To promote Lacta chocolate bar in Greece, Kraft Foods & OgilvyOne Athens crowdsourced a 27-minute branded-entertainment film, involving the audience in everything from writing to casting and styling the actors. Some even popped up as extras in the finished film. During filming audiences were kept updated through the campaign blog, Facebook, Twitter, YouTube and Flickr. On Valentine’s day the film aired on Greece’s top TV channel and online, with great success.
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The campaign dropped Nike into the center of a cultural storm, but ultimately changed the marketing conversation and helped to propel sales, earning the brand several major awards. "Don't ask if your dreams are crazy....
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