A few days ago, Mashable shared details of an interesting new campaign from Cadbury for their Creme Egg Twisted bars:
As the Mashable article notes:
“…the more interesting aspect is a second, quasi-secret contest Cadbury is running called Super Agents. This is something that even the official website doesn’t mention (save for the Terms and Conditions). But from what we’ve learned, ten Super Agents are supposed to take photos, record YouTube videos, tweet, and travel across the UK to solve their own set of clues. Cadbury has issued them Flip camcorders and packets to help them.“
This reminds me of the Choose Your Own Adventure concept – an engaging and participative way of telling a story.
While the actual activities may involve only a few people, they inspire conversations amongst many more.
Another great example is Red Bull’s Flugtag:
Very few people actually make flying machines and jump into the Serpentine, but most of the target audience knows about it, because it’s a great conversation piece.