Clients and agency folk often talk about putting Digital at the heart of a campaign.
As I think about it, I think there are only a few ways an advertising campaign can be based on a intrinsically digital idea and so I thought I try to list them. I’ve done it as a page because I’m sure I’ll come back with more and want to build up the case study references that go with them. If you have any thoughts or ideas of better case studies, feel free to comment.
In this strategy an event or trip occurs in real life and is tracked and logged online. The full event is then amplified through advertising that tells everyone to go see the amazing stories coming out of the event on the digital blog.
The competition uses a digital platform to collect art, essays, photos or other user generated content, and runs a competition. The competition — with celebrity judges if possible — is then promoted widely. It is an intrinsically viral approach because people want to tell their friends if they have been accepted or have entered or, of course, if they win.
Dunkin Doughnuts Ultimate DD Coffee Fan Contest – 2010 campaign ran for a month and used Facebook to collect peoples videos of why they are the ultimate coffee fan.
Results: 350,000 visitors, 1,800 submissions
This is the simplest way to put digital at the heart of an ad, simply crowd-source the ad from the digital community.
There are lots of digital games that can capture the public’s imaginations such as scavenger hunts and recreations of pac-man using gps-enabled phones.
Web-enabled Ad Shoot
Sort of a variant on the Event Log, a web-enabled shoot simply uses an event to generate the material for the ad.
If you want to get someone’s attention, ask them a question.