Last Week’s Clever Campaigns – Elle UK, The Denver Museum, lucy Activewear & Lady Gaga

Last Week’s Clever Campaigns – Elle UK, The Denver Museum, lucy Activewear & Lady Gaga

By Danielle Wynne


Elle UK –  #imawomanand

Screen Shot 2013-10-08 at 16.31.45

Elle UK Magazine has rolled out a new campaign that spans both their November issue and their social media channels. The magazine teamed up with W+K London and the founders of the Vagenda blog for the ‘Sod the Stereotypes’ campaign, with the aim to highlight and subvert the way women are portrayed in the media. The latest issue of Elle has a page dedicated to the campaign that fans can tear out, write their own declaration on and share on Twitter and Instagram with the #imawomanand hashtag. This call of action has been picked up by quite a few fans already. There is also the interesting addition of an interactive window display at W+K London’s headquarters on Hanbury Street. The display features a giant apple, inspired by the first line of the manifesto, ‘I’m not an apple shape…’. When users outside the window tweet #imawomanand followed by their statement, they receive a sticker with their tweet printed on it. The installation will run throughout October, while the November issue of ELLE will also be out.

Screen Shot 2013-10-08 at 16.39.05


The Denver Museum of Nature and Science – #talktoaplant 

Screen Shot 2013-10-10 at 09.03.26

The Denver Museum of Nature and Science are using the common school experiment; ‘which environment do plants grow best in’ for a new campaign. Using a livestream at – it is pretty boring 24 hour watching to be very honest – user’s can see two plants, Plant A surrounded by speakers, Plant B all on it’s own. They can tweet in a message via the site with the #talktoaplant hashtag to plant A that an automated robot then reads aloud to the plant. Plant B gets no one talking to it, poor thing. The plants are judged by height, leaf colour and leaf size to determine which one is growing better. So far plant A is winning, which backs up the theory that plants grow better when they’re spoken to.

The campaign is beginning to gain traction – apparently it’s pretty boring watching plants grow but hilarious to hear a robot read your tweet to them. The museum is running the experiment over the next few months in order to drive people to their new exhibition, Mythbusters.

Lucy Activewear – #lucylightforest

Screen Shot 2013-10-08 at 15.10.19

lucy Activewear, an American sportswear brand, have found a good way to incorporate social media with offline events. The lucy Light Forest is now installed on Boston’s Charles River Esplanade. The interactive art installation consists of around 10,000 solar-powered LED lights that align a popular running path. The lights respond to jogger’s movements to create an attractive and interactive experience. People using the path are encouraged to share their experiences by using the hashtag #lucyLightForest on their Instagram images, tweets and vines that are pulled through to a microsite. The installation will be available for users to enjoy until October 13th.

The campaign successfully adds something positive to fans’ – and future fans’ – experiences, whilst still promoting themselves with something that user’s will feel compelled to share across their social platforms.

Lady GaGa – #iHeartARTPOP

Screen Shot 2013-10-08 at 15.12.54

Lady GaGa unveiled her new album artwork across outdoor screens around the world yesterday – all powered by her fan’s Twitter activity. More of the cover was revealed on the Clear Channel Outdoor screens, situated in Barcelona, London, LA and Miami to name but a few, the more fan’s tweeted and posted about the #iHeartARTPOP hashtag. Over the 30 minute period it took to unveil the image in full, tweets featuring the hashtag were incorporated into the image on the screens and

The star’s collaboration with Clear Channel is the first time fans have collaborated with an artist using social media to create a worldwide ‘moment’ in outdoor media. After the full cover, designed by Jeff Koons, was shown on screens it was published on Clear Channel owned radio stations.

This post was written by Danielle Wynne

As one of myclever™ Agency's Content Managers, Danielle's role is key to helping ensure client's communities, content and blogs thrive.