Merging two worlds together

Abstract

Nowadays campaigns are not running anymore just below or above the line. To create meaningful experiences for customers we need to get them involved and connect to them in a physical and digital way. Customers need to interact with brands and create content for them, which will be spread out on different platforms. We created a campaign for the Surf Life Saving Club in Australia to connect to their customers on an out door event where customers can compete with the Surf Life Savers. The collected data/content was spread out on different digital platforms to create an ongoing interaction between the brand and their customers and to create their own branded story. © 2013 Springer-Verlag Berlin Heidelberg.