7 October 2014,
Organic Traffic

Live Tweeting BadgerStuck in a marketing rut? The Interactive Advertising Bureau (IAB) just released their first ever “What Works & Why: IAB Global Insights Report” which includes highlights of award-winning digital campaigns from around the world.

Last year, the IAB released a similar report but only included winners from the US. This year they included works from 14 countries such as Australia, Chile, Germany, Italy, South Africa, Sweden and the UK.

And since we’re talking digital content, the “report” is actually a website where you can click through to read case studies, watch videos, view the images and get insight from a team of global experts. It’s worth exploring and it could help you hone in on your next big campaign.

Here are a few of my favorites:

World’s First LIVE Tweeting Honey Badger

Campaign Goal: to increase awareness and visitors at the Johannesburg Zoo

Budget: Less than $1,000 in US terms.

Platform: Twitter

The agency created a Twitter account for the zoo’s badger. They placed motion detectors at strategic areas of the enclosure, then set up a cloud server to send out a location-appropriate Tweet whenever the badger approached one of the sensors.

Spiders eat more insects than birds and bats combined. Which is probably why they are so delicious #ILikeBigBugsAndICannotLie

— Tweeting Badger (@zootweetslive) August 11, 2014

The Result:

  • 10,000 followers after two months
  • Named one of the “Ten animals who’ve ruled the internet” by TED
  • Local media ROI rate of 1:618

Not bad for a guy who can’t even type.


Push to Add Drama

Campaign Goal: to drive awareness of cable network TNT’s launch in Belgium

Budget: Don’t know but it didn’t come cheap

Platform: YouTube and Facebook

add dramaTNT’s tag line is “We Know Drama” and they proved it to the folks in Flanders through the use of a special, magical, real-life button. They placed a large, red button in the middle of a busy square and hung a sign that said “Push to Add Drama.”

People were, with good reason, reluctant to push the button but someone did and havoc ensued. An ambulance appeared. The attendants dropped the patient. There was a fist fight, a sexy woman, a car chase – and the reaction was captured on film and uploaded to YouTube.

The Result:

  • More than 39 million views on YouTube
  • More than 290,000 likes
  • More than 4.1 million shares on Facebook

Did the people of Belgium tune in to watch TNT? Maybe not, but the campaign did succeed in getting the whole world to pay attention to the little netlet for at least a week.

Is there a marketing campaign that sticks out in your mind? Tell us about it in the comment section.

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