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A good integrated campaign ties together a strong network of online and offline channels. But what made "Small Business Saturday" -- a joint effort by Digitas and Crispin Porter + Bogusky -- a great integrated campaign was the transformation of an entire community into a melting pot of individual channels as diverse as the American experience. Starting with a Facebook "like" campaign, American Express engaged small business owners and armed them with customizable tools to create a national holiday -- Small Business Saturday. The campaign, which won support from scores of politicians and hundreds of organizations, earned Digitas and CP+B a Grand CLIO.
Putting a different twist on the integrated concept, Digitas teamed with YouTube star FreddieW to create a viral video for Samsung Mobile that speaks to a generation accustomed to consuming content that can't be easily placed into a single box. Aside from racking in 10 million-plus views (and counting!), "Gamer Commute" is a great example of how an agency can work with content producers at various levels to help a brand client speak to an authentic community.
Demonstrating an ongoing passion for integration and bringing big, out-of-the-box ideas to brand clients, Digitas hosted a "speed dating" pitch session for MillerLite at SXSW.
Here is Mark Beeching, Digitas' chief creative officer, explaining the rules of the speed dating pitch:
Here's the winning pitch from writers Chris Mass and Owen Egerton:
Digitas clients include Delta Air Lines, General Motors, and Mars.
*The iMedia Agency Awards results were based on nominations and votes submitted by iMediaConnection.com readers and the iMedia Summits community.
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1 Marketing jargon translated for normal people
2 The most meaningless (and hilarious) job titles on LinkedIn
3 6 top social media management tools
4 6 steps for getting your brand into their heads
5 The best social media campaigns of 2013