Axe is known for its innovation and creativity within advertising, and I have shared several campaigns about the bold brand before.

This time Axe and Mindshare, Belgium have focused on online and television, two media extremely powerful on the target, but above all two very complementary media.

To connect the two media as simple and engaging as possible, Shazam was chosen as the application to cleverly bring more life to the TVC spot and create excitement into the campaign.

The idea might not be as revolutionary as stated in this case, but it would be great to see much more integrated campaigns with valuable and entertaining content. It’s time to move beyond the TVCs with nothing more than just a Facebook url or Twitter Hashtag.

Nike RUN Like ME was a cool campaign stunt made by Wieden + Kennedy and Nike, Japan to launch the new running shoe Lunarglide+ 4.

The Nike team created a unique interactive activation that merged Facebook, Nike+ and real world running with Joseph Tame.

Poor Joseph would run 10 more meters every time the campaign’s Facebook Like button was pressed. Nike+ GPS was used to track each run along the way and the routes ran created cool live GPS art using the streets of Tokyo.

The more people engaged on RUN Like ME, the more Joseph ran and in the end he traversed about 389 K in 30 days!

Back in 2011 Smirnoff decided to involve the brand’s young target group and ran a campaign that asked NZ’ers to submit their best ideas for an extraordinary night out.

The brand then chose the best 4 projects, put up the money and helped the winners to be able to pull of the actual event in just 1 week. Everything was of course filmed and turned into a small TV series: The Smirnoff Night Project on the Music Channel FOUR.

New Zealand’s Smirnoff Night Project became part of a global “Be There” campaign which recognises that people don’t want ordinary experiences; they want ordinary lifted to the extraordinary and they want to be there to experience those moments for themselves.

Smirnoff Brand Manager, Philippa Larsen says the innovative nature of the Smirnoff Night Project has made it a great fit for our Kiwi psyche.

“The initiative was designed to promote original thought without too many limitations or restrictions and it has certainly delivered,” says Philippa Larsen, Smirnoff Brand Manager.

“Innovation and creativity are part of our makeup. Giving people the opportunity to create their own one-of-a kind events has really unleashed some mind blowing ideas.”

“The Smirnoff Night Project attracted some powerful entries from people nationwide across a wide range of ages and backgrounds. The common thread was that they were creative, innovative and interesting people who want to break free from the status quo and champion fresh, original thought,” says Larsen.

The campaign was a hit with critics and viewers alike. The Sunday Star Times, The Listener and stuff.co.nz all had it as their TV ‘pick of the week’ and it even doubled the stations viewership when it aired!

To check out the concept watch the film beneath or check out all 4 full episodes at the agency Special Group.