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.

●●http://www.absolut.com/iaaw/

●●http://kungsgrillen.se/awards/iaawcampaign/

Links to campaign creative

Client ● Absolut Vodka

Geographical scope ● Global

Agencies ● Great Works

Creative team ● Creative contact: Ted Persson

Credits