The document outlines various creative marketing campaigns that utilize personal, location, and environmental data to create interactive experiences and engage consumers. It provides examples from brands such as Sony, Starbucks, and Heineken, showcasing innovative uses of technology in advertising, such as personalized videos, location-based services, and real-time interactions. Additionally, it discusses the concept of 'meme riding' where brands capitalize on trending culture to enhance their outreach.

1. The new creative toolkitSteve SponderGroup Strategy Directorblog.stevesponder.com // @stevesponderwww.headstreamucp.comV1.0 March 2011

2. Social BrandConsultancySocial CommunicationsV1.0 March 2011

4. The new creative toolkit Part 1 - Data

5. Sony Music – Lissie Music VideoAfter choosing your location, this music video is personalised using real-time weather data from your location .Visit SiteEnvironmental Data

6. Virgin Media – Terminate-a-mateThis campaign for Terminator: The Sarah Conner Chronicles provides a personalised mobile video clip by utilising personal data and location data.View Case Study VideoPersonal and Location Data

7. Vodafone – Taxi Grand PrixAn online racing game that tracks your chosen two taxis from a list of 10 using GPS and plots their accumulative mileage data on the map.View Case Study VideoEnvironmental Data

8. Sony Vaio – Media Monster WarsA Facebook app game that utilises data from your Facebook wall to power your ‘media monster’.View Case Study VideoPersonal Data

9. MySpace Music – Fan VideoBy logging in with Facebook Connect this app creates a personalised video by dropping in your profile picture.Visit SitePersonal Data

10. Starbucks – Meet me at StarbucksA Google Gadget that enables people to find a local Starbucks coffee shop and then invite their friends or colleagues to meet them at that location. Back Office Data

11. Sense Networks – CabSenseThe CabSense mobile app uses historical data of more 90 million rides taken in some 3,000 taxis over the past year and prediction math to figure out the best corner to hail from, and when to do so.Environmental Data

12. LoveHoney – UK Sex MapAn interactive map of the UK that aggregates customer purchase data to show the sexiest places in the UK.View Case Study VideoPersonal Data

13. First Direct – First Direct LiveThis campaign provides a real-time view of consumers online opinions by aggregating data from eight million social media sites.Personal Data

14. Fiat – Eco-DriveThis app analyses your journeys in an Eco-Drive enabled Fiat and converts your driving data into simple, clear facts and figures, like fuel consumption, CO2 and money saved.Visit SiteEnvironmental Data

15. The new creative toolkitPart 2 - Location

16. MasterCard – ATM HunterThis apps finds the nearest ATM based on you’re your current location.Rightmove – House FinderThis app allows you to search for houses for sale or rent within your current location.Geo Location

17. Unilever Omo – Try Something New With OmoUnilever put GPS devices into 50 Omo detergent boxes allowing the prize to be delivered personally to the winners home.View Case Study VideoGeo Location

18. Starbucks – Mayor OfferStarbucks rewards frequent customers with the Barista badge on Foursquare. In addition if you checked in enough times to become Mayor of a specific Starbucks you received a special offer. View ArticleGeo Location - Check-In

19. Kogi – Korean BBQ Taco TruckTwitter updates are used to let everyone know where the taco truck is.View ArticleTwitter Updates

20. Daily Mail – Recruitment AdvertThis recruitment advert for an SEO Manager was placed in the newspaper’s website robots.text file.Contextual

21. Gap – London Pop-up StoreGap celebrate 40th anniversary with pop-up store in Kingly Court, off Carnaby Street.Clemens en August – On TourOnly available to buy on tour, these stores pop-up in locations like contemporary art galleries.Pop-ups

22. Domino – Domino’s Delivery PointsWhite doors were placed in parks and beaches across the Netherlands featuring the Domino’s number. These doors also mark the drop off point for deliveries.View Video Case StudyPop-up

23. P&G Charmin – Charmin RestroomsFor the last 5 years Charmin have been providing free restrooms in the heart of New York over the Christmas holiday season.View Video Case StudyPop-up

24. The new creative toolkitPart 3 - Time

25. Diesel – HeidiesThe 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 VideoLive

26. Heineken – Made To EntertainWith 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.View Case Study VideoLive

27. P&G - Old Spice – The Man Your Man Could Smell LikeOver 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.View Case Study VideoContinuing Conversations - Iterative

28. Converse – DomainationThis campaign uses search insights to inform which culturally relevant keywords to bid on. Converse then create engaging content to capture peoples interest and imagination.View Case Study VideoReal-time

29. Nokia – Ovi Maps SignpostNokia 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. View Case Study VideoReal-time

30. Uniqlo – Social Sales PromotionFor 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 PromotionSkoda 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

31. Condomerie – BingoCondom specialist Condomeire rode the Chatroulette meme in their Bingo campaign. View Case Study VideoLionsgate – ‘The Last Exorcism’ FilmLionsgate Films also rode the Chatroulette meme to advertise the release of their film ‘The Last Exorcism’.View Case Study VideoJoining Conversations – Meme Riding

32. Ann Summers – PPC CampaignAnn 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.View Case Study VideoJoining Conversations – Meme Riding

33. T Mobile – Flash MobRiding 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.View Case Study VideoJoining Conversations – Meme RidingImage source: sostav.ru

34. EA Games – Jesus ShotWhilst 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 .View Case Study VideoJoining Conversations – Meme Riding

35. 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.View Case Study VideoJoining Conversations – Meme Riding

36. Thank youV1.0 March 2011