Since taking this class I have paid a lot more attention to companies' digital marketing strategies (obviously from the consumer-experience side). Last week I posted about Disney's incredible online presence and digital reach.
This week, I found a slideshow of 2013s best digital campaigns. The word 'best' is subjective, to be sure, but I was really blown away by the creativity, innovation, and targeted purpose of so many of these ads. You can view the best campaigns of 2013 here.
Of the ones in the slideshow, my favorite campaign was done by Milka, the Swiss chocolate company (slides 20-22 of link above).
The company's goal was to increase brand value while creating a customer database, and the challenge was that it didn't know who its customers were. So, they created 10M chocolate bars that were missing one square. Customers could log-in online and request that the company send the rogue square to themselves, or to someone else (e.g. friend, girlfriend, grandfather). Through this process, Milka learned about its customer base and also enhanced its brand value. Such a great idea!
To whom would <you> send your missing chocolate square?
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