One Club's Best Marketing Campaigns of the Digital Decade

December 7, 2010 by Nate Winter

The One Club recently announced its honorees for the top 10 campaigns from 2000 to 2009, which it has dubbed "the digital decade." Check out the winning campaigns here.

These were hugely influential campaigns, and they all included digital work to varying extents. In some of these campaigns, digital was the driving force; in others it was second fiddle to a more noteworthy facet of the campaign. But they all used digital to make an impact on the decade.

Digital as the driving force
My favorites from this list are the ones that put digital in the driver's seat and focused on the strengths inherent in the web as a medium.

  • BMW put entertaining video content on the web four years before YouTube.
  • Subservient Chicken let people interact with the character on screen using any command they could think of.
  • Uniqlock made branded content so useful and entertaining, people wanted to embed it in their sites and blogs.
  • Although Whopper Sacrifice wouldn’t have made my personal top 10 list, it made a big splash with an idea that could only work on the web.

What’s next
In the next 10 years, we’ll see more campaigns that capitalize on what’s unique about the web. They’ll also target the unique features of phones and tablet devices, adding mobility and location-based features into the mix. How will brands use mobile to create memorable, engaging brand experiences? I can’t wait to find out.
 

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