Page 174 - Best Digital Marketing Campaigns in the World

12 Cams Create Your Rainbow 165

Examine ways in which your target audience can have some real say and
some real influence with what goes on within and around your brand. Walkers
Crisps managed to get their customers to devise new flavours – a strategy
now being adopted by nearly every pizza place I gorge within; Dell allowed
customers to design their own PC, and so on. What can you do that will pass
the controls over to your audience and let them drive for a bit?

Thousands of user-generated rainbows scroll up a dedicated page on the
WOWOW website.

Links to campaign creative

●● http://www.wowow.co.jp/music/radiohead/special/
●● http://awards.dandad.org/2009/categories/onln/

online-advertising/19551/12-cams-create-your-rainbow