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Archives

Shark Week: Frenzied Waters

December 16th, 2009



Frenzied Waters is a transmedia experience which brought the visceral terror of a shark attack directly to its audience creating an environment of frenzied excitement to launch Discovery Channel’s 2009 Shark Week.

We approached Frenzied Waters as though it were a horror movie, crafting fictional attacks in the first person casting the viewer as the victim.

We engaged entertainment industry influencers, giving them their own stories to tell and harnessed the resulting buzz through combining a powerful digital experience and an innovative application of Facebook.

All of this resolved in a strong drive to tune-in that created the most watched week on Discovery in 2009.

Click here for more information on Frenzied Waters.

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MovieViral.com interviews Campfire’s Mike Monello

December 11th, 2009

dankoelschviralcast

This week Mike sat for a lengthy interview with Dan Koelsch and Scott Caldwell from MovieViral.com to talk about online extensions and narrative-based marketing for films and entertainment properties. You can grab the MP3 here, subscribe to the podcast in iTunes [iTunes link], or stream it from MovieViral.com. Big thanks to Scott and Dan for the great chat!

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Missed out on Futures of Entertainment 4? Watch it online!

December 11th, 2009

If you missed the Futures of Entertainment 4 Conference at MIT last month you can watch the panels online here. Below is the panel with Campfire’s Mike Monello, Producing Transmedia Experiences: Stories in a Cross-Platform World.

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Futures of Entertainment 4

November 17th, 2009

foe4

This week, Mike will be attending (and speaking at) Futures of Entertainment 4, hosted by the Convergence Culture Consortium at MIT. His panel is on Producing Transmedia Experiences, and hell be among an impressive line-up of creators and scholars. If you are attending, look out for him. He’ll be happy to connect!

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The Pro Awards Have Arrived…

October 14th, 2009

IMG_1751

And boy do they look pretty splayed out across our conference room table. While it was easy displaying them, getting them to our office from Chicago was a very different story.

It all started last Thursday at the Pro Awards, where Jeremiah Rosen and James Young represented Campfire. Read the rest of this entry »

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Campfire Sweeps the Pro Awards

October 9th, 2009

jrjamespro

Let’s get this boat floating, shall we. Yesterday, Campfire took home a whopping SIX awards at the 19th annual Pro Awards for our work on HBO’s True Blood. Not only did we receive top honors in every category in which we were nominated, but according to the Pro Awards themselves,  last night was the first time a single campaign had EVER won so many categories. Obviously, we’re pretty pumped.

Take a look at the awards we wrangled in:

Best Multidiscipline Campaign

Most Innovative Communication Strategy

Best Use of Viral Marketing in a Promotion

Best Idea or Concept

Best Creative 

Best Overall Promotion of the Year (well, shucks) 

Campfire’s next big success story - figuring out how to get 50 lbs. of glass statuettes home from Chicago. Stay tuned.

jrpro

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Campfire Wins Four IAB MIXX Awards for Work on HBO’s True Blood

September 24th, 2009

CAMPFIRE WINS FOUR IAB MIXX AWARDS FOR HBO’s TRUE BLOOD

Campfire’s True Blood: Revelation Campaign Wins Best Product Launch, Best Digital Integration, More.

NEW YORK, September 24, 2009 — Campfire, the New York based marketing shop, took home four awards on Tuesday night at the International Advertising Bureau’s MIXX Awards for work on HBO’s True Blood. At a ceremony dedicated to highlighting the best of the best in social media, branding, and interactive advertising, Campfire, along with collaborators Deep Focus and …and company, won awards in all four categories in which it was nominated: two Golds for Product Launch and Digital Integration; a Silver for Social Marketing; and a Bronze for Interactive Video.

Campfire used a rich transmedia approach for True Blood’s marketing launch well in advance of the show’s debut. The company began by sending anonymous mailers with cryptic puzzles to well-known bloggers and horror and vampire superfans, many of whom shared the secretive packages with their readers.

Once decoded, the puzzles led bloggers to a secret vampire-only website containing stories and videos rich in the vampire mythology of the show. Early readers engaged deeply in the vampire lore, interacting with the community of “out of the coffin” vampires.

Marla Aaron of the IAB asserted that Campfire “enabled a deeper engagement with the show from the outset and built an early and loyal audience among a harder to reach and more sophisticated audience segment.”

Campfire also sparked interest in the show by seeding vampire content and the True Blood brand in unexpected places. Tru Blood branded delivery trucks were sent to various cities and bottles of Tru Blood were placed in stores. A vampire rights debate was orchestrated on BloodCopy, one of the campaign’s key blogs, and a comic book was released in partnership with Top Cow presenting further backstory.

According to Campfire’s James Young, marketing efforts that play out in tandem lead to outstanding product launches. “Providing different access points for different consumers makes a story-based campaign successful. There are the people who engage very deeply—in this case, the hardcore vampire fans; then the people curious enough to learn a little more; and finally, the people who don’t engage directly but who see Tru Blood in stores or hear a friend talking about vampire rights.”

“From the start, we knew this was just so much bigger than print ads and 30-second spots. We wanted a campaign that’s as rich as the series,” said Zach Enterlin, VP of Advertising and Promotion for HBO. “The whole campaign has been about popping through in a really crowded environment and using promotional content to tell a story.”

After a four-month-long campaign, more than two million viewers watched the show’s first episode, a number that steadily rose to nearly seven million. True Blood is now the second most watched show in HBO history, after The Sopranos.

Alan Ball, creator of True Blood and Six Feet Under, declared: “This marketing plan exceeded my wildest dreams.”

September 24, 2009.  New York.

For more information, visit:

Campfire True Blood Case Study

Campfire Home

MIXX Awards

#  #  #

With Inquiries Contact:  Steve Wax, swax@campfirenyc.com, 212.612.9600

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Campfire Takes Home 4 Mixx Awards

September 23rd, 2009

james_mixx

With Ad Week at full-tilt right now, NYC is abuzz with people meeting, people greeting, and people bagging 4 Mixx awards. Aw snap!

The Mixx Awards is a highly acclaimed interactive award competition presented by the IAB and judged by brand marketers, media executives and agency experts from across the country. Some of Campfire’s best and brightest (and currently, most hungover) were there last night to accept awards for our True Blood: Revelation campaign in the following categories:

Gold: New Product Launch

Gold: Digital Integration

Silver: Social Marketing

Bronze: Interactive Video

Not only are we extremely proud of being honored at such a prestigious event, we’re pleased to say we received an award in every category in which we were entered! Better yet, those awards are like, really heavy. We kind of like to think of their weight as being in direct proportion to the amount of work we put into making the campaign really special…because, seriously, if I had to break a window or something (in order to rescue a helpless kitten from a burning pet store, duh), I’d take the Mixx Award over a brick any day.

A lot of love goes out to Deep Focus and …and company too. They helped us out tremendously with the campaign and we’re pumped they were there to share the honor with us as well.

Head over here to take a peek at all the other Mixx Award Winners. Look below to see He-man C.C. hefting one of those beasts with only one hand! Don’t challenge this guy to an arm wrestling competition if you know what’s good for you.

cc_mixx

Finally, our managing partner Steve Wax was asked by the conference to create a presentation on “What Advertising’s Creative Revolution Means to Me”…or  ”him”…I hate it when that happens.

Anyway, Steve talked about the importance of finding an audience, entertaining them, measuring them, and fostering debate between them - all done with a brand at  the center. According to Steve, “The audience is now our creative partner” and “We have to recognize [they are] up on stage with us.”

Furthermore, Steve based his entire presentation around a metaphor relating to public nudity, so there. Take a gander at Mr. Wax telling-it-like-it-is below (alas, birthdaysuitless)

steve_mixx

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Japanese Intern Rocks Out To Our Receptionist’s Band

September 18th, 2009

Picture 27

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Yosuke Hiraishi, our intern from Dentsu of Japan attended our receptionist’s band Aviation Orange’s performance at the Crash Mansion. His account is highly visual. Check it out.

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True Blood: Revelation

September 2nd, 2009

On September 7, 2008, HBO premiered True Blood, a new series about vampires from creator Alan Ball (Six Feet Under). In the show, a synthetic blood beverage called “Tru Blood” allows vampires to walk among humans. HBO faced some specific communications challenges marketing True Blood. Primary among them was creating awareness, building buzz and ultimately driving tune-in.

Also, since the vampire genre skews quite young, they needed to identify and attract a new, harder-to-reach demo. We responded to the challenges by launching an integrated event-level marketing campaign designed to explain the back story behind how vampires discover, market, and ultimately use “Tru Blood” to integrate with society. By leveraging all available promotional platforms to generate wide-scale awareness and broaden the audience of a “genre” show, we enabled a deeper engagement with the show from the outset and built an early and loyal audience.

For more information contact Simone Oppenheimer at soppenheimer@campfirenyc.com or 646 837 0340.

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