Playing Together with Social Media Advertising

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Gave 100 Social Media micro-celebs (out of 4.000 applicants) a new Ford Fiesta for 6 months ahead of it’s US launch. They’re given monthly missions. They have to report through Flickr, YouTube, Tweeter and their blogs, winning points for every report.

Twitter and Google Maps mash-up to promote the end of European roaming charges and allowing customers to tweet where they are going on holiday this year.

Facebook application that asked users to sacrifice 10 of their “facebook friends” for a free whopper! Became viral overnight, and got over 2 0 0.000 facebook friendships deleted in one week, before it was “banned” by Facebook , for privacy policy reasons.

Shot with a new Samsung HD camera phone , audiences were challenged to figure out an optical illusion recorded with no cuts and without special effects. After 1.000.000 views, and almost 2.000 comments, the “making of” video was released.

Life’s for sharing” message, showcased in reality videos. Although not original, the “T-mobile Dance” video has become a viral phenomenon and inspired imitations around the world. Its follow-up, “Sing-along” at Trafalgar Square, feels almost like a celebration of social media itself.

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Playing Together with Social Media Advertising - Presentation Transcript

Playing together Why online creative is truly a multiplayer game Panos Sambrakos Executive Creative Director, OgilvyOne Worldwide, Athens
Creative advertising used to be a romantic game for two…
Stella Artois: Pirate Paper Boat Agency: Mother London – 2009
“ Evolution of a Megaphone” Shout Listen Amplify
Multiplayer ads Creative ideas for the “connected agency” era.
Ford “Fiesta Movement” Agency: JWT & Undercurrent – 2009
Vodafone #ukhols Developed by Ben Marsh – 2009
Whopper Sacrifice Agency: Crispin Porter + Bogusky
Samsung “YouTube Challenge” Agency: The Viral Factory
T-Mobile “Flash Mobs” videos Agency: Saatchi & Saatchi
Thank you! www.panos.gr - panos.sambrakos@ogilvy.com - @panos