3M UK has launched a massive integrated digital campaign with online advertising, email marketing and online PR, plus a dedicated website: www.3meverywhere.com. The site showcases 3M's products but most of all hosts an online competition with an advergame to be played watching an interactive film. The game idea is lovely, it engages and entertains while showcasing 3M's products. It's one of the best examples of interactivity I've ever seen.
3M's initiative is particularly attractive also because it's the first of its kind in the B2B sector where usually, as pointed out by Daniel Bonner, creative director at AKQA, advertising tends to be rather bland.
As said, the excellent creativity is by AKQA (Congrats!!! I loved the site).
[news via E-Consultancy]