Media Content Partnerships
This category focuses on efforts based on partnerships between a brand and a media owner/platform to create and activate original media content beyond traditional advertising.
U.S. Army Cryptaris Mission
The U.S. Army needs STEM candidates to achieve today's complex missions, but STEM candidates think they are too smart to enlist in the U.S. Army. So we built desire to join the Army by demonstrating that STEM candidates are held to the same high standards as some of the country's most elite universities. To do this, we created a challenge that only 5% of people who try can successfully complete: a percentage that intentionally mirrors the acceptance rate of the nations most elite universities.
Brand: U.S. Army
Client: U.S. Army
Agency: McCann New York
Pepsi + Empire
To reignite fan excitement around Pepsi's legacy in music we developed an authentic, fiction-meets-reality partnership with Empire that went so deep into the plot storyline that the lines between brand and entertainment were completely blurred. We challenged traditional approaches to media, content, integration and music to create an inimitable Brand story filled with surprise reveals for Empire fans, making them question whether what they were experiencing was a part of the Show, or happening in real life. Ultimately, the partnership generated sales lifts, consumer excitement, and Brand impact for Pepsi.
Extra, The Bachelor and Woolworths - a mutually rewarding love story
This is the story of a mutually rewarding love story between Extra, The Bachelor and Woolworths.
In truth, it looked unlikely to blossom; declining gum buyers, a big battle over $2 small change, disappearing distribution and the only market in the developed world where gum is more expensive than chocolate.
Yet a shift to an emotional strategy, real-time messaging and a ‘love each other’ mentality turned adversity into record category growth, record Extra value sales growth, a record 9 consecutive weeks of high RSV and thousands of new gum lovers.
Brand: Extra Gum
Client: Wrigley Pacific
Agency: Clemenger BBDO