CAMPFIRE: HBO'S TRUE BLOOD, 'BLOOD COPY'
The vampire drama became the most talked-about show thanks to an enormously complex and layered campaign that used multiple websites, including the hub, Bloodcopy.com
, a big online ad campaign, fake product teases, fake news and a mockumentary. The result: Very real buzz and ratings spikes.
JOHANNES LEONARDO: NOMIS 'DAMN BOOTS'
The New York agency helped introduce Nomis to the soccer world with a two-minute video that capitalized on a cultural moment: a rash of metatarsal injuries by major footballers such as Wayne Rooney and David Beckham. Millions of impressions and heavy PR ensued.
FATHOM: INTERNATIONAL TRUCKS, 'DRIVE AND DELIVER'
Tasked with selling a new truck to owner-operators, Fathom produced an original documentary about a long-haul trucker that opened during major trade shows and nabbed a bunch of positive reviews from the trucking press. DVDs sold out and the share moved from 17% to 30%.
MCGARRAH JESSEE: SHINER, 'CHAMPION FOR SMALL'
Shiner had to fix the impression that it was owned by a big brewery. Priced out of a music festival by Heineken, it made branded cozies that fit over the rival's cans and blanketed the fest with billboards.
SECRET WEAPON: JACK IN THE BOX, 'BUS'
In a Super Bowl spot that ran only once, Secret Weapon took the regional fast-feeder's popular Jack icon and whacked him with a bus. The idea lived on online, netting 2.3 million unique visitors for hangintherejack.com and plenty of PR.