Tag Archives | Partnership

Skittles and Trale Lewous are Odd Partners

Sometimes you just have to make the most of the opportunities in front of you.

Skittles Vending Machine

About a year ago, Skittles took one of their sweet looking custom vending machines (the same vending machines they give to celebrities) and offered it up to anyone that could convince them through either photo or video why they were a worthy recipient.

One (well actually two) of the responses came from Trale Lewous, a character played by Nathan J. Barnatt, a YouTube ‘celebrity’ that creates wacky characters and makes odd videos with those characters.

Predictably, his entry videos were a little… odd:

But that should come as no surprise, since Trale Lewous made odd commercials for Skittles on his own without any reward:

Since Skittles is an odd brand, they seized upon this odd opportunity, and delivered Trale his prize:

Since Trale was already a huge Skittles fan, the videos continued:

Skittles again seized upon the opportunity in front of them, and delivered a custom boombox to help Trale Lewous with his music videos:

A month later, another video emerged from the Trale Lewous/Skittles partnership:

By keeping the videos low-budget, Skittles doesn’t need millions of views to justify the campaign. Even a few hundred thousand well targeted views would be enough to make this campaign a success, especially when many of those views come from hard to crack communities like Reddit.

Now many brands would have called it quits after a series of successful videos, but Skittles decided to take their partnership a step further by making Trale the star of an online video contest, which they teased:

And then formally announced with their new official spokesperson:

RideTheRainbow.com is, as you’d expect, a bit odd, but it fits with the type of brand they’re trying to create, and appeals to their intended audience. (The same people that watch and enjoy videos featuring Trale Lewous.)

Since this whole thing started with a vending machine giveaway, the hope must be that by giving away a Skittles pinball machine, they’ll unearth the next Trale Lewous, and start the cycle all over again.

And with an endless supply of new talent flooding YouTube every day, doing whatever it takes to stand out, Skittles should have no problem finding their next star.

Dunlop Loops Its Way To Video Success

Dunlop Loop-the-Loop

Tire ads aren’t known for being fun or sexy, and usually rely on safety stats and a general feeling of ‘that tire won’t explode while I’m driving’ to motivate you to buy. It doesn’t have to be that way however, and Dunlop’s recent campaign is just one example of what’s possible. In their spot, they take an unconventional approach to tire advertising, and highlight the fact that, while tires aren’t typically sexy, the cars that use them sure can be.

In the ad, a stunt driver named Steve Truglia in a Dunlop equipped Toyota Yaris navigates up, over and through a 40 foot loop-the-loop, setting a new world record for the largest loop ever performed by a four wheeled vehicle, and proving that Dunlop tires can easily handle the stresses of a 6-G maneuver along the way. While the video itself is impressive, it’s what they did to hype the video and build buzz around the campaign that got my attention.

Countdown Timer

For starters, Dunlop used the often cliché but generally effective countdown timer to tease the event, both creating a sense of anticipation, and giving viewers a firm date and time to come back and see the stunt. That way, anyone that was intrigued by the teaser videos and wanted to see more would know when to check back, and Dunlop could prevent the frustration that comes with seeing 80% of a concept, and then missing out on the final (and more interesting) 20%. Plus, as long as the teaser videos were good, the timer guaranteed that the main video would receive a bunch of additional views when it first debuted, ensuring that the start would go off with a bang, and that pass-along would occur from the very beginning, which is important when you want a video to go viral.

Though social media support was limited, Dunlop did open a DunlopLoop Twitter Account specifically for the campaign, and posted regular updates to that account in addition to their main site. At this point, a Twitter account is almost a mandatory inclusion for any interactive/online ad campaign, but it was good to see that it wasn’t neglected in this case, and was executed well. The account posted updates and replied to any reactions, and while the response wasn’t great, it was good bang-for-the-buck, and showed that Dunlop cared about influential viewers who are willing to share the video (and their opinion) with others.

To add to the credibility of the event, and to tie the campaign to a group of target-specific celebrities, Dunlop also teamed up with the British automotive show Fifth Gear to create the concept. By doing this, they were able to use the personalities from the show to build buzz and tap into a pre-existing audience for a guaranteed number of viewers that would watch the video regardless of additional support. Too often, endorsements and partnerships end once the cameras start rolling, but when everyone and everything has its own on-line fan club, it’s important for companies to realize that they need to tap into those communities and make the cross-promotion a part of the deal.

Beyond the stunt and the videos that went along with it, the campaign was kept to a minimum, but that doesn’t mean there was a shortage of ideas for how to increase the exposure and extended the campaign into additional channels. For one, they could have followed BMW’s lead with the Rampenfest campaign and created a Facebook Page to generate buzz around the stunt and increase the “Real or Fake?” debate. Secondly, they could have created an advergame to allow viewers to attempt their own stunt in a Dunlop branded car. Lastly, they could have done a ‘remix you own ad’ style campaign where viewers are given a number of camera angles and clips of the stunt and the ability to stitch them together in any way that they liked, and then the winning edit is shown on TV.

For a small video campaign however, the Dunlop Loop-the-Loop was a smart and solid idea that managed to do a lot with a little, and made tires a hot topic on a large number of blogs, which is no easy task.

The Good:

  • Uses a world record to draw in viewers and create a spectacle.
  • Demonstrates a very boring product in a very exciting way.
  • Used a countdown timer effectively to build buzz.

The Bad:

  • Campaign wasn’t extended into other social media channels.

The Future:

  • Stunts allow boring brands to entertain viewers and make their products exciting while still showing features and benefits and driving sales.

Dunlop – Loop-the-Loop