By now, we’re used to seeing advertising on Facebook. A lot of it, frankly, is really boring. Sure, I liked your brand page—now leave me alone.But outside the U.S. advertisers are doing really interesting things on the social network. In India, they have Facebook pages for their various many-armed gods. In Brazil, there’s an app that allows users to control a robot cat which patrols a wing of a museum. And in Colombia, a guy gave away everything he owned on Facebook.
All of it was sponsored. And it was all incredibly creative.
In Brazil, a museum allowed users to control a robot cat that prowled a closed floor of the building.
Pinacoteca de São Paulo had to close an entire floor for a year in order to change a permanent exhibition. In order to keep people interested, Facebook users were allowed to spend 3 minute periods controlling a remote control cat around the closed floor to watch the work progress.
Agency: F/Nazca Saatchi & Saatchi
Client: Pinacoteca de São Paulo
In Puerto Rico, Axe put QR codes in men's bathrooms that revealed a virtual 'peephole' into the women's bathroom.
The QR codes were placed in the restrooms of pubs and nightclubs. They activated videos of women preening in the counterpart bathrooms, which then led to Axe's online video assets, where the action got increasingly hotter (and less plausible).
Agency: DDB Puerto Rico
Only after people lined up around the block to take his stuff was it revealed that he was sponsored by Homecenter Sodimac, a home improvement chain.
Agency: Young & Rubicam
Client: Homecenter Sodimac Colombia
The Gods on Facebook campaign ran during Durga Puja, a five-day equivalent of Christmas, in which gods go to war against demons. Bengalis were able to follow the gods on Facebook as the festival progressed.
Agency: Rediffusion Y&R
Client: Sistema Shyam TeleServices Limited
In order to highlight stereotypes in beauty pageants, Unilever created an app for Dove that allowed people to upload their own photo onto an electronic billboard in Tel Aviv, which then pronounced them the 'true' beauty queens.
Agency: McCann Erickson
Users filled out a form with friends' details. The input was used to create and send a video to a friend of 'Don Natale,' a pun in Italian on 'godfather Santa Claus,' who delivered a threatening message of goodwill, which begins with 'you've been warned.'
Agency: M&C SAATCHI
Client: Sky Italia
A Facebook app allowed men to swap traditionally feminine names for paint colours--crystal glitter, ballerina slipper, etc.--for male-oriented ones, such as 'cleavage' and 'duct tape.' Users could then vote for their favourite new paint chip names.
Agency: Reason Partners
Client: CIL Paints / AkzoNobel
The Shortland Street soap took a month-long season break during which fans could befriend their favourite characters on the show. They received a stream of flirty messages, pics and videos from their chosen character, who then dumped them before the new season began.
Agency: Colenso BBDO
Client: TVNZ-Shortland Street
Residents were asked what they thought of Volkswagen Quicar, and their Facebook responses were simultaneously published on hundreds of digital screens across the city. The campaign took on a life of its own as users realised they could post whatever they liked, and Hannover had to read it.
Agency: kempertrautmann gmbh
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