Running Man Recap: (Belvedere)RED Launch Event

Written by Running Man

We had an amazing experience at Belvedere Vodka’s pre-Grammys party at the Avalon in L.A., which celebrated its partnering with (RED)™ for the launch of BELVEDERE (PRODUCT)RED™. With the help of the Grammy winning celebrity ambassador, Usher, and the brilliant Belgian sculptor, Carsten Höller, (BELVEDERE)RED™ hit the ground running to raise funds for The Global Fund to Fight AIDS, Malaria and Tuberculosis.

Höller’s ”Double Sphere Hanging”, a light installation created specially for the (Belvedere)RED initiative, will be auctioned at Art Basel Miami at the end of the year. Proceeds from its sale will also go to The Global Fund. The light sculpture featured red and white flashing bulbs and was created to evoke an emotional response that challenges cerebral intuition.

During the live performance, 700 attendees sipped event-exclusive cocktails, selected for them by the Belve Shaker iPad app we created. By weighing in taste, mood, and music factors, guests were given suggestions for their first drink of the night, which was aggregated into a constantly changing bar graph and projected onto screens. In addition, pictures were taken on the guest-only red carpet (celebrities and attendees alike) and uploaded both to Facebook and the projector screens. We built the buzz among Belvedere’s Facebook fans and twitter followers ahead of time with teasers, opportunities to ask Usher questions and a chance to help select one of the songs he performed. Then we kept them posted throughout the night via live tweeting and Facebook updates.

The invite-only event was attended by such celebrities as Chelsea HandlerMark Ronson (who was the DJ for the after party), Paris & Nicky Hilton, Jamie Foxx, Estelle and many more. Many of them paused after red carpet photos to autograph a magnum sized model of the Special Edition (BELVEDERE)RED™ bottle. There were also live tweets for our global fans to follow the event happenings and celebrity spottings.

The after party was INSANE! Between the musical stylings of Mark Ronson, a surprise performance by Beth Ditto (of the group, GOSSIP) and all the chatter about a scuffle at the launch event involving a certain Oscar-winning boldfaced name, guests were plenty entertained. Brick and Bond digital strategy Perhaps the most entertained was music icon, Quincy Jones, who literally partied until the lights came on.

It was great to celebrate for a cause, and we’re glad we were able to help Belvedere Vodka execute a successful night of events.



The Running Man Lands in L.A.

Written by Running Man

Our client, Belvedere Vodka is partnering with Project (RED) for a Special Edition, and to kick it off, they’re hosting a star-studded party tonight in Los Angeles featuring a live performance by Usher and an artistic installation by Carsten Höller .

We’re onsite now making sure all the digital activations, like the Belve Shaker iPads, are set to execute smoothly. Plus, we’ve already gotten the buzz started via social media by launching Facebook tabs to host exclusive content and engaging Belvedere Fans on Facebook & twitter.

Stay tuned to see what we have in store for the show…



The Case of the Pink Pony

Written by Andrew Hwang

As everyone in advertising knows, it’s not just about creating campaigns, it’s about creating movements. According to Toronto agency John St, the same applies to birthdays. This mock case study is a humorously thorough analysis of 8 year old Chelsea’s birthday, and it’s rather brilliant. For example, Chelsea’s two favorite things are the color pink and ponies. Birthday theme? Pink ponies.

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The Tumblr That Makes You Humblr

Written by Andrew Hwang

So we stumbled upon a tumblr called Things Real People Don’t Say About Advertising that definitely has the potential to go viral. It is nostalgic in that it hearkens back to those inspirational posters littering the walls of our K-12 schools, while still being subversive in its tasteful irony. It is a social media experiment that is both delightful and informative.

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The Ghost of Christmas Presents

Written by Andrew Hwang

A recent study has addressed many differences in perception, from the value of gifts and gift cards to the wasted time spent on shopping for them. For example, apparently behavioral studies have proven that individuals place up to an 18% lower value on items they receive as gifts (depending on the gift-giver), as opposed to purchasing themselves. There are other very thought-provoking findings, suggesting that women feel most of the burden of the holiday gift season, and that more than half of all giftcards are unused because of the person simply didn’t have the time to cash them in. Check out the full infographic after the jump.

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The Top Ten Tech Toys of 2010

Written by Andrew Hwang

Wired Magazine recently ran an article ranking and analyzing the gadgets of 2010, taking into consideration the stage of development, the spec tweaks, the price point, and, of course, sales. Understandably, the iPad takes the proverbial cake, and we’re not surprised to see new and improved Apple products (Macbook Air, iPhone 4) basically book-ending the list. However, we were pleasantly surprised to see the Kindle finally out of its “beta” stage. Also, Microsoft’s Wii-hunter, Kinect. Check out the rest of the well-argued ten over at the Wired site.



Monkeying Around During the Holidays

Written by Andrew Hwang

Damon Albarn, frontman for both Blur and Gorillaz, is among the first movers towards iPad-produced music. With Christmas right around the corner, Gorillaz have offered up a cornucopia of holiday-exclusive content. What will be their fourth album, The Fall, will feature fifteen new tracks, “some with vocals, some without, some combined performances and some solo”. This is all well and good, but surely there must be something fishy about releasing a brand new album for free, even if he was just drunk on holiday spirits? (more…)



Predicting Digital Advertising in 2011

Written by Andrew Hwang

Mashable recently featured a guest blogger, Jesse Thomas of creative agency JESS3, making predictions for digital advertising in the next year. With social media more robust than ever, consumer engagement has taken precedence and priority over simply reaching consumers. The general theme is improved targeting and relevance to the consumer, which makes sense considering the plethora of data and analytics social media has ultimately provided. Here are Jesse’s six predictions, which we think will be spot-on.

1. Local Advertising Becomes Relevant Again With Location
2. Silicon Valley Will Be the Next Madison Avenue
3. Influencers Will Be the Celebrities of the Social Web
4. Small Will Be the New Big for Social Networks
5. Brands Will Become More Like Media Companies
6. Facebook “Likes” Will Be Important for Your Brand

Click here to read the full Mashable article.

Click here to read more about New York digital strategy



Play Hard, Work Harder?

Written by Andrew Hwang

According to a new infographic, 7 out of every 10 people in your office are actively browsing online video content, irregardless of work (Without fingers being pointed, let’s just agree that the Tron holiday special “from 1982″ is pretty hilarious). However, what’s even more interesting is that the workers indulging in viral videos and flip-switching to Excel when their boss walks by are actually 9% more productive than those who don’t. Click through for the full report.

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Meme-Spirited in 2010

Written by Andrew Hwang

As 2010 draws to a close, web artists everywhere are hastily filling our stockings with best-of infographics. While we embraced Sad Keanu and looked at Kim Jong-il looking at things, others like Bed Intruder and Bedroom Frog are just laughable at best. And of course, the Rent is 2 Damn High guy, Jimmy McMillan, is priceless. If you haven’t heard of the others, it doesn’t mean you live under a rock, you’re just not on top of your Tumblr game. Check the full top ten after the jump. (more…)



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