10 Global Digital Marketing Campaigns That You Should Read This Week

Best of global digital campaigns from the week which includes Hefty’s #SaidNoSchoolEver, #LexusHover project, Taco Bell’s Snapchat strategy, AT&T StrongCan Campaign

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1. How American Girl is crowdsourcing its new campaign: The Mattel-owned doll brand is inviting girls between the ages of eight and 14 to star in a short video about two of its dolls: Julie Albright from the 1970s and Maryellen Larkin from the 1950s. Starting Aug. 14, girls — with the help of their parents — can submit three-minute videos of themselves reading from the scripts provided. Those shortlisted will then move on to a public voting phase, starting Aug. 31, where fans can vote online for their favorite video finalists. Two winners get $10,000 and a trip to star in the 15-minute video.

2. Lexus Hoverboard Slide: Lexus is capitalising on the Back To The Future II hoverboard prediction with “Slide”, a #LexusHover project featuring a real, rideable hoverboard. Globally renowned pro-skateboarder Ross McGouran takes centre-stage in the campaign, which shows him teaching himself to float on the hoverboard across a sequence of increasingly challenging stunts. The custom-built hover park in Cubelles, Barcelona, includes unique jumps, ramps, bowls, and even a water feature for the hoverboard to glide over.

3. In Hefty’s #SaidNoSchoolEver Campaign, Teachers Sarcastically Proclaim They Have All The Supplies They Need: Hefty, with help from Havas Chicago, has launched #SaidNoSchoolEver, a brilliantly witty campaign composed of online video, social media posts and influencer outreach. The campaign calls attention to the ongoing lack of funding many schools face with teachers proclaiming the complete opposite of the reality they face on a daily basis. Hefty ensures everyone gets the sarcasm by using the hashtag #SaidNoSchoolEver.

4. Dell’s Back-to-School Campaign Is a Docuseries About Young Achievers: Last  year, Dell tapped YouTube influencers for its back-to-school campaign. This year, the brand is taking things to the next level, moving beyond young Internet celebrities (though this campaign still features one) to young achievers in fields like fashion, science and technology.

5. Vice Sports Uses YouTube’s 360-Degree Virtual Reality for New Series: Vice Sports has teamed up with lead sponsor Reebok for The Moment, which will spotlight athletes and give viewers a first-hand experience of extreme sports. The Moment uses YouTube’s 360-degree virtual reality functionality, a technology that has also been used by Lincoln Motor Company, Syfy, MTV and GoPro.

6. KIND Snacks’ Back-To-School Instagram Campaign Asks Parents To Share Summer #MomentThatPopped: KIND, with help from celebrity animator and artist Rachel Ryle, has launched #MomentThatPopped, an Instagram-centric social media campaign that encourages parents to share their family’s most memorable moments of the summer.

7. AT&T Debuts Three New Videos In ‘StrongCan’ Campaign: AT&T has introduce three new videos in its “StrongCan” campaign, showing real customers using AT&T’s 4G LTE network to achieve their dreams and run their businesses. The digital and social campaign, created by BBDO and Organic, include one-minute “hero stories” featuring a marine biologist, a food stylist and a race-car driver.

8. How Capital One Used Instagram to Boost Ad Recall by 16 Percent: Last week, Instagram finally turned on the spigot to its advertising business, allowing all marketers to target its app users with filter-enhanced photo and video promos. And if case study examples from brands like Capital One are any indication, better targeting and action-based promos may indeed help the photo-sharing app hit its expected $2 billion in ad sales by 2017.

9. Why Miller Lite is Targeting Typography-Loving Millennial Guys on Instagram: Miller Lite marketers recently noticed that growing social audience, it crafted a campaign that zeroes in on millennial dudes.

10. Inside Taco Bell’s Snapchat strategy: In a bid to keep its audience engaged, they talk to Taco Bell’s millennial fans in the language they understand, offering them a mix of real-time and more thought-out content — and they speak fluent emoji.