News Home > Viral Marketing
Dark Knight Viral Marketing Award No Joker
Digital marketing has featured heavily at this year’s Cannes Lions International Advertising festival, with the strength of online advertising being rewarded with a host of accolades.
Among the big winners were Warner Brothers for their stunning viral campaign promoting the Dark Knight and Australian advertising agency Nitro, which created huge online buzz for the Queensland tourism board in their “best job in the world” campaign.
Car manufacturers Fiat were awarded one of the three coveted Cannes Lions Grand Prix awards for their interactive and digital media eco:Drive advert promoting their new fuel efficient cars. Warner Brothers received their second Grand Prix award for their ingenious Why So Serious? campaign which attracted 10 million Batman fans in 75 countries to participate in special Dark Knight themed events to promote the movie.
Nitro were awarded the final grand prix of the awards for their interactive campaign on behalf of Queensland Tourism. The campaign searched for a caretaker to live on an Australian island on the barrier reef for six months, a post which was eventually won by British fundraiser Ben Southall.
Speaking of the prominence of digital marketing, president of the Cyber Lions judging panel Lars Bastholm told The Guardian: “Digital no longer lives in a vacuum, it is integral to larger campaigns and this is a great example of that”.
Other winners this week at Cannes to pick up a Gold Lion included the controversial abuse awareness advert from Barnardo’s called Break the Cycle, which received more complaints than any other advert in the UK for its repeated displays of graphic violence. This didn’t even come close to the banned Diesel XXX ad which manipulated porn scenes from the 1980s in a hilarious montage to promote the Diesel brand.
Viral Marketing news posted by Benny Henson on 25 June 2009
