Green Lantern with Zappar Mobile App Advertiser: Warner Bros Media Agency: Phd Creative Agency: Substance Format: Homepage Takeover Feature: Interactive Video, Gallery, Zappar App Vertical: Entertainment Country: UK View demo To introduce the Green Lantern to users who may be unfamiliar with the character, we created a micro-site within the MSN takeover; granting users access to content that lets them explore and learn about the movie’s characters. Most importantly, we wanted this takeover, the key online activity for the campaign, to be on a grand scale. When the user interacted, we filled their entire screen with the cool Green Lantern artwork. MediaMind were intrinsic in the implementation of this takeover. Once the creative direction was signed off by Warner Bros. and each unit had been built, MediaMind helped us through the QA process and were instrumental in ensuring that the takeover elements fit perfectly together on the MSN web page. Neil Johnson – Project Manager, Substance

		Try the new Dynamic QR Code Generator Block. Include dynamic QR codes in every online ad you create this travel season, AND take a vacation from coding hassles.With this great new Block, dynamic QR codes are generated instantly based on user interaction with your ad. So, when users request a coupon (free airport parking), directions (nearest waterpark), meCard (call to book your cruise now) or other option – the right QR code is automatically generated. Then, the user simply scans the code off the screen and tada! Coupon is issued. Directions appear. Phone call is dialed… get the picture? Learn more

 

True Blood Season 4 Homepage Takeover Advertiser: HBO Media: Phd Creative: Avatar Labs Format: Homepage Takeover Features: Interactive Video, Custom Background Skinner, Twitter Block Implementation Vertical: Entertainment Country: US View demo Choose your true color – red, black or white to switch the ad content, which also includes a trailer and full page takeover that can’t be missed.   Skoda Yeti Homepage Takeover with Waterfall Advertiser: Skoda Media: Mediacom Creative: Contrapunto BBDO Format: Homepage Takeover Feature: Interactive Video Vertical: Automotive Country: Spain  View demo The new Skoda takes over the El Mundo homepage with a 3D waterfall crashing over the top of the page. Nissan Micra with Google Maps Advertiser: Nissan Media: OMD Creative: Duke Format: Polite Banner Feature: Maps in Banner Vertical: Automotive Country: France View demo Great example of the power of integrating Google Maps to drive conversions in the auto vertical. Type in a city and the nearest dealers are then displayed on the map.. Click on “reservez un essai” to book a test drive and the user is instantly redirected to a test drive request form with the relevant dealership filled in.   Nike The Chosen Levitator Advertiser: Nike Media: Mindshare Creative: H-Art Adv IT Format: Homepage Takeover Feature: Levitator Vertical: Retail/Apparel Country: Italy  View demo The centerpiece of Nike’s new ‘The Chosen’ campaign is a film shown in the Levitator format featuring skating legend Paul Rodriguez (P-Rod), Olympic snowboarder Danny Kass, surf prodigies Julian Wilson and Laura Enever. The film was shot all over the world at night and features lighting and pyrotechnics reminiscent of a live rock concert. Microsoft Windows Azure Homepage Takeover Advertiser: Microsoft Media: Initiative Universal Media Creative: Wunderman Format: Homepage Takeover Features: Interactive Video and Game Vertical: Tech/Internet Country: Denmark   View demo Start thinking like Windows Azure. Your job is to feed the fish. Click on the highlighted code to choose the correct functions. Win also a trip to E3 in LA including flight, hotel, and entrance to E3 2012. Good luck!   Wi-Tribe Together Sidekick Advertiser: Wi-Tribe Media: eTechsol Creative: eTechsol Format: Expandable Banner Feature: Sidekick Vertical: Telecom Country: Pakistan  View demo The new wi-tribe campaign to “create your own world”, promises a deeper more profound consumer relationship by providing a more exciting and brand new experiences from Pakistan’s No.1 broadband company. The Sidekick Format opens with a rollover to reveal original graphics that express the company’s vision

Click here to download the full version of The Feed.

Movistar tapped into sports fans’ passion with a ‘Battle of the Tweets’ to promote the new Movistar IPTV channel & mobile service in Spain.


The banner encouraged users to take part in a ‘battle of the tweets’ and to watch a video introducing a new sports channel Imagenio Energía. Real-time tweets appeared in the ad for each team (Real Madrid or Barcelona) to see who has more ‘energy’.

The Results?

More than three hundred thousand users viewed Movistar’s video for the campaign “Imagenio Energía” in the ad. In addition, a significant percentage of users intentionally chose to engage with the campaign. The average dwell rate was 17.27%, nearly three times the benchmark of 6%.

Click here to download the full Movistar Battle of the Tweets Case Study.

The IAB rising stars initiative has been getting a lot of traction lately after the IAB’s Peter Minium presented the different formats during Internet week 2 weeks ago and many publishers are now working to support them.


At MediaMind, we have been involved in the IAB initiative from the beginning including production of a winning format – the Slider (together with Unicast; the format was created by Genex). Since then, we have been working on supporting these formats on a couple of fronts:


First, we have certified the Filmstrip format with MSN.  Currently, together with Unicast (again), we are the only 3^rd parties certified with MSN.





Second, we will release 2 new blocks on July 11^th – one for the Slider and one for the Billboard.  This will make it easier for creative designers to build these new formats according to IAB specs.  We will be rolling out blocks for the remaining stars gradually until all formats are “blocked” and ready for use.


With these 2 approaches – certifying with publishers and offering a production solution (blocks), we aim to make the implementation of an IAB rising star format as easy as running a regular polite banner.



Boaz Ram | Senior Manager, Product Planning, Rich Media

David Baksh – creative director, infinite corridor @ Annex Films discusses behind the scenes of SpecSavers, the Ad of the Month featured in The Feed, MediaMind’s monthly newsletter.


What is your favorite brand experience?

Anything that grabs my attention without making me hate it for doing so.


 What was the client brief for the SpecSavers campaign?

‘We’ve got less time and money than the last one.  Go!’


 How did you decide on the concept?

The shuttle crew concept came from Specsavers’ in-house creative department and is a continuation of their latest TV campaign.  We’ve worked together on their last four campaigns and the process is very organic – they push us, we pull them.  We bat the creative back and forth all the way through the project, refining and changing as we go.  Something is only ever signed off if it can’t be improved.  It’s insane – but it works.



 What role did MediaMind play in the campaign?

Initially, we consulted heavily on the concept to make sure that we all knew what the goals were.  User experience was key – we wanted a seamless and subtle scene to play from the MPU and out across the MSN page.  It had to be eye-catching without being annoying.  MPU, float and leaderboard all had to sync perfectly AND we had to give the user something worth seeing after they expanded the creative.  While we were shooting and building the assets, the MediaMind team set about making sure all functionality we needed would be available.   When we started to put it all together, MediaMind were always on hand to iron out any bugs and improve any components.


 What was the client’s reaction to the campaign? 

Pick a quote:

http://www.livethesheendream.com/


 What feedback have they received?

Friends, family and Marketing are ALL very happy.  I think Wills & Kate also sent a telegram of congratulations but, then, I understand that the user dwell time WAS unprecedented.

But for those interested in actual numbers, the average dwell duration for the campaign was 112.49 seconds of quality brand engagement. That’s 129% above the benchmark (49.04 sec).


 What is your idea of the perfect working day?

I’m very lucky because I enjoy every part of the process.  From concept, to shoot, to build, I couldn’t put one day over another and I wouldn’t want to give up any of it.  Mind you, to be perfect it would always involve banking a cheque before 4:30.


 When does your muse visit you?

Just in time.  (So far.)  In truth, my job is to solve puzzles.  You either have that kind of brain or you don’t.  So if you CAN do it, you just do it.  It’s like asking a plumber, ‘When can you fix the toilet?’  He can fix it whenever he has to.  He’s a plumber.

A few days ago I went onstage into the limelight to accept a Stevie award for the best marketing campaign in the entertainment category for 2011. I accepted it on behalf of ThinkJam and 20th Century Fox Home Entertainment who created an amazing execution for the release of the Avatar DVD / Blue-ray . After losing that other award to The Hurt Locker back in 2010, winning the Stevie finally makes things right for Avatar… At last, James Cameron can get some closure!

I recall watching an interview with Cameron about Avatar before it was released. He was telling the story how Avatar became a reality after brewing in his mind for decades. He explained that technology has just recently reached the critical point where he could achieve the unprecedented visual experience in 3D that made Avatar the highest grossing movie of all times (almost $2.8 billion). In the production of Avatar technology was a key cast member, the secret ingredient that powered unique creativity and flawless execution.





It is only natural then that when planning the campaign to launch the Avatar DVD and Blue-ray ThinkJam and 20th Century Fox looked for the right technology partner to create a groundbreaking experience in display and iPad. They have found that partner in MediaMind, the rest is history. Here at MediaMind (formerly Eyeblaster) we’ve been powering groundbreaking rich media experiences for over 10 years. Although over the years we’ve expanded to help our clients in many other areas such as campaign planning & analysis, data management, creative and media targeting & optimization and others, what gets MediaMinders really excited is seeing our clients create amazingly beautiful, entertaining and engaging interactive executions. we are repeatedly amazed by what our clients are able to achieve using our technology. There’s no greater reward for our work than seeing our clients’ work recognized and celebrated across the industry.


Congratulations ThinkJam, 20th Century Fox and MediaMind! (and also James Cameron…)