128 The Best Digital Marketing Campaigns in the World
Marketers, be wary of promising a campaign will ever go viral. There is nothing
more pathetic and job-threatening than the marketer who is so desparate to
have a viral hit on their hands they will stoop to extraordinary levels of invest-
ment. Instead, learn from this and other case studies such as World Malaria
Day. Celebrities will help to ignite a viral campaign but not as much as under-
standing the personalities and motivations of your audience – the Nokia N97
campaign is a really good example of this. However, there is something
soothing and refreshing about a cool brand and cool beer like Foster’s to help
melt a few barriers in the hunt for engagement – and if that benefit is available
to you then use it to its fullest extreme.What’s your ‘No Worries’ score?●●www.playwithus.co.uk/work/fosters/ozometer/index.htmlLinks to campaign creative