Lindt sweetens new product introduction with interactive YouTube series
The Platform series, featuring celebrity and actress Ashley Tisdale, is encouraging participation from its viewers and social interaction using hashtag #ItStartedWithHello. To further promote its brand past its bricks-and-mortar establishments, Lindt is likely tapping mobile and social components to appeal to a tech-savvy audience.
?The series, celebrating the national launch of Lindt Hello, was created from the idea that it sparks social connections among its consumers,? said Danielle O'Neil, vice president of marketing at Lindt USA. ?With lip-smacking taste, vibrant looks and a distinct personality, the Lindt Hello collection redefines what premium chocolate can look and taste like in a trendy format.
?It Started with Hello is an original romantic comedy digital series capturing couples as they make their first connections. Each episode is inspired by a different flavor within the Lindt Hello collection, and fans are encouraged to join the conversation online using the dedicated #ItStartedwithHELLO hashtag to say who they think should say hello.?
Social presence
The series will allow its viewers to be a part of the plot development in each episode, as viewers are encouraged choose what happens at the end of each Hello story.
Furthermore, viewers can enter for a chance to win prizes in part of the Lindt Hello Sweet Connections Sweepstakes at LindtHello.com. Participants can enter daily for a chance to win weekly prizes, including spa getaways, shopping excursions, date nights for two and Lindt Hello chocolates.
By connecting the romantic factor associated with chocolate, Lindt is likely channeling a romantic comedy series to attract a core audience that values this genre, which has began to fade over recent years.
While romantic comedies are now seen few and far between in today?s entertainment industry, Lindt, Maker Studios and Ashley Tisdale are coming together to revive a dying breed.
The first episode of It Started with Hello premieres September 18 and will continue to debut weekly through October 9.
Maker Studios? fashion and beauty network the Platform will host the series. Viewers can preview the series at youtube.com/theplatform.
Video hype
Department store chain Kohl?s leveraged mobile video in an attempt to reach a young audience and promote its new junior fashion line called S.o. R.a.d.
To accompany the fashion line, Kohl?s has teamed with media company AwesomenessTV to launch a four season YouTube series featuring top teen influencers called Life?s S.o. R.a.d. The film series not only aims to provide a source of entertainment for the target audience but also aims to showcase details of the line, drawing in Generation Zers and directing them in-store and online to check out the clothing items further (see story).
Old Navy reimagined the tried-and-true celebrity tie-in for its latest back-to-school campaign by building the effort around stars from YouTube as opposed to TV or film, reflecting how much time teens spend consuming video content from their mobile devices.
The apparel and accessories retailer's campaign focuses on an inspirational music video titled Unlimited and aims to raise money for the Boys and Girls Club of America by selling the song on iTunes. Featuring appearances from YouTube stars from youth network AwesomenessTV, the partnership aims to offer multichannel access to the public by offering a glimpse of familiar faces and uses in-image advertising in the videos, which redirects viewers to additional videos that tell more about the campaign, behind the scenes footage and interviews with students (see story).
While experiencing chocolate is mostly physical, Lindt aspires to deepen and widen the establishment of its brand. While video is as hot as ever, the brand responds in a convenient time, using the familiar face of Ms. Tisdale, to take itself to a new level that incorporates the most modern tools of mobile technology.
?The new Lindt Hello collection?s packaging, flavors and overall brand personality are unique to Lindt and the premium chocolate category, offering an opportunity to engage millennials, a virtually untapped group in the premium chocolate category,? Ms. O?Neil said. ?Lindt USA partnered with online video content provider Maker Studios, the world?s largest provider of online video content for millennials, to bring the It Started with HELLO digital series to life.
?Maker works with top digital talent to create interactive content that reaches audiences across multiple outlets, including its YouTube page, The Platform. It Started with HELLO brings the Lindt Hello collection to life through digital and social platforms, reaching millennial audiences.?
Final Take
Caitlyn Bohannon is an editorial assistant on Mobile Marketer, New York </div></div>
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