Jun 20th, 2007
Cannes 12
Wildfire ideas that spread and sale. Another conference, but this one was interesting. Roome was full (over 1000-1500 persons). A guy from Leo Burnett and another one from Contagious presented brands and apps that are changing the way we sale brands. Brands that believe not only on ROI (return on investment), but also in ROI2(return on interest). They’ve started their presentation by showing an old pizza-pizza promo spot (2 for 1 on Tuesdays). Then, the’ve showned a second spot, this one totally fucked up. Filmé à la YouTube, there’s this girl coming out of the home, her eyes blinded. Dad just bought her a nice red convertible. Then they start to sing her happy birthday, and when she removed the handkershief in front of her eyes, she see the car. And she starts swearing, cause it’s not the one she had expected. This vid was seen millions of time on youTube. Then, they’re was this second spot on youTube wherer the same girl does an à-la-lonelygil15 testimonial, telling the people that she is not the brat she seems to be. Dad has finally bought her a second car, the one she wanted, and she says that she will sale the first one on e-Bay for 9.99$ only. Turns out this gig is a big pizza-pizza promo. Let’s talk about evolution here! The brat became that popular that she even has her own Wikipedia page - look for Mackenzie Heatsu – or something like that – which makes me wonder how they did it ,since we were not allowed to do it for Goose.
Here’s a bunch of brands that they’ve put in their Wildfire list : iPone, Gaia (social network site), wii, Joost, PRET (sandwich shop in U.K.), Jetblue, innocent (smoothies) and nike +. Speaking about combo brands, they’ve illustrated a British Airways/Google activity, a Samsung/benefit activity (you could buy a girl kit that include a pink cellular and a bunch of makeup products.
They’ve also forecasted the upcoming 2008 Wildfire brands : blyk (social networking site), Stikfas (toys), lifecake (another social network site), Interface Flor (missed what they are – there was this cute Brazilian who passes in front of me) and Microsoft’s SeeDragon.
