3 so-good-you’ll-wish-you-thought-of-them campaigns

Foot Locker
At what age do presents under the Christmas tree stop being so exciting?

The general consensus in our office is never.

In the holiday build-up, Foot Locker used gift-opening anticipation to serve up a major dose of FOMO and promote its upcoming Nike Air Jordan drop: the Gatorade AJ1s.

Using an augmented reality Snapchat Lens, the brand gave users a 3D sneak(er) peek of the shoes, which leapt out of a gift-wrapped box when the in-app camera was pointed at a Christmas tree scene.

But the footwear fun didn’t stop there. Users could also get a close-up look at the shoes, check them out from every angle, take them for a walk, and even tap to see them in different colours.

There were also hidden AR extras including a basketball game to enjoy.

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Augmented reality really is the ultimate choice for driving digital brand awareness, and is especially effective for new product launches.

The additional interactive elements of this campaign (e.g. colour options) allowed fans to get even more involved in the experience – making it all the more likely they would have then gone on to buy.

Foot Locker has also done well by tapping into the unboxing craze, and doing so using a product with such a huge community of collectors and obsessives – the type that devour any kind of first-look access.

 

Dell
If you’re looking to upgrade your accessories collection in 2018, you might want to hold off before heading out to your go-to jewellery store.

A new range of 14 and 18 carat gold rings, earrings and cufflinks has hit the market – and when we tell you which brand is behind the collection, you might struggle to process the information…

Dell Computers – the technology company that’s possibly the least sexy of them all – has released a limited-edition range of jewellery, made from recycled motherboard gold.

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As pointed out by Tech Crunch, the United States Environmental Protection Agency (EPA) reckons that only 12.5% of e-waste is recycled, resulting in around $60 million in gold and silver being thrown away each year.

Dell is on a mission to improve its environmental credentials and has put an efficient new recycling process in place that’s predicted to create around a million new motherboards.

And what better way to put the leftover precious metals to good use than by repurposing them to promote the company’s sustainability efforts while also helping people to accessorise.

The initiative is a fun way to improve brand perception; it’s also smart in its use of shock value to get attention for both the cause and the company. The typical reaction of: ‘Jewellery… by Dell? DELL? Huh?’ will guarantee headlines.

 

Lastminute.com
You’ve got to worry a bit about anyone who willingly signs up to a distinctly vague ‘scientific experiment’. Especially one that involves ‘brain activity measurement’ equipment.

Surprisingly, travel company Lastminute.com managed to round up a group of such volunteers for its Christmas ’17 campaign Memories or Money.

Each was asked to recall and describe fond memories from a holiday. They were then told that the precise synapses of the brain those memories were stored in had been pinpointed, and were presented with a dilemma: keep the recollections, or allow them to be erased forever in return for a large sum of money.

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As you can see, the ultimatum sparked some touching reactions from the volunteers. None were willing to part with their memories – which included first kisses and treasured family occasions – for money.

And as nice as that is, we’d also like to think that the idea of permanent brain manipulation also played a part in the decision-making.

The aim of the campaign was, of course, to remind viewers how emotionally valuable travelling is… in the hope that they’ll then spend a load of money with the company so they can make more great memories. Definitely some irony there.

Regardless, there’s always strength in relatability – and this campaign does a good job of provoking a nostalgic response that could easily result in a spontaneous trip-booking session.