We wanted to finally raise positive discussion around the Kiasma Museum of Contemporary Art in Helsinki, Finland. In our advertising, we used actual critiques from discussion forums and newspapers and then added the “Make a better one yourself, then” slogan.
We then invited people to upload their own art piece to a Facebook gallery where people could vote, support, and comment on their favorites.
Jean Cruz's insight:
One of my favorite campaigns this year. A great way to get your fans involved, solve a big problem, and get great results all at the same time. Very innovative and gets people talking and get critics to shut up.
The video is a catchy tune created by a public transport authority in Melbourne, Australia, aimed at raising awareness about railway safety. 34 Million views and considered as one of the most viral ad campaigns of all time:
Why? (Vivian Egan, Dumb Ways to Die)
The obvious: it’s a ridiculously catchy song…
Plus it’s got that cute, indie sound that’s so popular right now. In a stroke of pure genius, you can even download the track from iTunes (where it has cracked the top 10 downloads in the singer/songwriter category) or SoundCloud.
I was away at the weekend with friends, and we sat around playing it on guitar and recording our own version (hey, that's what Saturday night is for, right? ...Right?).
It’s not personal
How old are those jelly-bean people? What gender? What race? Are they rich, poor, educated? Who knows? Who cares? Stupid behaviour doesn’t discriminate, so this ad doesn’t single out any particular demographic.
It’s not location-specific
Grizzly bears, rattlesnakes and moose are not native to Melbourne, so it’s accessible for people all over the world (might as well spread a good idea; trains are everywhere, as are dumb people).
It goes against received wisdom
Compare, for example, this teen-facing road safety advertisement:
During one week, 29 August -- 3 September, in a specially built glass box in the waiting hall of Stockholm Central Station, passers-by can watch as clothes are hung on a washing line, only to be soiled. Log onto Ariel's Facebook page -- www.facebook.com/arielsverige -- and you can win clothes by controlling a specially programmed industrial robot loaded with ketchup, drinking chocolate and lingonberry jam in real time. With designer garments as your targets, your challenge is to hit them as they swish in front of the robot at Stockholm Central Station. It´s easy: aim, stain and win. The stained garment will be sent in the post after being washed on-site with regular Ariel Actilift
Generosity is one of the basic elements in human happiness. However, research shows that just 1 in 10 people experience generosity from others. We would like to help change that trend, by doing something more than just giving chocolate.
For one day only, Anthon Berg opened "The Generous Store". It was the world's first chocolate shop where you couldn't pay with cash or card, but the promise of a generous deed to a friend or loved one. If you did not make it to the shop, visit www.facebook.com/anthonberg.dk where the generosity continues.
Among all of the weird characters you can encounter on popular random video chat service Chatroulette, pretty girls are a breath of fresh air, right? Well, it depends: for users who’ve stumbled upon the viral video campaign from Lionsgate, promoting their latest horror movie The Last Exorcism, what started as a pleasant chat ended very… unexpectedly.
We won’t spoil it for you — check out the video below (be advised, it contains strong words and unpleasant imagery) to see the best reactions of Chatroulette users.
A tried and true piece of advice offered to many high school seniors eager to get off a college admissions waitlist is to write a formal letter to the school specifically detailing why it's the perfect fit for you—and you for it. But when Lawrence Yong, a student at Granada Hills Charter High School in Los Angeles, realized he was one of thousands of students on the University of Michigan's waitlist, he took a 21st century-style approach. Yong sent the school a YouTube link of him singing his heart out in a Michigan-flavored cover of the Jackson 5 classic "I Want You Back." The video went viral and it worked: Yong got a spot in the 2012 freshman class.
Content marketing has become a powerful way for brands to build long-term relationships with customers while still generating short-term results. As a first step, many marketers are building out new brand publishing initiatives, often with the help of a content studio staffed by editors and journalists.
Robin Good: If you are looking for great examples of Facebook marketing at work, you may want to check the Facebook Studio, an official gallery/catalog of marketing campaigns using FB.
"...a place where creative agencies and marketers can deposit examples of great campaigns that leverages on the online social network to connect with audiences and have authentic conversations.
So far Facebook Studio has over 750 examples submitted and approved from around the world, and Facebook also holds the Facebook Studio Awards every year to recognize and laud the best work in the field.
Agencies can create an online profile on Facebook Studio that shows off their creative digital work, along with any of the awards accorded by Facebook.
These profiles go into a directory which is searchable and accessible, so you can preview the work.
Creatives who have worked on those projects or campaigns can be “tagged”, so people know who’s been involved in them. Creative individuals can also build their own profiles – which is separate from their regular Facebook profile (although they can be linked) – so that they can be tied to the work they’re involved in."
Orabrush is a prime example of a rags-to-riches success story for the digital age. Starting out of a garage in 2009, the plucky start-up used YouTube as its sole marketing medium, and by 2011 they were in every Walmart store in the US.
Dove created one of the most talked about social experiments of the year. As shown in the video above, Dove had a professional forensic artist draw women’s’ faces as they described themselves without him being able to see them, and then compared that photo to one of a stranger describing the same woman.
The video was a part of a larger campaign in the Real Beauty Sketches microsite which featured additional video content from the women in the video as well as the actual pictures that the forensic artist drew; all content primed to share.
The video was an immediate sensation, eliciting emotional responses both in support of the campaign and against it for Dove’s portrayal of beauty and the importance of physical attractiveness. All the media attention around the campaign spawned several parodies and added more fuel to the popularity of the video.
We asked you to describe The Best Test Drive Ever. Period. in just six words, and you did. From thousands of entries only one rose to the top, and we made it...
Jean Cruz's insight:
Pretty interesting and very lucky guy! I just wonder how they picked the winner? Was it random or just which seemed more feasible to do? Would be cool if they added what people tweeted and how many tweets it got.
Either way a different way to make an ad and not the typical "Best in class" "Safety" and all that stuff.
The Red Bull Wings Team is a fun-loving, entreprenuerial, charming and dynamic group at the heart of Red Bull’s marketing strategy. Our goal is to drive product trial, win new users, and introduce existing users to new consumption occasions. We make sure that every consumer we sample gets a special interaction, showing them how much Red Bull cares about being there in their time of need.
Jean Cruz's insight:
We all have seen that RedBull Mini Cooper driving around everywhere. This is your chance to be one! Get paid to drive around and hand out Free Red Bulls.
Ever Googled yourself? Your prospective employers are doing the same—and checking out your tweets, status updates, and photos. Of course, you're most likely finding out about them too. So we wanted to try a new kind of job interview: The Social Interview. We asked summer internship candidates to allow us to post three questions to their Facebook wall—not for them to answer, but for their friends to answer. It gave us a more complete picture of the candidates. With thousands of answers posted, we discovered some of the most young, social media savvy minds around.
McCann Digital's new campaign for the Israeli Anti-Drug Authority which is the first Facebook Timeline campaign, using the Timeline as a new medium.
what we did is create a timeline for a young person (Adam Barak) which in one side of the timeline got addicted to drugs, and on the other side is OK. as you scroll down you can see different situations in pictures that describe his life on the left side, where he's drugged, and on the right side, where he's OK.
An Israeli creative agency found a way to generate buzz on Pinterest. Recently, the company launched a campaign called “Inspiration Day” which involves finding 50 influential Israeli women on Pinterest. From there, they got them to repin items and sent some of the items that they pinned as gifts.
The result? According to the video, almost 100 percent of the recipients posted a photo of the prizes on Pinterest, Facebook, Twitter, and Instagram which resulted in more than 2,000 interactions and 684,853 impressions. Quite impressive results when you realize that all this happened through a mere 50 boxes of gifts.
Robin Good: If you are looking for some real-world examples of big brands using content curation to increase the effectiveness of their marketing and visibility campaigns, you may find it helpful to look at this four big brands examples:
How do you dethrone Google temporarily? You execute one of the most creative marketing campaigns of the year. It yielded 1.1 billion media impressions, took precious market share from Google, and got a book on the best-seller list. Bing teamed up with Jay-Z to launch his new book Decode by plastering all 320 pages of it — one page at a time — in different locations and in very unusual ways around the world for 30 days before the book was released for sale.
- Average time a person was on the campaign’s landing page was 11 minutes. - Bing got 11.7% increase in visits to their search engine which finally tipped them into the Top 10 of most visited websites in the world. - The campaign yielded 1.1 billion media impressions - Jay-Z’s Facebook page grew by 1,000,000 fans - Jay-Z’s book, Decode was on the best seller list for 19 straight weeks. Every major news channel and newspaper covered the campaign. - Large numbers of people started using BING for search and mapping over Google - This campaign became part of popular culture for an entire month.