Originating in the Middle Ages, Valentine’s Day was spared for members of the nobility to express their love in secret. Nowadays, it sends many modern day folk into panic and overspending on limp roses whilst others wallow at home where the only thing keeping them warm is an electric blanket.
However, with the digital age comes accessibility, and with that comes a relaxed approach from society enabling us to adapt ‘Hallmark Holidays’ to suit. Brands now recognise that partnering this with novel and interactive ideas – for free - is beneficial to the development of campaigns.
Here are Grape’s picks of lovely examples:
Marmite Spreads Love with Facebook Cards
Marmite is stepping away from the hate and encouraging a lot of love with its latest campaign, ‘Marmite Loves You’.
Just in time for Valentine’s Day, Facebook users can spread the love by ‘liking’ its page and choosing from three limited edition, digital e-cards. Fans can then send their own message to their loved one (or a multitude of friends if they’re feeling flirty) via an online app. There’s also a chance of winning a set of signed prints worth £300.
The cards have been specially designed by artist and Marmite fanatic, Pete Fowler, whose illustrations have been used by The Super Furry Animals, Hot Chip and Gruff Rhys.
He said, “For each card I thought of a scenario and an image and used the Marmite brand colours. I wanted to create something eye catching with the message of love and Marmite.”
Devised by Splendid Communications, the campaign is set to generate more fans on top of its 770,000+ figure.
Dove Valentine’s Twitter Screen
In London’s Victoria Station is Dove’s interactive billboard which, as part of its ongoing Real Beauty standing, invites people to tweet messages about the beautiful women in their lives.
To engage passers-by, the screen will post a different question each day and will stream the tweets in real time. ‘Who is the most beautiful woman in your life? Why?’ was the first question, and on Valentine’s Day they’ll be asking, ‘What do you love about your Valentine?’
Jocelyn Hsieh, senior brand development manager on Dove Global, says: “We hope the engagement and interactive nature of our campaign will bring a smile and a moment of Dove’s warmth to Londoners during their daily commute. We look forward to seeing Londoners’ reflections on beauty and their thoughts on the women in their lives shared on our billboard at Victoria Station.”
The screen will be there for all to see until Sunday, 19th February.
Heineken Serenades the Public
Heineken have launched a new Facebook app called ‘The Serenade’. A personalised song can be sent to your chosen one to ask them out on a date. Multiple options allow the user to state why they fancy their date (‘I like the colour of your aura’ and ‘You have a rich dad’ are our favourites), what they’d like to do on the date (go bowling or show off your stamp collection) and what’s makes the ‘asker’ so appealing (are you funny or do you only date models?). Et voilà! A song is instantly generated!
‘The Serenade’ is part of the brand’s ‘Open Your World’ global campaign which celebrates and encourages aspirational behaviours among adult consumers.
Mark Bernath, Executive Creative Director from W+K Amsterdam comments, “In a way, we want people to be in the films we make. The idea of giving Heineken drinkers the band from the spot to help them ask someone out is our way to make that happen for real. Let’s hope we make a load of offers that can’t be refused.”
