Wieden & Kennedy, for example, spent last week seeding a social trending topic on Twitter about #mangojuice, which became the most Tweeted topic. Poke, meanwhile, has developed an entertaining egg timer, eggwatchers.com. Do they not have client business to keep them busy?
Campaign seems to be getting conflicting messages from the industry at the moment. On the one hand, everyone says they're busier than ever, and on the other, they seem to have time to experiment with apparently meaningless online activities.