This ad campaign has been running since the end of November for British retailer Harvey Nichols. The campaign focuses on the self indulgence that sometimes comes with the holiday season. The thing that I love about this though, is all of the horrid thoughtless gifts shown in the ad are available for purchase at Harvey Nichols. The “Sorry” campaign has a dedicated website, so you can buy yourself something nice with all the money you saved buying your grandmother paper clips.
Earlier this year I posted the “Dumb Ways to Die” video along with additional information on the integrated campaign that was created around it. It is no surprise that the campaign won so many awards at the Cannes Lions 2013 Festival of Creativity. This video was the third most popular viral video of all time. Below is the full case study on just how successful the overall campaign was, and how what started as a local campaign for train safety in Australia, went world wide over night.
Tweet races, Twitter games, and Twitter based competitions are nothing new, but occasionally one comes along that really works. Case in point VW’s #polowers campaign created by DDB Spain. The numbers in the video are pretty impressive, even though the number of participants was only 4075. This collective race, generated over 150,000 tweets with the hashtag #Polowers in 8 hours averaging 5 tweets per second. On top of that the campaign reached more than 10% of Spain’s global twitter audience. In addition, the game generated a vast amount of visits to Polo´s product section on www.volkswagen.es, reaching a record of its history. The screen shot above is from the integrated website that was developed for the game. Unfortunately it has been pulled down.
OK this is the kind of interactive advertising/marketing that I love. It’s more than just digital. It has a physical component that is tied to an iPad app, and website.
Audi built a one of a kind experiential event that was tied directly to an integrated campaign that allowed participants to drive 1/32 scale custom fabricated Audi slot cars on a 140 square foot hand built track. The track was placed in the heart of Toronto’s financial district where participants could use the world’s first iPad slot car controller that featured live in car camera feeds giving participants the feel of being inside the slot car itself. What a great idea. I hope Audi takes this on a tour of North American cities because I want to play.