Good example of an integrated marketing campaign. T-Mobile started this in London where the event became a hit on social media and the radio before people even knew what it was all about.
Thanks to platforms such as Twitter and Facebook the news spead quick and thousands of people attended the event on trafalgar Square.
The events travelled across the UK and generated an enormous amount of free coverage, and also content that could be used later using an array of touchpoints. T-Mobile increased sales and awareness thanks to this cleverly integrated campaign.
Brilliant integrated campaign by D&AD for Run London, where each participant had many different channels and media to interact with, from the moment of sign-up to the day of the run, and also after the run.
The set-up made it easy to access the different touchpoints, and easy to spread the word, which is key in these campaigns.
We think this campaign is great, showing how to optimise many different platforms simultaneously to create an event people feel an emotional connection to; the north vs south rivalry.
This campaign for Gatorade by TBWA\Chiat\Day in LA, USA was created to "reignite the athletic spark in 30+ people". Instead of creating a one-way TV advert which would have had a limited effect, they created a fully integrated campaign aimed to get people off the couch and back in shape.
The campaign was such a success, that more and more games of the sort are being organised and promoted by Gatorade. There is even the Gatorade line-up finder where former players can connect with their former team mates, to get back in touch and organise games.