This was a really cool example of consumer getting a chance to completely immerse themselves in the brand!
Heineken started by putting out five videos that follow the experience of two real people. Murray and Jakob are handcuffed together and dropped on a tropical island. The duo must work together to get back home.
Voyage uses broadcast, digital and mobile approaches to give customers as integrated of an experience as possible.
The viewers are able to follow each ‘Dropped’ voyage, access documentary-style content and also contribute their own video entries to the ‘casting couch’—with the ultimate chance of partaking in their own legendary travel adventure.
Bud Light Platinum and Justin Timberlake have created a scavenger hunt that blends the real world with mobile and social to give fans a chance to win a Platinum Nights trip to see the musician perform.
The scavenger hunt is taking place during Timberlake’s 20/20 Experience World Tour and asks fans to unlock weekly clues via Facebook or QR codes. The weekly prize is two tickets to see Timberlake perform along with travel, hotel, exclusive clubs, spending money and car service.
“With a scavenger hunt you can mobilize consumers to engage in ways that go beyond simple digital interaction,” said Roger Katz, CEO of Friend2Friend, Palo Alto, CA. “Done in the right way, a scavenger hunt can engage users in a way that gets them reinforcing the very behaviors and actions that the brand is interested in propagating (music, beverages, etc.). By emphasizing sharing in the promotion, ensures that those who participate help spread the brand message.
This campaign has a few commercials on TV which gets consumers to the website and Facebook. They have different activities, like spinning a wheel online, surveys, and coupons. It is successful because it is funny and simple, and consumers get a good payoff – a coupon, which everyone loves for these type of products.
“Why So Serious?” was designed as a 360° alternate reality experience that played out over 15 months leading up to the release of The Dark Knight. This immersive campaign recruited the audience to become real citizens of Gotham City. Over 11 million unique participants in over 75 countries fueled the rise of the Joker as henchmen, campaigned for Harvey Dent to get elected as District Attorney, and even took the law into their own hands by becoming copycat Batman vigilantes. From calling phone numbers written in the sky, to hunting down GPS coordinates to find mobile phones baked inside of birthday cakes, “Why So Serious?” was an experience like no other.
LEGO was celebrating it’s 50th anniversary in Australia, and agency Host Sydney was tasked with commemorating it. So for 9 months, they hosted the “Festival of Play” to show that playing is just as important today as it was in 1962. There were multiple touch points within the campaign, for all ages; within schools, downtown events, etc. Not only were there events and physical ads, there were digital elements too (a microsite and app). Overall, it’s an adorable and lighthearted idea. And with an amazing brand and product like LEGO, how could it not be successful?
In China, greatness is reserved only for the chosen few who bring honor and pride to the nation. The 2012 Olympics was an opportunity for Nike to redefine greatness, to honor the pursuit of greatness, and in the process inspire kids to strive for their own personal best.
Nike used Chinese social media (China’s version of Twitter) during real time to reinstate that all the athletes no matter where they placed were great making sure they had their word first before the Chinese media could criticize, releasing print ads almost immediately.
This campaign was successful because it not only changed the definition of what great is, it made the Chinese society who are active in social media (the millenials) question the way of thinking that has been around for centuries.
The “Museum of Me” by Intel lets Facebook users create a visual archive of their posts, like, images, friends, etc. It then allows you to view them as if they were in a museum setting. While beautifully done it does have minor limitations with what is grabs. Some things are less important to you than others and they don’t pick up on everything. But overall, it’s a great tool that is fun to use and share. Post yours on Facebook if you do it. I want to see other peoples Museums!
Because of the amazing responses to Old Spice’s Man you wish your man could be commercial, they expanded the campaign online. They utilized Facebook, Twitter and Youtube to further interact with viewers in a more personal way. By using their charming, and fun brand character they answered viewer’s questions in a funny, clever online video channel that exploded on the internet. The campaign allowed Old Spice to further expand their relationship with new customers in an engaging and entertaining way.
In January 2013, New Zealand was named the freest country on Earth. This campaign is meant to be eye opening of the freedoms people take for granted. Amnesty International is supported by only a small few. To increase awareness and support, they used tangible and relevant way of bringing Amnesty’s message home to all New Zealanders through experiencing first hand what it might be like to live without basic human rights. They used a facebook to analyze a person’s timeline and tell them what they would be convicted and punished for.
McCann crated an advertising campaign that became one of the most important campaigns in history. It was a short animated film to create awareness about metro train stations and for people to be careful in the platforms. In the end, it became a full on integrated campaign with a mobile app game that was one of the most downloaded games in the history of the App Store. The song was in the billboard top charts and the campaign was very successful in creating awareness with people not only in australia but in the whole world.
I included the case study video and the screen shot of the actual site.