Most marketers seem to agree that the focus on digital advertising will continue to increase in the next few years. Strategy Magazine's 2011 Marketing Survey found that social media was the number one thing marketers wanted to spend more money on in 2012 (with mobile advertising being number three). So naturally it's very important to keep in mind the digital campaigns that have really succeeded. Here are a few that inspired and impressed us last year:
Telus Go Pink (Taxi)
The big award winner this year was a lesson in corporate social responsibility and creativity: To promote Telus’s blackberry-breast cancer research initiative ($25 from each blackberry model went to support breast cancer research), agency Taxi came up with “Go Pink” campaign which allowed facebook users to turn their profile picture pink with a Telus app. Telus pledged to donate $1 to breast cancer research for each person who participated, ultimately resulting in an impressive 2.45 million donation.
HP ePrint Live (Proximity/Omnicom)
To demonstrate their new ePrint technology, Hewlett Packard hosted a live show on youtube starring comedian Rob Riggle (The Daily Show, Step Brothers) and an improv comedy troupe called the Upright Citizens Brigade. Viewers could use ePrint to email skit ideas to the onstage HP printer, and then watch them performed live.
Mastercard #internswanted (MacLaren McCann)
Seeking to fill a few internship positions with digitally savvy students, MasterCard employed Maclaren McCann to create an application process that was a test of applicants’ digital prowess. This application process took them on a sort of digital scavenger hunt through facebook, youtube, flickr, QR codes, and twitter, to finally see if they made the cut. The whole thing was advertised in several places around schools and online.
Johnson Baby Photo Contest (Edelman Digital)
In an attempt to build an online community, Johnson Baby used a social media contest that let users submit photos and vote on who has the cutest baby. It was a huge success, allegedly tripling their facebook fan base for a relatively small investment.
M&Ms Find Red (Proximity)
Proximity and M&Ms created an online Toronto treasure hunt on google street view. Consumers were invited to follow clues on twitter, facebook, youtube and foursquare to help them track down the red M&M. Managing to find it gets you entered in a prize draw.
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