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I am a big fan of brand contests that combines the physical world with the cyber world. Not only because the content generated is more interesting but because it requires a deeper user engagement.
The recently launched Creme Egg Twisted candy bar campaign known as Operation Goo is a great example of this. Contestants have to solve clues to locate these candy bars, the clever thing is that they are judged by the amount of social media views or points they rack up - utilising social media to its full potential. The contestants (or brand ambassadors) are required to think creatively about their usage and execution of social media in order to gain the traction that is needed to win the competition.You can read more about the campaign here.Visit the competition site here.
The HBO Voyuer Project has a similar premise - people are required to solve a series of real world and digital clues to get the story behind the story. Read more about one of my all time favourite campaigns here.
Came across the brand experience for Ford 2010 Mustang launch today. The webisodes are based around Drifting in Japan which is kind of risky for Ford, given that it's illegal on the streets. At the same time it really gives the brand street cred and the edgy nature of the content is highly engaging.I love cars but it's been a while since I've spent this much time on a brand funded microsite like this. The use of Google Maps and Video really brings the journey to life. The product specific features wrapped around the content are well integrated and supurbly executed - I like the 360ยบ exterior very much. Having extensive automotive advertising experience, i can say its a breath of fresh air to see an auto invest in something like this. It shows that Ford understands their audience and effectiveness of digital done right. Even though there's nothing too innovative here, it goes to show that a great content idea well executed will always capture the audience's attention.View the brand experience here.
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