naysayers have pointed out that AmazonSmile is giving shoppers the warm fuzzy feeling without actually giving any extra money to charity. The donations are all coming from Amazon. Yes, this is a good example of "slacktivism," but if you weren't planning on donating $5 to a charity today and now with a click of a button you have placed a vote for where Amazon should direct its charitable giving, one could argue that's still a positive.
Kroger officially just closed on their purchase of Vitacost.com
WHY does this matter to you and your clients? If you've ever been in a Kroger meeting with me, you've heard me say how Kroger is lacking in their digital precense. NO MORE. we will see some really big changes in the months / years ahead. With the close of this deal, Kroger is now officially an e-commerce retailer, with the content and price savings and infastructure to make it a really big deal.
in 2012, Vitacost said that they “want to be known as the Wal-Mart of Whole Foods.” Product prices are as much as 50% off from the usual retail price, and in addition the e-retailer offers multiple online promotions, coupons, and a savings program to maintain shopper loyalty and generate traffic.
So, sign into Kantar to read the fuill article and think about how you'll need to really start bringing health and e-commerce to your Kroger clients.
and because i'm sure I'll get asked for the results, here is what has been published so far
Great video on how a common vision has inspired a new brand to really stand out from the rest.
More insight from a site worth bookmarking.
Amazon's new 3D Printing Store allows customers to order a variety of products made with 3D printers, such as iPhone cases and jewelry. 3DLT, Mixee Labs, Sculpteo and other 3D-printing companies turn out the products and provide the services offered in the Amazon store.
While the lyrics of one of Weird Al Yankovic's latest videos speak directly to the hearts of copywriters and grammaristas everywhere, the kinetic typography, motion graphics and visual effects it employed got the attention of art directors and designers alike. Check out this behind the scenes look at the making of the music video for "Word Crimes," made in 500 hours by one animator.
If e-commerce was the first digitally-enabled fundamental shift in the way we buy products, social commerce is the second. The idea of shopping from within social platforms like Twitter, Facebook and even Instagram are becoming reality.
Twitter recently announced their plans to purchase CardSpring, which will give them the infrastructure to provide brands with the opportunity to add a "Buy Now" style button to their tweets.
Twitter has already worked with brands like Amazon (#AmazonCart) and Amex (#AmexBestBuy) to allow users to purchase products (or at least add them to a shopping cart) simply by crafting a tweet and adding a specific hashtag.
Plus, a service called Like to Know It allows you to have product info and a link to buy sent directly to your email simply by Liking an Instagram photo. All content producers need to do is set up the product page with a liketk.it link.
I'll be keeping an eye on social commerce.
This has already gone viral, but for those of us who cringe over the improper use of ampersands, apostrophes and commas, it's vaildation.
Weird Al Yankovic is a national treasure, and belongs in any Hall of Fame on the planet, Rock and Roll or otherwise. Besides, he's been doing his thing since before some of our colleagues were born. Long may he wave.
Content may be king, but it takes more than just a king to rule an empire.
Here's my latest contribution to the Say Media blog - http://www.saydaily.com/2014/07/content-is-king
We all joke about Snapchat and have even included it in some of our planning ideas, but this quick article shows us that it really can be used as an effective tool - you just need to use it correctly to entice your consumers.
I was happily surprised to hear three 11 year-olds reciting this viral video verbatim. And guess what, they all were LOOKING FORWARD to their first period.
Check this out. You'll want to see the rest of the campaign, too.
“I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” Maya Angelou
If you need a little insight on our business and inspiration on how to look at work and life here's a little something.
ill share a coffee with you too if you drop by my desk.
soooo, how many questions did you play before you ran out of miles?
This weekend was the 4th multi-genre online video convention. It's for people who love online video, whether Independent creators, enablers, viewers or supporters of all kinds. Here are a few discussions that I thought were pretty darn nifty.
- Net neutrality
- multi-channel & the relationship between online vid & trad TV
- branded content
- viral video fame
Then ofcourse, the real entertainment that really got me 'ooh aah-ing':
- quiddich...who's up for recreating this?!
- silent disco (not a typo)
- lipsync booth and insta slow-mo...pop culture at its heart
- prom...described as better than the real deal
- Disney Day...brought to you by the best park on earth
the best part...Online video celebrities get to show off their gear and highlight what theyre sporting to make those videos so darn addictive.
So, the ultimate question this Mon, 'where would you have spent your time at VidCon?'