The new creative toolkit - Part 3 - Time

The new creative toolkit
Part 3 - Time
Steve Sponder
Group Strategy Director – Lawton Communications Group
blog.stevesponder.com // @stevesponder
www.lawtoncommsgroup.com
V1.0 March 2011

Diesel – Heidies
The Diesel website was taken over by two girls, The Heidies, who kidnapped Juan, a Diesel sales guy, and stream their antics live from a hotel room over a five day period.
View Case Study Video
Live

Heineken – Made To Entertain
With the help of wives, girlfriends, professors and bosses, Heineken duped 1,000 AC Milan football fans into attending a classical concert therefore missing the biggest game of the season against Real Madrid.
Although just as the game is about to get underway Heineken reveal their prank and project the match live for all to enjoy.
Live

Nokia – Ovi Maps Signpost
Nokia erected a house-sized interactive sign over the River Thames, London. People could text the sign with coordinates and a message. The sign would swing around to point to the supplied co-ordinates and display the message.
Live

Uniqlo – Social Sales Promotion
For a limited time period, people were encouraged to Tweet about featured products which in turn lead to the price being reduced., the more Tweets the lower the price.
Skoda – Social Sales Promotion
Skoda ran a similar sales promotional campaign on a Fabio car but the mechanic to reduce the price by 2 Euros was Facebook ‘Likes’. Once you ‘Like’ the car you had 48hrs to buy it at the new price, if not it went back on the market.
Live - Countdown

P&G - Old Spice – The Man Your Man Could Smell Like
Over a two day period, the near real-time element of this campaign involved the old spice man providing video responses to questions posed via Twitter.
Real-time

Converse – Domaination
This campaign uses search insights to inform which culturally relevant keywords to bid on. Converse then create engaging content to capture peoples interest and imagination.
Real-time

Condomerie – Bingo
Condom specialist Condomeire rode the Chatroulette meme in their Bingo campaign.
Lionsgate – ‘The Last Exorcism’ Film
Lionsgate rode the Chatroulette meme to advertise the release of their film ‘The Last Exorcism’.
Joining Conversations – Meme Riding

Ann Summers – PPC Campaign
Ann Summers joined the conversation in their own unique way through-out 2010 by running a PPC campaign, bidding on high-traffic, topical keywords such as Election 2010, Snow 2010 and Budget 2010.

T Mobile – Flash Mob
Riding off the back of the growing flash mob trend, T-Mobile staged a flash mob in Liverpool Street Station as part of their ‘Life’s worth sharing’ campaign.
Image source: sostav.ru

EA Games – Jesus Shot
Whilst playing Tiger Woods 08 a gamer was able to get Tiger to stand on top of a lake. After a video of a glitch started trending in YouTube, EA responded by staying there was no glitch and provided the video evidence that showed Tiger Woods walking on water .

Blendtec – Will It Blend?
Blendtec creates videos of them blending gadgets. They choose gadgets which have high profile launches and high levels of conversation around them. The blending of the iPad attracted over 10m views in YouTube.

The new creative toolkit
Part 3 - Time
Steve Sponder
Group Strategy Director – Lawton Communications Group
blog.stevesponder.com // @stevesponder
www.lawtoncommsgroup.com
V1.0 March 2011

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The new creative toolkit - Part 3 - Time

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