Three Minds On Digital Marketing @ Organic

This one's sure to clean up the award shows (and make the rest of us kick ourselves for not having thought it up first). To launch the Norwegian news and entertainment portal, Sol.no, the clever folks at MediaFront created a tool (using Flash Media Server) that allowed them to create and publish contextual, handwritten banners to placements on Norway's news websites. A team of three copywriters took shifts around the clock in the "commentary chair," monitoring the news sites and using a Wacom tablet to write/doodle ads in response to the sites' editorial content. They created over 1000 ads, many of them hilarious and all of them highly relevant. I have to wonder what the media properties themselves thought of the campaign. Was it yet another reason for people to frequent their site ("come for our news, stay for our ads...") or was it a legitimized hack?

Sam Cannon