This weeks digital campaign chatter #17

As always, an interesting bunch of digital campaigns this week that you can learn from and feel inspired by. Personalised video cheers, chip-throwing Facebook games, and an Indian James Bond campaign. What more could you ask for?!

Enjoy! – and don’t forget to subscribe (bottom of page) if you want to receive this weekly round-up via email.

1. Aviva – Healthy Cheer

European insurance group Aviva have recently launched a digital campaign and Facebook app to tie in with their overall brand and marketing strategy, which is to encourage people to live a healthier lifestyle (and therefore them pay out less I guess!).

By ‘liking’ their Facebook page, you can send a friend a personalised video message featuring Aviva’s yellow-clad cheerleaders, to encourage them in their efforts to get fitter and healthier. It’s a nice and simple tried-and-tested viral video campaign concept – nothing complicated, but the idea of the virtual ‘cheer’ and the link with the brand messaging is good.

You send your friend an email with a link to their personalised video, they watch the video, they share the video (or in this case, the campaign – for some reason you cannot share you own personal video within your social networks, which is a shame), friend decides to create their own message for someone else, and so on and so forth.

It’s a shame they didn’t put more effort into their email notification to the nominated friends (see below) – looks very shabby and there are a couple of silly mistakes in the copy/layout.

It would also have been good to hear more about their chosen charity partner, Railway Children, to whom they will be donating £1 for each of the first 1000 video messages sent. Seems like a missed opportunity to both give the charity some awareness, as well as bump up their perceived CSR credentials!

No mention of the campaign on the homepage (or even main ‘Health’ page) of their website – tut tut! It could have been on there for launch I guess and I’ve missed it? It would also have been great to promote the additional health related content and tips they have available on the website via the campaign. Such an investment in quality content should be promoted and re-used wherever relevant in order to get maximum ROI from creating it in the first place. It would also have added a valuable extra layer to the social media campaign.

I’m also wondering what they are going to do with the cheerleader introduction videos and behind-the-scenes stuff which you can view on the dedicated YouTube channel? It would have been great to have this within their Facebook space, a little like Heineken did with The Entrance earlier on in the year.

So, overall verdict – a nice idea, fun, quirky, easy to use, but missing out on lots of possible added value opportunities which would have made the campaign even better.

2. Doritos – Dip Desperado

Doritos have launched an integrated campaign in the UK this week which centers around a new character – Esteban Ortega – and involves TV, Facebook, mobile and packaging promotion.

The TV ad (which aired last night) introduces Esteban as the ‘Dip Desperado’ and encourages viewers to play the Facebook or mobile game in order to win prizes, such as holidays and free products.

I didn’t quite get the hang of the game (nothing new there though!), but it seems to be about making your Doritos chip fly past lots of obstacles and collect bonus points on its way to the dip. You can register if you want to keep an eye on your scores etc., as well as input special codes from product packaging which will give you added advantage in the competition.

This is a nicely integrated campaign, where all aspects of online and offline tie-in and promote the competition – including their main website which has been completely taken over by it.

Always great to see organisations getting past the internal structures and politics to enable campaign promotion on product packaging too – never an easy thing to achieve. Well done guys!

3. Star Movies India – Forever Bond

To promote their Bond Film Festival throughout July, the Indian film channel Star Movies has launched an online digital campaign, which allows you to ‘play at being Bond’ (or so they say!)

If you access the campaign via their website, you get a nifty introduction to it by inputting your mobile phone number and getting a call from ‘M’ – which you obviously have to destroy once listened to! Unfortunately, I couldn’t try this step out as it appears to only accept numbers from India……

The game itself can be accessed via their Facebook page. Drag the ‘007’ button to your browser bookmark bar, and you can activate the game no matter which website you are on. Once activated the game menu appears and you get to drive an Aston Martin around the page, firing lasers and destroying all the copy and images along the way.

It’s a really nice idea, but is lacking any real incentive to play. It would have been much better if associated with a competition of some sort, giving people a reason to activate the game more often and more importantly, share it with their friends. At the moment, even with the Bond theme tune making you feel vaguely Bond-like, it still feels a little flat and pointless.

How cool would it have been to have the Bond ‘baddies’ appear every so often when you are browsing the web, giving you the opportunity to kill them and get points? Would have been a  nice reminder of the main characters from the films too.

Nice idea, but feels a little ‘stirred rather than shaken’ to me (sorry, couldn’t help myself!).

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