I was invited to speak about real-time marketing at the Movember Content Summit in May, and all my fears were confirmed. From that point onward, I would be strangely compelled to inflict my wildly unkempt ginger and white drunken caterpillar of a “moustache” on the world for an entire month. I fell in love with the cause and the people who run the charity globally. As you probably know, if you grow a moustache for the month of November, you’re a MoBro. You then collect donations to help “change the face of men’s health” by funding prostate cancer, testicular cancer and mental health charities.
In addition to “growing” and raising money, I’ve been looking out for Movember UGC and feeding in tips related to real-time response and newsjacking various trends over the month. Here’s my Urgent Genius Top 5 Bits of Movember Awesomeness round-up of the best brand and individual bits of content that have hopefully helped the creators raise more money for a great cause:
Bakery Lou Lou P’s Delights in Leeds made a special Burt Reynolds eclair and got featured on Cake Wrecks where they got almost 1000 shares.
This Instagramer took a different photo of himself every day in the style of a celebrity. Great listicle of his best efforts thanks to Buzzfeed
Famous astronaut Chris Hadfield racked up three quarters of a million views with his guide to Movember. It’s Chris being Chris but on earth where gravity is perhaps a bit less exciting. Dead-pan. Brilliant.
Dublin creative agency Core Media/Radical Dublincreated a giant ginger mo on the roof of their building and hooked it up to their donations page where it grows with every donation given. I really love the digital to physical nature of this effort.
This is hot off the press as Movember just launched it. They got brilliant beatboxer BeatFox to translate several different types of mo’s into a beat. I really love these films.
So that’s my Top 5. Let me leave you with the efforts of both myself and an evil midget to raise cash for a good cause:
Meet Movember community manager of awesomeness Rina (she provided me with a long list of content upon which I’ve picked these top choices so thanks, Rina). She’s raised a ton of cash with her team and is even offering dates for donations. She’s lovely so donate £30 to Movember and have a great night out with her and members of her Evil Midget crew.
Finally, I’m raising money by threatening my village with my disgusting ginger and white lip caterpillar. If I don’t double my local hair salon’s donations in this final week, I will keep my mo til ’14 and probably have to spend Christmas alone as a result. If you want to donate to Movember in my name, here’s my MoSpace. Also, here’s my ad in The Hair Company in Ealing.
WHAT’S NEXT: My vision for Movember next year is that I can help them create interactive platforms where people are rewarded for donations with real-time personalised content. I really want to help women who donate aka MoSistas to feel more involved. Sure they can’t “grow” but I really feel strongly about getting them involved using innovative sensory technology. I’ve even looked into the power of conductive hair. Watch this space. Have you seen any other brilliant Movember bits of content?
We weren’t very Urgent on this post so apologises. But we felt it was worthy of a post for all those who may have missed it. BA have been playing with digital outdoor over the last few years. We featured their live broadcast from the Caribbean in the Newsjacking book. Their latest digital outdoor campaign asks people to look up. It features video of kids looking up into the sky to coincide with planes passing overhead. It then displays the actual flight number and the location of the plane’s embarkation port. And it’s all done in real-time. They set it up in two locations Picadilly Circus and on one of the major carriageways running into the city.
Domino’s have jacked the outdoor execution with their own version. Check it out:
Apologies for the month of silence from me on the blog and thanks to Grant for being prolific as always. I’ve been setting up a newsroom at an agency and while it’s been full-on, I’m so excited about what we’ve built. I’ve got several posts I’m working on including a Movember round-up, but I got excited about a campaign from Air New Zealand so I’ve had to blog about it. Last year, Air New Zealand did an Hobbit-themed air safety video. I’m not a Tolkien fan boy but I am always looking for brands to do something big for the fans when they do take on a massive sponsorship like this. This year, they’ve made a 2 minute epic film called Just another day in Middle-earth #airnzhobbit featuring a character from the film and hundreds of airport staff.
For Tolkien geeks, there are two grand prizes – a trip to NZ and a trip to the film premiere in LA on 2 Dec. And they’ve decked out a plane as a flying Hobbit billboard which will land in LA right before the premiere. That’s great, but standard fare for a promotion in my mind. This could be huge. Let me stress the COULD. They’ve put the hashtag #airnzhobbit in the title of the film. This is where I think a real-time newsroom could come in handy. They’ve captured the geeks’ imaginations with this campaign so I am hoping that they have a few tricks up their sleeves for people using the hashtag. If they keep their Hobbit ears finely tuned to passionate fan requests and comments, I think there could be some shareable content that will find its way to Buzzfeed and Reddit if it’s good enough. I hope they’ve set aside a pot of money to make fans feel special with personalized video. This is a gift of a campaign because of the fan-boy factor. Air New Zealand, do it for the fans. Do a Hobbit-style version of the Cannes Lion winning Bodyform video from my mates at Rubber Republic. You’ve got millions of fans ready to share it if you do.
Victoria Beer have created miniature scoreboards, just in time for The Ashes. Campaign Brief reports that they are giving away the Wifi enabled boards powered by Buzz (a live streaming service). The boards will keep Aussies up-to-date with every ball bowled with commentary from ex-cricketer Ian Healy. They also plays the VB theme tune to signify the last hour of play. VB have created a great real-time gadget and they are sure to be a hit with Australian Cricket fans.
Adweek have asked Topsy to run the stats on a selection of real-time campaigns to see if they have actually made a difference. They’ve looked at 6 executions including the Mini Beef post by our London Office.
It proves that if you strike at the right time with a surprising and relevant execution the brand can see a positive shift in sentiment. However, as we often point out, you’ve got to be genuine and relevant. And they’ve shown the potential Urgent Fail effect if you get it wrong, as illustrated by American Apparel’s Hurricane offer (we featured it on the blog back in October 2012) .