Caribou Coffee: Holiday 2011
Caribou Coffee Holiday 2011
This holiday season, Caribou Coffee is Making it Merry with the return of their much-loved Reindeer Blend and other holiday favorites, as well as a new Fair Isle look that adorns everything from cups to window clings—and transforms stores into a cozy holiday retreat. In-store posters, cup wreaths and Fair Isle stockings further complement the festive feel, while a new Sweater Maker Facebook App allows consumers to dress their Facebook photos in holiday sweaters and share them through various social networks, successfully spreading the holiday cheer. For every sweater that’s created on Caribou Coffee’s Sweater Maker Facebook App, a real one will be donated to someone in need. Now that’s Making it Merry.
Colle+McVoy: SXSW Talks
There's no shortage of opinions about South By Southwest presentations. Especially on the social Web. You can track the good, the bad and the ugly before, during and after. With all of the tweets from last year's SXSW Interactive Festival at our fingertips, Colle+McVoy decided to collect and analyze every single tweet to answer the following question: What makes a presentation stand out at SXSW?
Taubman Shopping Centers: Yearbook Yourself Case Study
Yearbook Yourself Case Study
Ever wondered what you might have looked like in a past life? YearbookYourself.com let users upload their photos and see themselves in classic 'dos and vintage outfits from previous decades. With each look, users also learned about today’s hottest fashions and deals from each mall. From Pee-wee Herman and Lance Armstrong to the Jimmy Fallon show and thousands of blogs, the site was quickly embraced by pop culture. More than 15 million images were shared on Facebook, and the site generated a 49 percent click-through rate to mall sites. The Yearbook Yourself iPhone® app took the experience mobile and was featured on the iTunes® Staff Favorites and the Top-Paid Apps list.
Taubman, owner of 20 upscale malls across the United States such as Beverly Center in Los Angeles, wanted to create a fun and engaging experience to break through the morass of traditional back-to-school promotional messaging (“Look cool for school! For less!”). And it needed to convince teens and their parents that Taubman malls not only have the hottest stores and fashions, but great deals, too.
Colle+McVoy: Super Chatter XLV Case Study
Colle+McVoy Super Chatter
By creating search queries in Collective Intellect and Radian6, we analyzed how people shared their Super Bowl experiences across the social Web via tweets, Facebook updates, blog posts and more. Once our analysis was complete, we designed an infographic to visually display the top ten themes and served it up using the Google Maps API. To bring awareness to Super Chatter™, we relied entirely on the media that covered the Super Bowl to spread itself. One tweet and Facebook post sent thousands of visitors to collemcvoy.com/superchatter, where they spent an average of 23 minutes browsing through the infographics. While the idea of Super Chatter was spreading through social media, our brand sentiment was the most favorable it has ever been, and visits to the Work section at collemcvoy.com increased 40 percent.
We set out to monitor the social Web and uncover how the Super Bowl influences people’s behavior throughout the nation. While numerous agencies focused on assessing the impact of TV commercials, we broadened our analysis to identify the top behavioral themes by dissecting the social media footprint of Super Bowl XLV.
Schwinn: Bike It Forward Case Study
Bike It Forward
With spring approaching, we set our sights on National Bike Month in May. After all, if one brand could rightfully own the month, it’s Schwinn. We then created a campaign to celebrate 31 days of bicycling goodness. Bike It Forward let users spread the joy of May Bike Month by choosing a friend on Facebook to win a new Schwinn. To demonstrate the lineup, users could choose from all categories, including Urban, Hybrid, Road, Mountain, Cruiser and Kids. And to reward their kindness, if a friend won, they won a new bike, too. Banners, Facebook ads, a satellite media tour and social media mentions from the likes of Summer Sanders and Pee-wee Herman helped drive traffic to the experience. By the end of May, we had increased web traffic by 40% compared to May of the previous year, our Facebook fanbase grew by more than 3,000% and the campaign generated more than 500 million impressions. A joyous May Bike Month, indeed.
Novartis: Sentinel - The Dirty Truth
Sentinel The Dirty Truth
Sentinelpet.com aims to entertain and educate consumers about fleas with
dynamic content and webisodes featuring Mike Rowe from Dirty Jobs.
Colle+McVoy: Squawq Case Study
Collemcvoy - Squawq
Visit the site: squawq.com »
Since it didn’t exist, we created it ourselves. Squawq™ leverages the Twitter API and features an intuitive user interface where brands can analyze tweet volume, popular keywords, hashtags, most-vocal authors and frequently shared links. By logging into Squawq via Twitter, users can access the application using their existing Twitter credentials. Within months of launch, Squawq generated thousands of users, actively monitored 100 tweets per second, and stored more than 75 million tweets to the database. Not to mention it provided a much-needed ear to the ground for our clients.
As Twitter continued its massive growth in late 2009, we wanted to figure out an easy and intuitive way to track what people were saying about our clients’ brands on the microblogging platform. At the time, a one-stop application that let a brand easily monitor tweets about its brand was nonexistent in the marketplace.
Schwinn: Bell Choir Case Study
Schwinn Schwinn Bell Choir
Visit the site: archive.collemcvoy.com/schwinnbellchoir »
At the core of Schwinn’s DNA is joy, so instead of sending yet another sales message into the seasonal clutter, we created a new twist on an old holiday favorite. We assembled a team of Schwinn-riding carolers who played beloved holiday songs using custom-made, specially tuned Schwinn bike bells. We also built a site where people could exchange e-carols of the Bell Choir performing the songs. To extend the spirit of giving, Schwinn donated bikes and helmets to kids in need for each carol that was shared. The Schwinn Bell Choir has been recognized by the Webby Awards, AIGA and the FWA for its rich Web experience.
At SchwinnBellChoir.com, visitors were not only be able to listen to the Schwinn Bell Choir perform classic carols, they also had the opportunity to spread the joy by sharing e-carols with friends and family. Each song shared helped donate a Schwinn bike to a child in need during the holiday season.
Google+: Searching the Social Network
Colle+McVoy’s FEED IT educational series was created more than three years ago with the purpose of spreading inspiration and sharing knowledge throughout the agency and with our clients. We’ve had a wide range of amazing speakers, including Scott Belsky, Robert Stephens and Alex Bogusky. Independent film director Hunter Weeks will be coming to the agency to kick off our 2012 FEED IT series in January. As an extension of FEED IT, we launched our inaugural digital excellence session last week. These sessions take an active approach to learning through demonstration with a focus on emerging media and technology. After each of these sessions, we will post our presentations to the C+M blog, so you’re able to follow along, comment and ask questions.
This month's topic was Google+. We started by framing up Google+ within the context of Google’s greater mission: to organize the world’s information and make it universally accessible and useful. This, of course, placed an emphasis on search as we talked about the purpose and long-term validity of the network. The point is that Google+ is more than a social network. It’s an opportunity for Google to integrate their ecosystem of products and services (e.g., Gmail, music, photos) through a consumer-friendly social platform with targeted sharing functionality. Google+ also primes the pump for +1’s, which have a positive impact on search relevancy as people can easily find endorsed links from people within their Circles. The deck also informs the audience of the network's usage activity, demonstrates its main features and outlines implications for marketers. Click through the deck and let me and Dan Mandle know what you think.
Caribou Coffee: Make The Cup Case Study
Caribou Coffee Make The Cup
Visit the site: www.cariboucoffee.com/makethecup »
Colle+McVoy realized that Caribou’s broadest reaching media vehicle was its cups. Millions of cups each year serve as walking billboards or “owned” media. With the brand relaunch, we created a series of cups featuring handwritten “Bouisms” highlighting things worth staying awake for. Building on that momentum, we created MakeTheCup.com, which allowed consumers to tell us what they stay awake for, and possibly land on the next generation of Caribou cups. The consumer promotion spiked site traffic by 26 percent, and 150 of the best submissions made it to millions of new Caribou cups.
Despite being the second-largest premium coffeehouse in the world, Caribou Coffee is dwarfed by Starbucks when it comes to ad spending. With such a large spending gap, we needed to find a unique promotion to engage customers in our “Life is short. Stay awake for it.” campaign.
It’s A Blog World, After All
Bloggers can get a bad rap. “Who even reads blogs?” is often a question posed by teams or clients when discussing a potential blog outreach program. Actually, a lot of people read blogs. According to eMarketer, the number of blog readers in the U.S. will reach 122.6 million in 2011, representing 53.5% of Internet users.
I’ll be the first to admit that not all blogs are good blogs. It’s like finding websites – there’s the good, the bad and the ugly. However, when you want a third-party endorsement for your brand online, bloggers hit the sweet spot.
Here are some points of differentiation that make bloggers a powerful influencer group, and some ideas for how you can best work with them on behalf of your brand.
PassionI love working with bloggers because they are passionate about their subjects. In most cases, bloggers are not making a living off their blogs. Unlike reporters, who are given topics by editors, bloggers can write whatever they want and provide a POV. The end result is content that reflects their personality, with priceless personal anecdotes about your brand.
Tip for marketers: Pay it forward.
Always think about how you can help a blogger create relevant content and further establish credibility within his or her community. Ultimately, they’ll work with companies that help increase their readership but allow them to remain authentic to their beliefs and interests.
PersonalizationBloggers reveal a lot of personal information. In fact, they need to share personal information to build their brand and provide a way for readers to connect. A blogger’s personal life directly effects what they are writing about on their blogs. Life events such as getting married, having a baby or traveling will have a direct effect on their blog’s content and frequency.
Tip for marketers: Do your research.
You can find out a lot about bloggers through their posts, about sections, and social channels. Read as much as you can, and personalize each message to account for recent developments in their lives. You don’t want to appear insensitive or ignorant for not knowing something they’ve already made public.
CreativityBloggers are able to experiment and push the boundaries because they aren’t answering to a larger team. They don’t need to get permission to write about controversial or unpopular topics. Also, because they are topic experts, bloggers help identify and create “What’s Next” before anyone else.
Tip for marketers: Be flexible
Constantly solicit feedback from bloggers and allow them to help customize a program. Don’t be afraid to provide suggestions, but always allow bloggers to infuse their own creativity and ideas.
Obviously, I’m a fan of working with bloggers. Bloggers are able to organically create a highly engaged community of readers, fans and followers. Their influence is invaluable as a third-party endorsement to help fuel conversations and reach your target audience. In the future, bloggers will continue to thrive. What do you think makes great blogs stand out in all the online noise?
Caribou Coffee: Wild It Up!
Caribou Coffee Wild It Up
At the time of the promotion, Caribou Coffee did not have an official page on Facebook. For a brand that’s about fun and customer engagement, this project served as the perfect foray into the space. After developing an official page, we created the Facebook application Wild It Up!, which allowed consumers to “wild up” a photo of themselves by selecting from a diverse library of images, such as gold teeth, wild animals, tattoos and, of course, Wild beverages. Users could then use a printout of their new Wild It Up! picture at any Caribou Coffee to redeem it for a free Wild Cooler. The pictures were displayed in stores, reinforcing Caribou’s customer-centric spirit. And an untold number of coupons were distributed that created millions of impressions. Product sampling took a new form of ROI as Caribou’s Facebook audience grew from 0 to 150,000 in just one month’s time.
Shortly after winning the Caribou Coffee business, we were given the task of helping solve a perennial problem. The summer months have a way of slowing down coffeehouse sales. So we turned to Caribou’s lineup of Wild Coolers to offset the usual dip when the mercury rises. Since the beverages are popular with a younger audience, there was an opportunity to broaden Caribou’s customer base in a space that was still uncharted for the premium coffeehouse: social media.
People For Bikes: Bikes Make Life Better - Projection Art
We all know that when people ride bikes, life is better. In this short video, we bring this idea to life as riders trigger projectors throughout a city, transforming an urban environment into a vibrant, colorful world. A world made better, by bikes.
Caribou Coffee: The Adventures of Jack & Gourdo
What would happen if a pumpkin and a gourd possessed the gift of speech? You’d get the Autumn Adventures of Jack & Gourdo, that’s what. Jack and Gourdo are the irreverent ambassadors of Caribou Coffee’s Flavors of Fall lineup of handcrafted drinks and bakery items.
Erbert & Gerbert’s: Candle Cannon
Erbert & Gerbert's Erbert & Gerbert's Candle Cannon
Visit the site: candlecannon.com »
How do you celebrate 20 years of making great subs? With a 20th Anniversary Blowout, of course. We built the world’s largest air vortex cannon to get E&G’s customers excited about this tasty milestone. 850,000+ (free) online views later, our client is still celebrating.
Erbert & Gerbert’s: Human Flipbook
Erbert & Gerbert's Erbert & Gerbert's Human Flipbook
Visit the site: humanflipbook.com »
150 T-shirts + 1 overworked iron ÷ 30 seconds = the world’s first Human Flipbook. Looking to connect with its core collegiate audience, what started out as a late-night TV spot running on Comedy Central and MTV went on to become a viral online sensation. Hundreds of blogs posted about it. Millions of people viewed it. CNN covered it. And Erbert & Gerbert’s Q4 sales were up in an otherwise flat quick-serve restaurant category.
Take Me Fishing: Master Casters
TMF Master Casters
Visit the site: www.takemefishing.org/fishing/videos/master-casters »
We wanted to attract younger people to fishing in a whole new way. Capitalizing on the success of the XGames and shows such as Jackass, we created a series of videos featuring fishing in a whole new light. One of which features an expert angler hitting clay pigeons out of the air at a gun range with his rod, reel and lure.
Colle+McVoy: Super Bowl XLIV
Brands spend millions of dollars on a Super Bowl spot, but how does this translate into conversation on social networks such as Twitter? We decided to find out. By monitoring and analyzing the volume of Twitter chatter on game day, Squawq™ provided an immediate snapshot of activity surrounding each ad. It ranked the most talked about brands and provided data throughout the game. And it garnered 62 million media impressions for a day’s worth of work.
Visit the site: squawq.com/superbowl »
C+M Wins Two Acclaimed Internet Honors
MINNEAPOLIS, May 5, 2010 - The Colle+McVoy creation, www.YearbookYourself.com, won two Webby Awards in the Best Use of Social Media category of The 14th Annual Webby Awards. Hailed as the "Internet’s highest honor" by the New York Times, The Webby Awards is the leading international award honoring excellence on the Internet.
"This is a tremendous honor since this category represents the most cutting-edge work in social media, an area that every company is looking to leverage." said Mike Caguin, executive creative director, Colle+McVoy. "This award recognizes the hard work of many people, as well as the forward-thinking vision of our client partner, Taubman Centers."
YearbookYourself.com won both the Webby Award given by The International Academy of Digital Arts and Sciences (IADAS) and the People’s Voice Webby Award in the Best Use of Social Media category. The previous iteration of the site won the People’s Voice Webby Award last year in the Viral Marketing category. With nearly 10,000 entries from all 50 U.S. states and more than 60 countries worldwide, the 14th Annual Webby Awards is the biggest in its history and continues to be the leading international award honoring excellence on the Internet. YearbookYourself.com was one of only five finalists in its category and was voted the people’s favorite after more than 700,000 votes were cast online. The cross-section of winners hailing from 14 countries will be honored at an event hosted by B.J. Novak of NBC’s The Office. in New York City on June 14. A full list of winners can be found at www.webbyawards.com.
"The Webby Awards honor the very best of the Internet," said David-Michel Davies, executive director of The Webby Awards. "YearbookYourself.com’s achievement is a testament to the skill, ingenuity and vision of its creators."
The unparalleled Webby win is the latest award for Colle+McVoy, which was also recently honored with four awards in The One Show and won the 2010 Adweek Buzz Award for YearbookYourself.com in the online category.
Over the last two years, YearbookYourself.com became an instant hit and a pop culture phenomenon for client Taubman Centers. The site was featured on more than 45,000 Web sites, blogs and media, including USA Today, Tech Crunch, ESPN, VH1’s Best Week Ever, The Early Show on CBS and Late Night with Jimmy Fallon. Numerous high-profile personalities embraced it, including Lance Armstrong, Pee-wee Herman and Evan Williams, co-founder of Twitter, who changed his profile picture to a Yearbook Yourself photo. The fun was wildly infectious and there were more than 28 million total visits to the site in the last two years. Once "yearbooked," the site easily allowed people to send their pictures to friends and post them to blogs and social networking sites (this year alone, more than 16 million Yearbook Yourself photos were shared via email or posted to Facebook). And the Yearbook Yourself Facebook fan page garnered more than 70,000 fans.