The One Thing is a result of a daily 10 a.m. meeting held in DDB Canada’s Vancouver office, where the digital team meets to discuss new online trends, tools and technologies. MiC asked senior community cultivation manager Kumiko Ide to pull together her team’s top five favourite One Thing finds from 2010, based on impact, innovation and creativity.
For the release of their song ‘We Used To Wait,’ Canadian indie band Arcade Fire collaborated with Google to create an interactive music video using the Google Chrome browser and HTML5. This non-linear style of storytelling included customised content lifted from Google Earth – ensuring that every fan enjoyed a unique and personalised video experience.
Facebook took its ‘Like’ feature to a whole new level this past year, with the introduction of Open Graph at the F8 Developer Conference in April. With this move, the social networking site now provides users with a sophisticated cross-platform experience that simply did not exist before. We no longer have to be on Facebook to be participating in it.
An auto-publishing, real-time, sensory, location-based journey trackable online? That’s exactly what Janeen McCrae pulled together to promote her cross-country bike ride supporting Lance Armstrong’s Livestrong charity. Her bike (named Precious) was equipped with analytical and content-capturing tools that were pulled into multiple social channels. She let the bike do the talking – and we couldn’t help but listen.
YouTube Play: A Biennial of Creative Video
This collaborative project was spearheaded by the Guggenheim Museums and involved the curation of unique and thought-provoking video content from around the world. A pre-selected jury shortlisted 200 videos to be featured on the official YouTube channel, and eventually the top 20 winners also had the opportunity present their work at the Guggenheim Museum in New York on Oct. 21. Simultaneous presentations ran at museum centres in Berlin, Bilbao and Venice on Oct. 24.
Old Spice (response campaign)
Old Spice leveraged the popularity surrounding its television spot to create a response campaign hosted on its existing YouTube channel. In total, the online project spanned 48 hours, and resulted in 186 personalized videos for fans and key influencers. This seamless overlapping of media platforms and consistent creative concepts increased the already strong lifespan of a tremendously successful campaign.
