Figure 12.5 Friendvertising

Figure 12.5 Friendvertising

In another Facebook campaign, Auckland agency Colenso used Facebook’s friends in a campaign for mobile provider, Skinny. Given the size of the country, Colesno correctly figured “everyone knows someone who knows someone,” and created the Cannes-winning concept called...
Figure 12.2 Arby’s TikTok

Figure 12.2 Arby’s TikTok

Social marketing is indeed a perfect place to play. And the sense of play in Arby’s TikTok debut was astonishing. It started when a young guy, the soon-to-be-famous John Casterline, posted a video on TikTok showing a used flatscreen TV he’d just purchased for 25...
Figure 11.8 PS5 Unboxing

Figure 11.8 PS5 Unboxing

Experiential falls into two general categories: experiences staged out in the real world (the street, a concert, a mall) or as something to take place online. FCB&FiRe created a great example of online “surprise and delight” for the launch of Playstation5. What...
Figure 11.6 Draw Heinz Ketchup

Figure 11.6 Draw Heinz Ketchup

When you have big ideas where customers can create their own shareable content, it’s something close to a self-funded marketing campaign with an all-volunteer creative department. Because when you capture all that content, it can go on to become a draw in and of...