BMW Z4 Masterpiece

[source: CarType]

The "Expressions of Joy" campaign launched this week by BMW features a football size painting by the newly designed 2010 Z4 Roadster. This elaborate marketing strategy includes print, online, video, and mobile efforts. Inspired by the Art Car exhibit, a traveling exhibit that features famour artists who utilize BMW cars as their canvas, this new strategy utilizes the Z4 as the brush to a masterpiece.

The campaign utilizes the expertise of artist Robin Rhode and Filmmaker Jake Scott and began with an art installation at Grand Central Station in New York City. Scott documented Rhodes creating the art with paint dispensers on the back of the wheels of the Z4 and created a short film. This documentary aired on Saturday on Discovery HD. Footage was also captured for online viral videos. The artwork created will also be featured in out-of-home and print campaigns to help launch the new Z4.



This marketing campaign is ellaborate and creative. It stems from existing arts partnerships and collaborations which assists in its success. BMW didn't just do one component of the strategy, instead they blew it out to encompass several marketing outlets. If the campaign was strictly out-of-home or strictly viral it wouldn't have been as successful. BMW's marketing is always well thoughtout and executed. The campaign is on-brand and truely brings attention to the newly designed Z4. It also brings more attention to BMW's collaboration and dedication to the promotion of art and design. [source: MarketingDaily]



Check out the viral marketing as well.

Gap and Havaianas unite in NYC

To kickoff the partnership with my favorite flip flop brand Havaianas, GAP utilized their flagship store in Manhattan to create a mini pop-up store between April 30th and June 13th. I'm calling it a mini pop-up store because GAP has a small space attached to their flagship store that they use for various promotions and partnerships. Although this is a great "flex space" to feature what is new at GAP, I think that they should have gone a step further.

I wouldn't say that this pop-up is at the caliber of Target or other retailers who utilize different spaces throughout the country with a different look and feel each time. Pop-up stores are known for "popping up" (for lack of better word) where you least expect it and completely blowing out a space to leverage the promotion. It creates a unique experience outside of the typical retail environment that is exciting and fresh. By utilizing an existing GAP store the only newless is the product, which can be found at any GAP store. Why would I go out of my way to go to this "pop-up" store when I can go to my local GAP and get the same product and have the same experience. I'm not sure that they differentiated this store enough from their chain stores. The only difference is that at this store you can embellish your flip flops. Why would I want to embellish my flip flops? I guess that could be cool to some people, but I'm not sure that embellished flip flops are really a trend at the moment. And, I don't know that I would pay extra to embellish my flip flops.

GAP did brand the small space Havaianas, but essentially it is in a GAP store. I'm sure that by utilizing this existing space GAP saves themselves a lot of money, which they probably need to do since they aren't doing so hot, but I would have rather seen GAP take more risks and to think outside of the box. I think overall their marketing is weak and really lacks focus. There is no clear GAP message the is communicated to their audience. Instead, they focus their attention on leverage celebrities to sell their brand. It hasn't been working, so I think it is time they try something new.

Although I feel that the promotion is just as weak as all of GAP's initiatives, I am really glad that they are partnering with Havaianas. I actually think that the two are a great fit. Both are casual, fun, and colorful brands that share the same audience. [source: BizBash]

Bullseye Bazaar pop-up to spring up on Michigan Avenue

According to the Chicago Tribune Target will be opening a pop-up store on Michigan Avenue in downtown Chicago next week. The Bullseye Bazaar pop-up will be open for only three days and will feature Tracy Feith's new Target collection as well as Archer Farms and new brand Up and Up. I'm pretty confident that like all of the other Target pop-up stores this will be a huge success.

If you are in the city between May 7-9th go check it out at 455 N Michigan Ave. And, please take pictures for me, I can't wait to see it!! Also, let me know what you think!

Snapple updates packaging

It seems that during this economic recession companies are spending more time and resources on updating their brand. With the drastic changes in consumer spending, shopping and price perception an overhaul of packaging seems to be the right move. So far it has worked for some, but not for others (Tropicana). Snapple is another company who not only decided to redesign their packaging, but also updated their formula to set themselves out from the competition.

The new Snapple formula uses sugar as the sweetner (which I definitely approve of) and each drink is derived from tea leaves. To bring attention to the new formula the new packaging will graphically include tea leaves in addition to a new "sleeker" bottle. However, I'm not sure the new creative for the label is really an improvement. The current trend of packaging features clean, modern, and clear packaging that communicates the product to the consumer. The packaging should connect the consumer with the product and immediately identify the brand. Snapple's new design is a bit busy and integrates too many messages, none of which is their brand logo.
My biggest problem with the new label is the disconnect between the various beverages. The brand logo for Snapple is placed on the packaging several different ways depending on the product. Shouldn't the brand be the hero of the product? Shouldn't the consumer look at the product and realize without any question that it is Snapple? I had to hunt for the brand name especially on the new tea bottles and the water.

The creative is more modern then their original design, but still falls short of being great. Out of the new designs the best creative is for the water. I like the graphic interpretation of water and how it relates to the product, however, it definitely reminds me of VitaminWater. But again, I wish the brand logo was consistent and clearly prominent on the packaging.

I am glad, however, that after 37 years of the same brand image Snapple decided to make an update. It was long over due. However, I don't think that by hiding the logo behind the product description and features is the answer. If you are redesigning Snapple the consumer needs to differentiate Snapple from other products. Overall, the packaging is just ok. Definitly not my favorite. [source: BrandWeek]

Brita particpates in Earth Day

Much like several other retailers and products, Brita also had an impactful and successful initiative for Earth Day. Thousands of people waited in line to receive free water filters in Yonge-Dundas Square in Toronto. Brita ran out after handing out 3,600 filters. Those who didn't receive one were given a $10 off coupon for a new filter instead.

Considering the size of Brita and the awareness around clean water, I'd say that this was a perfect promotion. They didn't go overboard and it was very tastefully executed. No one wants to see an overally produced event for Earth Day and Brita realized that. Well done.

Pepsi screws up majorly

Just when I thought the new Pepsi campaign was going really well and was very impactful I came across an article on Advertising Age about a marketing promotion gone sour. The Pepsi promotion was to give a certain number of Yankee fans seats to the Yankee v Indians game. Fans lined up for the chance for free tickets until they found out that there were less seats available then promised. The disappointed and very routy crowd chanted "Pepsi Sucks" over and over causing a huge scene at the event.

Later, Pepsi issued a statement apologizing to the fans regretting their actions. They even offered another promotion very similar to the original. After disappointing so many people we'll see how many are interested in giving Pepsi another chance.

Vitamin Water Pop-up

Although we all know who does the best pop-up stores (Target), VitaminWater did a great job with their pop-up in NYC to promote the new 10 calorie VitaminWater. The message of the store was how to burn 10 calories by not doing anything, which was a great draw. Inside of the pop-up they had a photo booth, lounge area, a Wii, product, and plenty of in your face messaging about the product. The space looked great, very clean and on-brand.

In the past VitaminWater has only done street teams to hand out their product. This is definitely a step up for their brand and a great way to build awareness. Bravo!

Check out more photos here: [BizBash]