Chipotle’s content rich campaign

Burrito chain Chipotle has returned with a beautifully crafted, integrated campaign.

Their latest promo is an animated short film called “The Scarecrow”. Described as haunting and poignant, it features the song “Pure Imagination” from Willy Wonka & the Chocolate Factory, covered by Fiona Apple.

As part of Chipotle’s commitment to Food With Integrity, the new video follows on from the company’s first ad, released in 2011, which featured Willie Nelson covering Coldplay’s “The Scientist”.

The film is part of a larger campaign that includes a free iOS game. Download the app for iPhone and tablet, and if you earn at least 3 stars on every level you can redeem free Chipotle products. You can also purchase the song.

All for a worthy cause – changing the way people think about, and eat, fast food.

Channel 9 News takes top spot

All People National – Free to Air Station Audience
Nine News – Sunday Network 9 1,492,000
The X Factor – Live Performance – Sunday Network 7 1,440,000
Seven News – Monday Network 7 1,419,000
The X Factor – Live Results – Monday Network 7 1,400,000
Nine News – Saturday Network 9 1,371,000
Nine News – Monday Network 9 1,331,000
Nine News – Tuesday Network 9 1,260,000
Seven News – Tuesday Network 7 1,239,000
60 Minutes – Sunday Network 9 1,215,000
Sunday Night – Sunday Network 7 1,200,000
Source: OzTAM 10.09.13 – 16.09.13

#listeningcloud: watch the social media storm roll in

If keeping tabs on the social media activities of your audience is becoming dry and overly mathematical, try a data-driven lighting display instead – in this instance, it’s a cloud.

The cloud lights up upon various social media interactions with a chosen brand, made possible by custom software and social network APIs. The example uses mentions on both Twitter and Instagram, as well as new Facebook likes, and the lighting system allows for different colours. All information is in real-time, and it’s a more sensory way to present return on social media marketing investment.

As the cloud is currently a prototype, it begs the question what other features could be added… as advanced as your coding skills, really!

Want to make your own? The Instructable files are here.

Viral ad of the week

Moto X “lazy phone” ad

Moto X compares your phone to a lazy mate in this ad, gaining more than 14.7 million views within a week.

https://www.youtube.com/watch?v=2_JQxm53114

Anonymously Tweet people with food in their teeth

Ever wanted to tell someone they have food stuck in their teeth, but didn’t want to be the one to point it out? Colgate Canada’s latest campaign can help out.

If this situation arises and you want to alert someone to popcorn, poppy seeds, sushi or a range of other usual (and unusual) suspects being stuck in their teeth, just head to There’s Something In Your Tweet. From there you can have Colgate anonymously Tweet (or send an email) on your behalf.

As an added bonus, you’ll also each receive a coupon for $1 off a Colgate Slim Soft toothbrush “to help make sure it never happens again” (only valid in Canada).

App of the week

CloudSpotter

Based on the best-selling non-fiction book, CloudSpotter is a beautifully designed application for iPhone that uses gamification to teach you about clouds. And as you learn, so does NASA.

Simply take a picture of some clouds with the in-app camera, work out what kind of cloud it is and submit the image and description. A cloud expert somewhere in the world will then verify your photo (usually within 24 hours) and tell you if you are right or not.

The newly released CloudSpotter App that can help you to identify clouds

NASA commissioned the Cloud Appreciation Society (yes, such a thing exists) to develop the CloudSpotter application. The app knows when and where the photo was taken so it can pass this information back to NASA to assist with their climate modelling.

CloudSpotter is US$2.99 in the Apple Store. You’ll never look at the sky in the same way again.

179 cloudspotter61513

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