1. Nike Run London
AKQA developed the highly successful Nike Run London online campaign
where users created a movie, sent it to a mate and tried to get them to
enter the run. All 10,000 places on the event went in less than a week
and most of them were done via the website. Impressively, the website's
address was not even promoted in the first phase of the activity.
2. One2one lifeismadeof.com
Glue developed a great microsite with "audio fridge magnets". Users
could create their own audio message by using the magnets then e-mail
this message to a friend. When opened the recipient could hear and see
the note. There was a 22 per cent click-through on the ad - high.
Ogilvy Interactive rolled out more work for Felix and built on one of
last year's most successful viral campaigns. The agency has managed to
sign up more than 120,000 individual potential punters to this marketing
effort from an original campaign of 1,000 seed e-mails.
4. Captain Scarlet
Carlton Video embarked on a pioneering new form of viral marketing to
profile the launch of Captain Scarlet on DVD and video. Developed by
E-Marketing, 300,000 members of Carlton Video's database were sent an
e-mail. What was special was that when it was opened it automatically
ran a video clip and the software didn't show up as an attachment so it
5. Ford rally sponsorship
Ford launched six 20-second films in September that featured two men
dressed in Ford rally suits running around London pretending to drive a
car and making car noises. Sounds stupid, yes, but in reality they were
6. The Guardian
A brilliant campaign for its daily interactive crossword on the website.
Simply an mpeg of the TV spot featuring an erudite rapper, but very
funny none the less and still effective - especially with the rapper's
endline of "Yo DJ! Abrade those polymers. Let's get assiduous".
Leonardo performed well for the new Kellogg brand. The team developed a
language based on symbols that would be discovered by kids and then
evolved by kids. The results: 4,215,471 hits, 894,306 page views and
more than 128,000 unique visitors spending, on average, ten minutes on
the site. Plus, stock sold out in the four weeks after the product
In July, Virginstudent. com was looking to promote the new travel
section of its website and asked Abel & Baker to devise an online game.
The game invited users to kill a variety of holiday pests, including a
caricature of Judith Chalmers using a giant sandal. User registrations
increased by 25 per cent during the month that the game was on the
Dulux doubled up on the great TV spots by Abbott Mead Vickers BBDO and
lost its viral cherry in August. A competition microsite called
"fluffcentral" targeted 10,000 women and invited them to match pieces of
fluff taken from a series of male torsos to Dulux paint colours -
mirroring the TV ad.
10. FHM magazine
FHM magazine launched a viral-mail motor-racing game earlier this year
and posted it as part of an e-mail newsletter to 200,000 subscribers.
The game could be passed on virally for the chance to compete against