Combining the real with the virtual world, Moxie designed a campaign to build Verizon into the Alan Wake story line by making the carrier part of the narrative in the game. An in-game Microsoft Tags captured with a physical Verizon mobile device gave thousands of gamers exclusive content, expanding on the story line as it played out on the screen. MTags led gamers to clues, bringing the game through the screen into real life. One tag leading players to Alan Wake's voicemail gave clues about the relationship with his kidnapped wife, …

Campbell Ewald partnered with gsn.com to develop the Chicken of the Sea Undersea Treasure Match game to reach moms. It features the iconic Mermaid, Chicken of the Sea products, and undersea elements such as clamshells and lobsters. The game was skinned with Chicken of the Sea banners with links to recipes. Site visitors played the game 10.4 million times since the March 6, 2011 launch, with 2 minutes and 27 seconds as the average time spent on the game, adding up to 252,148 hours of brand exposure. The game moves to …

Providing a colorful tour of iconic sites in California, SapientNitro designed an online board game for the California Travel & Tourism Commission to educate tourists about the Golden State. The goal was to get travelers to watch their television commercial and create a co-promotion with Southwest Airlines that allowed players to win vacations to California. Players would answer questions about destinations and submit their score for a chance to win a trip. The effort combined online advertising, social media, viral components, events, publicity, and in-plane advertising to get out the message. …

Getting parents to take time from their busy day to interact with ads isn't easy. Meebo created the "Load N' Go" game for Nissan and got parents to spend on average 55 seconds engaging with the ad, compared with an average rate of 17.5 seconds for auto-industry ads. The average engagement rate across was 1.14 percent, a 1.06 percent increase above the industry average of .08 percent for online ads in the sector. The average completion rate for the video was 59 percent, while the number of games completed averaged 49 …

Mobile seemed like the perfect medium to promote the 2011 Buick Regal. The Slingshot Greystripe mobile ad game aimed to change the perception that Buick is your grandfather's car. The campaign tapped emerging media to reach a new audience and demonstrate how Buick Regal can handle any obstacle. The 4.2 percent ad interaction rate with the Regal "Slingshot" game produced four times the average 1 percent click-through rate for static ads on the Greystripe Ad Network. Those who engaged with the game spent an average of one minute and 27 seconds.

Maintaining engagement with travel consumers in order to remain top-of-mind is essential due to the amount of competition for their attention within the travel sector. StrongMail's win-back campaign focused on reengaging email subscribers who booked with Travelocity in 2009 but not in 2010. The campaign utilized timely beach-themed creative for a January launch date and messaging that spoke to being part of an exclusive club, in addition to a 15 percent discount that was above and beyond any other current offers. The campaign performed two to three times greater than existing …

Responsys worked with REI, an outdoor gear and apparel retailer, to redesign their monthly newsletter with the goal of creating a flexible template to elevate REI's brand content and inspire subscribers to get outdoors. The animated "hero" space created an engaging experience with rotating travel imagery, supported by tips, expert advice articles, local activity information, and user ratings and reviews. The newsletter also supports other marketing channels with elements like a personalized link to the subscriber's preferred store and Facebook sharing functionality. Since rolling out the new layout, REI has reported an …

Bing's "Plan a Night Out" member email campaign merged creative and strategy to increase the use of Bing's search by exposing users to new platform features leading up to Valentine's Day. The emails utilized eye-catching subject lines like "Bing: Plan your night (that lasts till morning)" and featured dramatic "hero" images designed to appeal to different audience segments, complete with unique Bing search bars and hot-spot area links. The campaign received nearly a 20 percent increase in open rate compared to average and a 160 percent increase in …

With a targeted, three-part message series, HP and Infogroup were able to solve one of the biggest challenges for email marketers: how to engage inactive subscribers - those who hadn't purchased a product or opened an email in the last six months. First, the team targeted previous purchasers and inactive subscribers, offering ever more valuable discounts throughout the series, and then delivering a clean, simple design with a clear call-to-action. The messages conveyed a sense of exclusivity that stood out from the crowd, broke through the inbox marketing noise, and engaged …

The financial advisor, Euro RSCG Worldwide knew, is always on-the-go, and needs bite-sized information to help influence clients' investment decisions. For the campaign, therefore, the emails broke down hard concepts into easily translatable story lines. Meanwhile, a multimedia campaign introduced the rallying cry, "Globalize Your Thinking," while targeted banner ads asked provocative questions. QR codes led to mobile quizzes, and animated infographics brought key facts to life. As a result, 55 percent of advisors who saw the campaign said they were more likely to recommend Oppenheimer Funds …