In 2015 McDonald's Romania had to face and interesting challenge - a Facebook group called Junimea. A bunch of millennials came together on a secret Facebook group and in the hopes of creating entertaining content, went on to troll the hell out of big brands on social media. Sounds like a PR disaster, right? Not for McDonald’s who realized that this is their chance to seize the moment and engage with a truly prospective audience.
BGH is an air conditioner brand from Argentina, a country with extremely hot climate during the summers. Buenos Aires’ cityscape is designed by skyscrapers which are practically being turned into ovens by direct sunlight. Proper air conditioning is a must in such conditions. BGH decided to grant extra discounts to the houses that get exposed more to the sun than others. They created an innovative sunshine-hour based discount system.
In late 2014, Lexus was ready to introduce its first compact crossover into the US market and wanted to go beyond its competitors’ claims of just simple utility. They recognized the importance of hyper-targeting their potential customers, and, created over 1000 thirty-second unique clips.
To launch their new collection of running gear, sports retailer Intersport asked runners to use any running app and complete a route in the shape of their brand logo. In return for an in-store discount, people had to share their achievements on social media. The longer the run, the bigger the discount. Although the budget was close to nothing, Intersport’s campaign became one of the most trending sporting events nationally.
During Christmas 2012, Tesco’s strategy included a special campaign for the stressful holiday season. They came up with a smart multichannel ‘Forget-Me-Not’ campaign in which Facebook and mobile messages were the key channels.
Adidas came up with an innovative idea to put ‘real’ shopping into ‘window’ shopping by creating an interactive digital window concept that connects with consumers’ smartphones making it magically easy to shop at any time without an app or scanning various QR codes.
Malmö Hardware Store needed an idea to be able to compete with the giant home improvement chains. They learned that the store's main income comes from supplies, not from expensive tools. So they launched ToolPool, which works just like a carpool, but with tools. All they asked in return was to spread the message on Facebook.
Loom, the multibrand fashion store in South Africa, needed to find something that would separate them from others and increase talkability and overall buzz to increase the stores’ retail traffic. The solution was to build a very advanced and a 24/7 interactive technology platform for Loom’s windows.
For a long time McDonald’s has been trying to fight the negative rumours about the quality of their food. In order to prove to the Australian public that they have nothing to hide, they created a storytelling app which allowed users to track down the ingredients in their food in a fun and engaging way.
Café Amazon wanted to reinforce their image as the ‘traveller’s buddy’. They wanted to make sure that every driver reached their destination without an accident, so they came up with a solution, which would make a difference and also support coffee sales - a clever and effective mobile app.