30. May 2012
Nivea For Men has unveiled a social media aspect to to function alongside its Euro Campaign with ‘Soccer Stars Soundboard’, created by none other than your friends at CMW.
Using images of England’s Euro ‘96 squad members, including Paul Ince, Les Ferdinand, and David Seaman, we created a soundboard app that allows people to select their backing track – rock, reggae, hip hop or house - and add a vocal accompaniment from Ince, Ferdinand and Seaman who appear on-screen.
Users can then record their favourite mix and share it with friends.
The app will be promoted via Facebook, as well as through an eNewsletter to the database and a presence on Nivea’s YouTube channel.
22. May 2012
This morning CMW and our closest industry friends enjoyed the company of Alex Fleetwood, the founder of Hide and Seek, who spoke to us about social gaming and play.
Hide and Seek is a gaming consultancy that's dedicated to inventing new kinds of play, from apps to real-world games within festivals. Alex enlightened us about the rules of game creation, as well as some examples of outside-of-the-box games that are on the forefront of brand management.
Given that 24% of all UK residents play some form of social game at least once a week (generally a 42%/58% split between men/women, who have an average age of 38), the gamification of products has a huge influence over corporations and the market.
So what does this mean?
Well, if we drop the jargon, we can assume that everyone under the age of 50 is a gamer. That means that a huge percent of the population is willing to engage with a product. (Don't believe us? Check out The New Years Games, Drunk Dungeons, and Hinterland as just a few examples created by Hide&Seek: www.hideandseek.net .)
Coupled with the ability of games designers to use smart phone apps as a gaming platform to unite players, gaming now has the capability to produce a more ambient experience. (Think Disneyland, not Scrabble.)
Creating successful games is often harder than you'd think, however. Let's not forget that the greatest piece of technology could provide too difficult to engage with; sometimes a few pieces of cardboard will do the trick.
So, want to try your hand at the world of game design?
Alex left us with a few words of wisdom: never underestimate the competition, be sure to hire game designers, and don't attempt to sum up a game on a deck (or a blog....) - get out there and PLAY.
If you're interested in finding out more, head down to Southbank this Friday for your chance to experience the world of social gaming for yourself: http://t.co/H037qoxk .
17. May 2012
CMW's mighty softball team started out the league with a killer win last night, beating the competition into submission within 5 innings. They're very happy with their final score of 28-9.
Anyone up for a good ol' game of softball...?
Pictured below (L-R):
Kim, Kristen, Leon, John, Anthony, Ally, Marnie; Wen, John, Tom
10. May 2012
CMW and Elastoplast have teamed up with Lewis Moody to create some 'Xtreme DIY' virals to show the strengh and durability of Elastoplast plasters.
Ex-England ruby international, affectionately known as ‘Mad Dog Moody’ on the pitch for his fearless approach to play, perfectly represents the toughness and durability of the Elastoplast product and resonates well with the predominately male audience the brand is looking to engage.
The campaign comprises of three films showing Moody getting to work with some extreme DIY. The first film, ‘freestyle vertical tiling’, launched on Friday, sees the star try to tackle a tiling job while being restrained by a heavy-duty bungee. Its launch was timed to promote the brand ahead of the bank holiday weekend, a notorious time for DIY mishaps that traditionally sees in a spike in product sales.
By Tuesday morning the film had already received almost 100k views.
The second and third films, ‘Velocity concrete drop off’ and ‘Jetstream wallpapering’ launching later this week, will feature Moody tested to the max with more extreme DIY challenges. (www.youtube.com/UKelastoplast.)
The films dramatise the tough, waterproof nature of the product and demonstrate that it will offer protection no matter how tough the task becomes. Want to know more? Give our Business Development Director, Paul, a call on 020 7927 3657.
8. May 2012
Excellent news on the new client front for CMW!
After some exciting pitching, CMW has been awarded the Diet Chef account, and will be responsible for repositioning the business to focus communications on the brand’s proposition of chef prepared and calorie controlled meals.
Activity will launch across TV, print and digital and social media. The campaign will launch over the summer in the UK before rolling out to other European markets.
Liz Wilson, chief executive, CMW, said: "This is a fantastic opportunity for the agency. Diet Chef is an exciting and brave client operating in a hugely crowded sector. While the category is obsessed with the end result, weight loss, research shows us that half the dieting audience are more concerned about the quality and taste of food so this represents a massive opportunity for us to own this area."
Liz Dale, marketing director, Diet Chef, said: "CMW's pitch provided us with exactly what we're looking for in an agency. They showed a deep insight into our business and consumers and provided some truly integrated creative thinking."
We're looking forward to taking on the account and a whole lot of tasty meals!
4. May 2012
This month, hot on the heels of Mark Earls and Steve Henry, we’ll be joined by Alex Fleetwood who will guide us through the Zeitgeist that is play and social gaming and explain why it’s appearing high on every brand’s agenda.
Alex is the founder of Hide and Seek, a gaming consultancy that’s dedicated to inventing new kinds of play, from iphone apps to citywide adventures, festivals to R&D. In this Olympic year there’s little chance of escaping games and Alex will talk about why play has never been more central to our cultural experience, presented more commercial opportunities, or been so core to our social interactions.
It all happens on Tuesday 22nd May, and we'll be live tweeting from the event. Please follow @CMWLondon and #WorkingBreakfast.