The campaign for the upcoming animated flick Doogal takes user-generated marketing to new heights (or lows). A print effort links people to doogalmovie.com/coloring. Under the premise that “Dogs are colorblind,” the site asks for help — presumably from the target audience of children — coloring a black and white ad they can download as a PDF. Once the coloring-book-style ad is colored, folks are asked to mail it to the Weinstein company in New York. The winning version will be used as the opening day newspaper ad for Doogal.
Now I’ve heard of getting fans to create our advertising for you, but using child labor? On the other hand, it’s awfully interactive… (And perhaps the only practical approach when your target audience can’t yet use a keyboard and mouse.)
UPDATE: Oh, and there’s an online matching game just announced, too.
They're arguably the most annoying video ad formats in existence, but soon they'll be a thing of the past, at least on YouTube.
On Thursday, Twitter reported its earnings for Q4 2016, and the results have raised questions about the company's long-term future.
From its $1.5 billion air cargo hub to its growing network of contract last-mile delivery drivers, Amazon is increasingly looking like a logistics company; but shipping and logistics giant FedEx isn't sitting idly by.
Havas Group's Meaningful Brands report delivers sobering news for brands: consumers wouldn't care if 74% of the brands they use disappeared off the face of the earth.