Woolworths Lovebirds campaign goes wrong

Quirk (South Africa)

Woolworths was faced with a broken promise in which they claimed, “Everything we do is perfect, every time” because of a typo which then launched a website hijacking. They turned the negative conversation into a positive one by identifying the hijacker’s motives and creating a conversation with online influencers.

2010 Census Issues Management Program Ensured a Complete Count

Weber Shandwick (US)

The Issues Management Framework provided a novel, yet relatively easy-to use framework for monitoring and responding to threats against census participation. The system helped the Census Bureau become more aware and more engaged with the US population and make the 2010 Census more efficient and cost-effective.

Vac from the Sea

Prime (Sweden)

This campaign created awareness of the shortage of recycled plastic and used stories to get people interested. They were able to contact organizations around the world and collect plastic that would have otherwise been wasted and used them for the creation of their vacuums. The story made people aware of their purpose, but also helped increase sales by making way for an opportunity to collect materials used for production.

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.

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.

Pepsi Refresh Project

OMD (US)

This project empowered consumers to bring their ideas to life and encouraged them to share by providing grants to move their ideas forward. As a positive, optimistic force for change in communities partnering with people on issues and ideas they personally cared about, they were about to reach Americans all over the country and inspired over 90 million people to vote for the best ideas.

Toyota Ideas For Good

Saatchi & Saatchi LA (US)

The challenge asked people to imagine and submit new uses for 5 Toyota technologies that would positively affect the world. They invested in the online community and allowed them to shape the next chapter of Toyota and allowed people to vote. More than 9,000 ideas were submitted along with 220,000 bog/website mentions that resulted in the influence of many important safety and innovation decisions.

The Aviva Community Fund

Idea Couture (US)

Aviva Canada launched the fund as a competition asking Canadians to submit an idea for positive changed in their communities. Their mission was to understand people and the communities they live in while also gaining their trust at a local level. They used social media and word of mouth for votes and their focus on community engagement allowed the ACF to create deep connections with the Aviva brand. As a result of its success, the ACF would become an annual program, creating stronger and more long-lasting bonds with the communities involved.

Mob the Rainbow

Evolution Bureau (US)

This campaign wanted to eliminate the disconnect between Facebook fans and the brands they “like”. By giving them stake in the brands identity, users were give the opportunity to participate in real life events and their participation was rewarded through viral videos spread throughout youtube. Fans were also given the opportunity to vote and decide the next activity done through Skittles, support a young dreamer and more. This gave them the opportunity to engage with a brand thus creating stronger connection through user-generated content and participation.

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.

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.

180 LA / B-Reel (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.

Saatchi & Saatchi (Hungary)

Facebook was literally brought to the streets and encourage peoples interaction by making posts on the actual Facebook that were then updated in real-time by artists who wrote out the posts by hand right on the ambient wall. Live streams were posted on the Facebook page for all fans to see along with messaging about T-mobile phone packages that were perfect for Facebook on the streets.

Saatchi & Saatchi (New Zealand)

A game-based YouTube Channel, with a leader board that promoted sharing – bringing more users to the page. And the users weren’t just sharing a link to the channel or their scores – they were sharing a dynamically-generated target, complete with bullet holes, level and score achieved. Lastly, sharing the game was encouraged in the game – since the user had to share the game to get to the bonus level.

Saatchi & Saatchi LA (US)

An interactive experience using both social media and technology to make fundraising more enjoyable and exciting. A holiday that anyone could be a part of was created, allowing people to cut loose, have a drink and party with friends. Their involvement was streamed live for 4 days and users could control the bot and sink as many shots within 45 seconds. Each shot drank resulted in money that went to charity.