Page 99 - Best Digital Marketing Campaigns in the World

90 The Best Digital Marketing Campaigns in the World

Harnessing the creative vision of online communities can be an incredibly
powerful and cost-effective way to generate a lot of unique and attractive
brand-related content and to foster online ‘buzz’ as peers comment on and
discuss the stuff they’ve created on your site and around your brand. People
love to express themselves creatively; by offering a channel for them to do so
around your brand you can harness the passion of the online community.

Absolut’s ‘In an Absolut world’ campaign is a great example of crowd sourcing
creative content in that way, and while the execution in this example smacks
very much of a big-brand, high-budget campaign (hiring celebrities for the first
phase; utilizing a design-intensive, search unfriendly flash micro-site to
showcase content, etc), there’s no reason why a smaller business couldn’t
harness the potential of user-generated content in a similar way using freely
available social channels and web technologies to achieve great results on a
fraction of the budget.

Links to campaign creative

●● http://www.absolut.com/iaaw/
●● http://kungsgrillen.se/awards/iaawcampaign/

Credits

Client l Absolut Vodka
Geographical scope l Global
Agencies l Great Works
Creative team l Creative contact: Ted Persson