There are some Brands out there doing this in really innovative and exciting ways. These are just a few of our favourites...
Tiger Beer ‘Know the Not Known’
Don’t just go with the ordinary. Discover More. Get switched on to what’s on. Find the place where the Tiger Beer flows. tigerbeer.co.uk
Tiger Beer has launched a campaign that features up and coming contemporary talents from the four fields of art, music, design and film and will provide access to the best parties in London.
Using ‘connection symbols’ users are granted access to underground, invite only, Vice magazine and Tiger supported events. Other channels utilised are Twitter and You Tube and Flickr- encouraging consumer generated content and a multi way flow of conversation between Tiger, the Artists and the consumer.
The Tiger’s series of ‘Not Known’ events reached number five this May with a collaboration between two of London’s best promoters, Dirty Canvas and Deadly Rhythm. Dirty Canvas and Deadly Rhythm have been pioneering UK bass music for years across London – between them pushing the most forward-thinking sounds in grime, dubstep, house, funky and techno and all areas in between.
Dulux ‘Let’s Colour Project’
This award winning campaign by paint manufacturer Dulux saw them take their mission statement – ‘Let’s Colour’ – quite literally, by completely rejuvenating grey, graffiti covered corners of some of the world’s major cities.
Dulux has big global ambitions. Its highest margins are delivered in sales of colour paint, yet only a minority of global homes are decorated in colour. Creative agency Euro RSCG were asked to create a strong, shared global communications platform to demonstrate how Dulux could ‘add colour to people’s lives’.
It began working on a global integrated campaign, with social media at its heart – the internet being seen as the primary channel for being able to communicate simultaneously with its local brands all around the world.
To get local communities interested in taking part, momentum was built around a social media campaign. A ‘Lets Colour’ project blog was launched as an open and direct way to start sharing the project with the public.
Visiting four cities – London, Paris, Rio de Janeiro and Jodhpur they invited members of the local community to help paint streets, squares, schools and buildings that were in need of a colour makeover.
Real time content was uploaded to the blog and to You Tube, Twitter, Facebook and Orkut, whilst a documentary entitled ‘Walls’ was filmed at each location (later being used in the Brands ATL activities). This documentary was viewed online more than 400,000 times in four weeks, and was YouTube’s 12th most tweeted video in its film category within two days of going live. The film received more than half a million views within four weeks of debuting, putting it in the top 2% of YouTube’s films and making it film of the week in the UK. Now, dozens of future events are being prepared by the brand.
The campaign was awarded a Gold Watch at the Golden Drum Awards in 2010.
For Euro RSCG the campaign has been a winner too. The Documentary won it a prestigious TED award for the best 'Ad worth spreading'.
Volkswagen ‘Fox’ at Planeta Terra Festival
A car brand wants to promote a new car to a whole host of fashion conscious early adopters... take it to Festival right?
Well that is almost exactly what Volkswagen Brazil did recently when they sponsored the biggest music festival in Sao Paulo, the (sold out) Planeta Terra Festival. They decided to promote the ‘Fox’ through an ingenious mashup of Twitter, Google maps and real world prize locations.
Volkswagen hid secret tickets across the entire city, and then displayed them on a microsite using Google Maps. The catch was that the only way to zoom in on the wide angle of the map was to have the community band together using the #foxatplanetaterra hash tag. The more tweets made, the more you could zoom in on the map, ultimately revealing the pinpoint location of each ticket. Then it became a foot race in the real world to find them, day and night for 4 days.
In less than 2 hours, the campaign #hastag became the #1 trending topic in Brazil, where it stayed for the length of the campaign. This brilliant promotion technique was devised by BBDO Brazil.
