Advertising today is about creating something participatory that reinforces your brand attributes. It’s about creating something fun, engaging, viral and personalized. Better still is creating something users would engage irrelevant of the brand facilitating the experience. It can definitely be a challenge, however, to ensure you’re positioning optimizing activities, try using our Campaign Scorecard.
A great example of this new model is Droga5’s latest “King Diego” effort for Puma. To celebrate soccer legend Maradona's 50th birthday, Droga5 and Puma have launched this online Kick-Ups competition.
Players log onto the game on Facebook and have 30 minutes to pass a video of Maradona juggling a soccer ball to a buddy. The goal is to continue passing and keep him from dropping it. The longer you do, the more footage you'll see of the soccer star juggling over the years, including newly shot film of the icon keeping it up at the age of 50.
The player who keeps the ball up the longest will earn the Grand Prize, viewing a soccer match with King Diego himself—at a venue of his choosing—whether it's on his living room couch, in a pub or at the stadium. Prizes will also go to Kick-Ups with most countries passed to, most players passed to and most passes completed. Check out the PUMA Football Facebook Page.
