Page 107 - Best Digital Marketing Campaigns in the World

98 The Best Digital Marketing Campaigns in the World

Action

Respect the brand

Working with a Pixar title was an exciting opportunity for the AvatarLabs
team, but one that they needed to approach with care and creativity. This
campaign was all about introducing a new line-up of colourful characters, or
‘meeting the bots’, in a fun and engaging way. As is common with all film
campaigns, nothing sells the product quite like video footage. The challenge
was to deliver that content in an engaging way without over-designing or
over-complicating the presentation, while simultaneously staying faithful to
the unique aesthetic of the film.

Be social

The creative team had amazing video content at their disposal, and the (at the
time) new-to-the-market Myspace Marquee ad unit seemed like the ideal
social platform for sharing that content. But what do you do when the creative
content you have blows the spec limitations of your chosen ad placement out
of the water?

The team at AvatarLabs decided to leverage their relationship with the
Myspace web team, sharing previews of their desired creative execution with
their contacts at Myspace, and negotiated special exceptions that allowed
them to push well beyond the usual limitations of the Myspace Marquee ad
container. They also created a flash-based Myspace profile page for the cam-
paign, offering several ‘pods’ of rich content and bringing a robust site-like
experience directly to the Myspace movie-going community.

Stay ahead of the curve

For ‘Treasure Round-up’, a game that would form part of the campaign, the
creative team wanted to create an activity that was to Flash games what Eve
was to robots. They set about researching cutting-edge solutions and discov-
ered the then new Papervision 3D, a Flash plug-in that allows for the manipu-
lation of 3D objects. Although the technology had been used to create small