The Fall of Brands & Rise of Companies

Prime (Sweden)

The Social Media Debacle Cube: 8 Ways to Screw Up Socially

NVI (Canada)

Francois Gossieaux (US)

WiseWindow (US)

LinkedIn (US)

Dell (US)

The Dell Social Media Listening Command Center (LCC) is a highly innovative use of technology to connect the company to customer conversations around the globe. The LCC allows Dell to listen, engage, act and share conversations across the Web and to collaborate across the company to enhance customer service and product quality. Uniquely leveraging Radian6 analytic tools, Dell monitors 22,000+ daily web posts in 11 languages to identify real-time conversation trends and issues. Social media is now woven into the fabric of the company, connecting Dell with its customers to listen, engage and act in every facet of the company.

Pereira & O’Dell (US)

Corona Light brought Facebook to Times Square in an aim to be the ‘Most Liked’ light beer in America. Fans would be featured on the digital billboard just for liking Corona Lite. A snapshot of each fan’s appearance was posted on their personal Facebook page allowing their friends to join in the fun.

180 LA (US)

This was the world’s first online test-drive. A real Outlander sport was rigged so it could be driven by remote control and those controls were put in the hands of everyone on the web. Consumers could log-on from across the country and drive the car in real-time on a course in Southern California. They could invite friends to ride along, earn prizes, take challenges and engage in dialogue. Consumers were also given the opportunity to watch the car being driven by other people while they were waiting for their turn 25% of those people took both an online and onsite test-drive at an actual Mitsubishi dealership.

ABBOTT MEAD VICKERS BBDO (UK)

An entertainment platform which that combined authentic late night flavors with one of the target audience’s favorite late night activities – music. A one-of-a-kind music experience was created. A 360 degree music video, viewable on Youtube and the iPhone delivered share-worthy entertainment straight into the hands of the consumers by allowing them to be fully in control of the content they were experiencing.

E-dologic Publicis (Isreal)

Saatchi & Saatchi LA (US)

This campaign provided tools to enhance an already successful trend in order to reach the demographic Toyota was looking for, fantasy football enthusiasts. Some of the additions included Team Logo Creator, Smack Talk Generator and Football Card Maker. All content was shareable via all social networks and some of the tools allowed users to create custom videos that would run as banners on their league’s homepage, courtesy of Toyota.

Saatchi & Saatchi LA (US)

This campaign provided tools to enhance an already successful trend in order to reach the demographic Toyota was looking for, fantasy football enthusiasts. Some of the additions included Team Logo Creator, Smack Talk Generator and Football Card Maker. All content was shareable via all social networks and some of the tools allowed users to create custom videos that would run as banners on their league’s homepage, courtesy of Toyota.

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.

Saatchi & Saatchi LA (US)

Rather than simply supplying the answer as to what to call the Prius Family, the decision was extended to the people. The campaign started off with an educational music video that then led to the opening of the digital ballot boxes for Prius fans to determine the official plural of Prius.

Pereira & O’Dell (US)

“The Brick Thief” unites and excite former LEGO kids to rediscover the brand once their children reach the “brick-building” age. LEGO CL!CK is devoted to creativity, innovation, and the moment when ideas just CL!CK. The mischievous and mustachioed Brick Thief is a man of good intentions, and an excellent creative problem-solver, if he can just borrow a few of your LEGO bricks.

Euro RSCG London (UK)

The Let’s Colour Project is a worldwide initiative and a collaborative call to action for Dulux, to transform grey spaces with colorful paint and to demonstrate the regenerative power of color. The project brought color to Brazil, France, the UK and India by galvanizing local communities to help paint schools, streets, homes and squares over a period of four weeks. Footage was shot and produced into a two-minute film, created a colorful social movement and became an overnight phenomenon.

Great Works (Sweden)

Saatchi & Saatchi LA (US)

This campaign provided tools to enhance an already successful trend in order to reach the demographic Toyota was looking for, fantasy football enthusiasts. Some of the additions included Team Logo Creator, Smack Talk Generator and Football Card Maker. All content was shareable via all social networks and some of the tools allowed users to create custom videos that would run as banners on their league’s homepage, courtesy of Toyota.