The Top Ten Digital Campaigns of 2011, not the most viral, or the most downloaded, but the most startlingly original and effective promotions for brands, big and small, including Jello-O, KLM, Granata Pet Food, Intel, and Tampon. Enjoy!

1. TOP 10
DIGITAL CAMPAIGNS/
2011
A uniquely curated list by
Heather White-Laird/
@howlvenice

2. IT’S THAT TIME OF
YEAR AGAIN
2

3. EVERYONE’S
MAKING
THEIR
‘BEST OF’
LISTS
§ Most Views
§ Most Shares
§ Most Likes
§ Most Tweets
3

4. I HOPED TO CURATE A
LIST OF LESSER-KNOWN,
YET STILL STELLAR WORK
4

5. 3 CRITERIA WERE
REQUIRED
ü Unconventional or unique, not a
rehash or an improvement upon
something done before
ü Compelling yet entertaining, in either
an amusing or serious fashion
ü Effective communication the brand
message clearly reached the intended
audience
5

6. THE
WORK
HAD
TO
BE
GREAT
not necessarily viral

7. IT SOON BECAME CLEAR
7

8. THERE WERE 3
CONSISTENT TRENDS
ü Personalization -social media as ego-
system - PER
ü Real World Activation –off the
screen and into our world - RWA
ü Location-Based Services – relevant
to our physical location - LBS
8

9. STARTING AT NUMBER 10
AND COUNTING DOWN.
Moby’s Music Streaming &
UGC WebSite
(PER, RWA, LBS)

10. MOBY’S ALBUM LAUNCH:
DESTROYED
• CHALLENGE: These days selling an album is a tricky and
often losing proposition. So when Moby launched
DESTROYED in May, he chose to use the newest and coolest
technologies to connect with his fans.
10

11. MOBY’S ALBUM LAUNCH
:DESTROYED
• SOLUTION: The Destroyed website leveraged the streaming
functionality of SoundCloud to let fans hear the music, and the
sharing functionality of the popular iPhone app, Instagram, creating
a real time interactive immersive experience.
11

12. MOBY’S ALBUM LAUNCH
:DESTROYED
• RESULTS: Users uploaded over 1600 photos to Instagram
which were then added to the site and Moby’s Facebook
page gained over 80K fans.
12

13. NUMBER 9.
NUMBER 9. NUMBER 9.
Granata’s Interactive
Billboard
(RWA, LBS)

14. GRANATA FREE TASTE TEST
• CHALLENGE: Get customers to switch from their old brand of dog
food and try Granata. Why not target dogs instead of their owners?
• SOLUTION: Let dog walkers check into billboards on Foursquare &
give their canines a free taste treat. Guess what? You can teach old
dogs new tricks.
14

15. GRANATA FREE TASTE TEST
• RESULTS: Pet stores received hundreds of requests for the
new product and the Foursquare check-ins continued the viral
spread of Granata. Pavlov would have been proud.
15

16. NUMBER 8.
CRAZY 8.
Jell-O Goes Mobile
(PER)

17. JELL-O JIGGLE IT APP
• CHALLENGE: Is it possible
to make a 100 year old food
product made from animals’
bones, sugar water and
artificial coloring relevant to
a new audience?
• SOLUTION: Highlighting its
jiggly texture, Kraft’s
engaging app lets Jell-O
boogie to any song in your
iTunes library. Watching
cherry Jell-O dance to Katy
Perry is simply addictive, just
like the dessert.
17

18. JELL-O JIGGLE IT APP
• RESULTS: Entertainment can be a more effective tool than
education for introducing an old product to a new audience, as
long as you do it through modern means, e.g. iTunes & Mobile.
18

19. NUMBER 7.
FEELING LUCKY.
KLM GIVES BACK (PER,
RWA, LBS)

20. KLM FLYERS GET A SURPRISE
• CHALLENGE: Airlines often have no control over their customers’
travel experience, due to weather, security lines, TSA rules. How do
you keep customers happy & let them know you care?
20

21. KLM FLYERS GET A SURPRISE
• SOLUTION: Surprise passengers who have checked in or tweeted
about flying KLM with small personalized gifts.
• RESULTS: Responding to customers needs –without being asked - in
such a thoughtful manner earns brand loyalty & millions of
impressions.
21

22. NUMBER 6.
AS IN 1960’S COOL.
MAD MEN AD FACEBOOK
APP (PER, RWA)

23. MAD MEN AD FACEBOOK APP
• CHALLENGE: How to promote Season 4 of Mad Men to Dutch
audiences in an engaging way. Build a Facebook app where the
users star in a customized ad designed by the famous agency,
Sterling Cooper. For Mad Men aficionados only.
23

24. MAD MEN AD FACEBOOK APP
• SOLUTION: Following
true-to-life Madison
Avenue agency protocol,
users fill out a creative
brief and select from a
variety of templates to
create a personalized
print ad.
• RESULTS: Hundreds of
people created and
shared their ad and won
a chance for it to appear
in a famous Dutch
magazine. Don Draper
really does know best.
24

25. NUMBER 5.
GETS A HIGH FIVE.
EL NORTE BEER: BEST
EXCUSE EVER
(RWA)

26. EL NORTE:BEST EXCUSE EVER
• CHALLENGE: Guys like to
go out drinking, which
means their wives are left at
home—alone. How does a
beer company create the
best excuse for their
customers to enjoy their
product.
• SOLUTION: El Norte
donated one minute of good
deeds for every beer
consumed, providing the
perfect rationale for wives
to approve of their guys
going out on the town, night
after night after night.
26

27. EL NORTE:BEST EXCUSE EVER
• RESULTS: Over 50,000 minutes were donated to help repair schools,
improve parks, restore monuments, plant trees and clean up lakes.
Wives in northern Argentina applauded when their husbands went
out to a bar as their men really had the Best Excuse Ever.
27

28. NUMBER 4.
IS FOR FEAR.
STATE FARM: CHAOS IN
YOUR TOWN
(PER, LBS)

29. STATE FARM:STATE OF CHAOS
• CHALLENGE: Selling home insurance can be a boring proposition,
but State Farm refused to accept that notion and figured out a way
to bring the message home in a very personal way.
29

30. STATE FARM:CHAOS
• SOLUTION: Allow users to make a personalized disaster movie by
entering their address and, with the help of Google Maps, watch a
giant monster blow your home sky high.
• RESULTS: The message is clear. You never know when your house
will be destroyed, by monsters or otherwise. Best to have insurance.
30

31. NUMBER 3.
TIME TO PARTY!.
KLM: INAUGURAL FLIGHT
TO MIAMI PARTY
(RWA)

32. KLM:TIME TO PARTY!
• CHALLENGE: KLM announced their inaugural flight to Miami. A
Twitter follower asked if they could change the date to coincide
with a music festival there. KLM listened and the rest is history.
32

33. KLM:TIME TO PARTY!
• SOLUTION: KLM agreed to modify the launch date if the flight was
fully booked up. Within hours, every seat was taken by music fans.
To celebrate KLM sponsored a DJ party on the plane.
• RESULTS: Not too shabby winning a Guinness World Record for the
highest DJ party in the air, confirming KLM”s motto “nothing is
impossible when it comes to answering their customers needs.”
33

34. NUMBER 2.
WE’RE SO SORRY, REALLY.
TAMPON’S TRIPLE APOLOGY
(PER)

35. TAMPON’S TRIPLE APOLOGY
• CHALLENGE: Tampon was in
an tough spot. When they
stopped making O.B. Ultras,
their customers got very very
angry. So they decided to say
they were very very sorry.
• SOLUTION: Tampon bet most
women would love to have a
gorgeous man serenade them.
Not to mention having their
name written in the sky, on a
tattoo & in rose petals. Oh, and
cue the white doves.
35

36. TAMPON’S TRIPLE APOLOGY
• RESULTS: It’s still early as this just launched in December, but
as soon as the product is back on the shelves, it’s a safe bet
fans will be willing to forgive and forget.
36

37. NUMBER 1.
FACEBOOK LIFE AS ART.
INTEL’S MUSEUM OF ME
(PER)

38. INTEL’S MUSEUM OF ME
• CHALLENGE: Many people know the name Intel, but possibly not
what they actually do. And Core Processors are not sexy like
lingerie or sweet like Oreos or even fun like cars. Intel needed to
demonstrate the impressive processing speed to general public.
38

39. INTEL’S MUSEUM OF ME
• SOLUTION: To show the power of their chips, Intel’s Museum of Me
app takes your public persona from Facebook and transforms it into
a beautiful 3 minute movie as a museum tour.
• RESULTS: Over 800K users created museums, and then shared them,
creating a viral wave that literally took over Facebook for days. And
even with minimal branding, the name Intel was on almost
everyone’s wall. Very powerful.
39

40. THE
END
Heather White-Laird/
@howlvenice
heather@howlvenice.com