Although the title might set some great expectations, this is just a simple book that features 25 random digital campaigns. The book does not have a solid structure and does not have any industry or country classification. Here are the 10 most important take aways and links to the campaigns that are covered in this book
- People like creating and curating; allow them to create things/content in your application and platform.
- Provide self-expression in your campaign.
- Make sure your campaign helps people get together and share things (bringing together parents and children or artists and art lovers)
- Try to use social media as much as you can.
- Make sure a celebrity or an opinion leader demonstrates how to participate in your campaign.
- Think about consumers on the go and integrate “mobility” into your campaign.
- Only focus on digital media, instead of one time messages make people sign up for your news feed.
- With the help of digital campaigns you not only generate a buzz but also find out your customers’ vision of your brand.
- People only want to share cool and very interesting things with their friends.
- Successful campaigns should be able to create discussion and interaction around the brand and the campaign.
Source:Best Digital Marketing Campaigns in the World: Mastering the Art of Customer Engagement By Damian Ryan, Calvin Jone
1- Dockers Pants –Shakable and interactive ads on Iphone: Lessons learned: There was no call for action (e.g. at the end the ad did not ask the viewers to take any action go to a Dockers store, or learn how to dance like the Dockers dancer, etc.)
2- Truth about smart. Many people thought Smart (a sub brand of Mercedes Benz) was not safe or convenient. The brand created this interactive page and advertised it through traditional methods (banner ads, etc.) Lessons learned: Interactive websites are great to educate consumers about misconceptions about brands. http://www.truthaboutsmart.co.uk/
3- Doritos Hotel 626: To generate a buzz around its two new flavors, Doritos created this online game which was (presumably) scarry and released it around Halloween. Lessons learned: People only want to share cool and very interesting things with their friends.
4- Pizza Hut Iphone Application: An Iphone app. by Pizza Hut that allows users to choose toppings, crust, etc. Lessons learned: When brands offer apps that make users’ lives easier consumers always appreciate it. Consumers also prefer simple ordering/simple consumption with the help of apps over other alternatives.
5- Turbotax super status: Participants update their status on Facebook, Twitter and Myspace by answering the questions asked by Turbotax. The updates were also seen in an embeddable widget on blogs and different websites. Lessons learned: Successful campaigns should be able to create discussion and interaction around the brand and the campaign. http://www.insidefacebook.com/2009/01/29/intuits-super-status-contest-aiming-for-product-placement-in-facebook-status-updates/
6- Rice Krispies “the spoonful” e-newsletter. Lessons learned: Although email newsletters might be seen useless or obsolete it worked well for the Rice Krispies. Seasonal relevancy and connecting mom and children made the campaign successful. http://www.childhoodiscalling.com/The_Spoonful.aspx
7- In absolut world: Campaign first ask celebrities “what’s your vision of absolut world” and then asked normal people to share their pictures of an absolut world (similar to picture uploading in a Facebook campaign). Lessons learned: Through digital campaigns you not only generate a buzz but also find out your customers’ vision of your brand. http://www.flickr.com/photos/spyline/2345313938/lightbox/
8- Tourism Queesnlad: The best job in the world: Submit a 60-sec. video if you want to Live on an island and report to the rest of the world through social media.
9- The Ozometer by Foster`s. Measure the sentiment in tweets and broadcast it. Lessons Learned: Marketers can classify/analyze and make use of public social media messages.
10- Obama’s Presidential Campaign. Lessons Learned: Only focus on digital media, instead of one time messages make people sign up for your news feed.