To promote its horror film The Last Exorcism, Lionsgate teamed up with digital agency The Visionaire Group to spread word of the film's August release. The most unique component of the marketing campaign was the Chatroulette reaction video on YouTube, a best-of compilation of user reactions recorded in real time. Users thought they were getting a treat when the cute girl chatting with them teasingly unbuttoned her blouse, but it proved to be more of a trick when she suffered what appears to be a complete demonic possession. The reaction video …

The Radio City Christmas Spectacular has been "America's favorite holiday show" for over 75 years, but it was up to Situation Interactive to get people into the spirit in August. Tying-in with Madison Square Garden's Garden of Dreams nonprofit charity, they began call-outs on social media driving to a landing page, which included a ticker announcing their goal of collecting 1,000,000 kicks by August 30. The campaign invited audiences to virtually participate in a Christmas in August kickline. Fans were able to "kick" by being at one of the national live …

To promote the upcoming series premiere of The Franchise: A Season with the San Francisco Giants, Showtime reconfigured the popular location-based service Foursquare to dispense baseballs from an out-of-home unit. Not only did consumers receive an official MLB branded ball immediately upon checking-in on Foursquare, but they instantaneously shared the action with their social graph. The unit therefore invented a never-before-seen local, social and mobile advertising platform. By doing so, Showtime changed the way mobile, social and OOH advertising work together with a seamless execution that drove word-of-mouth buzz with a …

Aiming to create an interactive video takeover experience for Paramount's Transformers: Dark of the Moon that went beyond the standard expanding ad unit norms, Tremor incorporated the flick's aesthetic to create expandable ad units that felt just as much a part of the world of the movie as the video playing within them. The team utilized Flash, ActionScript, CSS, HTML, and Javascript elements to ensure that the unit would resize and work for all of the various browsers and devices it might be played on.

When Magic Johnson talks, basketball fans listen. The expandable ad unit Ryan Partnership and Unilever created to promote Dove for Men counts on this premise to get people to open it and spend time with the message. After a brief logo treatment, Magic is talking within the video, which encourages people to open it to hear what he's talking about. Turns out he's sharing personal recollections of his life and career and pondering the difference between "Magic" and "Earvin."

Looking to stand out in the increasingly crowded flood of Hulu video interstitials, Marcus Thomas and Homax came up with a simple but clever spot to promote Goo Gone(R) that plays with context. A scrolling list tallies off all the usual things that Goo Gone(R) removes, but then when "Bad Acting" rolls by, the commercial jarringly stops and rewinds backs, grabbing the viewer's attention with the simple joke, adding: "We're working on that one."

To relaunch the JetBlue brand online, Mullen created a new concept it felt was core to the brand: "You Above All," highlighting the airline's lauded customer service. The campaign rolled out with a series of hidden-camera style videos depicting everyday scenarios with typical airline aggravation (such as a cabby who charges $25 baggage fees). The campaign launched with a YouTube takeover that played along with the conceit - and asked users to pay to watch the channel that day (then followed with a message about how JetBlue offers free inflight entertainment …

What do you do once you have people emailing around their personalized serenading unicorn videos to one another and you've already tackled the likes of Michael Bolton covers? Juicy Fruit and Evolution Bureau branched out with their equine friend, cannily giving fans ways to insert him into Facebook conversations with originals like the doo-wop "Please Take That Post Down" and another round of social media-ready star-powered covers, like Aerosmith's "Angel" with Sarah Silverman.

I am Jack's funny bone. Tickle me and Jack may buy your movies on Blu-ray. If senior citizens performing the "I want you to hit me as hard as you can" scene from Fight Club make Jack laugh, well, then he very well may go around clicking through to watch a high schooler's video rendition of the dog-fighting scene from There's Something About Mary and any of the other five videos Fox Home Entertainment and Break Media made to promote Fox's back catalog of films. Just remember: …

Starcom USA and Wrigley teamed with Arrested Development cult icons Jason Bateman and Will Arnett (and the actors' production company DumbDumb) to create a series of humorous shorts called, appropriately enough, "Orbit Dirty Shorts." Each raunchy scenario (one features Bateman posing as a female stripper and another has a middle-aged Arnett character dating a teenage girl) prominently uses the Orbit gum as a device to clean up the slimy situations the characters created.