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.
I’ve always believed that to get people to change their bad behavior, you need to prompt them with something clever rather than beating them over the head with an in your PSA.
Melbourne Metro in Australia has launched a new campaign to promote safety around metro rail lines. It involves an amazing little animation, with a very catchy little song. The video is a memorable 3 and a half minute long animated music video, that uses black humor and a repeated phrase to sell the final point of “Be careful while waiting for your train”.
This is all part of the The Dumb Ways To Die campaign which is being executed across a number of social mendia channels. While the campaign centers on the YouTube music video (which has been viewed over 16 million times globally in just one week), the campaign is fully integrated across all media channels.
The YouTube video links to the other Dumb Ways To Die campaign aspects: The Tangerine Kitty – “Dumb Ways To Die” song is available for download from iTunes or you can listen to it on Soundcloud here. Dumb Ways To Die has a Tumblr site which features related animated gifs available for download and features the headline “Don’t do any of these OK? Especially the train ones”. All of these are tied to or point back to The Dumb Ways to Die website which ties together the entire campaign
The integrated campaign centers around shareable content, and leverages platforms like Tumblr, Soundcloudand iTunes to help spread awareness about safety. These 3 platforms in turn support the YouTube campaign which banks on viral distribution to help spread the word.
This is a great campaign from Melbourne Metro with the potential to save lives across the world since the problem is universal world wide.
Here is a little light entertainment to start your Monday morning with. This video is part a viral campaign to advertise the new opera “Two Boys”, by Nico Muhly, which will premier in London on June 24th, The opera and focuses around how strange our online lives can be, how strange our online personalities are at times. While the concept behind the video isn’t new, it is a fresh take on the subject and pretty funny.
Sometimes a advertising campaign with the simplest audience engagement can generate the best results. A great example of this is Vodaphone’s “Pixel Hunt” game created by Jung Von Matt/Alster. The game was designed to promote the new LG Optimus phone and its 5 megapixel camera in Germany. Game play is simple, you click on pixels to eliminate them, and if you are lucky you could instantly win one of one hundred phones hidden behind a pixel in the image.
In one month, all 5 million pixels were clicked out by over 300 thousand participants that signed into the site to play. That is some pretty serious usage, that was generated with minimal promotion, and viral spread.