LEAD GENERATION
The makers of the smart car and Westfield Malls wanted to create an event at several malls and capture the names of potential smart car customers. They created a campaign that would show the cars at the Malls, but also to enable test drives. To create buzz and interest at the mall, smartUSA and Westfield displayed large banners promoting the car. But, instead of a static display, the banner included a Microsoft Tag which could be used with a mobile phone to launch an engaging experience. No matter where the customer may be in the mall, customers could see the smart in three different...
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“Look for special tags like this one scattered throughout the issue,” Teen Vogue advised its readers. “They’ll unlock exclusive bonus features, such as giveaways, videos, and more.” Teen Vogue wanted to further engage their readers with a micro site from Nellymoser. Readers had a chance to enter a series of contests with prizes sponsored by their advertisers, listen to music from leading artists, watch exclusive videos, and shop on their mobile phone. Many of these engaging experiences could only be found here. For example, there was an exclusive behind the...
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