I’m not sure since when this website is live, but it delivers an immersive interactive experience (around Hyundai), so I post it anyway, even if I realize the Think About It campaign actually started last September. The site is rather heavy (so you’ll better shut down all other browser windows while you experience it) but offers a lot of content to discover, watch and interact with.
If you look at the menu of the bottom you will be able to preview the kind of experience you will get from each element of the site. One of my favourite is surely “Save the egg” where you are challenged to build a safety system to protect an egg that is falling from the sky.
In Spain, Jameson is online with a video site to introduce visitors to the world of whisky. A bartender explains the differences among Irish, American and Scottish whisky, proposing an interesting experiment of virtual tasting. I can’t say the site is exciting nor impressive from a creative point of view, but it offers a good experience, especially to those, like myself, who don’t know much about whisky. At the end of the visit you definitely have an idea of the world of whisky and scotch, and I think you will become curious enough to try some the next time you have the chance. So I think the site does its job, it tells a story, and it keeps users watching the video for quite a few minutes.
From The Netherlands, an online campaign to explain users the (almost) secret functionalities of Tom Tom. The site highlights a series of features people might not expect to find in a navigator, features that can improve their social relationships and sometimes make their lives easier… I like the idea of presenting the content like an operating instructions book, and I like the concept of the “secrets”, but in my opinion the execution it’s not as good. The experience is not very smooth and the site results to be too wordy, not really interactive. It’s a pity because, as I said, the idea was interesting and could have been exploited better also because, pictured this way the “secrets” do not seem to be secrets at all… The agency it’s Black Magic Marker.
In the UK, Red Bull has launched an online cartoon competition. The goal of the Red Bull Tall Story contest is to make people interact with the brand and to find new stories to be featured in the next TV campaign, made of cartoons, that this year celebrates its tenth anniversary. As explained on New Media Age, the energy drink brand is investing 500,000 pounds to promote the contest, using radio, print and online advertising as well as dedicated on-campus student promotions.
It’s called “I need to go“, one of the craziest digital campaigns I’ve seen this year. It comes from Belgium (where they usually do crazy things online) and it provokes exclamations ranging from “bright!” to “silly!” to “wtf???” to “disgusting” to “cool” to “bleah” to “wow”. Visit the site and then write down in the post comments what your reaction has been…
I like the way Ubisoft decided to split the content to present and promote online the upcoming release of Assassin’s Creed. When you first get on the official website you can decide how you wish to discover the game: you can either enter the “experience” website or the “regular” game site. If you go for the “experience” site you will get a cool video(game) exploration, where you have to click the right key at the right time to further unlock content. On the contrary, if you select the “regular” site, you’ll find all the usual info and goodies (gallery, downloads, forum) but also an interesting series of videos developers’ diaries. Probably it’s just a question of wording, but it stays smart and it creates the right expectations for each choice. The agency who did the site is Diplomatic Cover. via The FWA.
Nokia is online with a mini-site to introduce a new range of Bluetooth handsets. It consists of five video stories each presenting a different character and a Nokia handset fitting the context of his/her daily life.
The whole thing at first sight is very simple and not very original, but if you think about it, it’s a great example of how online communication is evolving (or should evolve). You see the creativity not in the concept, but in the decision of exploting the Web potentials to effectively present a product.
If you’re stressed and you do weird things during office hours (see video below), you probably need an holiday… Check the “My Stress Awards” website, share your oddities and earn the chance to win a few days off in Valle D’Aosta, a region where it’s possible to ski, relax and enjoy nature forgetting about the stress of the daily life. Created by Saatchi & Saatchi the campaign promotes tourism to Valle D’Aosta with two videos uploaded on Youtube (this is the other one) and an online contest. Overall the concept of the campaign is pretty good and original, the videos might look very rough and slightly too long, but in the end they result amusing and kind of real and, most of all, they deliver the message.
It looks like online marketing is becoming important for fragrances as well. A few months we talked about Calvin Klein, a few days ago we mentioned the mysterious Diesel campaign that apparently is going to introduce on the market a new perfume, now it’s time to discover Daisy, the new fragrance (and website) launched by Marc Jacobs. The first impression isn’t positive, as you have to register to “enter the garden” and discover the site. But I’m curious, so I fill in some data and get in… I become a daisy in a garden full of daisies with name and surname and my goal is to grow and become beautiful. To grow, means to play a series of advergames that are actually pretty engaging and extremely original: a positive surprise. My experience in the garden continues with the discovery of the product. It’s a pity someone still hasn’t invented how to distribute fragrances through the Web, but despite this essential lack, using some imagination I can get a good idea of how Daisy is. The rest of the site isn’t as original and creative but the overall experience is absolutely pleasant and positive. Congrats to WDDG for the good work, that I cannot evaluate as excellent since they completely forgot about the sound design.
I’ve just finished (well, not really) an interesting experience on the new Toyota Scion’s website. Little Deviant is a kind creepy fairy tale, mixing cartoons characters and 3D in a urban environment and recreating a sort of adventure game in seven chapters. Every chapter has an advergame in which visitors have to succeed in order to move on to the next part of the story. To tell the truth, I haven’t gone further than the second chapter… in a certain sense I’m not sure how many users will actually spend half an hour on the site (or maybe more) to interact with the goblins, but I also understand I’m probably not in the target audience Toyota wants to reach with this action. This said, the experience is cool and worth giving it a try… also, taking a more “marketing” approach to the site and having read an article yesterday on eMarketer (Kids and Teens Influencing Purchases), I better understand the campaign idea…The target are not the parents, but the kids!
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