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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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TOP 10 DIGITAL CAMPAIGNS/
2011
A uniquely curated list by
Heather White-Laird/
@howlvenice
IT’S THAT TIME OF YEAR AGAIN
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EVERYONE’S MAKING THEIR ‘BEST OF’ LISTS
§ Most Views § Most Shares § Most Likes § Most Tweets
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I HOPED TO CURATE A LIST OF LESSER-KNOWN, YET STILL STELLAR WORK
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3 CRITERIA WERE REQUIRED
ü Unconventional or unique, not a rehash or an improvement upon something done before
ü Compelling yet entertaining, in either an amusing or serious fashion
ü Effective communication the brand message clearly reached the intended audience
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THE WORK HAD TO BE GREAT not necessarily viral
IT SOON BECAME CLEAR
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THERE WERE 3 CONSISTENT TRENDS
ü Personalization -social media as ego- system - PER
ü Real World Activation –off the screen and into our world - RWA
ü Location-Based Services – relevant to our physical location - LBS
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STARTING AT NUMBER 10 AND COUNTING DOWN.
Moby’s Music Streaming & UGC WebSite
(PER, RWA, LBS)
• 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.
MOBY’S ALBUM LAUNCH: DESTROYED
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MOBY’S 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.
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MOBY’S ALBUM LAUNCH :DESTROYED
• RESULTS: Users uploaded over 1600 photos to Instagram which were then added to the site and Moby’s Facebook page gained over 80K fans. 12
NUMBER 9. NUMBER 9. NUMBER 9.
Granata’s Interactive Billboard
(RWA, LBS)
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.
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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
NUMBER 8. CRAZY 8.
Jell-O Goes Mobile(PER)
JELL-O JIGGLE IT APP
• CHALLENGE: Is it possible to make a 100 year old food product made from animals’ bones, sugar water and artificial coloring relevant to a new audience?
• SOLUTION: Highlighting its jiggly texture, Kraft’s 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.
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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.
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NUMBER 7. FEELING LUCKY.
KLM GIVES BACK (PER, RWA, LBS)
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
KLM FLYERS GET A SURPRISE
• SOLUTION: Surprise passengers who have checked in or tweeted about flying 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
NUMBER 6. AS IN 1960’S COOL.
MAD MEN AD FACEBOOK APP (PER, RWA)
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 aficionados only. 23
MAD MEN AD FACEBOOK APP • SOLUTION: Following
true-to-life Madison Avenue agency protocol, users fill 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.
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NUMBER 5. GETS A HIGH FIVE.
EL NORTE BEER: BEST EXCUSE EVER
(RWA)
EL NORTE:BEST EXCUSE EVER • CHALLENGE: Guys like to
go out drinking, which means their wives are left at home—alone. 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.
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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.
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NUMBER 4. IS FOR FEAR.
STATE FARM: CHAOS IN YOUR TOWN
(PER, LBS)
STATE FARM:STATE OF CHAOS
• CHALLENGE: Selling home insurance can be a boring proposition, but State Farm refused to accept that notion and figured out a way to bring the message home in a very personal way.
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STATE FARM:CHAOS
• SOLUTION: Allow users to make a personalized disaster movie by entering their address and, with the help of Google Maps, watch a giant monster blow your home sky high.
• RESULTS: The message is clear. You never know when your house will be destroyed, by monsters or otherwise. Best to have insurance. 30
NUMBER 3. TIME TO PARTY!.
KLM: INAUGURAL FLIGHT TO MIAMI PARTY
(RWA)
KLM:TIME TO PARTY!
• CHALLENGE: KLM announced their inaugural flight to Miami. A Twitter follower asked if they could change the date to coincide with a music festival there. KLM listened and the rest is history. 32
KLM:TIME TO PARTY!
• SOLUTION: KLM agreed to modify the launch date if the flight was fully booked up. Within hours, every seat was taken by music fans. To celebrate KLM sponsored a DJ party on the plane.
• RESULTS: Not too shabby winning a Guinness World Record for the highest DJ party in the air, confirming KLM”s motto “nothing is impossible when it comes to answering their customers needs.” 33
NUMBER 2. WE’RE SO SORRY, REALLY.
TAMPON’S TRIPLE APOLOGY
(PER)
TAMPON’S TRIPLE APOLOGY
• CHALLENGE: Tampon was in an tough spot. When they stopped making O.B. Ultras, their customers got very very angry. So they decided to say they were very very sorry.
• SOLUTION: Tampon bet most women would love to have a gorgeous man serenade them. Not to mention having their name written in the sky, on a tattoo & in rose petals. Oh, and cue the white doves.
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TAMPON’S TRIPLE APOLOGY
• RESULTS: It’s still early as this just launched in December, but as soon as the product is back on the shelves, it’s a safe bet fans will be willing to forgive and forget. 36
NUMBER 1. FACEBOOK LIFE AS ART.
INTEL’S MUSEUM OF ME
(PER)
INTEL’S MUSEUM OF ME
• CHALLENGE: Many people know the name Intel, but possibly not what they actually do. And Core Processors are not sexy like lingerie or sweet like Oreos or even fun like cars. Intel needed to demonstrate the impressive processing speed to general public.
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INTEL’S MUSEUM OF ME
• SOLUTION: To show the power of their chips, Intel’s Museum of Me app takes your public persona from Facebook and transforms it into a beautiful 3 minute movie as a museum tour.
• RESULTS: Over 800K users created museums, and then shared them, creating a viral wave that literally took over Facebook for days. And even with minimal branding, the name Intel was on almost everyone’s wall. Very powerful. 39
