There have been a few instances in the past of creative brand work that compels viewers to participate in the storytelling by selecting a potential action within or outcome to the story. This most recent example has been created by Bartle Bogle Hegarty for Google and is titled “FastBall – A Race Across the Internet”.
This YouTube / Social / App mashup game was designed to celebrate Google’s latest version of the Chrome browser, with Adobe Flash Player now built-in.
T-Mobile with agency Saatchi & Saatchi is capitalizing on the Angry Birds fever with a clever new viral video titled Angry Birds Live.
In a square in Barcelona they created a human-scaled mockup of the Angry Birds, with lucky participants using the game on a smartphone to launch birds on their castle-smashing journey. It included authentic sounds effects and exploding pigs, and was obviously popular judging from the size of the crowd that appeared. 🙂
Corinthians, a Brazilian football club, celebrated its 100th anniversary in 2010. Nike decided to give the club’s more than 30 million fans a gift that would measure up: a new country called “Republica Popular do Corinthians”. In number of inhabitants this new country was bigger then 150 other countries in the world.
To guarantee the recognition of Republica Popular do Corinthians as a country, ad agency Nazca Saatchi & Saatchi from Sao Paulo developed everything a nation has i.e. a coat of arms, documents, legislation, a flag, currency, heroes and an embassy. Even a president was appointed. The campaign generated free media coverage worth $7,800,000!
The World Health Organization recommends drinking 2 liters of water each day. However the Brazilian average is only 1.2 liters a day. The reason for the low average is simple: people don’t remember to drink water, especially during work hours. To change that, Bonafont, the market leader in bottled water, wanted to increase the consumption of its product by making people remember to drink more water daily.
So they started by sending a mini fridge with 2 liters of Bonafont to one of the most influential twitters in the country. It was an innovative gift. But the story changed when the fridge was opened. Thanks to technology, they gave the mini fridge a digital life. Every time the door was opened, a tweet was automatically posted on the celebrity’s twitter page, telling thousands of followers that the celebrity was drinking water, and thus motivating them to do the same. With hundreds of predefined messages, the celebrity’s twitter network was reminded every day to take an extra sip.
In a short while the first fridge became an object of desire and the brand’s message spread impressively. Once a month a new personality joined the cause by receiving a new fridge. This helped make more people aware of how important it is to drink water.
With this initiative Bonafont successfully reminded millions of people to drink 2 liters of water every day.
People love to share moments of their lives, what they do, what they think and, of course, what they like. Because of this, the “Like Button” is clicked 3 billion times a day.
So agency Fullsix Madrid decided to give people the chance to like their favorite Diesel outfits in the real world. All customers had to do was go to a Diesel Store, fall in love with a Denim and as they would do on Facebook, “Like” the product by scanning a QR code which would post on their Facebook wall. Easy!
At the moment this is being tried out in Diesel stores in Madrid, Spain. If successful it may well be rolled out across Europe.
The challenge furniture brand Tok&Stok faced was how to communicate that they sell easy to assemble furniture. If one is not an Ikea, the task doesn’t seem to be easy. However agency DDB Brazil cracked it with a cool Twitter-based campaign where the assembling manuals were reduced to a maximum of 140 characters and posted as tweets!
To view the tweets from the campaign visit Tok&Stok’s Twitter account.
Mini has just launched an innovative electronic billboard in Berlin’s Kurfürstendamm shopping boulevard. The billboard is connected to a Photo Box (a booth) that captures the faces of Mini fans and blasts them onto a massive screen along with each participant’s favorite Mini model for a chance to win their preferred car!
Contestants have four colors and four models to choose from, including the Mini Hatch, Convertible, Clubman and Countryman. Fans from around the world can also join the fun through the Mini Facebook app, where you can snap a picture with your webcam wearing a pair of virtual headphones in your favorite Mini color.
Turkcell was launching new smart phones bundled with mobile internet and wanted to create awareness among the heavy internet users. So Turkcell’s agency, Rabarba from Istanbul, developed a campaign that attracted these users by creating a unique live competition through Twitter.
The smartphone was packed in gift boxes and covered with post-its. Players had to then tweet what was written on the post-its to unwrap the boxes, using the hashtag #Turkcelltweet. Along the way contestants participated in games that won them free minutes and mobile data. The final challenge was to get a celebrity to retweet the message – winning the successful Twitter user a smart phone.
In February this year four two-person teams left four cities: Chicago, Los Angeles, New York City, and Tampa Bay, to goto Dallas, Texas in a custom-designed Mercedes-Benz car that was fuelled by Twitter. Of course the cars were not physically running on tweets, but virtually they were: the reason for Mercedes-Benz saying that the race was “Tweet-Fueled” was because each of the four teams had to get the support of their home cities to drum up enough support on Twitter to get them to the finish line in Dallas.
In the end the campaign had almost 30,000 active participants with over 72,000 Facebook Fans and 77,000 Twitter Followers who generated over 150,000+ tweets to power the cars. The campaign videos generated about 2 million views, while the twitter reach pushed over the 25 million mark.
Click to enlarge.
Wunderman London is back with its second installment for Kern Precision Scales. This time they have created some corporate merchandise like…
