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Posts from the ‘Marketing’ Category

The DIGITAL story of the Nativity

In the spirit of the holidays, Excentric sent their clients a Christmas card featuring their own rendition of the Nativity story told through a digital lens of today. I wanted to share this as I thought it was a clever way of showing how times have changed. See for yourself!

Happy Holidays!


Kinect: YOU are the CONTROLLER

Last night, an ad for the XBOX Kinect came on tv. I was on my computer, and so was only partially paying attention – but the last statement of the ad really jolted my attention back to the tv: “YOU ARE THE CONTROLLER.”

How profound. Are we here in the future already? How incredible is it that technology has now evolved to the point where you don’t need a controller to play video games anymore. Microsoft has completely changed the playing field this time, like Nintendo did with the Wii. And collectively, we are charging towards the reality that anyone and anything can be a vehicle and platform for technology, connection, communication, and interaction.

The rest of the ad itself is expressive in the simplicity of this concept. Just do what you know how to do already: move.

It made me go find it on YouTube to share – so they did something right.

Selling socks with whimsy: Tabio

I was quite enchanted by the recently launched Tabio UK interactive website. It was sweet, whimsical, and endearing, but most of all, it reignited a nostalgic childhood fascination and playfulness around a normally rather benign, everyday product: socks. The best part about the site was the wonderful blend of emotive playfulness with the barely noticeable transactional capabilities of the site. Increasingly, I think this blend of feel-good emotive integration into the buying and selling process is the norm.

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The Guy At Home in His Underwear: Raising awareness for testicular cancer

On October 6th, Stanfield launched “The Guy at Home in His Underwear” with the help of John St, Hard Citizen, and The Secret Location. The campaign is focused on raising awareness for testicular cancer, featuring Mark, the Guy at Home, wearing nothing but his skivvies on live camera feeds all day long. For every person who “likes” the campaign through Facebook, Stanfield’s will donate $1, up to a maximum of $25,000 to the Canadian Cancer Society.

From Day 1, the campaign took off. Within the first day, thousands gave their support by “liking” the Guy at Home in his Underwear. Since then, the campaign has gathered over 35,000 Facebook likes, managing to reach the 25,000 like and $25,000 donation goal within the first week. Stanfield’s decided to put up another $25,000 for the remainder of the campaign. Smart thinking, Stanfield’s! Since then, it seems every few hours, a few thousand more people jump in to like the campaign.

So why the huge uptake? With all the companies clamouring to “do digital” and to be the next viral sensation, what has set this campaign apart from some others that have not have met the same success? Read more

Baby Carrots’ junk food-esque marketing campaign

Bolthouse Farms and Crispin Porter + Bogusky have assembled a great satirical marketing campaign for baby carrots in the style of junk food ads. Entertaining and fun. And if that’s not enough, the campaign comes with its very own microsite, and iPhone app that boasts of being “the world’s first ever carrot-crunch-powered video game. Ever.”




So you want to create an iPad app. Some guiding principles to consider.

On Wednesday, January 27, 2010, the tech world was abuzz. Apple had just announced their latest shiny new toy: the iPad.

At the time and for the weeks and months following, the announcement has been met with mixed reviews. In one camp, people have labeled it as being just an oversized iPhone that was not quite phone, not quite computer. In another, it has been heralded as something that can be expected to revolutionize the gadget industry and way we interact with technology in ways we’ve seen Apple products do in the past. Within Critical Mass, we also had many discussions about the potential impact of Apple’s new iPad. However, regardless of our discussions and each person’s opinion around the iPad, one thing was sure. There was a lot of excitement – especially at the prospect of designing some of the first iPad apps for our clients.

Rather than talk about the impact of the iPad on our industry and market (if you want a great read on the subject, see Neil Clemmon’s post on Experience Matters), this post discusses some of the things we’ve learned about iPad app design and development through our own experience with some of our savvy clients. Through the course of our work with iPad apps, six main guiding principles have surfaced.

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Effective Communication: Keep it simple (Part 2)

Image credit: iStockphoto

In approaching mass marketing campaigns, so often, the communication focus is on reaching as many people as possible with our message or our client’s message… so much so that the underlying objective of understanding is lost. How do we get to them? Where are they already going to be? What are other ways we can reach them? Got that? Great. Now, let’s get them the message. And frequently, there’s a lot to say. We want people to know about the company, what the company is doing, that there’s a great promotion or initiative happening, and why people won’t want to miss out. Throw into the mix dates, locations, rules, participating partners, sponsors, prizes or donation opportunity, and even celebrity endorsement. But don’t forget the overall brand message… and campaign message. Oh, and also the partner sponsor brand and campaign messages too.

And that’s usually only the baseline of informational requirements. That’s already a lot.

It’s critical never to forget that although we want to reach people and get the information we want them to receive when we do – most often, less is more. Or actually, simplicity is key. Managing to fit all of the various points we want people to know doesn’t mean they will receive it when they see, hear, or read it. How do you ensure someone will walk away not only having been exposed to your message amongst all the other people and companies trying to get their messages out, but understanding it in the way you had intended it? You can’t, but you can certainly make it easier for them.

What are the one or two ideas you want someone to walk away with, and more importantly, if you could make it happen – what would you want them to do? That’s what should be in your communication, and everything about your design should support this. Your core idea and what you want someone to do with it.

A firehose of information is overwhelming and can result in more harm than good. Chances are people won’t listen to or read your full ad or write-up, or worse, get confused by it. The small act of keeping things simple – although easier said than done – can make all the difference, and well worth the effort.

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