This site showcases the (mostly) digital work of Andrew DiFiore from both Virtual Arts Studios and answerYES Interactive as well as random thoughts and experimental projects too volatile to be contained anywhere else.

 
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  • SHOW / HIDE NAVIGATION

    To promote Cellcom’s First Love branded content project of 150 Israeli teenagers’ love stories, McCann Erickson, Tel Aviv, commandeers the URL address bar on participating websites. Visitors to these sites could view short love letters right inside the browser’s address bar which in turn led them to the First Love website simply by pressing enter. From a tech POV, this is kinda cool. From a marketing POV, it effectively raised Cellcom above the banner ad din and yielded a 1.86% Click Through Rate (CTR), 37 times higher than the average CTR in Israel. My only real issue is this “refreshing” of the URL clogs up the browser’s history rendering the back button useless.

    Location-based promotions have been around for years and it is no surprise that behemoth social network Facebook would make this technology an integral part of their platform. And brands like Coca-Cola have been taking full advantage of this in smart and engaging ways. The Recycling King campaign created by Israeli ad agency Publicis E-Dologic encourages people to “think green” by having them upload pictures of themselves recycling.

    Coca-Cola registered over 10,000 recycling bins on Facebook Places and then challenged users to vie for the title of Recycling King by checking in to the most bins. Whether or not you feel revealing your whereabouts to virtual strangers raises huge privacy concerns (and Coca-Cola just duped thousands of Israelis to volunteer their purchasing habits), the campaign has proven to be quite successful; with over 26,000 pictures uploaded and more than 250,000 checkins. If you’re a marketer or an environmentalist, it is something to think about.

    Baby Inside is the follow up to Evian’s hugely successful Roller Babies video that not only went viral but was inducted into the Guinness World Records as the Most Viewed Online Video Advertisement (over 25 million as of 8/19/09).

    Both videos are part of the integrated Live Young campaign created by BETC Euro RSCG, Paris. It includes print ads, TV commercials, and social media.

    Watch the video above (best to keep your eye on the T-shirt to get the full effect of the dancing baby) and then participate by adding your own video clip to Evian’s “longest music video” at Let’s Baby Dance microsite (or via an iPhone App). I did.

    Commissioned by NYC marketing company Moss Appeal to develop branded content for DirecTV Ad Sales team’s social media  initiative, which included a Twitter page, a Facebook page (with two custom apps), and this interactive DirecTV Perfect Match Game that utilized video outtakes from DirecTV’s popular programming.

    The game also featured a Bobble Yourself viral marketing component where participants could upload a photo to create their own bobblehead with a personalized URL that featured them on the game’s microsite. This created greater engagement and encouraged more sharing through email and social media.

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    Super Sexy Ads

    Never really believed that sex sells unless what you’re selling is sex(y). It does get your attention though and if that’s the point of advertising then it wouldn’t matter much if the concept was high or low(brow).

    These videos for Fortnight Lingerie by Toronto-based ad agency Red Urban not only use sex effectively to raise awareness for a unknown underwear brand but created PSAs that teenage boys will actually pay attention too. In addition to the videos below, there are other “goodies” to be had at the Super Sexy CPR microsite.

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