logic + magicR E V E A L ING T HE SECR E T S OF DIGI TA L M A R K E T ING

published by LEAP

SUMMER 2014 logic + magicR E V E A L ING T HE SECR E T S OF DIGI TA L M A R K E T ING

Your guide to the top 10 trends, toys, SEO secrets, & oh so much more.

THE

BEST

DIGITAL

2014

OF

10

10

10

published by LEAP

SUMMER 2014 logic + magicR E V E A L ING T HE SECR E T S OF DIGI TA L M A R K E T ING

Our definitive guide to the top 10 trends, toys, SEO secrets, and more. www.LEAPagency.com

SUMMER 201410 Biggest Brand Wins and Fails of 2014By: Mike Brown Published by LEAP

BY MIKE BROWN

BRAND WINS

OF THEAND FAILS

10 BIGGEST

YEARYEAR

10 GOPRO — “PEOPLE ARE AWESOME”This adrenaline-pumping video shows off the core function of the GoPro camera—to film action shots from a 1st-person POV. It’s fun to watch and begs to be shared. It also inspires. It gets you jacked up to try something adventurous.

07 GUINNESS – “FRIENDSHIP”It’s band-of-buddies love at its tear-jerking best. The spot opens on a group of guys in a game of wheelchair basketball. When the game ends, all but one of the players stands up. We're getting misty-eyed just thinking about it. We need a beer.

06 CHIPOTLE – “SCARECROW” This Pixar-esque short follows a scarecrow as he frees his “people” from the soul-crushing oppression of a giant corporation. The beautiful animation and hauntingly gorgeous soundtrack by Fiona Apple make Chipotle—ironically, itself a giant corporation—seem human.

09 OREO – “BLACKOUT” SUPER BOWL TWEETWhen the Super Bowl went dark, many eyes turned to Twitter, where an amazingly clever and timely tweet by Oreo had just gone viral. A 30-second TV spot for the big game cost $4 million. Oreo’s tweet cost virtually nothing.

08 LOWES – BEST USE OF VINELowe’s DIY Vines are like HGTV on hyper-drive. Each one takes you through a DIY project and multiple product demos in 6 seconds. As a bonus, the choppy style makes the featured projects seem fast, fun, and easy.

10 BRAND WINSWORK THAT CAUGHT OUR EYE AND OUR ENVY

BY MIKE BROWN

23 TOP 10 OF 2014

MOST EPIC WIN

STARBUCKS — "TWEET A COFFEE CAMPAIGN"Starbucks "Tweet-a-Coffee" campaign allowed any user with a credit card-backed Starbucks account to send $5 gift cards to friends via Twitter. So far the campaign is responsible for more than $180,000 in sales, and a lot of free publicity.

05

GOOGLE EARTH — "SAROO BRIERLY: HOMEWARD BOUND"This mini-documentary tells the true story of a man who used Google Earth to find his childhood home in India and reunite with his birth mother, 25 years after he went missing. If you have a heart in your chest, it’ll put a lump in your throat.

04 KMART “SHIPPED MY PANTS” This video is childish, punny and totally freakin’ awesome. The humor hammers home a clear and memorable message—Kmart will ship anything. It also went viral, which was a big win for Kmart.

03

NETFLIX — ORIGINAL PROGRAMMINGThrough original and highly binge watchable shows like House of Cards and Orange Is the New Black, Netflix was able to build brand loyalty without ads. Brilliant.

02 DOVE –"CAMERA SHY" "Sketches" gets all the love, but "Camera Shy" was the real masterpiece of Dove’s inspiring "Real Beauty" Campaign. Through a clever use of home-video-like clips, the work gives a stark, but compassionate look at how women are socialized to be self-conscious.

01

10 BRAND FAILSSPECTACULARLY TERRIBLE IDEAS WE LOVE TO HATE.

BY MIKE BROWN

SAMSUNG – "LOST IN TRANSLATION"Subtly sexist with terrible acting, Samsung never expected American audiences to see this ad. Unfortunately for Samsung, the Internet knows no borders. The campy ad went viral, and had the executives as Samsung feeling ill.

10

STARBUCKS – VAN BREAK DOWNA Starbucks van in Japan featured a side graphic with the brand logo and name. Unfortunately, the van had a sliding door, which left the logo visible, but shortened the name. The image went viral on Reddit.

08

PEARL IZUMI – BAD DOG AD. BAD.This sports apparel company’s print ad featured a runner giving CPR to a Labrador. The message? Our gear will help you run so far, your dog might die trying to keep up. Unfortunately, folks love dogs more than Pearl Izumi.

09

LULULEMON — CEO GAFFEWhen Lululemon received complaints about the quality of its yoga pants, CEO Chip Wilson defended his brand. It’s not the yoga pants, he said. It’s the unyoga-like bodies of the women trying to squeeze into them. Bad Karma Chip.

06MSN – MEMORIAL “LIKES” MSN asked for “likes” of its Facebook page as a way for users to pay their respects to former lead singer of Bee Gee’s, Robin Gibb, who was recently deceased. MSN came off looking cold and opportunistic. Not exactly what we look for in a news organization.

07

MOST EPIC FAIL

KENNETH COLE – SYRIA’S TROUBLEKenneth Cole did great things with social media in 2013. They also made an epic blunder. Then did it again. Through Twitter, Kenneth Cole twice put its shoes in its mouth by referencing deadly tragedies in the Middle East as a way to promote sales.

05 UNDER ARMOUR – MACH 39 SPEEDSKATING UNIFORMSAnalysts felt like the Mach 39—the U.S. Olympic speedskating uniform designed by Under Armour—presented an unfair advantage. And it did, just for other teams.

04

NUTELLA – GRINCHING ITS OWN HOLIDAYNutella sent a cease and desist order to Sara Russo, founder of “World Nutella Day.” That’s right. Nutella threatened its most loyal fan with a lawsuit in order to stop a wildly successful and totally free promotion. Talk about nuts.

01

HYUNDAI – ATTEMPTED BRANDISCIDETo promote its new zero emissions car, Hyundai created an ad where a man tries, but fails, to commit suicide when his car’s exhaust proves to be safe. The ad was designed to be shocking. It overachieved.

03 AMY'S BAKING COMPANY — FACEBOOK FREAKOUTAfter a poor performance on the the TV show Kitchen Nightmares, the owners of Amy’s Baking Company received negative comments on Facebook and other social media. Their response—attacking commenters with obscenity-laced tirades—led to an even bigger nightmare.

02

26LEAPAGENCY.COM

brand WINS & FAILS of the year

TIPS FOR CREATING A SMART CONTENT STRATEGY

PICTURES

FICTIONAL TOYS

TIME TO SHIFT GEARS?

You oughta be in

shopper’s

turned tech tools

DELIGHT

AND OTHER DIGITAL

AWESOMENESS

SOCIALCURRENCY

Your story in motion

w w w.LE A Pagency.comLouis v ille / Cincinnati

logic + magicPublished by