Press Room
Posted 02/17/2010
MINNEAPOLIS, Feb. 17, 2010 – Colle+McVoy’s interactive expertise advances to meet the ever-evolving digital needs of its clients with the announcement today of three promotions: Craig Pladson (previously interactive account director) to director of interactive strategy, Braden Stadlman (previously senior interactive producer) to lead interactive producer, and Barrett Haroldson (previously senior designer) to interactive associate creative director.
“These individuals have played defining roles in shaping Colle+McVoy’s digital expertise and they will continue to help sustain our growth and momentum,” said Christine Fruechte, president and CEO, Colle+McVoy. “A number of years ago when traditional agencies were building interactive departments, we infused interactive expertise throughout the agency. The resulting seamlessness has been key to our success, especially since interactive technology has become integral to how consumers behave and interact with brands.”
Since 2007, Colle+McVoy’s interactive billings have doubled, and they now account for more than 40 percent of the agency’s work. In the past year, the agency became digital agency of record for Land O’Lakes Dairy Foods and has been awarded new interactive assignments from Yahoo!, Discovery Communications, Aveda and Kiehl’s.
“A large part of our success is the result of a very collaborative and integrated approach to strategic planning and creative development,” says Mike Caguin, executive creative director, Colle+McVoy. “Consumer insights drive the creation of the user experience, and development is involved at the beginning of the process, not at the end of the production line.”
Recent recognition for the agency’s digital work includes a 2009 Webby Award for the pop culture phenomenon YearbookYourself.com, which generated increased mall visits for client Taubman Centers. More than 25 million people worldwide, including celebrities Lance Armstrong, Jimmy Fallon and Paul Reubens, have “yearbooked” themselves. The agency’s work has also been recognized by the Cannes Cyber Lions and One Show Interactive.
In recent months, Colle+McVoy has paved new ground with digital innovation, including 3-D technology; augmented reality; and the development of Squawq, a Twitter analytics Web tool designed to track, aggregate and artfully report information about brands, trends or topics. The agency recently received significant attention for its unique use of Squawq to track and measure brand impact and advertising effectiveness during the Super Bowl.
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Posted 02/05/2010
Squawq provides immediate feedback from Twittersphere on America’s discussions about ads, brands and teams
The Doritos “House Rules” commercial was the most talked about television advertisement on Twitter during the 2010 Super Bowl, according to Squawq, a Web tool created by ad agency Colle+McVoy that tracks and analyzes conversations on Twitter. The Doritos brand as a whole received more than 35,000 tweets during the game for its ads, but most of these (more than 21,000 tweets) were received immediately after the “House Rules” spot aired, indicating its popularity.
“We’re not sure if the House Rules spot will ultimately win the big prize money in the Doritos Crash The Super Bowl promotion, but they won on Twitter tonight,” said Mike Caguin, executive creative director of Colle+McVoy.
By monitoring and analyzing the volume of chatter on Twitter about advertisements, brands and Super Bowl topics, Squawq provided an immediate snapshot of people’s opinions on game day. It ranked the most talked about brands, advertisements and teams during and right after the game. Results can be found at http://squawq.com/superbowl/.
“We created Squawq last year for our clients to track conversations about their brands and businesses on Twitter,” said Caguin. “Squawq has been extremely useful, fun and easy to use, so we wanted to see what it would reveal during a major television event like the Super Bowl. Never before have we been able to gauge public interest and opinions so quickly.”
According to Squawq, the top ten advertisers that spurred the most Twitter chatter as of 10 pm EST were:
Frito-Lay (Doritos)
Anheuser-Busch (Bud, Bud Light, Select 55)
Coca-Cola
Unilever (Dove)
Audi of America
Focus on the Family
Mars (Snickers)
Google
Levi Straus & Co. (Dockers)
E*Trade
Squawq uncovered other interesting results from its Twitter analysis during the Super bowl, including:
- The Saints won on Twitter too, generating 90 percent more tweets than the Colts, with over 675,000 tweets by game end.
- In a cost per tweet comparison (based on an estimated cost for a 30 second Super Bowl spot vs. number of tweets), Frito Lay (Doritos), Unilever (Dove), Audi of America, Focus on the Family and Google came out on top.
- Twitter chatter about the brands and ads was at its peak in the first quarter and then waned as the game went on, reflecting the anticipation of the game.
How Squawq Works
Squawq (found at squawq.com) is one of the most well-designed and user-friendly Twitter analytics Web tools. For the duration of the Super Bowl, Squawq tracked and analyzed tweet volume, popular keywords, hashtags, and URLs associated with the Super Bowl. For each brand, a search query was constructed that tracked keywords specific to that brand. For instance, for Coca-Cola, all tweets that either contain the word "Coke," or both the words "Coca" and "Cola" were tracked, as well as key words related to its advertisements. As tweets came in, Squawq compared them against each brand's search terms and updated the results in the official Super Bowl graph found at www.Squawq.com/superbowl.
Track the chatter Squawq Super Bowl.
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Posted 02/02/2010
MINNEAPOLIS, Feb. 2, 2010 – The Mega Millions® jackpot game is arriving in Minnesota and the ad campaign to launch it wants players to dream about what kind of mega millionaire they’d be.
The Colle+McVoy-created campaign for the Minnesota State Lottery features three television spots, a radio spot and Web site that engage players by asking “What kind of mega millionaire would you be?” Each component comically focuses on winner archetypes that are often revealed when people answer this question.
“When you ask someone what they’d do if they won the lottery jackpot, it’s surprising how eager they are to tell you. People love to talk about this,” said Dave Keepper, group creative director, Colle+McVoy. “It says a lot about you too, so it’s a perfect fit for sharing on social networks like Twitter and Facebook."
Three, 30-second television spots and a radio spot airing statewide offer a fun look at several winner archetypes, including a woman who becomes a “world traveler,” a guy whose life becomes suddenly “extravagant” and a man who might claim “it only changed me a little” after winning. Each spot drives players to a new Web site, www.MyMegaMillionsDream.com, where people can answer questions (a new question appears each day over a 90-day period) that help uncover what type of Mega Millions winner they may be. By participating online, they are entered for the chance to win $10,000 or a year of free Mega Millions tickets. The campaign elements can be viewed here: http://tinyurl.com/megadream.
“Our players love to dream big and the Mega Millions game and campaign certainly make that possible,” said John Mellein, director for marketing, Minnesota State Lottery.
Mega Millions, the multi-state game similar to Powerball® with mega-jackpots that have climbed as high as $390 million, launched in Minnesota on Jan. 31.
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Posted 01/14/2010
MINNEAPOLIS, Jan. 14, 2010 – Minnesota State Lottery scratch games provide welcome fun from the grind of the rat, er hamster, race, according to a new campaign by Colle+McVoy.
The new campaign breaking tomorrow features hamsters comically interacting in human-like scenarios that represent the monotony of the human rat race. After the situations are set up for the viewer with very detailed miniature sets and voiceover dialogue, a scratch game is dropped into the scene to the huge relief of the hamsters who begin to play the game. Seven 30-second television spots directed by Rocky Morton of MJZ will run statewide and can be viewed here: http://tinyurl.com/scratchhamsters.
“Often the best comedy comes out of mundane situations,” said Dave Keepper, group creative director, Colle+McVoy. “By using hamsters in their little cages for the spots we serve up a fresh, and we think pretty funny, look at everyday life and then show how scratch games let players break out and live a little."
The campaign shoot was unusual since it took place over two nights to accommodate the nocturnal animals. The spots were scripted and prerecorded, but because of the spontaneity of the animals, some of the spots were re-scripted and recorded again to account for the new “action.” The sets were assembled to include 15 percent hamster items (wood chips, wheel, etc.) and 85 percent realistic human details in miniature (working lights, custom posters, etc.) to make the viewing experience richer and funnier.
“The unique and comical quality of the scratch campaign brings out the fun of playing scratch games and shows how entertaining they can be,” said John Mellein, director for marketing, Minnesota State Lottery.
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Posted 01/07/2010
MINNEAPOLIS, Jan. 7, 2010 – Today Colle+McVoy was named digital agency for Land O’Lakes Dairy Foods Division of Land O’Lakes, Inc. The agency will manage the consumer Web site including strategy, creative, production and development.
“We are very impressed with Colle+McVoy’s interactive expertise and technical capabilities,” said Thea Keamy, Vice President Retail Cheese & Marketing Services, Land O’Lakes. “It was imperative that the team we selected resonated with our team, which was apparent with Colle+McVoy throughout the selection process.”
Colle+McVoy will build and maintain landolakes.com, including the LAND O LAKES® Simple Rewards® Club, oversee search initiatives, and provide comprehensive Web analytics support.
“We are thrilled to expand our relationship with Land O’Lakes to the consumer foods business,” said Christine Fruechte, president and CEO, Colle+McVoy. “We value our ongoing partnership and look forward to helping build deeper relationships with consumers online.”
Becoming digital agency for the Dairy Foods business of Land O’Lakes is the next chapter in the agency’s transformative growth story. Colle+McVoy’s interactive billings have doubled since 2007 and now account for more than 40 percent of the agency’s revenue. The agency overall has experienced remarkable year over year growth in recent years and expects this momentum to continue in 2010.
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