Volvic: Team Volcanicity

The classic competition mechanic where you send in your details, pimp yourself to your friends and family for votes and then become an ambassador for the brand. Which means free content for them...

The problem as usual is that if you do not win then you will not care for the winner's content because let's face it, they are having fun and you are not...

Still it's worth a shot...and at least they are prizes to grab for voting.

https://www.facebook.com/VolvicUK?v=app_254553244581393&rest=1

SEAT: On Track

Jumping on the music bandwagon and a play on words, SEAT is trying to appear to a younger audience. The idea of recording one take straight to vinyl is actually smart and I don't know how they managed to not publicize it better.

They have Ellie Goulding, Foals, The Coral, The Horrors and a few more big names and the views are absolutely stupid, Tinchy Strider video has 67 views? What's going there?

The Facebook page could be a bit more active too instead of a post per week

https://www.facebook.com/SEATMusic

Jack Daniel: Jack and Zac

Maybe you have to like Zac music to get this, maybe the campaign is better offline, at the concerts, because online it's no more than a shit Flash game.

Where is the social engagement? I mean let's face it if people want to show off a whisky, Jack Daniel is up there as a cool brand so why reduce it to simple videos online (even if they are beautifully shot)?

Streaming of the concerts, sharing mechanic, blog, so much more could have been done to leverage the partnership.

http://www.jackandzac.com

Pepsi Sound Off

Maybe am too old, maybe I am not the target audience but this sort of initiative really annoy me.

The interface is terrible on PC, it's probably being designed to work on tablet so the audience can interact in real time with the Xfactor but for normal web use it's shit.

You have to admire them for building such platform and going on social, but this does 2 things, give content for all the teens that haven't got a clue how social media work and secondary it's open to abuse. You can abuse the system by writing offensives comments and you can view the profile and tweet to anyone...scary stuff.

I don't see a real strategy behind the site apart for trying to trend on Twitter without having to pay for it. The gamification is basic and I believe people are getting bore with it. Well at least it's free content, not like pheed.com

http://www.pepsisoundoff.com

MTV: Gif Me More

I haven't got a clue if this is for an MTV program, for Samsung or for both but I certainly want to found out more as the tech / POV in this piece is extremely well done.

Nice idea to have a few missions to complete, I still think this could have been pushed more with more bio on the people, more shareable content.

http://www.gifmemoreparty.com/

Nivea: Singing in the shower

This is why I love digital, because campaign like this can only exit via our medium. It might be cheesy, it might be simple but the execution is effortless and talk perfectly to the audience.

http://vdushe.com/en

Coca-cola: Toe Tappy

For god sake, when will this madness of dance moves stop? It's the summer so Coke is trying to own the dance floor by crowd sourcing a dance move.

I hate the idea of it, still it's seems that the campaign has been successful thanks to a big PR push. When you actually look at the view on Youtube it seems that apart from the big commercials that have over 1 millions views or 3 millions for the one that feature Carmen Electra and Perez Hilton (they will do anything these 2) the rest of the entries range from 100's to 1000's, have a look here http://www.youtube.com/user/CokeZeroDance/videos?sort=p&view=0. For a brand like Coke this is, in my view, some poor results.

What can we learn from this?  UGC is dead and manage your expectations in terms of numbers, if not have a plan B (I think Carmen Electra is free next week).

http://www.makeitpossibleproject.com/

Singtank: Kill, don't kill

Singtank - Give it to me by singtank-official

Cute girls, an hommage to Tarantino, a pop song that your hears can endure for 2 minutes and a few méme references. All good.

http://www.singtank.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/

Chairlift Met Before

Simple choose your own adventure music videos, seamless interaction, quick choice, good stories, the fact that I like the song probably helped.

http://www.chairlifted.com/metbefore/

Justin Bieber 18th

Catch 22 this one, if you take the piss or are rude they are still recording it as a messages, therefore you are increasing their chance to be in the Guiness World Record Book. So actually a clever campaign as they know the fans will lap it up....

http://www.happybirthdayjustinbieber.com/

Red Hot Chili Peppers

I am so so disappointed, The Red Hot are producing 10 years old interactive experience, have you forgotten http://blog.venividibloggi.net/2011/04/devo-what-we-do.html ? The music cut every time you want to see something and the content is purely behind the scene... bad move.

Toyota: Shout Out

Check out http://thefeed.orange.co.uk/2010/10/4/singing-tweetagrams/ or http://thefeed.orange.co.uk/2011/6/6/summer/ or http://www.youtube.com/watch?v=e36gh6Zr8iM or http://www.youtube.com/watch?v=dOatud9o1SM... come on creative team, can't you come up with an original idea?

https://www.facebook.com/toyotauk

Wonka Wrapper

In principle the idea should be fun, in practically it doesn't work as you can not hold the pack and use your mouse at the same time in an elegant manner. Also the reaction time is poor. So what do you get in the end? lots of video of kids that don't know what to do.

https://apps.facebook.com/wonkawrapper/

Sprawl2

Am sorry Arcade Fire but this is pretentious shit. As much as the front page is a dry run test for the webcam, the response is poor in the actual experience.  Am sure there is a lot of tech behind this and as much as I love the tentative at doing something as cool as http://goo.gl/IFgm9 it sadly fell flat when using that effect in the video. The song is also too long for anyone to care moving their hands or doing the same repetitive gesture with the mouse as the interaction is more miss than hit.

http://www.sprawl2.com/

Sony Sound Premium

Using Twitter and Facebook as a way to animated this well crafted film. Nice and simple personalisation.

http://www.sony.jp/soundpremium/life/?id=t.dmxzir8j3d

Virgin Radio: Youtube Takeover

The great thing about this campaign is that not only the "teaser" is actually funny and clever but the takeover only happen once you clicked at the end so it's seen as a reward instead of an intrusive add.

Androp

Lots of references to Ico and Zelda in this beautiful, if basic, game. The letters changing challenge make the game worth playing to the end and encourage sharing.

http://www.androp.jp/bell/

All is not lo.st

A video dance message for chrome only. As much as the Wilderness Downtown is awesome, I like the artistic aspect of this project. Of course the message of hope for Japan is lost and people are writing rude messages instead. Still good fun...

http://www.allisnotlo.st

Heinz and David

Considering that David Guetta music is similar to what happen if you eat to many beans I though it was worth mentioning these 2 campaigns together.

Heinz: Get a 25p voucher for free or a 50p one if you share with friends, why they haven't integrate the all process on Facebook? This feel a bit cheap to me and a lot of steps for such a small reward.

http://www.facebook.com/HeinzKetchupUK?sk=app_214824108568903

As for David he is using Facebook to flock his album, and as much as I hate to say it, it's seems simple and straight forward. This should help people using Facebook credits as Paypal is not available yet. Better than itunes? I think it's going to be hard for better to make the move only for a practical point of view.

http://apps.facebook.com/nothing-but-the-beat/

and in case you missed it, let's not forget the Kaiser Chiefs make your own album promotion.