SoBe is teaming up with Mike Tyson to add more action to its new ‘Try Everything’ campaign, launched in May. The well-known boxer joined the roster of celebrities who were tapped for the new marketing initiative—this list includes the names of actresses Hilary Duff, Jessica Szohr, model Kate Upton (she has been featured in the brand’s animated ad on Pandora, the first-ever ad of this kind on the website) and baseball player turned musician Bernie Williams. To promote the new marketing effort and encourage its fans to broaden their outlook by being open to new experiences, the brand got into the updated version of the ‘Mike Tyson: Main Event’ iPhone game—the new extension was created in collaboration with iPhone game developers RockLive, Omnicom’s OMD Gaming and OMD’s Ignition Factory.
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Last week, Old Spice launched a spinoff of its hilarious ‘Be Like a Man, Man’ campaign, introducing a new spokeshunk, 50-something Fabio, who came to replace the hilarious Old Spice Guy, Isaiah Mustafa for a short period, while he is busy in Hollywood. Procter& Gamble stated that the previous, much-loved character will return, but the audience didn’t expect that it’ll happen so soon (yet, he was battling with the newcomer online on Twitter since the launch of the new phase).
Reckitt Benckiser (RB), the leading global household, health and personal care company (with U.S. headquarters in Parsippany, NJ) and parent of Clearasil, Lysol, Woolite and other iconic brands, announced a charity adventure competition for students and those early in their careers. The competition is accessible via RB’s Facebook page, where contestants can enter to win experiences of a lifetime to climb Mount Kilimanjaro, trek the Great Wall ofChina, cycle from London to Paris or Hike the Inca Trail. These charitable adventures are similar to those offered to RB employees by the company.
Today, street art is one of the favourite fields when it comes to consumer engagement. Red Bull, HUGO, Sprite and Nissan to name a few are among brands which imbedded this trend into their initiatives, and Mountain Dew, as one of the biggest supporters of modern culture, also belongs to this list. Following the successful Green Label Art Shop Series campaign launched last summer and based on graffiti culture, the soft drinks brand has kicked off a hilarious Street Art project on its UK Facebook page, inviting its fans to create a piece of street art in the digital dimension.
Miracle Whip has launched a follow-up of its ‘love-hate’ ‘We’re not for Everyone’ campaign and is now appealing to U.S. couples, which are being tearing up—or glued together—by their attitudes toward the mayonnaise-like spread and dressing. In the ‘Not For Every Relationship’ video contest, Kraft Food’s brand is inviting people to share a shot on how the product has affected their relationship for a chance to win $25,000 for their upcoming wedding… or divorce.
Stoli, which last year launched its campaign ‘Would you have a drink with you?’ now turns to music talent projects, the area where it is quite new (unlike Converse or Wrigley). The alcohol brands has issued a call for all its fans to support aspiring musicians in its new initiative on Stoli’s Facebook page, give them an opportunity to get featured on mix tapes and have a country-wide recognition. For the project dubbed ‘A Band Apart,’ the brand teamed up with FanBridge and Flavorpill—the contest can be accessed via a special hub here.
The UK division of Spanish auto brand Seat, which loves music as much as cars (and proves it all the time by launching new projects revolving around music), has kicked off a new campaign, celebrating the brand’s partnership with Universal Music, on social media platform. As part of it, Seat is offering its followers on Twitter and Facebook a chance to listen to up to 750,000 music tracks, presented by Universal Music—all this for visiting local dealers and booking a Seat test drive.
A year after YouTube asked people from all around the globe to contribute to making the ‘Life in a Day’ crowdsourcing movie, Intel Corporation and Toshiba America Information Systems Inc. issued a call encouraging Internet users to participate in developing the state-of-the-art social film project dubbed ‘Inside.’ The blockbuster thriller starring Emmy Rossum (‘Phantom of the Opera’) and directed by D.J Caruso (‘Eagle Eye’) and Oscar-winning cinematographer Mauro Fiore (‘Avatar’), will be created in line with the previously launched Intel’s ‘Visual Life’ campaign and its numerous advertising pieces revolving around the escape theme.
Levi’s has been always committed to celebrating pioneer spirit and empowering youth to create a better world (the recent activities of the brand are revolving around water conservation and creativity) and with its groundbreaking technologies including the Water<Less one, has become an icon of progress, improvement and driving positive change. Last year, Levi’s launched its ‘Ready to Work’ campaign in the U.S. as part of its ‘Go Forth’ platform revealed in 2009, and now the brand announces the launch of its first-ever global creative platform under the same title with the ‘Now is our time’ tagline—the new marketing effort is designed to reach consumers in 24 countries via a plethora of media including TV, cinema, print, digital and outdoor in the coming months.