Diesel: Sunamatic

Maybe am missing the point here, I do get the relation between the glasses and how you see the world, I do get the fact that they are jumping (really really late) on the filters (á la Instagram)  functionality but really?  4 filters and a functionality that is not exclusive to your app...

I mean if you are already using Instagram for example you will more than likely share your results on Facebook by default, if you are not, you probably don't care about filters.

There is no competition to encourage interaction; and if you want to share on Diesel's wall you have to do all the work yourself; the design of the app is really slick but only work well in a resolution over 1680x1050, below that you miss the products and have to scroll up and down all the time.

http://sunamatic.diesel.com/

Shag Tag

Have they just stole and old idea? 

They might just get away with it as it is for a good cause but they could have done a bit more with the design, UX and maybe use Facebook credits or text messages (yes still) to encourage donation. A mobile version could have been fun too and great way to interact with the audience.

https://apps.facebook.com/shag-tag/

Borjomi: The Deepest Site

If you are going to make a point make it in style. This is perfect, you know exactly why you should buy the product and the challenge element makes you FB connect with the site and therefore the brand.

Problem? Well most people probably only go as far as 50m after their fingers hurt. The good thing? they might just watch the video instead so more exposure to the product...

http://thedeepestsite.com/

Autism: Carly's Cafe

Am glad someone finally done an experience that is emotionally involving in an Autism POV.

I wishes there was a little bit more interaction / footage and that a the end there was some explication on why Carly see thing like she does (Autistic people focus on details, can be overwhelm by too much sounds, light, people...). This would have helped educating people that might not want to read the book.

http://carlyscafe.com/

Uniqlo: Alarm Clock

Love the concept but will it actually wake you? Just by listening to the sample music I wanted to throw a brick at my screen but maybe this is not my kind of music...

http://www.uniqlo.com/wakeup/en/pc/

Only: Because we can

Great video production, great tune and a lot of ideas stolen from Wranglers and ASOS'experiences.

The trouble here is that the interaction is not involving at all or surprising. Even if you do not interact the film will carry on regardless and the interaction is forced on you, no discovery, no playfulness and the most annoying thing no basket integration just a link to the shop.

As for the story, the tale of girls gone (mildly) wild as been done 100's of time.

http://www.onlybecausewecan.com/

Lufthansa: MySkyStatus

Not only this is a great tool for robbers so they now when you are away, it's also a great way for a brand to actually make something that is useful to everyone and are not precious about their product.

In fact the clever thing about it as that even if you are flying with another airline you will be exposed to Lufthansa branding anyway!

http://www.myskystatus.com

Heineken: Fever Keeper

Let's forget how bad is the design of the Facebook page and concentrate on the idea. Hide all the Champions League content from your browser so you can enjoy the game later.

Great idea, good PR but I don't think people will use it more than once and for 5 minutes as it does hide indeed everything.

https://apps.facebook.com/keepitlegendary/