L’Oréal USA has re-launched Makeup.com, which was acquired by the brand in 2009, giving it a fresher look and making it more dynamic in terms of content (photos, slide-shows, ‘how to’ spots as well as articles, news and tips written by the experts of the industry will get posted on the website on a daily basis). The goal of the revamp is to make the online destination a women’s ‘best friend,’ which can tell her what is trendy and what’s not in the world of cosmetics.
digital campaign
Doritos, the tortilla brand well-known for its crowdsourcing ad projects (which not only gave dozens of creatives from around the globe a chance to earn some money with their filmmaking talent, but also helped the brand make it big earlier this year during Super Bowl), has released a touching story of one man, Esteban Ortega, aka the Dip Desperado. He used to be a champion chip flicker, but then ruined his life with alcohol and big-headedness and finally lost his title—now he wants to reclaim it and asks consumers to help.
Nowadays, jeans are a symbol of moving forward, youth, rebellion and pioneer spirit, but originally they were made for working. Diesel, which can ‘be stupid’ as well as smart and industrious, has put this fact behind the new collection called Our Glory, the line of jeans “master-crafted by an elite team with a perverse passion & clinically insane inclination for denim.”
SoBe is probably the fastest brand in the world of soft drinks considering the fact that its totem animal is a quick lizard. Thanks to its nimble nature, the brand is also the first to unveil an in-tuner animated video ad, part of the brand’s recently launched ‘Try Everything’ campaign, on Pandora internet radio website, targeting young millennial males. The 15-sec pop-up advertisement, featuring a slithering lizard followed by a bikini-clad Kate Upton, Sports Illustrated Swimsuit 2011 Rookie of the Year, was available to see for just one day, on June 29, and only by guys aged 18-29.
Google wants to become the king of the social networking world and makes a huge step towards this goal. The Internet giant which has recently introduced the +1 button globally, launched the Google+ project created to “bring the nuance and richness of real-life sharing to software” and “make Google better by including you, your relationships, and your interests.” The new network, which is now not open for free registration (at this stage, users can join in only by invitations), is running in test mode and has some ‘rough edges,’ which are sure to be fixed over some time. The Google + includes a range of services, allowing people connect with their friends online, and is good just for every social-related activity performed online.
Greenpeace, which has recently launched a campaign against Mattel (and Barbie, who turned to be a serial killer), now is targeting another manufacturing giant—the Volkswagen Group (unfortunately, the ‘Think Blue.’ philosophy didn’t save the largest carmaker in Europe from disgrace). The environmental activists are turning VW’s battery against it: the much loved ‘The Force’ Superbowl commercial (which got Gold Lion in ‘Film’ at 2011 Cannes Lions) featuring ‘little Dart Vader’ inspired a parody video, launched by Greenpeace to raise awareness of the automaker’s lobbying against cuts to carbon emissions—and drive the manufacturer to greener standards.
MINI France has recently launched a captivating advergame called ‘Mini Maps’. It’s a Facebook app that lets users customise a virtual MINI and race virtually on a Google Maps mash-up. Satellite images add a realistic feeling and option that allows to create own tracks and explore their dream destinations makes the advergame a fun and smart innovation.