To celebrate the launch of Virgin Atlantic's new upper class clubhouses and the opening of the Newark Airport location, Largetail created a four part program to build brand awareness and engage travelers in the upper class experience. Sponsored advertorial content on relevant Largetail publishers highlighted the spa, food and drink and design elements of the Clubhouses. To help Virgin's travelers enjoy their time in the clubhouses, we promoted #HowIClubhouse on social media channels through a hub that aggregated tweets and images with the hashtag into a live feed. We also recruited our friends at NOTCOT Labs to design a digital sculpture at the EWR clubhouse that featured the social media hub. The 3D mirrored Infinity Cube installation complimented the design elements of the Newark space, and encouraged visitors to share their HowIClubhouse moments. The campaign was further supported with rich media ad units across the Largetail network.
Clients: Virgin Atlantic
The launch of H&M’s limited edition collection with fashion icon Martin Margiela was celebrated with a “silent manifesto” march in a dozen cities around the world. Largetail was tapped to produce the sole U.S. event, featuring 300 models walking the streets of San Francisco with signs of the collection’s arrival. An extensive social media campaign was created to share the manifesto during the event, followed by advertorial recaps on Largetail sites. A last minute change of cities from NYC, which had just been hit with hurricane, made it all the more impressive.
Archive: Case Study Video Coming Soon
Clients: H&M (event) and Zenith Media/Liquid (media)
Promoting Product Attributes
Braun asked us to help create awareness about their electric razors, specifically that they are built to perform for seven years. We worked with several of our publishers to develop a platform for some of their favorite guys to share their #BuiltLikeBraun objects. Features of guys, including digital entrepreneurs, celebrities and musicians and their objects ran as sponsored content on multiple sites, directing readers to the Built to Perform tab on Braun’s Facebook page, and a video intro we created to introduce the program. Sites also ran social media contests, where readers could win Braun shavers.
Client: RE: Sources
Levi's sought out Largetail and Cool Hunting to help create 'shoppable' looks for their Fall 2012 collection. To best tell the story of the new men's and women's apparel lines, we decided to put some faces to the style. Cool Hunting collaborators and real-life couple Michael Tyburski and Perrin Drumm each selected their favorite picks from the line and founder Josh Rubin created the original photo content. In addition to lending Cool Hunting's editorial voice to the brand, each sponsored post linked through to Levi's e-commerce site, successfully driving online retail traffic.
Getting more mileage out of a great story.
British Airways challenged themselves to provide the best in-flight dining experiences of any airline and celebrated their achievements in their “Height Cuisine” campaign. But it takes an big story to document a big success like this. So they came to us to help tell the whole tale to our audience foodie travelers.
We took their story and crafted it into the Cool Hunting voice, producing 10 editorials released over 6 weeks on the site. These were then collected on a custom hub along with a campaign video supplied by British Airways. Our efforts gained even more traction with the Cool Hunting audience through an exclusive sponsorship of the Cool Hunting Ipad app, which allowed users to easily access the stories with one simple swipe from the home page.
Our efforts introduced a new interested audience to the great story of the new British Airways experience, increasing consideration and driving conversation online.
Clients: British Airways
A Slam Dunk for Jeep
Jeep sponsored the U.S. Men’s Basketball team at the 2012 Olympics, and sought a way to activate that sponsorship online in a memorable, engaging way. We created the Believe Collection, a group of limited edition and bespoke items featuring a logo for the collection we commissioned from street wear designer Jeff Staple. The Believe Collection included a range of custom product that was given to each member of the U.S. Men’s Basketball team, featured at pre-Olympic demonstration games, and two were the featured prizes in a social media contest promoted on Largetail sites. The exposure generated by superstars like Lebron James, Kevin Durant and Kobe Bryant using the collection became a hot topic of conversation everywhere from news reports to social networks. Largetail sites also ran sponsored content featuring the collection, its designers, and Jeep’s limited edition High Altitude editions along with display support for the program.
Wildly Successful Partnerships
Very few people get the chance to travel the way we do. So we wanted to create an experience for our readers that leveraged our partnerships with major brands to tell an unforgettable story. When The Bushcamp Company contacted us about a trip to Zambia, we knew we had the perfect opportunity.
We designed an exclusive Cool Hunting Edition Safari for 24 lucky readers. We partnered with Pentax to provide each guest with cameras, lenses and binoculars. Pentax also sent professional nature photographer Kerrick James on the trip to teach us how to get the best shots of the incredible wildlife we saw. Next, we partnered with Tumi to make our own custom Cool Hunting Edition safari duffel and then reached out to Geren Ford to design one of a kind safari jackets that were personally tailored to each member of the group. The Vintage Shoe company supplied us with custom boots and Moleskin provided journals so we could document our trip. As an extra bonus, we ended each day by sipping champagne at sunset parties provided by our partners Veuve Clicquot.
Clients: Moleskin, Pentax, Pentax, Tumi, Veuve Clicquot
Focusing on a Design Audience.
Pentax knows just about everything there is to know about selling cameras. But when they collaborated with legendary designer Marc Newson to create the New K-01 camera, they realized that was one thing we knew that they didn’t. How to market a high design camera to people who appreciate form as much as function.
We started with a great insight. The K-01 is the only camera that looks as good as the pictures it takes. That lead us to develop a new design for all of the online and offline promotion pieces that was as modern and captivating as the camera itself. Then we supported our digital advertising and sponsored content campaigns with “See and Shoot” experiences, where consumers could get a hands on test drive of the K-01.
“See and Shoot” had a broad reach across the design world. At the International Contemporary Furniture Fair, we placed a booth outside the front doors of the convention entrance, allowing people to learn about the camera and then check one out to photograph the exhibition. After a great day’s experience using the camera, consumers could take home the memory card with all of their images.
We created a similar experience at the The Walker Arts Center in Minneapolis, again allowing people to use the camera and keep the memory card with all of their shots of the Walker’s amazing collection of contemporary art. And, for Mother’s Day, we created a portrait studio at retail boutique Story in New York’s Meatpacking district, where people could have a portrait taken and printed for Mom before checking out a camera for the day. Theses events and the new promotional material helped dramatically increase sales of the K-01.
Sound Design. Big Impact.
Sonos needed a way to generate awareness that was as revolutionary as their sound systems. So we created the world’s first Soundalier.We partnered with Lindsay Adelman of Adelman Studios and Kiel Mead of the AmDC to design this radical new fixture. Showcasing the stunning flexibility and quality of the Sonos Play 3 speaker in an unexpected way, the Soundalier became the centerpiece of our listening lounge. Created for the NoHo Design District, The Sonos Listening Lounge was an installation that featured a curated display of up and coming designers. Originally a 3 day event, The Listening Lounge was featured by the Standard Hotel for over 3 months.The Soundalier and Listening Lounge quickly became the talk of NY Design Week and were featured in 16 publications ranging from The New York Times to DesignBuzz, translating into over 47 million earned media impressions.
Bringing the best of SXSW to MasterCard’s key markets
Our brief was to create awareness and build preference for Google Wallet, which launched exclusively with MasterCard’s PayPass platform; to motivate consumers and to position MasterCard as an innovative leader in mobile payment.
Connecting the target customers' love of music, the Tap 'n' Go functionality of PayPass, and campaign timing led us 'Tap Into' SXSW and share the best of one of the most celebrated music festivals with our readers, all presented by MasterCard PayPass.
The program included the creation of a pop up site which featured dozens of exclusive stories and videos from SXSW which ran as sponsored content on Largetail sites and was supported by an extensive custom rich media campaign.
The highlight of the program was 'Tap Into SXSW Live' which brought the SubPop records showcase to the world through a live stream on the pop up site, and to more than 1,500 readers/MasterCard cardholders at simultaneous parties in five cities, each tailored to their specific audience. Yes, we threw five sold out parties exclusively for MasterCard cardholders, at the same time, in five different cities, where we screened the showcase live. Favorite food trucks, premier venues, DJs, photo booths and more brought local flavor to each event.
MasterCard cardholders were invited to the events, and those with PayPass and Google Wallet were treated as VIPs by tapping their cards to gain priority access, unlock off-menu specials from food trucks and enjoy a signature drink created by celebrated mixologist Jim Meehan.
Archive: The pop up site is password protected as it is no longer active. Please contact us for access
Inspiring a New Perspective
Art and creativity are part of what makes the Le Meridien family of hotels stand apart. Our goal was to help them bring that story to life in a new way. We crafted a sponsored content program that paired Le Meridien with creative leaders in sound, design and curation. Each week a new profile was featured and then collected on a custom hub so readers could access the whole series. The program not only reinforced the brand’s association with creativity, but also promoted the live events in three key markets, held in front of packed audiences that included some people who had never been to that Le Meridien property before, even though it was in their home town. The hotels were then able to rebroadcast the series in rooms.
Telling Gap’s Story
Ogilvy & Mather discovered the story of Gap’s denim design studio, but needed help telling it. We stepped in to chronicle the passion of the designers, the significance of the studio, and the passion that goes into Gap jeans. The result was 25 editorials, 27 videos, a custom soundtrack and 2,500+ photos which became the building blocks for a variety of digital, social, video and print executions and in store displays. The content appeared extensively on Largetail sites, and also featured in a unique expandable ad widget created for the campaign.
Challenged to bring a section of Gap's NYC flagship store to life for the holiday season, we crafted a retail experience featuring locally-sourced goods and a range of unique limited-edition items. Great merchandise kept the store busy, events kept the space buzzing, and the resulting press kept people talking about how cool Gap's holiday pop-up shop was.
Content Driving Awareness
When Audi launched their “Bold Design” campaign for the new A7, they came to us to help cultivate their relationship with design conscious consumers. We created a content series around Audi’s “Bold Design” campaign, profiling 16 people influencing the world of design. In addition to the series (which lived in a hub), we held a social media sweepstakes where readers tweeted comments about future icons for a chance to win a Leon Ransmier bespoke mirror box custom finished with Audi paint. Audi also used our content in an interactive billboard in Times Square and in their YouTube channel featuring design highlights from across the country. Our “Icons” series was a huge success, generating well over 16 million impressions, with profiles actively retweeted and liked. The sweepstakes generated thousands of entries and mentions in social media. And, as part of the “Bold Design” campaign, it helped Audi sell a record 2,805 A7s in its first four months in the U.S.
Clients: Mediacom and AKQA