This weeks digital campaign chatter #7

Here is my round-up of the most talked about digital campaigns from the past week.

1.GranataPet – Snack Check

This clever little integrated campaign by German pet food company, GranataPet, has created quite a buzz over the past week, mainly down to its ingenious use of Foursquare.

An ‘interactive’ billboard was placed near a high-dog-walking-traffic area, encouraging passers-by to ‘check in and snack out!’. By checking in via Foursquare to the billboard location, a remote server is notified and the billboard will dispense some dog food. They are hoping that the dogs will remember what happened and encourage their owners to visit the billboard again aka Pavlov’s dogs. WODM (word of dog mouth) perhaps?….(sorry, I’ll get my coat…)

Much more of a brand-awareness campaign than anything else, although according to GranataPet they did achieve a higher interest in the product in local stores.

It’s early days, and hopefully they are planning to benefit more from all the hype they have generated and roll out the campaign more online. As yet there isn’t much more to see – apart from a fairly modest Facebook presence (with only just over 600 fans and no sign of innovation at all!) and a website which is basic and uninspiring – and doesn’t showcase the billboard campaign anywhere!

Still, great to see another example of innovative use of billboards as part of an integrated campaign. I foresee much more of this in the future.

2. AMREF – Status of Africa 2011

I handed over my Facebook status updates to a stranger this week. Like many others I was impressed with the approach AMREF (African Medical Research Foundation) has taken with their latest campaign ‘Status of Africa’, and signed up for their Facebook app which allows them to take over 2 of your status updates per day for 5 days and hand them over to one of their participating African mothers, grandmothers or midwives. This ties in with Mothers Day in the UK on 3rd April, with the main aim to highlight the differences in our societies and opportunities, in particular for women and children. They are running a similar thing on Twitter too.

According to their website:

It’s these women who are the beating hearts of their communities, providing strength for their families through the highs, lows, frustrations and joys. However, their voices are rarely heard, so with this simple gesture of lending their status, users can provide them with a mouthpiece to tell people what it’s really like to be a mother in Africa.

Whilst I guess only a charitable cause such as this could get away with such a bold campaign choice, and actually have people sign up and take part, I think it is a really great example of how to use social networking in order to quickly spread your message. No doubt my friends will be intrigued when my status is updated by an African midwife and I think will be more inclined to click-through than if I had simply ‘shared’ something from the AMREF wall.

This is actually the second time they have run this campaign so it must have had positive feedback and met some of their expectations and objectives last year (couldn’t find any actual stats on how successful it was however).

It’s a shame that a couple of elements were not working when I checked – the ability to change your profile picture to that of your selected African spokesperson, and the ‘invite your friends to take part’ function – however, they will hopefully sort things out quickly and build on the current disappointingly low number of fans they have to their main Facebook page. Some things just deserve to do well….

3. Carlsberg – Unbottle yourself

Personally, I had no idea that people from Sweden needed more help than anyone else in the World to ‘let themselves go’! However, according to Carlsberg, they are the most ‘reserved’ nation in the World and therefore need their help to ‘Unbottle themselves’.

This help comes in the form of a campaign website and mobile app which have 500 challenges, such as:

  • Pretend to be a tour guide on a bus
  • Speak with a French accent to the next person who calls you on the phone
  • Approach tourists and claim to be a famous Swede

You get the general idea…..

Each mission will give you points when completed – you can either self-approve or upload a picture or video for automatic approval (not sure how this works?). ‘Gold’ challenges will give you daily rewards such as ipads and phones. You can also challenge your friends via social networks to take part in particular missions.

The 10 people with the most points at the end of the competition will be given a place in the final, from which the winner will be given 2 ‘golden’ tickets to the ‘party of their lives’ in Hong Kong.

Nice idea (although the ‘policing’ of it must be a nightmare!), and the campaign site offers lots of amusing video examples to help get you inspired. No obvious homepage push from the main Swedish website, which is a shame. However, there are Facebook and Twitter tie-ins.

Just incase you are interested – you can take part if you are not a Swede….you just won’t win anything!

4. Skittles – Touch:Cat

This speaks for itself I think….

How disturbing?????!!!!!!!!! (sorry to put you through that, hope you don’t feel too violated!). You can view the full range of ‘Touch’ campaign video’s on YouTube.

Nike experimental campaign using Facebook Places

I’m sure that we’re gonna see lots more of this type of thing in the future – Nike recently  joined forces with a popular take-away food van in a US city in order to try out a localised test using Facebook Places. After following tweeted clues directing you to the truck, if you got there in time and ordered a ‘Destroyer Burrito’ you ended up with one of their Varsity Destroyer Jackets for free. Whilst the jacket itself is not really my cup of tea, I’m loving the idea. A truly interactive campaign. I can see how on a larger scale you could really create some buzz around it both online and offline.