I saw a note the other day from one of the judges at Cannes who described one digital marketing campaign as "a funny combination of gaming, Hollywood, and advertising."
It's an interesting description of much of what we do here. Many -- in fact, the majority -- of the programs we're creating today are a "funny combination" of different channels and platforms designed to not only capture (earn) the attention of consumers, but to engage them with the brand.
A good example is the Doritos "Crash the Super Bowl" program that we created for our Frito-Lay client (which, by the way, won a Gold Lion at Cannes). It mixes music, sports, and viral marketing, with UGC and traditional advertising for a fun, engaging campaign that consumers have really enjoyed.
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