1. Carlton Draught: The Big Ad
Envisage Australian men by the thousands, frolicking down mountainous terrain, singing about beer. Passionate were these men who sung the harmonic tunes of O Fortuna and fascinated over 132 countries in less than two weeks in 2005. The advertisement was released online to the public, and generated over 160,000 views in less than 24 hours. This is what you call a viral phenomenon.
Carlton Draught's Big 'Bloody' Ad
Created by George Patterson and Partners, reached immense success so television budgets were cut to avoid over-exposure. The campaign encouraged different market segments, from the young to the old, to engage in the ad, whether it was the size, peculiarity, familiarity of the song, or simply the satirical humour. Carlton Draught’s beer behind Australian-rules football, which knew to participate in typical Australian entertainment, such as local pubs and The Melbourne Cup – was now a beer current and potential drinkers will personally engage with via digital media.
Click here to watch The Big Ad
2. Cadbury’s Gorilla Marketing
Aren’t gorillas normally found in the jungle? Not Cadbury’s Gorilla. Cadbury’s gorilla plays the drums to Phil Collin’s In the Air Tonight. Fallon London created this advertisement which spawned over 500,000 hits on YouTube in its first week. It aired on prime-time television – initially via the Internet.
It is guaranteed that there were pragmatic concerns for the script as this is different to where Cadbury Chocolate has ever been before. The advertisement is unconventional, unexpected and emotive; it sends the irony of the typical guerrilla marketing campaigns, out from public city streets and into television sets.
The name of its fresh campaign, A Glass and A Half Full Productions, imitating the rare experiences from Charlie and the Chocolate Factory, allows us to lose ourselves and enter the joyful world of Cadbury like no other.
Click here to watch the drumming Gorilla
Click here to enter A Glass and a Half Full Productions
MORE: Click here to see Cadbury’s Eyebrows Ad
3. Tweeting, Twittering and Filtering Friends
It’s a small world, most say. But for the company Twitter, the world is minuscule. Their eruption of real-time online social messaging has exposed individuals, groups and organisations to a twittersphere like no other. Receive instant messages, called tweets, from anyone you follow, from your local fitness club to celebrities such as Barack Obama himself Twitter is for people and organisations who want to listen to others’ thoughts, feelings, and upcoming promotions.
Twitter teaches its global classmates new vocabulary and creates a new realm for competition. Australia’s Prime Minister Kevin Rudd joined the micro-blogging service in response to Malcolm Turnbull, the leader of opposition, after Mr Turnbull created a twitter site in the previous month. The question is whether the politician is the true person behind the updates.
Those who are the first, the know-how, and are constantly curious will be awarded, as Twitter’s secret benefit is in the ‘followers’. You can enter the Twittersphere here and enjoy.
