Some Innovative Campaigns:
Client: Coca-Cola
Media: internet/interactive/mobile
Campaign: Sprite Obey
Coca-Cola approached MediaVest for its Sprite brand with the goal of staying relevant to teens in an increasingly competitive soft drink market. Richman says MediaVest's research showed that the experiences of teens, rather than their possessions, help determine their social status and currency. Armed with these findings, MediaVest developed what it calls "the world's first mobile scavenger hunt." Each week during the campaign Sprite sent a three-word text message to teens and asked them to take a picture interpreting the text message. Participants submitted their photos to obey.msn.com for peer scoring; high scores translated into vibrant social currency.
MediaVest reports 1.5 million teens participated and spent more than 3.1 million minutes online with the brand during the campaign, in addition to time spent scavenging for photos and encouraging peers to participate. Campaign analysis shows Sprite Obey resulted in a 26 percent increase in teens' weekly consumption of the soft drink.
Client: Wendy's
Media: internet/interactive
Campaign: Wendy's Heavy Takeover
Wendy's approached MediaVest with a similar directive as Sprite: keep the fast food brand relevant and relatable to a younger audience. The agency decided to play on the iconography of the Wendy's red wig through a 12-hour takeover of video site Heavy, which caters to the demographic Wendy's was seeking to reach.
Not only did MediaVest add red wigs to videos on Heavy during the takeover, but it also procured all ad units and impressions during the takeover. Users could upload their own photos and overlay a red wig; these photos became part of a banner ad across multiple sites. The Heavy takeover resulted in more than 10MM impressions and contributed to a surge in Heavy photo uploads and community sign-ups.
Client: P&G
Media: internet/interactive
Campaign: Prilosec Bunco
Unlike the Sprite and Wendy's campaigns, P&G aimed to draw an older demographic for a positive group experience around a not-so-positive health affliction: heartburn. With its Prilosec Bunco campaign, MediaVest courted females between 25 and 54 for a gaming experience on MSN.
MediaVest determined that a large segment of the target demographic plays the game Bunco, so the agency developed an online version of the game that incorporates conversation around food, wine, and -- of course -- the heartburn that results from the consumption of these products.
Approximately 340,000 players have signed up for 3MM game plays and 35 million in-game chats on the Prilosec site, according to MediaVest. Richman says the average 46 minutes users spent on the site went well beyond MSN's previous record with branded games. As a result of the campaign, Prilosec sales increased by 7 percent.
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