This document provides brief summaries of 6 marketing campaigns or initiatives: 1) A Twitter stunt by Fiat where following their Abarth 500 account results in a message that it's too fast to follow, garnering free publicity. 2) A Sony PlayStation video highlighting their support of used games and sharing compared to Microsoft, which received over 13 million views. 3) A mobile app from Cif that filters pornography and violence from the internet for children aged 4-12 and provides safe search functionality. 4) A campaign by Y&R Peru that replaced subtitle files for American TV shows downloaded in Peru with their client's messaging. 5) An initiative by Smart Communications that provided educational content from

1. 24.06.12

2. This Week...
Too fast to follow, Used Game Instructions, Cif the Web, Barely Legal, TXKBKS
Too fast to follow
Fiat Abarth 500
Official PlayStation Used
Game Instructional Video
Sony PlayStation
Cif the Web
Cif
The Barely Legal Media
Space
Y&R Peru / Britanico
TXKBKS
Smart

3. Too fast to follow
Fiat Abarth 500
Here's a fun Twitter stunt from Germany for Fiat's Abarth
500 turbocharged hatchback.
If you try to follow the vehicle's official Twitter page, you
get a direct message saying that no one can follow the
Abarth 500, because it's just too fast. (Its follower
count, which briefly clicks up to 1 when you follow, soon
goes back down to 0.) Clever. The upside, of course, is
all the earned media. The downside? Well, no Twitter
followers!

4. Official PlayStation Used Game Instructional
Video
Sony PlayStation
Microsoft and Sony both announced the details of their new
consoles the Xbox One and PS4 recently, with Microsoft
coming in for massive criticism over some features such as
not being able to share games or buy previously used ones
and needing a constant internet connection to make the
console work.
Sony released this short but very sweet video highlighting
the differences in the two companies approach to the issue
of sharing and used games, and racking up over 13 million
views in a week.

5. Even the most vigilant parents can’t always supervise
their children’s use of the Internet, so Cif, a Unilever
brand that makes household cleaning products, is trying
to scrub filthy content from the Internet through an iPad
app called Cif the Web.
Downloadable for free from iTunes, Cif the Web blocks
more than four million sites known to contain
pornography and violence. The app, which is made to
protect youngsters ages 4 to 12, also provides little ones
with a safe-search functionality as well as easy access to
child-friendly sites from the likes of Lego, Disney, and
Sesame Street.
A swear filter removes offensive words from sites that
kids often make their way to and replaces them with
more acceptable versions.
Cif the Web
Cif

6. The Barely Legal Media Space
Y&R Peru / Britanico English Institute
This is a brilliant, disruptive, free and barely legal example of
great media placement.
Taking advantage of the fact that all over the world people
outside of the US routinely download new American TV
shows from pirate websites, Y&R hijacked the usual subtitle
files that people in Peru would use and replaced them with
their own.
The video actually says this a lot better, or does it?

7. This campaign won the Grand Prix in the Mobile
category at Cannes, which was the first Grand Prix for
the Philippines. The award was given to a campaign that
turned those ubiquitous but unsmart feature phones into
mobile textbooks for students in need in the Philippines.
Recognizing that many in the developing world don’t
have regular access to educational materials, Smart
Communications condensed the information of
traditional textbooks into SIM cards that could then be
loaded onto feature phones, many of which were
discarded by owners who’d moved on to newer models.
The work demonstrated that mobile technology, when
applied well to a real-world problem, is a means to an
end rather than and end in itself, and was lauded by the
jury members for being clear, smart, and useful. “You
don’t have to use flashy tech to execute a great idea,”
says Rei Inamoto, the Mobile jury president and chief
creative officer of AKQA.
TXKBKS
Smart