Hi thereA couple of months into 2009, I thought it was worth looking at what my team think are some of the digital campaign highlights so far.
Looking at the work out there, it seems pretty clear digital campaigns are really evolving quickly, which is exciting and inspiring for everyone involved.
But before we go through our top 10, let's look at some of the common elements in all these campaigns:
- User at centre of experience: Having the customer learn, create or share content in many of these campaigns is not just an 'add on' feature any more. It now lies at the heart of the digital campaign.
- Beyond digital: Many of these campaigns combine web, mobile, email, social networking, TV, video, newspapers ads, you name it - together in a seamless message. But they don't try and create 'matching luggage' in every medium - each campaign element is created in the right way for the right medium.
- Simplicity & utility: To connect with people you have to make it simple, users don't have the time or patience for complication. And you need to ask what is in it for them. Answering 10 questions just to discover your 'brand message' is not useful. Give them something of value and then link this back with the brand is. It's not just about you anymore.
- Enjoyment & discovery: Is it fun - and genuinely interesting? Are we taking ourselves and our message too seriously? Are we allowing people to explore a little deeper (but not making it too difficult) so they can look, learn and play. As long as the campaign is reflective of your overall message- enjoyment and discovery are powerful tools for creating a better experience. Creating a game, a site or brand experience that they can engage with for 30 minutes rather than 30 seconds is the powerful result of these campaigns.
- Every brand goes digital: Some people still believe digital is only for high involvement, high value products. But when the web becomes about the user - it opens it up to every brand and those myths are shattered. As you can see from the examples below - FMCG, galleries, confectionery, travel - you name it. Every brand can engage their consumer now in a very powerful way.
Here's my TOP TEN for 2009 so far:
1. Dorito's Crash the SuperBowl: A wonderful campaign where people were offered 1 million dollars to create a Dorito's commercial which was then shown during the Superbowl. Watching all the finalists kept me amused for ages, and the way they linked all media and online for this was superb. A great integrated, fun campaign which has really stood out so far this year. http://www.crashthesuperbowl.com/
2. The Best Job in The World: I first heard about this on CNN after Osama Bin Laden had reportedly 'applied for the job'. A great PR stunt, but when my friend from here in Thailand sent me her video application, I knew this campaign had really taken off. What a brilliantly simple way to get people to promote your destination. And from Australia too!! Onya ozzies. http://islandreefjob.com/
3. Skittles Social Web Site: This is an interesting and quite new approach to building a campaign site, as detailed in this Digital Ad Age article. Put it fully into the consumer landscape but them give them the tools to discover about the brand. I'm still not sure about this one (more a media rather than a creative idea?), but a unique and different approach to build a 'social web site'. Check it out http://www.skittles.com/
4. Earth Hour 2009: This brilliant and important campaign has evolved from one city turning off it's lights, to getting the globe to turn off it's lights, in the name of encouraging us all to think about global warming. The campaign integration and scope are pretty amazing, hope to see lights off in Bangkok too! http://www.earthhour.org/
5. Pepsi Refresh Everything: I love the way Pepsi linked the change in American politics with the new optimism of their brand, and instead of just saying it created a real event and interactive experience to demonstrate this belief. To date one of the real 2009 highlight campaigns for me. http://www.refresheverything.com/
6. Adidas Basketball: Interesting campaign that follows the lives of real NBA players via the players own blogs, videos, photos...an inside look for lovers of the game at http://www.adidasbasketball.com/. Also noted that Nike in China have followed in a similar vein with Kobe launching a website portal and blog to his huge fan base there yesterday. Definitely a sign of things to come.
7. Kraft iFood Assistant: Okay maybe it's because of my new iPhone, I'm a bit application crazy, but I thought this one from Kraft was a practical and useful way for a brand to get involved. Check out the review here, and I'm going to download and road test it. Yes I need plenty of help in the kitchen!
8. Fritos Made for Each other: A delightful campaign about promoting the bond between chips & dips, which leads to the “Made for each Other” campaign name. There is some great animation, illustration and 3D work across three worlds and a multitude of quirky characters that you interact with in an attempt to match them with their soul-mate. Also some great games, check it out when you have time, plenty of discovery going on here. http://www.madeforeachother.com/
9. Tate Modern - The one that spoke to me: It has been inspiring to see what the art world is starting to do online, with galleries and museums making art more interesting and accessible to everyone. This interactive campaign from one of the world's great galleries, let's you watch videos/upload your own/share about people's opinions about different works of art. http://www.tate.org.uk/liverpool/theone/
10. GT Academy: Okay, we finish with a campaign that blends two brands (Nissan and PlayStation) in a seamless way. Players from across Europe registered through Gran Turismo Prologue’s online game on PlayStation 3. The fastest gamers competed in national Gran Turismo championships for a place at a rallying academy at Silverstone. The academy then selected two drivers who underwent professional training to take part in the Dubai 24 Hour endurance race in January 2009. 450,000 people entered - awesome. Read more about it here.
Well that's our list. But I'm sure there are others we've missed right? Go on, we'd love to hear about your favourites via the comments below.
Seeya next week
Feel free to add comments below, or for further questions or advice contact me at rob.h@th.arcww.com
No comments:
Post a Comment