Brand Experience: Combination (Live, Virtual/360)
This category showcases how a brand experience beyond traditional advertising can be created. Work that brings a brand or product to life and interacts with a specific target through live and virtual/360 experiences should be entered.
Call of Duty: XP
Despite strong competition and economic headwinds, Call of Duty: Modern Warfare 3 sales expectations were at their highest. COD needed to remind fans that i wasn't just a good game - it was their brand. COD: XP, a 3-day event, celebrated the consumer's love for this monolithic franchise by invoking the adrenaline rush of competition in distinctly authentic interactive environments. But, it was the explosion of these experiences to millions via social media that diffused competition and locked-in record pre-orders (54% higher vs. prior year) setting the stage for the biggest entertainment launch in history.
Brand: Call of Duty
Client: Activision Blizzard, Inc.
Agency: NCompass International
OREO Daily Twist
On March 6, 2012, OREO celebrated its 100th Birthday. After launching a very successful campaign, the brand was left with quite a challenge. OREO was at its highest awareness and sales levels ever, but this 100 year old cookie needed to become more modern and even more successful throughout the year. OREO launched a first of its kind social media campaign, which tapped into contemporary culture in real time, every day. This resulted in an onslaught of media coverage, consumer engagement, and exceeded YAG net revenue by 6.7%.
Client: Mondelez International
IBMs Watson communications ensured that a computer competing on Jeopardy! became a business and cultural phenomenon, and turned a game into serious commercial payback. To avoid irrational fears and create interest, the key was to make humanity the winner. A fully integrated Paid, Owned and Earned media campaign drove Jeopardy!s highest ratings in years, created 70% public awareness and forged a cultural icon: the 2011 Webby Person of the Year. Not only did it create a future $1BN category, it also paid back immediately: 21x in revenue and 3x in profit.
Client: IBM Corporation
Agency: Ogilvy & Mather