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On The Radar: Father’s Day Advertisements

Oreo – Wonderfilled

Sometimes all a girl wants to do is stay up late and tell jokes with her dad until they get hiccups. Can you blame her?

The cheerful animation kind of makes me want to watch monster movies on TV with milk and cookies. Who’s up for a movie marathon? I’ll bring the snacks.

[youtuber youtube=’http://www.youtube.com/watch?v=HDaCU_qD5gk’]

Sears – Not a Superhero

Who is the Sears dad? He wears a suit and tie, not a cape. He interrogates his daughter’s boyfriends and doesn’t fight villains. He doesn’t have superhuman power, but the son in Sears’ Father’s Day commercial is convinced that doesn’t make Dad any less cool. “He’s just super because he’s my dad,” the boy says in a voiceover.

Interestingly, the ad has an explicit call to action at the end, asking viewers to look for their product placement in the new Man of Steel film. The ad uploaded to YouTube then ends with an interactive and clickable gift guide to shop online and find the perfect gift for dad.

[youtuber youtube=’http://www.youtube.com/watch?v=miAz2AFVy_c’]

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Google+ and Topshop Present… The Future of the Fashion Show

It’s reading week for Ontario’s university students. While I took the VIA Rail from Canada’s London to Toronto, hundreds of designers, editors and buyers travelled overseas for London Fashion Week.

Watch this video to see how Topshop employed Google+ features to produce an innovative fashion show:

[youtuber youtube=’http://www.youtube.com/watch?v=5TAF9OfL99g’]

Anyone need a shopping buddy?

Full article about the campaign available via Fast Company.

Behind the Brand: Zellers

It’s one thing to “Like” a store on Facebook and follow them on Twitter.

It’s quite another to learn about how Zellers uses social media while in Liquidation mode.

Name: Jennifer Zedic  

Position: Director of Marketing – In Store and Social Media

Employer: Zellers

Education: Fashion Marketing and Merchandising, Ryerson University

Favourite Zellers purchase: Pure by Alfred Sung knit scarf (I liked it so much I bought 5 different colours!)

Professional role model: Heather Reisman – Indigo: I love how she has taken the book store and made it a shopping experience and how she did not back away from technology when it threatens the business, but instead embraced it. She has built a strong and reliable brand and owns the market in Canada.

What makes Zellers a uniquely Canadian store?

History and memories only found in Canada make Zellers a uniquely Canadian store.  The fans’ comments from our Facebook page talk about their experience with Zellers growing up in Canadian communities and how the great Canadians who work at those stores made a difference in a lot of their lives.

How has the marketing department’s role and responsibilities changed since learning that Zellers stores will close?

The marketing team is focused on continuing to build great flyer deals that our customers are expecting. We have pulled away from other forms of marketing, such as TV, radio and specialty print but maintained our flyer program and invested heavily in social media. For our Liquidation stores, we are using an extensive amount of ROP’s in local markets to highlight the weekly deals to the customer.

How does Zellers decide which social media channels are worth the investment?

Social media strategy for us is to provide information to the community on what they want to hear about as it relates to Zellers.  We chose to invest in Facebook since it is the best way for us to communicate to our customer on a more personalized level and to the largest audience.

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Red Bull Supports Musicians

While Red Bull’s commercials tend to be cheeky with simple colour schemes, their interest in supporting aspiring musicians through innovative partnerships is very clear this summer. First on my radar was the Red Bull Soundstage Facebook contestthanks to which my friends’ band Of Gentlemen and Cowards will appear on The Late Show with David Letterman in September.

UPDATE: Here’s the clip from Of Gentlmen and Cowards’ September 17 performance:

Then today I learned about an interactive billboard Red Bull created in London, England to promote Jessie Ware, who recorded her latest album at Red Bull Studios. Red Bull invited locals to colour in dots on the billboard until the advertisement was completely visible. Below is the final product:

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