Facebook Polling Place Locator

By providing information about where to vote and giving users the option to state whether or not they had voted, Facebook was able to chart real-time information. This resulted in the ability to make predictions on the outcomes of races that could compete with traditional news. Voting became an interactive experience through status updates, “likes” and more, thus making it one of the most successful Facebook projects to date.

Prime (Sweden)

By taking the aspects of a live show and transferring those characteristics to a digital forum, YouLive made digital streaming more interactive and increase the relevance of one of the biggest music awards for the people of Sweden, “Rockbjörnen.” 7 digital concert events were created and a dialogue was developed between performers and their fans. The site attracted 44,000 unique visitors from 63 different countries for 105 minutes, making it the biggest festival in Sweden in 2010.

Nightlife Exchange Project

JWT New York (US)

By collecting information about nightlife experiences people seek around the world, this campaign began with a conversation, then quickly made it a reality. The Nightlife exchange brought popular events across the world to a new location and allowed viewers to follow the journey on MTV as they carefully recreated the events. It involved customer involvement and co-creation so this was their event and they could be part of it from start to finish.

Curiously Strong Awards

Evolution Bureau (US)

The Curiously Strong Awards approached Facebook trends in a very smart, honest way. Users could award their friends with golden tins based on their embodiment the various Facebook user archetypes provided by Altoids and allowed them to be immortalized on Altoids.com. The campaign made the Curiously Strong concept more relevant to today’s generation by making them part of the campaign.

Fiat Mio

AgênciaClick Isobar (Brazil)

This campaign documented the creation of the first ever crowd sourced car. It allowed product users to help shape the future of the industry and provided a forum for engaged dialogue. It was the perfect mix of creative collaboration between brand and consumer and reached 17,000 people from 160 countries.

Ford Explorer: Reinventing the Reveal

Ogilvy PR Worldwide (US)

This campaign revealed the history of the Ford Explorer in an inspirational and informative way. A video reveal was provided just for Facebook fans that made the car more relevant to the 21st century and in a sense made something old, new again. Fans were able to see the car before anyone else and gained insight into the values the team at Ford make a huge effort to uphold.

Red Quest

Grape (Russia)

By developing a story users could relate to and giving them a purpose and the ability to make a difference, this became one of the most engaging gaming experiences. The unique mix of all media kept users interested and wanting more. The platform lived online, but team challenges were completed in the real world and eventually led to city-wide events and even created a few local celebrities.

Happy Star Rewards Mobile Application

72andSunny (US)

This mobile application allowed users to get instant savings just by checking in to Carl’s Jr. locations. The application honed in on users’ habits and rewarded them. A “Check-in” allowed users to spin the wheel of awesome and win food and other prizes. Each user was given 30 minutes to redeem the coupon and then given the option to share on Facebook and twitter.

Sweet Talk

Evolution Bureau (US)

This iPhone app made Juicy Fruit relevant and essentially put Juicy Fruit back into peoples’ mouths. Not only did people download the application and become instant fans on Facebook, they made it viral by uploading videos on Youtube offering even more praise and reach for the application.

Tubes: Muscle Machine iPhone App

72andSunny (US)

This application featured an iconic character who embodies a pop culture anti-hero. He was then pitted against some of the most well-known professional athletes in order to communicate the performance technology of K-Swiss shoes while making the brand relevant to the target market. Online sales increased and the brand was even referred to as the “shoe brand with the biggest buzz” according to Footwear News.

AppWizard – The Blog Shock

Wenderfalck (Sweden)

dtac iPhone 3Gs: Bloggers’ Alliance

Ogilvy Public Relations Worldwide (Thailand)

Microsoft’s Geek Network

JWT New York (US)

By connecting with IT decisions makers and talking with them (not at them), Microsoft was able to gain their respect by enriching the conversation. They coined the term Brand Journalism and used social media to publish in places where crucial decision-making happens live. They monitored the conversation of bloggers and readers in the Geek Network and entered discussions at certain peaks in order to clear up any misconceptions about the brand. Their involvement led to even more discussions and debates among their new audience and made them more than just a brand, in fact the news they provided was now a crucial part of the conversation.

Pretty Little Secret Keepers

The Walt Disney Company (US)

An interactive game using smartphones developed to drive viral conversation around the launch of Pretty Little Liars. The game put bloggers in the shoes of the characters and provided phones with photos, emails and instructions on how to proceed. The phone became the central tool in the game and required bloggers to ask their followers for help due to the one-day time limit to complete many o the tasks. This had never been done before and to this day, the bloggers who participated in the game still blog about the current episodes.

Johnnie Walker Walks the Talk in China

Ogilvy Public Relations Shanghai (China)

This campaign revolved around a social debate about what progress meant in China thus leveraging China’s flourishing social media scene. This positioned Johnnie Walker as more than just a whisky brand. In fact, the brand was elevated as a symbol of an ever-changing and rapidly progressing society. As a result, JW was the most discussed alcohol brand online.