Another one that's popping up again after its initial appearance in early January—a fun and well done video for LEGO® by Pereira O'Dell. The corresponding site is also interesting and entertaining. Given the creative nature of LEGO fans, I like that they've got an place where the purpose is to share inspiring and imaginative creative content.
In going through the LEGO CL!CK posts on Pereira O'Dell's blog, it's interesting to see that they launched this campaign with their iPhone app. Following that was this short film and the site.
For those of you who have been thinking about the "modern campaign," I think this is a decent example.
It's no longer led with a big national TV commercial -> follow-up with at least two more TV commercials of the same ilk (afterall, you've got to have three to enter it as a campaign for all the award shows) -> supported by print, OOH and maybe radio... oh, and better get a micro site up too.
The modern campaign starts where ever it makes the most sense to start based on the people you're trying to connect with and the behaviors of theirs you wish to influence. It then goes where the ensuing reaction from said people takes it. It's about the brand playing a bit of idea volleyball with culture. One inspires the other and a "conversation" of sorts naturally happens.
That's all I have to say about it for now, but more will probably come up later...
