"With the rising uptake of broadband, online advertising is going through a massive transition," says Flade. "Advertisers can use rich content to deliver more interactive experiences than before, enabling them to engage more fully with an audience that is growing weary of traditional advertising mechanics. All of these examples illustrate confident advertisers who are expanding the notion of how online marketing works and grasping the opportunities offered by broadband."
1. Volvo/The Route V50 - mOne (MindShare)
Although this campaign has been around for a while, it warrants a mention as it shows an incredible commitment to the medium. The campaign features a 10-minute short film directed by Stephen Frears, which seamlessly integrates the Volvo V50 into its story. On the campaign site, the audience can see the making of the film, request DVDs and find out more about the car.
Overall, the production values are exceptional. That isn't new - BMW did it with its film series - but it is part of a consistent approach by Volvo (the Dalaro spoof documentary was another) with online at the heart of a multimedia campaign.
2. Orange/Paper Film Festival - Poke/Full Six
Orange invites users to participate in an online film festival using the paper-based characters from its current ad campaign as the heroes. Users can create short films using their mobiles and upload them to the site. This online campaign works on many levels: it integrates well with the offline campaign; is supported in Orange stores; offers compelling content, and it rewards its audience through competitions. The campaign is a great combination of broadband and mobile thinking that gets customers involved in Orange's long-standing film association.
3. Sony PlayStation/'The Getaway' - Black Monday - Randommedia
The campaign for The Getaway console game uses large-scale video to communicate its content and tone. An interactive video journey introduces some of the main characters and entangles the user in the story. The gaming target audience is treated with a site offering everything from screenshots, trailers, downloads, maps and in-game features to competitions and even a mini online version. This is the perfect territory for PlayStation - moody and compelling, it sets up the back story of the game for an audience that knows what to expect.
4. Levi's/Max - Lateral
Not exactly broadband content, but certainly broadband in its thinking. Levi's online music-making tool encourages visitors to create a tune and export it to their mobile. This nicely taps into the trend for personal expression and creativity online, which broadband is making easier. I can imagine a lot of people using it to personalise their phones and the site attracting a large community of brand advocates. My only criticism is that the tool is difficult to use and production values let it down.
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