Top Ten Digital Campaigns for 2011

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The Top Ten Digital Campaigns of 2011, not the most viral, or the most downloaded, but the most startlingly original and effective promotions for brands, big and small, including Jello-O, KLM, Granata Pet Food, Intel, and Tampon. Enjoy!

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  • 1. TOP 10DIGITAL CAMPAIGNS/2011A uniquely curated list byHeather White-Laird/@howlvenice
  • 2. ITS THAT TIME OFYEAR AGAIN 2
  • 3. EVERYONESMAKINGTHEIRBEST OFLISTS Most Views Most Shares Most Likes Most Tweets 3
  • 4. I HOPED TO CURATE ALIST OF LESSER-KNOWN,YET STILL STELLAR WORK 4
  • 5. 3 CRITERIA WEREREQUIREDUnconventional or unique, not a rehash or an improvement upon something done beforeCompelling yet entertaining, in either an amusing or serious fashionEffective communication the brand message clearly reached the intended audience 5
  • 6. THEWORKHADTOBEGREATnot necessarily viral
  • 7. IT SOON BECAME CLEAR 7
  • 8. THERE WERE 3CONSISTENT TRENDSPersonalization -social media as ego- system - PERReal World Activation off the screen and into our world - RWALocation-Based Services relevant to our physical location - LBS 8
  • 9. STARTING AT NUMBER 10AND COUNTING DOWN.Mobys Music Streaming &UGC WebSite(PER, RWA, LBS)
  • 10. MOBYS ALBUM LAUNCH:DESTROYED CHALLENGE: These days selling an album is a tricky and often losing proposition.So when Moby launched DESTROYED in May, he chose to use the newest and coolest technologies to connect with his fans. 10
  • 11. MOBYS ALBUM LAUNCH :DESTROYED SOLUTION: The Destroyed website leveraged the streaming functionality of SoundCloud to let fans hear the music, and the sharing functionality of the popular iPhone app, Instagram, creating a real time interactive immersive experience. 11
  • 12. MOBYS ALBUM LAUNCH:DESTROYED RESULTS: Users uploaded over 1600 photos to Instagram which were then added to the site and Mobys Facebook page gained over 80K fans. 12
  • 13. NUMBER 9.NUMBER 9. NUMBER 9.Granatas InteractiveBillboard(RWA, LBS)
  • 14. GRANATA FREE TASTE TEST CHALLENGE: Get customers to switch from their old brand of dog food and try Granata. Why not target dogs instead of their owners? SOLUTION: Let dog walkers check into billboards on Foursquare & give their canines a free taste treat. Guess what? You can teach old dogs new tricks. 14
  • 15. GRANATA FREE TASTE TEST RESULTS: Pet stores received hundreds of requests for the new product and the Foursquare check-ins continued the viral spread of Granata. Pavlov would have been proud. 15
  • 16. NUMBER 8.CRAZY 8.Jell-O Goes Mobile(PER)
  • 17. JELL-O JIGGLE IT APP CHALLENGE: Is it possible to make a 100 year old food product made from animals bones, sugar water and articial coloring relevant to a new audience? SOLUTION: Highlighting its jiggly texture, Krafts engaging app lets Jell-O boogie to any song in your iTunes library. Watching cherry Jell-O dance to Katy Perry is simply addictive, just like the dessert. 17
  • 18. JELL-O JIGGLE IT APP RESULTS: Entertainment can be a more effective tool than education for introducing an old product to a new audience, as long as you do it through modern means, e.g. iTunes & Mobile. 18
  • 19. NUMBER 7.FEELING LUCKY.KLM GIVES BACK (PER,RWA, LBS)
  • 20. KLM FLYERS GET A SURPRISE CHALLENGE: Airlines often have no control over their customers travel experience, due to weather, security lines, TSA rules. How do you keep customers happy & let them know you care? 20
  • 21. KLM FLYERS GET A SURPRISE SOLUTION: Surprise passengers who have checked in or tweeted about ying KLM with small personalized gifts. RESULTS: Responding to customers needs without being asked - in such a thoughtful manner earns brand loyalty & millions of impressions. 21
  • 22. NUMBER 6.AS IN 1960S COOL.MAD MEN AD FACEBOOKAPP (PER, RWA)
  • 23. MAD MEN AD FACEBOOK APP CHALLENGE: How to promote Season 4 of Mad Men to Dutch audiences in an engaging way. Build a Facebook app where the users star in a customized ad designed by the famous agency, Sterling Cooper. For Mad Men acionados only. 23
  • 24. MAD MEN AD FACEBOOK APP SOLUTION: Following true-to-life Madison Avenue agency protocol, users ll out a creative brief and select from a variety of templates to create a personalized print ad. RESULTS: Hundreds of people created and shared their ad and won a chance for it to appear in a famous Dutch magazine. Don Draper really does know best. 24
  • 25. NUMBER 5.GETS A HIGH FIVE.EL NORTE BEER: BESTEXCUSE EVER(RWA)
  • 26. EL NORTE:BEST EXCUSE EVER CHALLENGE: Guys like to go out drinking, which means their wives are left at homealone. How does a beer company create the best excuse for their customers to enjoy their product. SOLUTION: El Norte donated one minute of good deeds for every beer consumed, providing the perfect rationale for wives to approve of their guys going out on the town, night after night after night. 26
  • 27. EL NORTE:BEST EXCUSE EVER RESULTS: Over 50,000 minutes were donated to help repair schools, improve parks, restore monuments, plant trees and clean up lakes. Wives in northern Argentina applauded when their husbands went out to a bar as their men really had the Best Excuse Ever.