Interactive Mobile Experience
Ad agency 72 and Sunny worked with sports footwear and apparel company K-Swiss to create an irreverent multichannel campaign featuring Kenny Powers (Danny McBride), a character from the HBO cable series “Eastbound & Down.” He appoints himself CEO of K-Swiss in an effort to make the sports world more exciting. He then enlists various professional athletes to hold key positions within the company, including chief marketing officer, vice president of carnage, and director of community outreach. Consumers who scan the Microsoft Tags are brought into an immersive mobile experience that was...
Read MoreVideo, App Store, M-commerce
The Sports Illustrated Swimsuit Issue may be the most important single magazine issue for any mass market publication. It accounts for approximately 7% of Sports Illustrated’s total advertising revenue for the year. Newsstand sales are 10 to 15 times that of the other SI issues. “The Swimsuit franchise reaches millions of fans each year, and our expanded mobile videos and content for the 2011 edition will build even greater consumer interest,” said Mark Ford, President of the Time Inc. Sports Group. “Nellymoser and Microsoft Tag together created an engaging user experience and we...
Read MoreMobile Videos, Shop and Share
InStyle magazine joined forces with White House Black Market, a nationwide chain of more than 300 women’s specialty stores owned by Chico’s, to cross-promote its new “Ultimate Work-Kit.” The kit included various clothing articles that could be mixed and matched to build an “essential” wardrobe for the office. The cross-promotion advertised White House Black Market within the pages of the InStyle Magazine. At the store, shelf talkers, hangers and other materials prominently talked about InStyle Magazine and the fact they they offer advice on the clothing that...
Read MoreVideo, Shopping and Click-to-Talk
Home Depot, the nation’s leading home improvement retail chain, rolled out Nellymoser videos in a QR code initiative spanning more than 2,200 U.S. stores. The first codes appear both in store and in catalogs in conjunction with a print ad promoting the Martha Stewart Living kitchens brand. Many additional videos are being added. The QR code campaign supports the Home Depot’s core positioning: “Need Help? You’ve Come To The Right Place.” The videos provide instant information on the products and how to use them. The on-phone experience also enables the...
Read MoreVideo Playlist with Facebook Like
When Paramount Home Entertainment released the new DVD from Justin Bieber, the Artist of the Year at the 2010 American Music Awards, they knew that fans would be excited. But, at a time when DVD sales are down, Paramount added a Microsoft Tag to the cover of the DVD to bring excitement into the store right at the time of purchase. A scan of the Tag launches a mobile experience that includes a video of Bieber performing in concert – singing while suspended mid-air in a purple wire heart. The video content encourages the potential customer to buy the DVD. The campaign also includes ways to...
Read MoreMobile Facebook and Twitter Share
Mullen and Timberland worked together to engage and educate Timberland’s intelligent audience. Instead of creating an expensive, splashy video, they recorded a more intimate video of the Timberland product manager describing their new environmentally-friendly boots. A Timberland product designer showed details about how the boots were made. Facebook and Twitter options enabled smartphone users to share the video directly from the phone. The video and shortened URL would be embedded right into the Facebook post for all to see.
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