Golden Grahams was a popular kids’ cereal in the 80’s. With no cereal advertising targeting young adults, they wanted to reconnect the grown-up target with their beloved childhood cereal. To lighten the mood for “Generation Unemployed,” Golden Grahams created a cathartic online home for them to share their ridiculous job search stories. 1000 people won the Golden Grant stimulus package: 12 boxes of Golden Grahams. They also animated the funniest stories, fueling job searches with laughter AND sustenance. In just 3 months of the promotion with 0 paid media, Golden Grahams has gained 15k friends, followers, and subscribers on social networks, where previously it had no official presence or fanbase. The sweepstakes earned the brand 150k site visits with an average of more than 4 minute spent on site, 2.5 million video views, and 25k entries. It generated buzz within our target audience, earning more than 7k social media mentions with brand and campaign sentiment being 99% positive.
(via http://mccannny.com/Golden%20Grant/ watch the video for more info)
Here are a couple of my favourites animation that have come from the campaign…
A Polish agency (Change Integrated ) have created a campaign to raise the awareness of breast cancer but instead of aiming the campaign at woman they have aimed it at men giving them graphical tips on how to check their partners breasts. Not surprisingly the campaign was well received amongst polish men (and now English :)) and achieved some great results.