Donate Life on Forbes CMO Network

September 27, 2016

In Viral Campaign, A Lesson For CMOs: Make The Unpopular Choice For The Sake Of Reaching Your Target

Jennifer Rooney 

In early August, a promotional video called “World’s Biggest Asshole” quietly launched on YouTube. The nearly three-minute-long video from organ-donation nonprofit Donate Life America features Coleman Sweeney, a fictional jerk of a character who goes through life bound and determined to treat others badly and otherwise bestow bad days on the world.

He’s infinitely disgusting, repugnant. He’s someone you’d never wish to run into, a nightmare of a neighbor. And yet, at the abrupt end of his life, he is a hero. One act—registering to be an organ donor—enabled him to save others’ lives.

The video, launched only online, with only a press release and little fanfare, caught the attention of ad-industry trades Creativity and Adweek, among others. Forbes blogger Will Burns wrote a review of the ad—and its impact. The video went viral, earning 60 million global views within two weeks. In its first six days alone, it garnered more than 50 million views. It now is at 65 million.

It was shared and talked about. People hated it. And people loved it.

Click here for full article.

Posted By: The Martin Agency

NYT: Creative Director Neel Williams Talks Silent Video

September 26, 2016

Making Video Ads That Work on Facebook’s Silent Screen



SEPT. 25, 2016

THE GEICO commercial that made its premiere this summer seemed like a standard 30-second television ad. It features two men building sand castles on a pristine beach with their children. “Guess what I just did?” one of the men asks. “Built a sand castle?” the other responds. “Ha — no. I switched to Geico and got more,” the first man says.

But another version of that ad was created by the Martin Agency, which worked on the commercial for Geico. This one was half as long, with text that popped up as the men spoke, and the word “Geico” appeared after six seconds.

The goal: to make the ad understandable to people who viewed it on Facebook without sound.

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Posted By: The Martin Agency

Land O'Lakes DeleteToFeed Featured on Elite Daily

September 23, 2016

If You Delete Your Food Porn Posts, This Company Will Donate To The Hungry

By Talia Koren

I have no shame in admitting I have an Instagram account dedicated to food.

Yeah, I appreciate food so much that I have to take pictures of everything I eat. It’s bad. But it’s also become a pretty normal thing to do, no matter where you are.

Unfortunately, the fact is, hunger is a huge issue in our country.

That’s why Land O’ Lakes partnered with Feeding America to start the Delete To Feed campaign, which encourages foodstagrammers everywhere to delete an upload of food porn to donate 11 meals to those in need.

This campaign gives #eatingfortheinsta a whole new meaning.

Click here for full article.

Posted By: The Martin Agency

Delete To Feed on Adweek

September 21, 2016

Land O'Lakes Is Donating Meals to People in Need for Every Food Photo You Delete From Instagram

New campaign from The Martin Agency 

By Katie Richards | Adweek | September 21, 2016

Instagram feeds are littered with food-porn photos of burgers, ice cream concoctions, pizzas and more, but Land O'Lakes wonders if the thousands of users who share food photos every day ever stop to think about the thousands more who go hungry each day. 

With help from The Martin Agency, Land O'Lakes created the "Delete to Feed" campaign, aiming to help Feeding America erase hunger, one Instagram photo at a time. Participating is really simple. Any Instagram-loving foodie can do it. All you have to do is delete one food photo from your Instagram account and Land O'Lakes will donate 11 meals to those in need.

Continue to Adweek.

Posted By: The Martin Agency

Adweek Features Latest Timberland PRO Campaign

September 21, 2016

Timberland Really Wants You to Stop Lying About Seeing This Weird Motorcycle Guy at Work

Start taking responsibility already 

By David Gianatasio

Timberland wants to give liars the boot—a comfy boot, that is, and shoes too, with anti-fatigue technology, so folks won't have to invent ridiculous excuses when their tired, aching feet make them goof up in the workplace.

Come on, some mustachioed motorcycle dude named Fernando—rocking a shiny, skin-tight purple jumpsuit and his own trumpety-hot theme song, no less—didn't really cause a boo-boo at the warehouse, now did he?

Yeehaw! Hump that cycle seat!

"We felt there was more room for unexpected comedy around the excuses people make rather than just trying to make funny films about making mistakes," Trent Patterson, creative director at The Martin Agency, which made the campaign, tells AdFreak.

"This route allows us to highlight a lot of different types of workplaces and workers, and then have those workers tell almost any story," he says. "So, the campaign can go in a ton of directions."

Click here for the full article.

Posted By: The Martin Agency

Ad Age Features Chevy "Positivity Pump"

September 14, 2016

Chevy and IBM Will Rate Your Social Media 'Positivity'

Ad Age | E.J. Schultz | September 14, 2016

Here's a reason to spread a little more sunshine on social media: Free gas.

That is the reward Chevrolet recently gave to select drivers in four cities to demonstrate the auto brand's new "global positivity system," which uses IBMWatson to evaluate how positive people are on social media.

The global campaign -- which is rolling out today -- allows participants to visit amobile or desktop site to obtain a positivity score based on their social media posts.

Users are asked to enter either their Twitter or Facebook account names at the site. Within seconds the program returns a positivity score. The output also identifies a user's least positive and most positive posts as well as their five most used positive words. Also provided is a detailed social personality summary. At the end, Chevy recommends an experience based on the output, such as "master a new language."

To promote the digital campaign, Chevy recently took over gas stations in Buenos Aires, Cape Town, New Orleans and Calgary. Drivers uncovered their positivity scores at the pump and were awarded free gas based on their scores.

The campaign was designed and executed by The Martin Agency in partnership with Commonwealth/McCann as the strategic lead agency. The effort marks the first time Chevy has used the IBM Watson technology for an ad campaign -- and could foreshadow future partnerships. "While we can't discuss future advertising strategies, the relationship has been great for both companies and we look forward to exploring future opportunities," Karen Toor, Chevy's global content marketing manager, said in an email.

Continue to Ad Age Article.

Posted By: The Martin Agency