One part ad agency, one part distribution company, and one part entertainment company, Big Fuel is pioneering a new digital business model that may eventually redefine what we mean by advertising. But in the meantime, its work is proof that ads can be content.
A few years back, Big Fuel broke new ground with an ambitious, reality-style web series for Neutrogena. Rather than telling young women about the brand, Big Fuel created content that empowered real girls to tell each other about Neutrogena with its One Less Stress campaign.
More recently, Big Fuel showed off its social media chops with Be More Kissable, a digital campaign for the launch of WISP, Colgate's mini disposable toothbrush. The campaign featured a series of irreverent online videos, a Facebook app, and a social photo contest.
But what really got the audience talking was a Facebook app that riffed off the "spin the bottle" game, allowing users to send flavor kisses to friends in their network.
Big Fuel is a pure-play social media agency that has worked with a roster of well-known clients, including GM, Microsoft, InBev, Children's Place, Clorox, and Colgate-Palmolive.
The agency is based in New York and Detroit.