Category Archives: Online competitions

Volkswagen loves gambling. And consumers do too

Selling a car on the base of its fuel consumption is not an easy task. And I can think about the faces of the creatives when they were told the USP for a Volkswagen Golf was the fact that it can drive for over 1500 km on a single tank of fuel. So kudos to Norwegian agency Try for creating such a nice integrated campaign that kicked off on TV and “exploded” online creating buzz and consumer engagement.

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DoubleClick HTML5 Contest

Overview of Competition HTML5 enables you to take advantage of multimedia content and allows you to stretch your creative skills. The HTML5 challenge is an opportunity to show how you can combine creativity and innovation; design a YouTube Masthead using DoubleClick Rich Media Studio & HTML5 and win a chance to have your mast head on YouTube for a day. Creative Guidelines Creative should represent innovative execution of HTML5. Creative agency logo or signature should be included but should not dominate the creative execution Creative for clients are not eligible for submission Creative must be developed and uploaded using your DoubleClick Rich Media Account Creative should be a YouTube Masthead and follow the technical specs More here

Paradores Ice Xmas

I like this action from JWT/Delvico Madrid for Paradores (a tourism partnership in Spain) because is so simple and because you wouldn’t expect that client doing this kind of stuff. If you feel like going on vacation, give it a try at Ice Xmas. Post your bet about when you think this giant ice cube will melt and win the key (that opens unique rooms to spend Christmas time) trapped inside of it:

SEARCH FOR THE WORLD’S BEST COUPLE

Jewelery store, Michael Hill, has launched an online promotion to find the world’s best couple. The winners get a 22 carat diamond ring. Kim Kardashian is the campaign ambassador. Couples who enter the competition will take part in a series of online challenges. The top six couples will then be adjudicated by a panel of expert judges with the winning couple being flown to Chicago to be presented with the ultimate 22 carat princess cut diamond engagement ring. Check it out here

Sony: Singing in the car

From Japan a super crazy and super cool campaign by Sony to promote a new vehicle navigation system. The idea is very simple an it is inspired by something we (almost) all do in the car when we drive with our friends or even by ourselves: we sing.

The campaign is an online audition to pick the best performers singing in the car. Not only the videos get uploaded on Sony’s website, but the best ones also will become part of the TV spot that will go on air as from mid-December.

This is definitely a perfect example of interactive TV content created with consumers help.

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Fifa 10 and the smart media partnership

Via @inakiescudero I discovered a very smart online promotion EA is currently running in Spain to drive awareness around the upcoming release of FIFA 10. Since the beginning of September (when the demo of the game has been released) on the website of Marca.es (very popular sports daily) visitors can download the demo, play the game, score goals, save them and re-upload the videos on Marca’s website entering a contest to award the most beautiful goal scored.

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SAS Globe of (Facebook) Fortune

Viral marketing has new face. Now it’s all about playing “with” your friends, and by “with” I mean “using” your friends to win something. The latest example comes from Northern Europe where the airline SAS has launched an online competition that takes advantage of Facebook Connect to give away flight tickets to a series of destinations around the world.

The mechanism is pretty simple. You select your departure airport (only Scandinavia unfortunately), you spin the globe to find out your destination and then the system connects to your Facebook profile to randomly pick a friend you will travel with. But the game isn’t over yet: in order to actually win the tickets you have to write a nice motivation on why you and friend should travel together.

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Twitter and the fridge Big Brother

In Brazil, LG has launched an online campaign that puts Twitter at the center of the action to promote a fridge model called Top Mount. Four cameras capture live a fridge and the food inside it. Users can watch the live stream on the Web and “order” the fresh food using their Twitter accoun t and messaging @LGTopMount. The first who tweets the request will receive a home delivery the day after (only if he/she lives in the Sao Paulo area).

Don’t ask me to clarify the mechanism because I had to ask twice to understand it. I definitely miss something in this action. I thought there was a challenge to guess the next food in the fridge in order to win, but this is not the case. It’s not a guessing game. It’s just about staring at a fridge where nothing happens and be fast to tweet when the food in it gets changed. To be totally sincere, I think the concept is rather week if not even silly. But still, I thought it was worth sharing it because the LG project can inspire new (better) campaigns with an integrated functional/interactive use of Twitter. The agency is Sinc Interactive.

Your perfect Harley Davidson weekend

In Benelux, Harley Davidson has launched a online marketing effort called “Your perfect Harley Davidson week-end“.

Through an interactive storytelling mechanism, visitors are asked to express their preferences and build up their ideal week-end, from Saturday to Sunday choosing from a range of different activities. At the end of the two days, they are presented with the Harley Davidson model that better fits their lifestyle and tastes.

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Heineken Destination Moscow

The quiz is probably the simplest form of interaction you can use in online marketing. And most of the quiz often end up being also the poorest examples of interactive marketing you find around. But it doesn’t have to be always like this, as Heineken demonstrates with its Destination Moscow action.

Created by Born05, the website delivers a great experience, through an excellent sound design and an accurate art direction. The quiz presents you with five questions, if you get them right, you can win tickets for the Champions League final next May in Moscow.

So next time you feel like complaining because your client is not brave at all and just wants to have a “quiz”, think again, remember of Destination Moscow and, as Elvis used to say, “do something worth remembering”!