Werther’s Creates Life-Sized ‘Candy Land’ Game Board For #CaramelDay

Werther’s is bringing a life-sized Candy Land game board to the Santa Monica Pier for National Caramel Day.

Candy Land: The Werther’s Caramel Edition Game is a pop-up experiential marketing campaign organized in partnership with Hasbro. The one-day event is designed to spread brand awareness for Werther’s candies on National Caramel Day—an internet holiday that occurs each year on April 5. The game is open from 10:00 a.m. to 6:00 p.m. on Thursday, and a digital version of the game will also be posted on CaramelDay.com.

Mario Lopez, who not-so-coincidentally hosts the Candy Crush game show, will be on-site with his family.

Visitors are invited to follow the game board through four “kingdoms” with photo opportunities, facts about the company and candy throughout. The areas are called Caramel Popcorn Mountains, Werther’s Woods, Caramel Creme Lagoon and Werther’s Caramel Castle. A digital version will be available online for 30 days following the event that includes a 360-degree video of the pop-up.

The experiential pop-up taps into nostalgia around the classic Candy Land Board board game, which was first published in 1949, as well as the fear of missing out (FOMO) for fans with a sweet tooth.

Werther’s has partnered with a number of brands over the years—including Walt Disney World, where it has a dedicated shop. In 2017, the brand promoted its new caramel popcorn through an official sponsorship of the People’s Choice Awards.

As far as last year’s National Caramel Day, Werther’s commissioned a study to determine how consumers in the US pronounce the word “caramel.” A study of 1,000 US consumers found that 57 percent pronounce the treat “ker-uh-muhl.” The confectioner released its survey findings along with a celebration in Carmel, IN where they changed the name to Caramel, IN for the day and provided games, prizes and candy at a special event.

Werther’s Original was the second top-selling hard candy in the US last year, earning $86.1 million. Sales of the caramel treat were second only to Jolly Rancher.

Palace Resorts Uses Eye Tracking To Recommend Vacations

Palace Resorts is using eye tracking to recommend Latin American vacation destinations.

Never Lift A Finger” accesses a user’s webcam or smartphone camera as they take an online quiz. The site then gauges interest through eye movements and gaze duration to recommend a Palace Resort vacation package.

Alternatively, users can choose to manually select videos or tilt their phones to make decisions through the mobile site.

Eye tracking offers marketers a way to measure genuine interest based on where a user looks and for how long. This allows them to then customize outreach methods accordingly. For example, a recent eye-tracking study found that video ads embedded in premium content were found to drive purchase intent 27 percent higher than skippable pre-roll ads or video ads found on social feeds.

For this campaign, users are shown a pair of videos that feature different elements of Palace Resorts, such as family-friendly dining or adults-only relaxation. An on-screen beacon shows users where they are looking on the screen. Once they have looked at the same video for a few seconds, the software confirms the selection and moves on to the next pair of parallel videos.

After five videos have been selected, the microsite recommends one of Palace Resorts’ 10 locations, along with more information and a booking portal.

“Never Lift A Finger” was created by Expedia Group Media Solutions, the advertising arm of Expedia. The company has created a number of interactive travel experiences over the years, including a 360-degree ad for San Antonio Texas and a facial recognition campaign for Hawaii called “Discover Your Aloha,” which they released in 2016. The latter used facial recognition to gauge a viewer’s reaction to a video featuring different vacation ideas from swimming to hiking or just relaxing. As with “Never Lift A Finger,” the microsite would then recommend vacation packages based on what the user interacted with the most.

The company’s current eye-tracking campaign is running across Expedia, Hotels.com, Hotwire and Travelocity in the US, Canada, Mexico, Latin America and the UK.

 

Jeep Debuts 360 Video Experience With World Surf League

Jeep and the World Surfing League (WSL) have partnered to release a 360-degree video choose-your-own-adventure experience.

“Jeep Sessions: A Surfing Journey in 360” literally places users in the passenger seat with pro surfer Jordy Smith in his 2018 Jeep Wrangler or Malia Manual in her Jeep Renegade as they drive around Oahu, Hawaii.

Consumers can view the experiences on YouTube or by downloading the official app for iOS, Android or Oculus Gear. Developed by Rapid VR, the app version of “A Surfing Journey in 360” offers choices and interactive elements that users can activate by focusing on certain objects.

The 360-degree activation continues Jeep’s ongoing partnership with WSL that highlights both vehicles and pro surfers to the public. For those attending in person, the VR experience will be available at WSL events throughout the year.

Rapid VR has experience filming 360-degree videos of surfing, having developed “Get Barreled In Tahiti” with Samsung in 2015.

For brands, 360-degree video has become a popular way to showcase products and ideas without the need for expensive VR rigs. Allowing users to make choices throughout the experience encourages repeat viewing to see all the outcomes.

A few major activations have popped up: last year, an Expedia created a 360-degree experience for San Antonio, TX that allowed users to choose locations to explore on a virtual vacation. And in 2016, Liberty Mutual Insurance launched a campaign on Facebook that offered choices after a user’s virtual car broke down in the woods.

Google recently found that 360-degree video ads outperformed standard videos in terms of click-through rates and engagement. A 360 ad for Columbia Sportswear drove 41 percent more earned actions than the standard ad and drove more engagement with Columbia’s YouTube channel.

North Face Launches Female-Focused ‘Move Mountains’ Initiative

The North Face has launched its “Move Mountains” initiative—the brand’s first global campaign devoted to women and young girls.

Move Mountains includes a series of videos that highlight females who are leading in their respective fields. The spots, which will air online and across social channels, feature rock climbers Ashima Shiraishi and Margo Hayes, endurance runner Fernanda Maciel, mountain climber Hilaree Nelson and aerospace engineer Tiera Fletcher.

The North Face will take over the National Geographic Instagram account this week to highlight female explorers, and Fletcher’s work to send rockets to Mars represents a different side to that idea.

Tom Herbst, global vice president of marketing for The North Face,  told AlistDaily that given the current cultural context, it was a good time for a campaign devoted to women explorers. “Part of this campaign is to tell their stories and open opportunity for all women to set lofty goals and meet them and challenge themselves,” said Herbst. “It’s not always just [about] physical element of exploration, but also the mental emotional and cultural aspect as well.”

The North Face has partnered with Girl Scouts of the USA (GSUSA) to create a new set of curriculum that includes 12 new outdoor adventure badges ranging from mountaineering to trail running. While The North Face has partnered with GSUSA in the past, this is a “much larger” program.

“We feel like we have both a responsibility and an opportunity to introduce as many people as possible to a life lived outdoors and a life of exploration,” said Herbst.

Two new stores will open this year, each catered to the female demographic. The North Face location in Edina, MN will focus on running and training apparel, while a store in San Francisco will feature all women’s product lines from outdoor to urban products.

The brand will also ship its first-ever women-focused catalog to around 70,000 consumers.

The North Face is also looking inward, Herbst explained, focusing on employee development through a partnership with Paradigm for Parity Coalition.

“As we stepped back and looked at our brand, we know we’ve been doing a lot of the right things over the years in terms of supporting women in our organization but we feel like we could do even more,” said Herbst.

Nature is the great equalizer, he explained, and The North Face wants to reflect that philosophy in its brand message.

“We feel like there’s an opportunity to be much more inclusive within the outdoor industry. The outdoors treats everyone the same regardless of your background or what you look like.”

Super 8 Debuts Concept Car Inspired By Newly-Designed Rooms

Super 8 continues its “Road Trip” marketing theme with a concept car designed to match the hotel’s new guestroom decor.

At the New York International Auto Show on Friday, Super 8 debuted a concept car called ROADM8. Created from a 2017 Jeep Wrangler, ROADM8 is painted red and yellow to match the Super 8 signage and features a number of designs that match the hotel chain’s newly-remodeled rooms.

Under the hood, for example, is a black and white mountain landscape photo of South Dakota—a nod to wall-sized photography prints that double as headboards in the chain’s hotel rooms. The seats have been upholstered to match the bedspreads and the coffee maker has been installed in the console, along with a mini-fridge.

Super 8 invested more than $100 million in renovations in its North American locations last year. This year marks the hotel chain’s 45th anniversary and the brand wants to spread awareness around its recent facelift.

“While some might be surprised to see us at the New York International Auto Show, for us, we think it’s the ideal spot to show off the new look and feel of Super 8,” Mike Mueller, Super 8 brand senior vice president said in the official press release.

Creating a hotel concept car ties nicely into Super 8’s ongoing “Road Trip” campaign. Last year, the brand released a series of video ads that made light of road trips gone wrong with the tagline, “At least tonight can be Super.”

The activation is being received well on Instagram, without visible negative feedback; ROADM8 posts prompted several comments about wanting to own the car. A 360-degree tour of the car is also available on Super 8’s Facebook page, where it has also received positive feedback.

Deloitte predicts that the hotel industry will experience strong five-to-six percent growth in 2018, reaching a record-breaking $170 billion in gross bookings.

“Throughout the year, hoteliers will be looking for an opportunity in strategic places, including a revisit of the midscale experience, traveler-facing tech, health and wellness and loyalty,” said Deloitte.

AListDaily’s 10 Under 10

You’ve seen Forbes’ 30 Under 30 list every year. We at AListDaily think that’s not a challenging enough age bar—who hasn’t rewritten the rules of brand engagement by age 30?

Rather than highlight the passé achievements of the last generation, we choose to look forward at the bold, fresh-faced innovators of generations to come—just in time for our annual April 1 innovators report. With no further ado, we present: the AListDaily 10 Under 10.

Timmy Thompson, 8

Cofounder, Timmy’s Lemonade Stand 25 Cents For A Cup Delicious!!!

With the help of angel investors Mr. and Mrs. Thompson, Timmy Thompson launched an innovative startup that quickly became the leading lemonade stand on Ocean Breeze Avenue in Toledo, OH. Through savvy marketing efforts like “Operation Throw Water Balloons At Angela’s Lemonade Stand” and “Guilt Mom’s Coworkers Into Buying A Cup Apiece,” Timmy Thompson’s business easily beat out its competition in a crowded marketplace.


Abigail Smith, 5

Entrepreneur

Always bold, Abigail Smith broke into the cutthroat automobile marketing scene with an innovative, personalized approach to direct-to-consumer sales, putting Mom’s 2013 Toyota Camry up for sale on eBay. Though questions remain as to her platform’s scalability, a recent influx of $500 cash will allow for additional research into avenues for growth.


Jennifer Hudley, 9

Creative Director, Oak Lawn Episcopal Church Bake Sale Committee

Jennifer Hudley spearheaded poster design for her church’s bake sale, taking advantage of a bold, innovative impressionistic design. We don’t have the data to determine the direct influence of Hudley’s omnichannel marketing efforts on the bake sale’s revenue, but the Oak Lawn Episcopal Church reached its sales goals and that can’t be a coincidence, right?


Gregory Beck, 7

Chief Technology Officer, Beck family

Showed his dad how to sign up for Twitter, allowing the Beck family to achieve unprecedented organic reach to over 330 million online consumers.


Hannah Polau, 4

Founder, We’ll Put It Right Up On The Fridge Studios

Hannah Polau developed a bold, fresh, innovative new style of finger painting that will undoubtedly change the face of print advertising three months from now.


John Fibaracci, 6

Volunteer Brand Ambassador, LEGO

Developed an ultra-immersive pop-up experiential activation to promote Lego’s new product line to his family, by scattering loose Lego pieces around the house for Dad to step on by accident.


Emily Song, 7

Freelance Digital Evangelist

Founded a digital startup that uses the blockchain and augmented reality to disrupt out-of-home billboards. Received the first prize for perfect attendence at Little Angels Preschool two years running.


Jeremy Bentham, 6

Student

Jeremy Bentham clicks on every banner ad he sees. Forrester attributes the continued survival of online media publications to Mr. Bentham’s tireless work.


Bethany Gutierrez, 9

Chief Marketing Officer, AListDaily

Bethany Gutierrez brainstormed, conceived, designed, produced and wrote AListDaily’s April Fools Day joke.


Annabel Johnson, 2

Prodigy

Annabel Johnson’s first recorded word was “programmatic.”

Taco Bell Considers ‘Web of Fries’ Sequel After Success Of First Trailer

Taco Bell’s “Web of Fries” movie trailer sold a whole lot of nacho fries, so Taco Bell is considering what any movie studio would do—order a sequel.

Launched in January, Taco Bell’s trailer for a non-existent movie called “Web of Fries” told the story of a man who stumbles on a conspiracy by “Big Burger” to squelch any competition. The protagonist, played by Josh Duhamel (Love, Simon), finds himself obsessed about uncovering the truth about why Taco Bell doesn’t offer fries and finds himself being threatened by “the burger people” who don’t want the world to know.

“A lot of people are selling fries,” Tracee Larocca, Taco Bell’s senior vice president of advertising and brand engagement told Variety. “We had to find a way that felt really different and get people’s attention.”

The trailer resulted in 53 million orders of nacho fries within the first five weeks of its campaign. In the first weeks following the trailer, one in three orders included Nacho Fries. Now, Larocca said, the quick service restaurant is considering a sequel.

This is good news for fans of the trailer, which ended in a life-threatening cliffhanger.

Taco Bell has adopted a tongue-in-cheek marketing approach for years, from using a talking chihuahua as a spokesperson to offering wedding ceremonies in its Las Vegas restaurant.

Short films can be an effective way of telling a brand’s story in a short amount of time. In 2016, Chipotle released a Pixar-like animated film called “Love” that told the story of two young entrepreneurs brought together with fresh ingredients.

Pepsi’s “Uncle Drew” series of ads, starring NBA Kyrie Irving in disguise, has evolved from a short film into a full-length movie hitting theaters this summer.

“Web of Lies” looks like a real film. Time will tell if a “Web of Fries” Part 2 can match the campaign’s initial success and if would ever spawn a full-length adaptation.

Brands Engage Easter Consumers With Virtual Egg Hunts

Brands are on the hunt for consumer engagement this Easter holiday with the use of virtual egg hunts.

On Thursday, Cadbury hosted a one-hour Facebook event that invited Australian users to explore a 360-degree virtual landscape and comment when they found a hidden egg. The first to locate each egg was rewarded with real-world chocolate treats.

According to The Drum, the event drew 220,000 visitors, posting a total of 70,000 comments.

The Great Snapchat Egg Hunt debuted March 22 and runs through April 1 in the US and Canada. The AR scavenger hunt uses GPS to indicate when virtual eggs are near. Tapping on nearby eggs prompts the 3D World Lens to take over, placing the eggs in “real life.” Collecting eggs earns the users points, which can be compared to friends on the Snap Map leaderboard. Rare gold eggs are worth 5 points, and regular eggs are worth one.

Users who don’t want to display their location can still play in Ghost Mode, and their score will only be visible to them.

Throughout the month of March, Niantic has hosted the Pokemon GO Easter Eggstravaganza, offering users more chances to hatch certain Pokemon. The collectible creatures hatch from eggs, making the event a natural tie-in to Easter celebrations.

In Pokemon GO, users can collect eggs that hatch after traveling either 2 km, 5 km or 10 km. Certain Pokemon, such as Wynaut or Ralts are normally available only in eggs that require a longer distance but are available in 2 km eggs until April 2.

Niantic’s breakout AR mobile game rose one spot to number nine for digital mobile game revenues in February.

US consumers will spend $18.2 billion on Easter celebrations this year, according to National Retail Foundation estimates. Roughly 81 percent of Americans plan on celebrating this year, spending an average of $150 per person.

Amazon Voted Most-Liked Brand In Recent US Survey

Amazon was voted the “most liked” brand by consumers in a recent survey by Morning Consult and Public Affairs Council.

A survey of US consumers conducted between March 13-15 found that among 15 brands, Amazon was by far the most liked with a net score of 44 percent. This is twice as high as the next most liked brand—Google—which earned a net score of 21 percent.

Rounding out the top five most liked brands are General Mills (10 percent), Sony (five percent) and UPS (four percent).

Tech giants like Amazon and Google have been under government and public scrutiny over brand safety, alleged censorship and data privacy concerns, but the survey shows consumers remain loyal overall.

Amazon shares dropped two percent on Thursday following a Twitter post by President Trump criticizing the company. The company may be relieved to know that, at least with these survey respondents, they are still in the public’s good graces.

Tom’s of Maine received a net score of zero, as two percent of respondents named it their most and least liked brand. Sadly for Goldman Sachs, not one respondent named it their favorite brand on the list.

Trump Hotels, meanwhile, was voted the least liked brand by 30 percent of respondents and the most liked by only one percent.

Digging deeper for political bias, the survey also looked at voter affiliation. Even among those who voted for Donald Trump in the 2016 US Presidential election, only four percent listed Trump Hotels as their most liked brand, while six percent named it their least favorite.

Unsurprisingly, no respondents that voted for Hillary Clinton listed Trump Hotels as their favorite, with 52 percent listing it as their least liked brand.

Tobacco brand Philip Morris is only disliked slightly less than Trump Hotels, with a net score of -15 (one percent “most liked,” 16 percent “least liked.”). Despite Americans moving away from cigarettes and tighter regulations, the US tobacco industry relies on a smaller group of loyal customers, it seems, as revenue is soaring.

Porsche Adopts Haptic Feedback Ads For Vehicle Customization

Porsche is using mid-air haptic feedback to highlight features and allow customization of its new 2019 Cayenne Turbo.

Consumers may soon be able to customize a vehicle with the wave of a hand thanks to a partnership with ZeroLight. A demo of the technology is on display at the Digital Signage Expo in Las Vegas on Thursday and features haptic feedback without the need for gloves or devices.

According to an official press release, special UltraHD advertisement displays feature videos and images of the Porsche Cayenne Turbo. Moving one’s hand in front of the display will trigger haptic cues delivered “directly to their bare hands” through ultrasonic technology.

The interactive display allows users to customize the car with a myriad of options from color to dashboard features. During the demo, a user can scan a QR code that creates a dedicated microsite featuring their personalized vehicle, which can be personalized even more online.

The goal of this ad format, ZeroLight explained, is to encourage “active involvement in the experience, driving brand affinity whilst connecting public advertising to a wider retail ecosystem.”

Porsche is celebrating its 70th anniversary this year—a milestone reached by adapting to trends and emerging technology throughout the decades. On Wednesday, Porsche released a marketing campaign dubbed #SportscarTogether, inviting fans to share their favorite moments with the brand.

UK start-up ZeroLight is disrupting the car-buying process during a time when consumers spend more time online researching and less time in the dealerships. Other partnerships include a VR concept for Audi and a VR showroom for Pagani.

According to Bloomberg, US dealers spend $2.75 billion annually on interest just to keep new vehicles on their lots. Allowing consumers to customize and visualize options without the physical car present saves showroom space and money that can be used for marketing and customer experience solutions.