14. www.pampers.co.uk Free newsletter with information relevant to baby's current stage of development. The e-mail offers and newsletters are designed for the family's youngest children. Virtual baby book which sends reminders of check ups, immunizations and appointments. Virtual growth chart which allows you to plot baby’s height and weight. Result: Potential consumers that will keep coming back to the website for additional info + interaction with the brand Pampers
16. First of all Old Spice launched a very successful TV campaign starring Mustafa with genuinely masculine shower gel scent only for real men. “Smell like a man, Man”. Result: the commercial went online in youtube with more than 116 million views. Old spice wanted something more engaging. They created the response campaign. In 2,5 days the teams taped 186 video responses to questions from fans (via Twitter, Facebook and etc.) Then real-time answers were posted back on youtube. Result: Day 1 – 5.9 million views in youtube alone Day 2- Old spice was ranked 8 from 11 top internet videos Day 5 – more then 40 million views In the past month sales are up 107% Old Spice case (integrated)
17. The digital campaign – Twelpforcedone by Best Buy (online/offline digital retailer), was a very active Twitter community- that serves as tool for interaction in between BestBuy people and consumers. People could ask any question devoted to electronic household appliances or gadgets online(via Twitter) and very quickly he/she would receive a short answer from BestBuy people. Quite soon (with the expansion of the community) questions were being answered by savvy internet users that had nothing to do with BestBuy. Result: Customer complaints went down 20%, top 25 social brands in 2009, happy client. Best Buy - TWELPFORCE
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19. So Canon created photochains. A dedicated website where photographers could load a photograph in a chain of others, however the photograph should include a detail that was tagged on the previous photo.
27. Disney had a goal to promote their new movie “The Sorcerer’s Apprentice” In order to create notice and engage their audience they have built a screen for a 3D interactive game on the 7th Ave in NY and in Hollywood. Also they have created promoted trends* in Twitter. Disney
30. Later on new flavors could be invented by the users themselves.
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32. Objective: The Pringles “Can Hands” banner ad showed a young online audience how fun and eccentric—and even downright weird—life with Pringles can be. Idea: As users clicked on the banner again and again, they went deeper and deeper into a seemingly endless story with surprises at every turn, without ever leaving the ad. http://awardshome.com/cannes2009/pringles/can-hands.html Pringles
![This report gathers a few digital cases that were created worldwide. The best use of technologies and digital opportunities, as a consequence – engaged consumers. These cases are an example of how digital channels may be used by brands: Report overview ,[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)