Cross Platform Creative Showcase

IAB is celebrating great examples of creative execution. View the IAB MIXX Awards winners from 2015 and 2016 in the Omni-Channel Storytelling/Cross-Media Integration category which focuses on creating and delivering compelling, complete, and cohesive brand storytelling across multiple screens and platforms with each content/creative tailored to the appropriate platform or channel.

We encourage our members to share other video cross media creative executions by sending an email to [email protected]. Our Digital Video Committee co-chairs will assess these assets for inclusion in our website on a quarterly basis.

Creative Lab 5
Length & creative customized for Twitter & other mobile social channels
Length & creative customized for FB & other mobile social channels
Length & creative customized for Instagram & other mobile social channels
#MyFamilyCan
Creators:
Leo Burnett Melbourne
Year:
2015

What? Recently, Australia underwent a hepatitis outbreak, due to cheap and contaminated imports. Leo Burnett teamed up with SPC Ardmona to revive consumer’s trust and comfort with the brand through their #MyFamilyCan campaign

How? The campaign rolled out with a two minute brand video featuring a fourth generation peach farmer and his 86 year-old mother. This was intentionally used to launch the #MyFamilyCan hashtag and deepen the conversation by connecting everyday Australian families with real farming families. They engaged the nation further by placing families at the forefront of their social media real estate, instead of SPC’s iconic brands

Results: SPC is now the #1 brand for engagement in the FMCG category and #MyFamilyCan reached over 50% of Australian families. The launch post had 915 interactions for every 1000 fans. To put that in context, the next closest competitor (Pepsi) had 72. And the accompanying data was equally impressive. They saw 1.2 million direct social interactions, engagement 21 times above industry average, and 3.7 million video views

Creative Lab 6
Length & creative customized mobile social channels
Taco Bell Blackout
Creators:
DigitasLBi San Francisco
Year:
2015

What? Taco Bell needed to engage over 2 million mobile users to download the app by generating mass awareness and social conversation. But how?

How? A simple deprivation strategy. Taco Bell’s social media accounts were blacked out for 72 hours and reveal that the only way to Taco Bell was in its mobile app. On October 28, 2014 at 12am, Taco Bell’s Twitter, Instagram, YouTube, Facebook, Vine, G+, Tumblr and tacobell.com disappeared. All content was replaced by a #OnlyintheApp message.

Results: Over 300K people downloaded the Taco Bell app in 2 days; 2.6 million by the campaign’s end  The app ranked #1 in App Store Food + Drink category, beating out Starbucks ; 2B earned media impressions were achieved in 3 days, with the average check-size of customers who downloaded the app increasing from $7.50 to $10.

Creative Lab 8
Length & creative customized for mobile social channels
Ad for Zlatan Ibrahimovic's "live" commentary for 26 nights customized for mobile social channels
Risk Everything
Creators:
Wieden+Kennedy
Year:
2015

What? Nike needed to distance itself from Adidas as the world’s number one football brand. Their strategy was to create entertainment that could span three months instead of a mere ad campaign. The idea was to highlight a point of view on football: to be fearless even when pressure is greatest.

How? At the height of football season, they launched with a branded video- Men in the Arena. On the eve of World Cup, they launched The Last Game, an animated film showing how Nike’s athletes saved the world from predictable football. A month later, the second phase began with city attacks, online takeovers and a film, Winner Stays, in the Champions League semi-finals. Teased through athlete’s social channels, a short film was then revealed to their core audience in their native social and video platforms

Results: After the tournament Nike launched product films featuring animated athletes across athlete and Nike social channels, the campaign got over 410 million views on YouTube and included the most watched brand film of 2014. Risk Everything was Facebook’s most shared brand post ever.

Creative Lab 18
Length & creative customized for mobile social channels
The Boys
Creators:
Clemenger BBDO Melbourne
Year:
2016

What? With the rise in popularity of private, small underwear labels, Bonds knew they had to be clever in how they started to firstly get men to care more about their undies, with the longer-term ambition of eventually helping the men of Australia to justify the price premium that comes with a pair of Bonds. They wanted entertainment that could span three months instead of a mere ad campaign.

How? Traditional media like TV and large format outdoor drove mass awareness, online channels allowed longer form and more risqué content that got guys talking and sharing with their friends. The films were released sequentially online and on TV to build up a narrative and leave their audience looking forward to the next installment.

Results: The videos have been viewed over 6 in total the campaign has delivered 22.8m impressions across all touch-points. Bonds social media records have been smashed with likes, comments and shares far exceeding Bonds norms. An average cost per view for each video is $0.07 and engagement levels are above norms too with video completion rates above 50% – that statistic includes the three long-form videos.

Creative Lab 19
Length & creative customized for Twitter & other mobile social channels
Length & creative customized for FB & other mobile social channels
Length & creative customized for mobile social channels
Deadpool Gets Busy
Creators:
Armed Mind, Think Jam, Allison + Partners, Hi5, and Zenith
Year:
2016

What? With the release of Deadpool on DVD and BLU-RAY, Deadpool & Fox Home Entertainment teamed to create a platform specific interactive campaign.

How? On April Fool’s Day, Deadpool partnered with Amazon for a “Deadpool” prank, announcing the fake sale of Deadpool with actor Ryan Reynolds posting the products across his social channels. Deadpool took over the iTunes store as an Itunes first and inserted himself into the main pages of other movies. Facebook Live was utilized to do an interview with the writers and actors of the film. Snapchat was utilized with a sponsored lens by a home entertainment studio to turn fans into Deadpool with the shareable #deadpool

Results: In addition to the getting 18 million+ views online, the commercial found massive editorial coverage, with stories appearing on E! Online, Hollywood Reporter, Huffington Post, MSN, AOL, and many more..

Creative Lab 20
Length & creative customized for mobile social channels
Length & creative customized for mobile social channels
Length & creative customized for mobile social channels
Samsung ANTIdiaRY
Creators:
72andSunny and Starcom
Year:
2016

What? With fewer people buying phones, and most happy with their current device, Samsung’s challenge was to add value to ownership beyond the device itself. Samsung wanted to continue their preferred marketing strategy: disruption. To emphasize this, they partnered with one of the most disruptive forces in music and culture, Rihanna, who was working to release ANTI, her first album in three years.

How? Samsung and Rihanna created ANTIdiaRy – an episodic journey that invited fans into the different chapters of Rihanna’s rise from an innocent girl in Barbados to a powerful pop queen. The story was told across 8 rooms. Every week, Samsung released a new film, followed by in-depth mobile experiences of each room. Fans were then prompted to work together to decode secrets embedded in the films, which led them to find exclusive ANTIdiaRy experiences in the real world, available only for Samsung users. The entire campaign built momentum around Rihanna and her story, culminating with the launch of her album, ANTI.

Results: This one first of its kind campaign drove over 13 million streams and 1.4 million downloads in under 14 hours. That makes ANTI the fastest album to go platinum in history.

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