Here are a few campaigns to start your day off right. Each involved a unique blend of strategy through a combination of creative, media and PR to deliver its message. From branded experiences, social networking, ARGs, original content and sites and banners, the idea is to deliver an impactful and memorable message that will carry its story both online and off. vitaminwater - horsin around with shaq The Super Bowl campaign revolved around maximizing the exposure for vitaminwater brand and commercial starring Shaq featuring vitaminwater's unique personality. The social networking space was leveraged for distribution of content along with a microsite environment showcasing the TV spot. The microsite also contains a photo upload application to share with friends, game and magic bottle widget. An associated Media buy with standard units and homepage takeovers along with PR outreach for exclusive distribution on targeted blogs of commercial outtakes was also used. The campaign received over 250,000 views on it's first day alone. vitaminwater - sex and the city For the big screen debut of NYC's favorite foursome, vitaminwater and New Line teamed up for a partnership to feature the beverage in the film. A contest, microsite and "friends with benefits" feature were developed as part of the promotion. The "friends with benefits" extended through social networking platforms and email with virtual IOU's. Additional partnerships through Media and PR along extended the campaign. One Facebook campaign allowed Slide users send virtual representations of different-flavored bottles of vitaminwater to friends online through the "Top Friends" application. In one week, users sent 10 million "bottles" of vitaminwater. CBS - Guiding Light The longest running soap opera in television history was looking to redefine itself both on-air and online for it's 75th anniversary. The new show format includes a reality show style with handheld cameras, natural lighting and a real town as the setting for the fictional town of Springfield. A new Guiding Light site was created and developed reflecting the on-air with a more inviting and open structure. Along with new elements to bring the show and actors closer to the fans, a social network is being developed as part of the site to connect fans. HBO - Entourage For Entourage on HBO, a variety of unique campaigns have been developed to build buzz and excitement for the upcoming season. The Interview with Ari feature was an award-winning that focused on the Season 3 cliffhanger. The other campaigns involved the social networking platform and the MyEntourage contest which allowed users to enter with three of their friends, promote and deck out their profile to be voted on for some very Vince-worthy bling. After a very successful first run, MyEntourage returned for a second run with the development of a Profile Generator which became the beta for MySpace's Community Builder. Disney - Enchanted Taking a classic Disney tale and putting a modern spin on it relied on taking a modern spin on the campaign. By foregoing a traditional movie site, the efforts were channeled into social networking and features that would bring the movie closer to the fans. Specialized pages were developed with MySpace along with Facebook and 3D Disney character generator was created allowing users to become their favorite persona. Creative units also extended the trailer, downloads and other featues into rich media units. MSG - Knicks and Rangers Social Networks Vocal fans of any sports team aren't new, but giving them a place that caters to their passion is. MSG looked to develop their existing fan sites for both the Knicks and Rangers with exclusive social networks where fans could exude their passion at the utmost. In partnership with Ripple 6, the community sites (currently in beta) went through extensive IA and design to contain all the features that a true fan would love, from profiles, twitter and location technology at MSG and "shouts" to let all your friends and fellow fans know how much they care. Estee Lauder - Perfectionist [CP+] As the leader in rejuvenating serums, Estee need to announce the launch of the latest Perfectionist [CP+]. With new findings and a new formula, a campaign that mirrored the time benefit effects of the product was created. Working closely with media, the campiagn evolves over time, targeting messages over the course of a day(s) or over a users navigation through a site. Expandable rich media units also provided a showcase for the commerical and the science behind the product. HBO - John From Cincinnati For the premiere of HBO and David Milch's new show, a campaign was created to support the mythology and mystery of the show. The site launched as an ARG-style element befoer the premiere and then as a support medium to the show and its revelations. Tying into the unique themes of the show, users would find clues via a search box which would reveal elements of the show. All the found elements would begin to tell of John's true identity. Ad creative played as both promotional for show tune-in and as more cryptic. The site used newly developed AS3 and Papervision 3D before their full releases. Miramax - Shut Up And Sing To raise awareness for the feature film release of the Dixie Chicks documentary "Shut Up and Sing," the campaign centered on free speech, allowing users to let their voices be heard. In a unique strategic partnership, users could voice their opinions on the movie and other topics through the official MySpace page, Technorati and ad units running across sites. The posts were centralized on the MySpace page where users would learn more about the movie and be able to embed an ad on their own profiles, allowing others to post. The campaign continued to generate posts long after the movie's premiere on a wide range of topics. Picturehouse - Pan's Labyrinth To support the release of the film, the campaign centered on the "fan-boys" with multiple components. The MySpace community along with the ad units developed awareness for the film with exclusive takeaways. The Journals of Imagination user-generated content promotion at the film's Webby-award winning website allowed visitors inside the sketches and mind of Del Torro along with allowing users to subit their own creations to be viewd, commented on and rated. The campaign resulted in exclusive engagements having near-record per-theater averages along with over 50% of respondents citing the online campaign as their draw. HBO - Sopranos From a nearly 2-year hiatus between seasons, HBO looked to remind audiences about the cultural phenomenon that the series had become. That awareness took the form of an innovative application using new API's, programming and Google Maps. By combining these elements together and developing the campaign to recap the previous seasons storyline, users were given a special online experience on their journey to associate key happenings with their locations. The campaign was nominated for an Emmy Award.