AMP Agency was named a finalist for the 2015 OMMA Awards, which honor agencies and advertisers that push the potential of digital advertising. AMP is being recognized for best 'Newsjacking: Campaign' for 'Hasbro's Play-Doh in Pop Culture.' AMP utilized Play-Doh's Facebook page to inspire fans and drive engagement by recreating memorable, pop-culture moments with Play-Doh. Winners will be announced on September 28th To read more about how Play-Doh inspired inventors, click here and view some of the work below.
During the 2013 Holiday season, we teamed up with Hasbro on a quest to make every kid a true believer in the Kringle himself. It may have seemed like a lofty goal, but the numbers showed otherwise. We discovered that between Thanksgiving and Christmas 2012, approximately 50,000 people searched 'Is Santa real?' With that number in mind, we created a simple online experience that allowed kids and parents to take a sneak peak at life in Santa's workshop and some of Hasbro's best holiday toys. We started by inventing a host. A lovable tour guide named Edison the Elf, the top, toy-builder-tester-player and Hasbro-elf in the North Pole. He showed users a day in the life of a fun-loving elf, earning an honest living in Santa's workshop. After launch, we drove significant traffic to the experience with a paid search campaign around 'Is Santa real.' While we can't truly quantify the number of believers, we can tell you that the kids who searched 'is Santa real' in 2013 received quite the reason to believe. Thanks, Edison.
Last week, quite a few AMPers attended MITX's Future M, a conference that brings together marketing and technology innovators to contemplate and celebrate the future of Marketing. See below for a few highlights from the conference and AMPers' thoughts. Session: Are You Kidding Me?! Speaker: Victor Lee, VP Digital Marketing, Hasbro Favorite Quote: 'I'll be interested if you'll be interesting.'? ' From Victor Lee's presentation Takeaway: I thought this bit of insight was a great reminder to not get stuck in 'data land.'? Data is an invaluable resource for marketers, and it's great for measuring success and recognizing trends, but often times we get so buried in data that we lose site of the story that the information is telling us. It's important to remember to take a step back and really bring the data to life. At the end of the day, numbers are just numbers unless you use them to tell a story. Session: Find Your Golden Thread Speaker: Jim Speros, EVP, Fidelity Communications and Advertising Highlight: I drew a ton of inspiration cultivated from case studies presented. The standout cases were Dove, Coca Cola and Fidelity. These cases are successful because they leverage consumer insight and human emotion to connect with the target audience. Takeaways: Brands are becoming more and more integrated, and those who aren't will fall by the wayside. It's vital to keep one driving point to a brand or campaign message ' one point will always drive home the hardest and be the most effective. Dove Real Beauty Sketches Coca-Cola Happiness Without Borders Fidelity Saving For Skydiving Session: Building to Learn with Art, Copy, & Code Speaker: Aman Govil, Head of Advertising Arts Team at Google Highlight: As described through Google's project 'Art, Copy, & Code,'? we're in the midst of a 2nd creative revolution, driven by technology. Code is being added to the core creative process, enabling new forms of brand expression and engagement. Takeaway: Art, copy and code is the creative team for the connected world. Session: Mobile + Consumer Loyalty Insights from JetBlue Airways Speaker: Jonathan Stephen, Head of Mobile and Emerging Tech at JetBlue Highlights: Mobile is, of course, everywhere and travelers are looking for simple on-the-go solutions. Given this insight, JetBlue conducted a digital rebrand - making a mobile app and redesigning the desktop experience to match the app. The app knows where you are in your travel cycle, so every time you open it, it gives you the info you are looking for without clicking anything (i.e. when you go through security then open the app, it will tell you what your gate is and if your flight is on time. When you land, it will tell you baggage claim information. Just by creating an app option, JetBlue loyalty program sign ups increased by 10%. They created a similar system for their pilots and crew. The mobile app for the crew is hosted on iPad that each crew member/pilot has on board. For pilots, the app holds all flight manifests, maps, etc. For crew members, the app will take orders and the usual things. The coolest thing about it is that it shows where people are seated and can highlight things about them (i.e. Steve is in seat 5A and has traveled with JetBlue 100 times. He only orders Ginger Ale). This functionality enables crew members to deliver top rated customer service. Takeaway: The key takeaway for me was that before implementing ANY new feature on mobile or elsewhere, brands need to poll their customers (Facebook/in app/surveys/everywhere they can) to find out exactly what their user needs in order to create the best experience. To read more about the conference, visit http://blog.mitx.org/
Just about every mom and kid is familiar with Play-Doh's memorable scent and soft and squishy texture. It's a classic molding compound that has encouraged fun and hands-on creative play with kids in homes and classrooms around the world for over 50 years. Bright yellow tubs that contain an assortment of colors have inspired kids to create whatever their minds imagine: peanut butter and jelly sandwiches, ice cream cones with sprinkles, and now, tropical cakes, sushi, and pasta salads. AMP has buddied up with Play-Doh to inspire moms and kids across the country to create Play-Doh recipes that look good enough to eat! Check out the top ten finalists and vote for your favorite creation today! On November 1st, one lucky kid will receive a $5,000 Playroom Makeover and a $5,000 School Doh-nation. Vote here: http://hasbro.promotions.com/playdoh/votegallery.do