56 The Best Digital Marketing Campaigns in the World
and determination. It’s a classic example of how quickly things can spread
across social networks, spilling over into traditional media, and back again as
people rush online to check it out having seen, heard or read about it offline.The neat lines marketers liked to draw between traditional and digital media
aren’t just blurring, they’re fading into oblivion.The campaign also serves as both a timely wake-up call and a warning to
brands about the power of online media to channel public opinion and senti-
ment. Used in the right way, these emerging channels can be an incredibly
effective way to enhance a brand’s image, reputation, reach and influence,
but the very characteristics that lend social media such huge positive potential
can just as easily work the other way. Brands need to think about their social
media engagement carefully, and manage it effectively.The original Facebook group for the campaign peaked at 1.1 million
members.