Who can forget the big Kony campaign, well aside from all the people who didn’t actually go that one night when they were supposed too. Although controversial and it ultimately fell apart, Invisible Children’s Kony 2012 campaign had all the parts to make up a fully interactive campaign.
The inspiration phase started with a thirty minute video that has been watched nearly one hundred million times, it was endorsed by celebrities and some of the U.S.’s largest political influencers.
The video prompted users to take action and prepare to cover the night in Kony 2012 posters and to help it invited them to purchase kits and team up with other supporters around them.
The event took place on April 20, 2012 when supporters took to the streets putting up posters and writing on windows spreading the awareness
The U.S. said it would back “the effort of Uganda, the Democratic Republic of Congo, the Central African Republic and the newest country, South Sudan, to stop Kony and his Lord’s Resistance Army”
It received the support of US 37 Senators and 5,000 African military troops were sent into Kony’s region.
Very strange but pretty cool – I like when campaigns involve a big even that participants can join in on. Red Bull has put out this contest for people to create something with the hardware they send out, you can get hyped about it through social media, watch their videos advertising it and or participate at the live event this summer in NY, the video is a little strange but I think this is Red Bull trying to rope in a bigger audience.
So an example I would like to throw out there as a great interactive campaign would have to be the Coke & Skyfall unlock the 007 in you…I thought they did a great job of getting participants to interact and run through this obstacle course for the chance to win some tickets. They made it exciting by adding obstacles and music and a cheering crowd at the end, and what better way to promote all of this but to just release the results as a internet video. Even if you didn’t participate viewers see it as fun and exciting. Unlock the 007 in you
This campaign derives from a simple fact that cows make more milk when listening to music. It takes this simple fact and does a very good job at extending it across many social media outlets and allows consumers to interact very well. The program itself is pretty fun and the ability to share it with anyone on Facebook as well as getting an opportunity to see your song interact with real life cows is very cool. The interface is comparable to a simpler version of garage band which makes it user friendly and very easy to understand and interact with. The interface of the site itself is also very straight forward making this very successful .
lays created a competition something that often yields positive results. Lays consumers are now capable of deciding a new flavor that reflects their appetite and desire for their brand of chips. the campaign is extended into a social media based voting source that get interaction from consumers. The idea is simple the results are exponential . This is a classic example of how to get consumers talking about their brand and giving them an input into their favorite potato chip manufacturer. With this campaign they put the consumer first making them feel recognized and significant. A classic tactic execute exceptionally.
There were several videos that I found on Google explaining this campaign but each one I clicked said it was private, so I’m not sure what’s up with that. Anyway, I was truly blown away by the Mission Impossible campaign for BMW (which yes, has everything to do with the Mission Impossible movie that was coming out at the time) it didn’t strike me as your typical car ad campaign which is why I enjoyed it so much. It was a very fresh take, plus the campaign centered around a series of short action movies starring BMW which are all really neat and aesthetically pleasing.
Here’s an article about it since I couldn’t locate any videos: