As illustrated, the QR code was designed to only work if the cup was full of Guinness, a lager or pilsner just wouldn’t do and show the QR. However, with Guinness you were able to scan the code and create activation. Drinkers could use the QR code to download exclusive content or broadcast social media messages via their cup.

Thanks to the utilization of the distinctive color of the beer, the campaign literally tied with the product and even consumption situation because you had to order the dark beer in order to participate. Order, engage, enjoy and share - now that’s great thinking..

One overall point of criticism of the different Super Bowl ads was the lack of integration with other media and thereby that brands neglected the opportunity to prolong the campaigns offscreen. The majority of the ads were in fact “only” entertaining TV ads without any further activation or engagement.

However, General Electric and BBDO New York created an interactive game for GE that ran during the Super Bowl on an NBC sports microsite. The game ‘Performance Machines’ cleverly took NFL players head to head against GE’s ‘super machines’ (such as a train, jet engine and microwave oven), in nine interactive battles.

Visitors of the site were invited to help each athlete win the competitions using their voice and keyboard. The site used 591 videos to create an immersive, experience and the results suggest that it was a success.

During October or during the Motor-Tober MINI celebrates the brand’s made-up holiday that lasts the entire month. I myself was a little sceptical about this when I came across different articles and ads regarding this, but actually the campaign has been running five years in a row!

Apparently, Motor-Tober is created to be all about enjoying horsepower and go-kart handling, saving money with great deals and celebrating for the sake of celebrating. MINI’s October marketing campaign focuses on capturing autumn fun with witty ads and MINI gear, encouraging more test drives and events at dealerships across the US and promoting aggressive financing on all available models.

The campaign is among MINI’s most comprehensive all year and efforts are made in every department from communication, media planning and espacially through heavily activation at the dealers.

The Motor-Tober marketing campaign is communicated in national radio, online and television throughout the entire month of October. Unfortunately, I haven’t been able to find any TV ads, but since it’s Halloween today, I definitely want to share these cool print ads from 2009.

In Denmark Pepsi MAX has chosen an 100 % music strategy this year, but in the US the brand is continuously utilizing the passion and attention from all kinds of sports fans. The brand is for instance visible and involved in the MLB, The NFL, The NBA and Nascar.

In regard to Nascar, Pepsi Max has teamed up with the famous driver Jeff Gordon, who is four-time NASCAR Cup Series champion, three-time Daytona 500 winner, four-time Brickyard 400 winner and the list goes on..

In this entertaining commercial, Jeff Gordon needs to get down to Daytona in time to win his way to victory lane. Max has a rush order of Pepsi MAX to deliver to thirsty race fans and thus they end up together in an unusual road trip. One drives a race car on weekends - the other drives a delivery truck all week. Together, they¹re about to embark on one crazy ride, where Jeff Gordon doesn’t seem afraid to be self-ironic

Cheerios were looking for an great idea to activate their sponsorship of the Canadian Olympic 2010 team and contestants. The answer was a Cheer card on the Cheerios box, which were sent to the olympians during the Games. The campaign involved TV, online, packaging and not least created a cool link to the events taking place at the Olympic Games.

To me the idea is not only well-integrated, but also a good case in regard to making it easy for the consumers to show support and take an active part in the sponsorship. Lots of sponsorships are only advertised and communicated and not put into life or activated in any way, which makes this award winner even more apprehensible.

Send Your Cheer from Daniel Vendramin on Vimeo.