Over at BusinessWeek, David Kiley has a terrific article that describes the consumer-generated ad campaigns at Audi, Converse, Cadillac, Nike and Samsung. Plus, he prints the results of many of them--Converse sales up 12%, visits to Cadillac.com up 300%, etc.
BusinessWeek: Advertising Of, By, And For The People.
Donovan Unks, a 28-year-old biotech researcher at Stanford University, spent valuable minutes every day for three months to follow an Audi marketing campaign. The ads for the new A3 hatchback, appearing in magazines and on TV, billboards, and the Internet, wove a complicated serialized mystery of a stolen car. Some 500,000 people, according to Audi, tracked the story by following online clues. But Unks and his friend Laura Burstein didn't just play the game. They were drafted to be characters in the plot by ad agency McKinney & Silver in Durham, N.C., after they answered an encrypted ad that only solvers of binary code could read in The Hollywood Reporter. In their Audi roles, the two drove all night to a music festival, crashed a party, were blogged about by fans of the story, and Webcast worldwide on the final night of the drama at the Viceroy Hotel in Santa Monica, Calif., on June 30.