Last chance to secure the best rate on passes is Monday, Jan. 13 | March 24-26 in Vail, CO
Unilever’s Klondike is no stranger to social media, but it hopes to tap into the late-summer hankering for Hollywood blockbusters.
Klondike linked with Paramount Digital Entertainment for the “5 Seconds of Glory” Facebook app. The new Klondike Facebook app takes this idea of moments of glory into the world of movie clips. The app lets users sift through some of the most iconic movie moments. Think: “The Godfather,” “Forrest Gump” and “Tommy Boy.” Users can add music and personal messaging to the clips to create a video card that can then be sent to their friends on Facebook, Twitter, Tumblr and email. The app also lets people buy full-length films.
The app ties into a Klondike campaign first launched in April 2011, when it ran television spots along with video banner ads that show men who endure five seconds of something really horrible and get rewarded with ice cream.
Another example of the role that social played for Klondike this summer is The Klondike Comedy Showcase, a joke contest hosted by Twitter celebrity/comedian Rob Delaney. The contest lived on Klondike’s Twitter page. The brand distributed contest updates and actively engaged with consumers via Twitter. The winner got an all-expenses-paid VIP trip to the New York Comedy Festival in November. Each week (for 10 weeks) a new joke topic was introduced via @robdelaney and @Klondikebar.
“This summer was the first time we used [social media] as the primary platform to reach consumers,” said David Neway, associate brand manager at Klondike. “While we continue to use a mixture of channels (TV and digital in the traditional space), we know that our target is actively using Twitter and Facebook.”
More in Marketing
Here are the cases for and against AI agents
Ads targeting AI agents rather than humans might sound ripped from the pages of sci-fi, but it’s a concept that’s gaining traction among marketers.
CES Briefing: Agency compensation models in the AI era, a speedrun of the CES show floor & Disney’s tech showcase
This edition of Digiday’s daily CES Briefing examines how brands and agencies are seeing a need to change payment structures to account for AI tools handling some agency work.
Marketers question TikTok ban refunds ahead of Supreme Court debate
For the first time since whispers of a ban began six years ago, TikTok seems to be bracing for the possibility that its American swan song might not be far off.