Lululemon Loses Its Mind

Lululemon, a giant brand on the yoga scene has been known for provocative advertising. From their Ombama campaign to their bold intention ads. They have never shied away from controversy.

But, have they gone too far this time?

Their new “Say No To Camel Toe” campaign tries to be a bold, brutally honest call it like we see it kind of effort, but is it? Depends on who you ask. One thing is for certain, there has been backlash. Which may be the real point.

With backlash comes the inevitable buzz and media exposure as we blog and tweet and chat about online, at our local shalas and among our friends. Maybe that’s the true idea? Clothing is a huge part of the booming yoga industry. An industry that netted over $5.7 billion in 2008 according to Yoga Journal. That’s an increase of  87% over 2004 numbers.

Of course this issue has been discussed among female yogis, but do we need to talk about it in a campaign? Do women want this spilled out into the pages of Yoga Journal or Yoga+ magazine? What would a male equivalent be? Can you imagine that? Would you even want to?

Either way, the yoga industry is booming and the largely affluent yoga demographic continues to gobble up mats and other essential gear in pursuit of yoga bliss and some sort of balance in an world that seems increasingly out of balance.

Mobile Marketing of Obama: TXT WE CAN

With its unprecedented use of mobile marketing, Obama for America is the most technologically sophisticated political campaign in history and is considered a breakthrough effort that stands as a best practice of mobile marketing for marketers across the globe.

Obama for America partnered with Distributive Networks, a technology provider of mobile content management and delivery for companies in media, sports, politics, consumer products and to engage supporters, mobilize volunteers and eventually propel millions of voters to the polls.

President Obama solidified his stature as one of the most recognized brands in the world by integrating new media like mobile marketing technology into a brilliantly designed and skillfully executed brand engagement campaign. No other candidate, cause, or even brand has ever launched such a wide-reaching, long-running, sophisticated mobile outreach effort.

Obama’s decision to announce his running mate by text message was the watershed moment for mobile marketing, a technology that has had trouble catching on as an advertising medium. The text message announcement was the single largest mobile marketing event to date, with more than 2.9 million text messages sent, according Nielsen Mobile.

Unlike most other technologies that already have been proven, this was text messaging’s coming-out party. Kevin Bertram, CEO at Distributive Networks.

In the midst of the presidential campaign, Distributive Networks  selected Science Creative to redesign the company’s website and create its first branding campaign.

Starting with a new logo and corporate identity, we refreshed the Distributive Networks brand with a new website and developed a marketing campaign that tapped the essence of mobile content management with  messaging like “What’s Nxt in Txt,” “Fresh Txt Delivered Daily” and of course, “Txt We Can.”

Since the launch of the campaign in 2008, Distributive Networks garnered high profile press and prestigious award recognition for its innovative use mobile technology. The company was featured in Forbes and The Wall Street Journal and received Politics Magazine 2009 Reed Award for “Best Use of Mobile Technology,“ the 2008 Golden Dot Award for Best Mobile/Text Messaging Campaign, the 2008 Global Messaging Award and the 2009 Gold Pollie Award for Best Use of Mobile Technology.