OLD SPICE: The Man Your Man Could Smell Like/Responses
It wasn't just "Hello, ladies!" but "Hello, everyone!" Wieden & Kennedy's pop-culture-infiltrating commercial and the "Responses" follow-up capitalized on the beloved Isaiah Mustafa's character and the immediacy of social-media channels, creating, over a period of three days, more than 150 tailor-made YouTube responses from the Man to fans. The latter drummed up tons of media attention for Old Spice and generated some impressive statistics: it increased Facebook interaction by 800% and Oldspice.com website traffic by 300%, OldSpice's YouTube page became the all-time most-viewed channel on the site. More impressive? Even actual sales were up.
PEPSI: Refresh Project
The social-media-driven campaign from TBWA/Chiat/Day, L.A., which saw the marketer divert its Super Bowl budget toward social causes, has been one of the most -- dare we say -- important brand efforts of the year. Demonstrating what a reallocation of a portion of a mega media budget could do, the campaign ended this year with nearly three billion media impressions, 51 million votes from a broad demographic sample and millions given to worthwhile grassroots causes. The campaign has been a massive success in terms of awareness and -- say Pepsi bottlers, no less -- palpable goodwill toward the brand.
ARCADE FIRE: Wilderness Downtown
Director Chris Milk, data viz artist Aaron Koblin, Google, B-Reel, @radical.media, mr. doob and others brought their combined tech wizardry and artistry to bear on this phenomenal interactive video for the Arcade Fire song, "We Used to Wait." Milk's motivation was to endow the music-video experience with the same emotional resonance as music itself. The video, which uses Google Earth to provide a powerfully personal angle on the song, succeeded as an HTML5 case study, a nifty calling card for Chrome, a giant PR boost for Arcade Fire's new album and, most importantly, a powerfully personal way to experience a great...
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