This document provides summaries of 7 marketing campaigns: 1. Heineken received over 1,700 applications for a job and had candidates interviewed by an internet community and at a stadium. 2. A Volkswagen ad highlights safety features of the 2013 Jetta by showing a dramatic near-death experience. 3. A video demonstrates how Google Glass could enhance users' lives through augmented reality features like photos, maps, translation and more, but units cost $1,500. 4. BMW customized a car design for a boy based on his description to his uncle in a customer relationship example. 5. Nike tracked a runner's increasing distance using Facebook likes and GPS as he promoted

1. 25.02.12

2. This Week...
The candidate, Volkswagen Baby, How it feels (through glass), 4219Eli BMW, Run Like Me
The candidate
Heineken
Volkswagen Baby
Volkswagen Jetta
How it feels (through glass)
Google Glasses
4219eli
BMW
Run Like Me
Nike

3. The Candidate
Heineken
Heineken were interviewing for a new position, and had
received 1,734 applications for the same job. Job
interviews often produce the same prepared answers to
the same standard questions, so Heineken decided to
put their candidates through a different process to
hopefully find the right talent for the job!
The 3 best interviews were voted by the Heineken
Internet community on an Internet portal, and the final
test took place at Juventus stadium! Lovely piece from
Heineken.

4. Volkswagen Baby
Volkswagen Jetta
VW‟s next instalment of humorous range
communications. Safety being the main message for this
one. So if your life flashes before your eyes, it's good to
be in the 2013 Volkswagen Jetta, an IIHS Top Safety
Pick.

5. How it feels (through Glass)
Google Glasses
First previewed in video last April, Project Glass has taken
a step closer to becoming a reality after Google released
the first detailed glimpse of how its user interface would
actually look. Entitled "How it Feels (through Glass)" the
new video displays how the voice activated spectacles
could enhance a user's life in both everyday, and more
indeed extreme situations.
Taking photos and recording your own footage, as well as
making video calls, translating foreign languages and
looking up maps and information are all made to look
very easy in the hands-free world of the Google glass,
where users are seen, amongst other activities, flying
planes, skydiving and juggling with fire.
Google let a small number of developers use Glass last
year, but they‟re now recruiting “bold, creative
individuals” from the public to test out the new version.
The company is asking potential users to use the hashtag
#ifihadglass to apply for a place on the pre-order list.
But the experience doesn‟t come cheap. “Glass Explorers”
will need to pay $1500 plus tax to get a pair!

6. 4219Eli
BMW
A young boy with a big dream, recounted to his uncle the
ultimate car that he would create for himself. Little did he
know that his Uncle would write it all down and send it in
to BMW in the hope that they might mock something up!
They did, and they posted their design on their Facebook
page, taking into account all of the components that he
had asked for. A lovely CRM piece from BMW.

7. 4219Eli
BMW

8. BMW
4219Eli

9. Run Like Me
Nike Japan
Nike were launching the running shoe, LunarGlide+4 in
Japan, and they wanted to illustrate the product benefit
of helping athletes to „run longer‟. So they created, Nike
Run like me, an interactive activation that merged
Facebook, Nike+ and running.
They got Joseph Tame on board, a famous runner who
takes part in the Tokyo marathon every year, wearing a
unique costume. He pledged to run 10 more meters
every time the campaign‟s Facebook Like button was
pressed. Nike+ GPS was used to track each run along
the way. The routes ran created live GPS art using the
streets of Tokyo.
The social running garnered more than 40,000 likes,
allowing Tame to run a distance of more than 400km
within 30 days.
The campaign went beyond Facebook and to the streets
where Joseph met his fans, receiving both online and
offline support for his efforts.