This document provides summaries of experiential advertising campaigns, including: 1) Nike's "Catch the Flash" campaign that involved sending runners wearing reflective jackets into Vienna at night for the public to photograph, winning a prize. 2) Paddy Power's "sky tweets" campaign for the Ryder Cup that had stunt pilots write tweets in the sky visible from the golf course. 3) Mercedes Benz covering an emission-free car with LED screens displaying footage from the other side to demonstrate its invisibility to the environment.

1. The Little Deck of Banging Ads
A resource for advertising people (probably planners) for when they need to find examples of fucking good advertising for whatever reason
VOL 3 - Experiential (stunts to most people)
@LucianTrestler

2. First up Catch The Flash. This was the launch of Nike’s Vapor Flash Jacket (available in Germany, Austria
and Switzerland), a fully reflective jacket designed to keep runners safe at night.
Nike sent 50 runners wearing these Jackets onto the dark streets of Vienna. The public was invited to
capture as many of them on camera as possible with flash photography revealing a number on each
runners back. The prize for capturing the most numbers was a 10K Euro platinum bar. The rest of the
world was able to take part on a microsite as the Flashrunners were transferring their GPS data to the
Catch the Flash Online Game in real time.
Essentially Catch the Flash was designed to engage the running community, show of the reflective
qualities of the jacket and get a load of press coverage in the process.
Full case study video available from – http://bit.ly/TrS9oZ
@LucianTrestler

3. This year’s Ryder Cup saw Paddy Power write the world’s first ‘sky tweets’.
To address the USA’s home support advantage, Paddy Power called for European
supporters to Tweet heckling messages under the #GoEurope. The best Tweets
were then written in the sky by stunt pilots in letters visible from the Golf Course
(and up to 20 miles away). The campaign was seen by millions watching the Ryder
cup, it trended on Twitter across the two days and got a huge amount of news
coverage (including the BBC, The Sun, Daily Mail, Guardian, Independent,
Huffington Post, MSN, Yahoo and Sports Illustrated).
Full case study video available from - http://bit.ly/StyqH8
@LucianTrestler

4. To announce the fact that they had produced a car which had zero
emissions, Mercedes Benz ran with the campaign thought (and endline)
‘Invisible to the environment’ literally. They took the car, which
produces water vapor instead of gas emissions, and covered one side
with LED lights that displayed live footage from the other side. They
then drove this invisible car across Germany and filmed everyone’s
amazed expressions. The end result is one very cool 90 second ad, a lot
of press / online coverage, millions of views on YouTube and a Gold Lion
at Cannes.
Full case study video available from – http://bit.ly/V0lIjG
@LucianTrestler

5. Smirnoff Nightlife Exchange Project featured parties in cities across the world, each sharing it’s club culture with another major city.
The project kicked off on Facebook asking users to suggest ideas on music, fashion, food, culture etc.. that best represent their home
country for the chance to win tickets to the party hosted in their city. Although the campaign was rooted in Facebook it was
promoted through TVC’s, local PR, a mobile channel, blogger outreach and a worldwide partnership with MTV who broadcast
webisodes and news segments on the MTV site.
Devised to take back its cutting edge brand positioning from competitors such as Absolute (and many more) the project’s mission
statement was ‘to own the night’. It was so successful they did a bigger version the following year fronted by Madonna.
‘Michelle Klein, vice-president of global marketing communications and digital for Smirnoff, said: "We had two
fantastic years with 'Nightlife Exchange'. The question I was being asked was, 'where do you go after Madonna,
with the volume sales and equity up?' When you’re on a high, it’s a great time to do a reinvention.’ – Marketing
Magazine
Full case study video available from - http://bit.ly/X4Qdcj @LucianTrestler

6. To highlight how Volkswagen use fun theory to encourage people to drive an
environmentally friendly car they set up TheFunTheory.com. It is an initiative
‘dedicated to the thought that something as simple as fun is the easiest way to
change people’s behaviour for the better. Be it for yourself, for the environment,
or for something entirely different, the only thing that matters is that it’s change
for the better.’
Most notable was perhaps the ‘take the steps rather than use the escalators
piano’ idea although ‘Bottle Bank Arcade Machine’ and ‘The Speed Camera
Lottery’ also got a lot of attention.
Full case study videos available from - http://bit.ly/V4cvqE
@LucianTrestler

7. For each successful video on YouTube there is also a poorly made imitation. Some of these imitations have millions
of views. Volkswagen saw an opportunity to advertise it’s original auto parts. When viewers clicked on the banner
*Don’t accept imitations. Prefer original parts. ] they had a surprise: they were redirected to the original video. The
campaign had approximately 125,000 views and 500 clicks per$100 spend.’ – Copy from case study video
Although not experiential in the traditional sense for me this shows that ‘stunts’ can be used in a purely digital way
to great effect.
Full case study video available from - http://bit.ly/Rl5vbq @LucianTrestler

8. And on that note @sweden, the official Twitter account of VisitSweden (the
Swedish Tourist Board)has handed over control of the account to a different
member of the public (and the odd Swedish celeb) every week in a bid to create
'the world's most democratic Twitter account'.
The project known as ‘Curators of Sweden’ aims to promote Sweden as a
holiday destination by showcasing it’s diverse population, breaking traditional
steroetypes of the Swedish national character, forcing us to see the country in a
new (and hopefully more interesting) light.
The project received news coverage worldwide and has won a Cyber Grand Prix
at Cannes.
Full case study video available from - http://bit.ly/TtiXG0
Link to consider - http://curatorsofsweden.com or follow @sweden on Twitter
@LucianTrestler

9. I know none of you need reminding of this but I could hardly miss it out and maybe I can throw in a couple of useful stats / quotes… So Red
Bull send Felix Baumgartner to the edge of space to sky dive 24 miles, break the speed of sound and of course set a new world record.
- YouTube reported a peak audience of more than 8 million viewers for the livestreams making it YouTube's
biggest livestreamed event to date. The official highlights video has been viewed over 30 million times.*
- Facebook. After Baumgartner landed, sponsor Red Bull posted a picture of the daredevil on his knees to
Facebook. In less than 40 minutes, the picture was shared more than 29,000 times and generated nearly
216,000 likes and more than 10,000 comments.*
- Twitter During the jump and the moments after Baumgartner landed safely, half the worldwide trending
topics on Twitter were related to the jump.*
- ‘The value for Red Bull is in the tens of millions of dollars of global exposure, and Red Bull Stratos will
continue to be talked about and passed along socially for a very long time.’ – Forbes
*(Source The Gaurdian) @LucianTrestler

10. Bit of a golden oldie but never the less T-Mobile’s Life’s for Sharing remains a great
example of a brand leveraging stunts through ATL to create a powerful campaign.
Kicking of with a dancing flashmob in Liverpool Street Station and moving on to
choirs at Heathrow and mass karaoke in Trafalgar square, T-Mobile’s strategy was to
create events that people would want to share (rather than just telling them that
life is for sharing).
Taking Dance as a specific case study we can see that this ‘feel good’ ad enjoyed
huge commercial success. Not only has the ad now been watched over 35 million
times (and it doubled the number of people actively searching for ‘T-Mobile’ from
1.6mil in Q1 2008, to 2.2mil in Q1 2009) but it also doubled average weekly footfall.
instore*
*Source - Warc
Perhaps most significantly T-Mobile contract sales were up 49% (compared to a
market increase of 1%) and their share of the mobile contract market (value), which
was their primary target, increased by 6% (Q1 2009). Finally the ROMI was £1.46.* @LucianTrestler

11. And finally this years top trend – stranger pushes a button and something awesome happens
to them in the hope that it all goes a bit viral………
Push to add Drama by Belgian Channel TNT Coca Cola Happiness Truck
http://bit.ly/TsVmEX http://bit.ly/11kjZZX
Make music in the corner shop with Red Stripe The Live Tile Experiment by Nokia Lumia
http://bit.ly/U4SBZB http://bit.ly/V6lJQZ
The something awesome happens to a stranger (without pushing a
button) category is far larger… @LucianTrestler

12. Thanks
Do get in touch with your thoughts
@LucianTrestler
Lucian.Trestler@gmail.com
@LucianTrestler