Hooters Is Changing Its Image—Here’s Today’s Ad Brief
In an attempt to attract women and a more diverse crowd to its “breastaurants,” Hooters has hired “Eastbound and Down” director Jody Hill to direct two “Wings Gone Wild” TV spots that star…owls. An angel owl and a devil owl. Hooters CMO told Ad Age, ”Historically the lion’s share [of the brand's] position was all about the girls…It’s worked relatively well, but we see ourselves in a bigger place than that.” Watch a spot here.
Mark LaNeve, formerly at GM, is now the chief operating officer at Team Detroit, Ford’s agency.
Ace Metrix has launched a new program that does the real-time measurement of the effectiveness of campaign, issue, and advocacy ads. It’s called Ace Metrix POLITICS.
Tomorrow, Thismoment is announcing a new Facebook Open Graph publishing tool.
L’Oreal USA is working with Clarabridge, a text analytics firm, to manage its social media data for “The Voice of Beauty” campaign. Basically, L’Oreal wants to know what its customers are thinking and needs someone to monitor reviews, blogs, Twitter, and Facebook.
Tom Iler, formerly at AOL and Advertising.com, is the new chief technology officer at Vibrant Media.
Young & Laramore created a strange challenge called “Key To Strong Challenge” for Schlage. Basically, Y&L aired an ad asking to lock someone in a 174 sq. ft. house in Seattle—over 120 residents responded. There was then a five day event in which participants were given clues via test and twitter to find the man who ended up being locked up in the house. Oh and there was a $5,000 prize. Schlage saw a 38 percent increase in web traffic.
Sprinklr has been selected to handle Hearst Digital Media’s social media, powering social and Facebook apps for over 25 brands (including Elle, Cosmopolitan, and House Beatiful).
Trippy, a social travel app and website, has partnered with brands including Chase Sapphire Preferred, Hilton Hotels & Resorts, and Air New Zealand, to give travelers a better socially-curated context for travel information.
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