The UK's best-supported branded social network community isn't a masterpiece of design, but it has been a runaway success. More than 22 per cent of the UK's universities took part in the initiative, which asked students to upload pictures, video and comments to win an O2 party and free calls. In all, nearly 100,000 people took part.
Agency: Agency Republic
Creatives: Katie Carruthers, Alessandra Lariu
2. SONY VAIO 'JOHN MALKOVICH'
The vaio-john.com site is a rare example of a digital campaign taking a cross-channel idea and genuinely improving it with interactivity. The website introduces a series of online-only films featuring the actor, using content that just gets weirder and weirder. It also invites users to submit their own scripts, with the winners getting their films made and receiving feedback from Malkovich himself.
Agencies: Fallon, Dare
Creatives: Andy Lockley, Mark Elwood, Flo Heiss, James Cooper
3. ORANGE 'SPOT THE BULL'
A brilliantly funny idea that really took off. Orange had some Glastonbury tickets to give away, so Poke put a GPS-enabled bull in a field, showed its position live on the internet using webcams and asked users to guess where it would be at certain times of the day. A campaign that really shows the blurring between online and the real world.
Creatives: Iain Tait, Andrew Knott, Simon Cook, Karen Slade
4. VOLKSWAGEN 'BOURNE STUNT SIMULATOR'
To back the release of The Bourne Ultimatum, a VW-sponsored website (www.bournestuntsimulator.com) allowed users to design and film their own car chases. An editing suite enabled them to splice the shots into a sequence and add music and effects.
Agency: Tribal DDB
Creatives: Damian Simor, Chris Boyd, Amanda-Sue Rope
5. GUINNESS 'HANDS'
Guinness' site that launched as part of its "hands" campaign contained an interactive film studio that enabled users to mix together some of the hand moves from the TV ad to create their own film.
Agencies: Abbott Mead Vickers BBDO, iChameleon
Creatives: Gary Hoff, Erica Boynton, Sean Vrabel, Juan Morales, James Allen, Stuart Woodall
6. O2 'COCOON BLOGGING'
VCCP's mapping technology enabled it to identify the 50 most influential bloggers, get into a dialogue with them and ask them to test the new O2 handset. They got a positive response and also created a Cocoon-specific site, where users could get answers to any questions. The client liked it so much, it plans to launch every O2 handset the same way.
Creatives: Steve Vranakis, Amelia Torode
7. ROYAL NAVY 'GET THE MESSAGE'
In its recruitment campaign for the Royal Navy, glue created a website through which users could send each other video messages via e-mail or mobile phone. It backed this with online ads on recruitment sites and on Bebo, plus with in-game ads.
Agency: glue London
Creatives: James Leigh, Darren Giles
8. ORANGE 'UNLIMITED'
A website building on Orange's unlimited text package that runs for as long as you can be bothered to scroll down it. It's not really neverending, but is full of lovely illustrations and widgets.
Creatives: Nik Roope, Derek McKenna, Nicky Gibson, Julie Barnes, Rex Crowle, Marius Watz, Nick Ryan
9. SONY PS3 'THIS IS LIVING'
Based around a virtual hotel, which visitors to the site could explore. The experience changed depending on the time of day and included user- generated content.
Creatives: Paul Knott, Tim Vance
10. BBC RADIO 1 'MEET THE DJs'
Radio 1 moved a lot of its specialist shows' timeslots. So Agency Republic created a site to broadcast films in which the DJs shared their musical passions.
Agency: Agency Republic
Creatives: Gavin Gordon-Rogers, Gemma Butler, Jay Gelardi.