The One Club „Best of digital decade“ is here.

Digital Marketing is more than a decade old. But the last decade has been particularly interesting. The famous One Club has now announced their „best of digital decade„. They are:

  • The subservient chicken – who would have guessed? This has been such a huge hit, I am always amazed when people say they don’t know this.
  • The hire – the famous BMW films.
  • Nike Plus – fantastic example of wholistic thinking beyond pure campaigning.
  • Uniqlock – not really my thing, I have to admit.
  • Whopper sacrifice – a campaign that caused more talk than participants, I would assume.
  • Chalkbot – fantastic on- / offline campaign.
  • Dreamkitchens – great content.
  • Eco Drive – another good example of wholistic thinking.
  • HBO Voyeur – again, great content and interaction.
  • Dove Evolution – not really a digital play, except for the fact that the clip was seeded only first. But nevertheless, it was a great idea based on a simple insight.

Take a look yourself!

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Tipp-Ex Bear hunter viral video

We all enjoyed the subservient chicken for Burger King. We also enjoyed the Samsung „follow your instinct“ interactive Video story where you can choose how to proceed with the story by clicking on one of several button to continue different paths:

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And we also like youtube advertising, that plays with the layout of the page, as in the movie promo for the Expendables.

Now, Tipp-Ex has combined those three and came up with a nice advertising Campaign:

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You can choose – or shall I say it looks like you can choose – one of two endings. Warning, here is a spoiler:

You don’t have a choice. The bear won’t be shot, in both options the ad changes, the youtube special ad format kicks in and the guy grabs the Tipp-Ex from the box on the righthand side, deletes the word „shoots“ and tells you to tell him, what to do with the bear instead. From then on, it feels like the subservient chicken. You can tell him, for example, to dance with the bear:

Of course, many people tried other commands with the subservient chicken, so I had to try this, too:

Nice combination of stuff that has been seen before… Of course, you can share it on Facebook and Twitter…

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Miracle Burger King Bun found at McD?

Here is a viral marketing ploy that I was sent (seeded?) from two different email addresses within  20 Minutes this morning. A couple of guyss purchase a McD burger and find an image of „the king“ toasted into the bun.

One of the links they sent me leads to a page, where a guy speculates about this mystery, seemingly he always speculates about mysteries like that:

Listen I’m one of those guys who never believes shit like this.   Like when people see Jesus in their banana or they get a p*nis shaped cheeto I’m always like relax.   It’s just a fucking cheeto. But this one is different. I mean if that’s not the fucking King in this guy’s bun than I don’t know what is.

All of this reminds me, somehow, of the Lincoln Fry Mystery-Viral campaign in 2005, where a French fry in the shape of Lincolns silhouette caused some buzz; note: all of the links in my 2005 blogpost don’t work properly any longer, unfortunately. Luckily, the campaign made it into Wikipedia, so you can find some more details there. (The prop used in that campaign was sold for 75k on a yahoo auction. I wonder for how much the bun will sell…?)

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Toyota launches Yaris Advergame

Toyota published an Xbox advergame, says an article on the NY Times:

The shooting car is the central character of a new Xbox game called Yaris that Toyota will introduce today. The game will be offered free to all Xbox 360 console owners in the United States and Canada, who can download it from Xbox Live’s service. It is also the first Xbox game created by an advertiser to be distributed over Xbox Live.

They were not the first to launch such a game, but again, this is a good example of a growing trend:

Advertisers in the United States will spend $502 million on video game advertising this year, up from $346 million last year, according to eMarketer, a research firm. Just over half of that is in the form of ads placed within games, and the rest is for marketers to create their own games, known in the industry as advergames.

That this can bei highly successful is proven by Burger King for example, who sold an advergame for the Xbox for $3.5 which despite the price showed a considerable amount of time spent with the game:

Using Xbox data on game use, the Burger King game equates in time spent to more than 1.4 billion 30-second commercials, the fast-food company says.

Imagine that. 1.4 billion voluntary 30 second long contacts – It will be hard for „classical“ advertising to beat that! Both in terms of quantity, as well as quality:

Interacting with our characters in the games is actually more engaging than just sitting back in your chair and watching a Super Bowl commercial,” said Russ Klein, president for global marketing for Burger King.

(On a side note: how does Microsoft track that, anyway? This is scary, once again…)

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