Content Marketing Showcase Part VI
Content marketing isn’t showing any signs of slowing down. Brands from across the world are throwing an extraordinary amount of budget at creating engaging, and never before seen content. Here at Parallax, we love content marketing and we enjoy seeing and creating it on a daily basis.
In keeping with the theme of our previous content marketing showcase articles, here are some more great examples of what we’ve seen across the internet lately:
Three #stopholidayspam
Three have really nailed it with their latest campaign. Recently launching their ‘Feel At Home’ service to customers, Three now offer the use of their data, calls and texts packages for free of charge throughout various countries across the world.
In response to this, they’ve created an ingenious campaign called “Stop Holiday Spam”. If you haven’t seen the adverts on TV yet, keep an eye out for them; they’re pretty great. Focussing on a faux apology for encouraging ‘holiday spam’ such as pictures of swimming pools, plane wings, sunsets and hot dog legs, they’ve really hit the nail on the head.
Check out the video:
Whilst the TV adverts are great, it’s the integration of the campaign across digital that has impressed us. Running from a separate domain (www.stopholidayspam.com) to Three’s normal retail website, they’ve set up a “Holiday Spam Crisis Centre” website that features apologies, a map featuring holiday spam hotspots, a current holiday spam level rating (running from mildly irritating to critical), live alerts such as “…a wave of hotdog legs approaching from the French Riviera”, videos and much more.
Heavily intertwined with social media, Three are encouraging users to “Tag a Bragger” where they can use the hashtag #holidayspam on irritating friend’s images. They’re using the same hashtag on Twitter to encourage interaction around holiday spam. We particularly enjoyed the downloadable ‘Travel Selfie Disorder’ PDF that where users can find out how to cure their problem.
The whole campaign is just fantastic. It shows that Three completely understand their target audience and keep their ears to the ground regarding social trends. Keep it up!
Heineken @wherenext
Heineken have also really impressed us with their new Twitter-based campaign. Launching yesterday, the @wherenext campaign allows city dwellers across the world to plan their nights out directly from Twitter using real-time location-based Tweets to recommend where they should go next.
All a user needs to do is Tweet @wherenext with their location (e.g. @wherenext Leeds) and the service will recommend your next destination. Perfect! The user can also visit a mobile responsive site to get a closer look at the suggestions, as well as seeing live Instagram images from each destination.
Heineken have included all pubs and bars too, not just those that only sell Heineken in order for the tool to not seem like an obvious sales tool. It’s a great tool overall, and a fantastic way to engage users with the Heineken brand.
Domino’s Pizza Mogul
Domino’s Pizza recently launched an innovative new promotion called Pizza Mogul, giving customers the chance to make money by creating their own pizza.
Unfortunately it’s only available in Australia at the moment, but it’s so good we thought we’d include it in our showcase. In similar fashion to the McDonald’s ‘My Burger’ campaign, users are encourage to create their own pizza, add all of their desired toppings and give it a suitable name. The twist is that the pizza then gets listed on the Dominos menu and as an incentive to share it with friends and across social media, users could pocket between 25c and $4.50 per pizza.
Pretty clever stuff from Domino’s!
What content marketing have you seen around lately? What’s been your favourite? Let us know, we’d love to hear from you!