by Branimir Parashkevov

In April the giant Pepsi Cola started a viral marketing campaign that went on for 2 months and is considered to be their largest bluetooth event ever. It run on public places like bus shelters in Washington D.C., Los Angeles, Denver and Orange County, and pay phone kiosks in Pittsburgh and Philadelphia.

Each of these media networks has integrated Qwikker’s Bluetooth content distribution technology. Pepsi was offering wide clips on posters, with a particular code for access. The five offered clips were called “Pass The Mic” – hip-hop freestyle music provided by Yahoo Music.

In the first week of the Pepsi campaign, opt-in rates to download content were reported to be 27% across the network.

Have you ever thought of using such a campaign ever? Why not!

by Branimir Parashkevov

Everybody likes to see/experience ads, which are not very annoying and still very easy to remember. It’s even better when they are requesting a certain level of interaction that gives us, as targeted people, the feeling of participation or even collaboration. Such innovative ideas are the main target of The International Advertising Festival.

The 55th International Advertising Festival has passed recently and it pronounced this year’s winners of the prestigeous golden lion statuette. The Media Grand Prix award went to Forsman & Bodenfors Gothenburg for their innovative and interactive MMS campaign, created for AMF’s pension plan.

AMF Sweden let consumer take a picture of himself and send it to AMF through MMS. Then, the sender was returned an MMS with a picture of himself, but 30 years older. As a result, the consumer is more attracted to adopting a pension plan. This was a brand building exercise for AMF resulting in 300.000 uses(Sweden has 9,1 million inhabitants) within the month of the campaign, while the target was 50.000. Isn’t this a really successful campaign?