Community Campaigns
Campaigns that leverage audience participation
9 campaigns in this category
ALS Ice Bucket Challenge
Nobody planned this. $115M materialized from nowhere. ALS research changed.
Wendy's Twitter Roasts
Fast food chain discovers that roasting competitors online beats any media buy.
Popeyes vs. The Internet
A single tweet — '... y'all good?' — sold out every Popeyes in America.
Mountain Dew Lets the Internet Name Their Drink
Mountain Dew asked the internet to name their new flavor. The top submission was 'Hitler did nothing wrong.'
Spotify Wrapped: When Data Became the Ad
Spotify turned your embarrassing listening data into a cultural event. 156 million people posted it voluntarily.
Red Bull Flugtag: The World's Best Free Event
Red Bull hosts an event where amateurs build human-powered flying machines and launch off a 28-foot ramp over water. 35 years running.
Sony Walkman: The Campaign That Didn't Explain the Product
Sony's marketing team refused to explain what the Walkman was. They paid people to use it in public.
LEGO Almost Ignored the Adults Who Saved Them
LEGO was dying. Then they noticed the adults buying their product and nearly called the police.
WallStreetBets vs. Wall Street: The $30 Billion Brand Moment
Reddit turned a dying video game retailer into a $30B meme stock — and gave GameStop more brand awareness than 30 years of advertising.