Swirl Wins New Project from DoubleClick
April 2010 – Swirl has been engaged to help DoubleClick name, create and promote a new media event.
Swirl Helps Coinstar Promote Amazon MP3
March 2010 – Swirl has been hired to generate national awareness for a joint Coinstar and Amazon MP3 promotion. During the month of May, users can cash in their coins at Coinstar and get up to $5 more in music from Amazon MP3. Unique media placements will bring messaging into the places where the target audience is already discovering, enjoying and sharing music online such as YouTube, Pandora, RollingStone, Rhapsody, Blip,fm and Facebook. Additionally, Coinstar will partner with AdMob to reach people “on the go” via mobile advertising. To meet the campaign objectives, Swirl will execute a national digital campaign, including the media planning, buying and creative development. To extend the campaign even further, Swirl will employ social media tactics to spread the news about the promotion, encourage users to share the offer with their friends and participate by interacting with the brand's online community.
Swirl Launches SF Giants into Season with "It's Magic Inside"
For the fifth consecutive year, Swirl's marketing efforts promote community support and ticket sales for the San Francisco Giants at the helm of a new season. This year, the campaign draws fans to the "Magic Inside" the ballpark. Swirl's Executive Creative Director Brian Bacino kicked off the concept with this preamble: "You approach the majestic ballpark by train, boat, or motor car. As you enter the gates, you become part of the magic that is Giants baseball. The history, the promise, the thrill of a team growing together with its loyal fans pushing the players to new heights....You'll feel the enthusiasm of youth and the young at heart as our home grown players and veterans come together to reach beyond potential to deliver for the 40,000 jumping, screaming, true black-and-orange-blooded fans." Look out for the "magic" of the campaign on TV and radio spots airing this month, signage on Muni throughout the city, street flags along the Embarcadero, ticket promotion ads in the SF Chronicle and online banners on sfgate.com. Go Giants!
Become a fan of the Giants on Facebook.
The Bay Area's Favorite Commuter Card Gets A Lift
TransLink, the card that makes it easier to commute, has undergone an identity change bringing a stronger connection to the unique history of the Bay Area. Come spring, TransLink will be known as Clipper, named after the fastest mode of transportation during the Gold Rush—The Clipper Ship. Clipper's parent organization and Swirl client, Oakland-based Metropolitan Transportation Commission, engaged Swirl to create the new identity. "For the design of the logo, we evoked arrows to signify the sails on the Clipper ships as well as the speed and ease of commuting with the Clipper card. The color choice celebrates the blue of the Bay which many of the transportation agencies cross," commented one of Swirl's Art Directors working on the project. June 2010 will mark the official launch of the new name and look across Bay Area transit agencies, collateral; and advertising.
WebEx Passes the Ball to San Francisco
Swirl helped WebEx promote their online meetings with a suite of OOH ads located around downtown business districts and commuter routes. The goal was to drive awareness and foster a positive brand association with WebEx. The "Pass the Ball" concept integrated across media and creative, showing people passing the ball over consecutive out-of-home placements—the Embarcadero Center being one example. Messages were also specific to exact placement. For example, signs on Muni buses read "Meeting Required. Location Optional." to highlight the freedom WebEx offers its users. Units went up in January and February of this year and web traffic to WebEx.com is up within the San Francisco Bay Area market.
"Ascend to Astoria": A Swirl Remodel of a Striking Lennar Property
Last January, Lennar's California Coastal Division gave Swirl an opportunity to create a new look and feel for the marketing of their luxury hi-rise development, Astoria, in Irvine, CA. Part of the Central Park West masterplan, Astoria offers residents "Manhattan Style and Irvine Sensibility." The Q1 media plan extended over magazine and newspaper ads, LinkedIn, consumer and broker focused e-Blasts, online banners, airport signage, health club posters and bus kings. The plan also included two events sponsored by 944 Magazine and Orange Coast Magazine, drawing over 500 targeted leads to the property. Both offline and online response rates have been positive in generating awareness among potential buyers and brokers for Astoria. Q2 media will leverage the buzz generated in Q1 and carry key messaging focused on special financing incentives and immediate move-in offers.
Social Media and Tech Swirl-About
This spring, Swirl is sending representatives to various social media conferences across the country. Members of Swirl staff attended the ever-growing South by Southwest Interactive (SXSWi) conference in March, an interactive symposium on emerging technologies held in Austin, Texas (http://sxsw.com/interactive). They attended symposiums led by the top minds in the business that focused on social customer service, mobile technologies, and local and location-based advertising and community building. Bringing back the knowledge to the home base, SXSWi attendees will be working to integrate learnings into current and future campaigns. Members of Swirl’s digital production team will attend Twitter (http://chirp.twitter.com) and Facebook (http://www.facebook.com/f8) developer conferences in San Francisco next month.
Become a fan of Swirl on Facebook and Follow Us on Twitter.
