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Picks of the Week: October 30, 2017

Picks of the Week: October 30, 2017

RACHEL'S PICK

Manager, Activations & Events

Burger King launches "No Bully" anti-bullying organization.

On October 17, 2017 Burger King launched its Bullying Jr. campaign in partnership with No Bully®, a nonprofit organization focused on eradicating bullying and cyberbullying. The campaign featured a bullied High School Jr. (paid actor) and a bullied Whopper Jr.® to see which one would receive more complaints. Unfortunately, the Whopper Jr. received more protests (95%) than the High School Jr. (12%) but it did provide strong awareness for National Bullying Prevention Month. The video also adds in tasteful comedy to capture the viewers’ attention before emphasizing the striking contrast between the two Juniors.

The campaign has already received strong results on YouTube with 2.2 million views, and climbing. The real success is Burger King’s ability to make a connection with the No Bully partnership to their own brand, “The BURGER KING® brand is known for putting the crown on everyone’s head and allowing people to have it their way. Bullying is the exact opposite of that. So the BURGER KING® brand is speaking up against bullying during National Bullying Prevention Month.”

ALEX'S PICK

Account Coordinator, Strategy & Consulting

Will Ferrell Teams Up with Common Sense Media to launch #DeviceFreeDinner Campaign

Will Ferrell Teams Up with Common Sense Media to launch #DeviceFreeDinner Campaign


American actor, Will Ferrell has teamed up with Common Sense Media to star in a series of spots to raise awareness for the #DeviceFreeDinner Campaign. New ads for the non-profit Common Sense Media show how smartphones have transformed a particularly cherished ritual, the family dinner, from a time to reconnect into yet another time to disconnect. A handful of videos feature Will Ferrell comically lost in his phone, while his family sits there stunned, watching him engage with social media. The goal of the campaign is to raise awareness of the issue of obsessive screen time versus quality time with the family.

With this partnership, Common Sense Media leverages Ferrell’s brand equity and humour to help the campaign reach a large audience with a comedic twist of targeting Parents. What makes the #DeviceFreeDinner spots so engaging are the fact that they target Parents as opposed to kids. Making the Father the annoying phone-addict in these spots, provides an entertaining twist that’s hard to turn away from. With a plethora of platforms and screens for users to access, mobile devices and apps continue to dominate share of total digital time. With this campaign, Common Sense Media hopes to raise awareness for a balanced digital life.

KATHERINE'S PICK

Account Coordinator, Activations & Events

Complex teams up with YouTube for sport commentary series featuring Mia Khalifa and Gilbert Arenas.

“Out of Bounds” brings the comments section to life. Nothing is off limits on The World’s Most Dangerous Sports Show, hosted daily by former NBA star Gilbert Arenas and popular internet personality and superfan Mia Khalifa. This sports show panel includes Gilbert Arenas, who’s known for his "no holds barred" personality and Mia Khalifa who is a former adult film star. Complex wanted to encourage and facilitate discussion, evidenced by the goal of "bringing the comments section to life”.

This partnership and host collaboration appeals to the sport fanatics by including experts who talk about or play or have played sports for a living, as well as Mia who’s obviously not a sports expert, but still has opinions, most of which are controversial, thus fueling the discussion in the comments section

This may represent a trend in future viewership. Many broadcast companies are putting more and more content online, specifically on YouTube, and inviting users to actively engage while watching the content, whether that’s through QR codes on jerseys, snap filters, or the comments section.

 

Booming Beauty: The Power of Influencers

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Brands Aren’t Scared To Show Their Love For Halloween

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