Exclusive: Highlights From Digital Doughnut's POPCORN Event With Mike Berry

Highlights from Digital Doughnut's POPCORN event, a review of award winning marketing campaigns with Mike Berry.

Highlights from Digital Doughnut’s POPCORN event, a review of award winning marketing campaigns with Mike Berry.

On 26 March, I spent the afternoon at the cinema. However, I didn’t watch any films, or eat any popcorn. Instead, I sat back and enjoyed a succession of presentations on some awesome award winning digital marketing campaigns, led by Mike Berry, co-author of ‘The Best of Global Digital Marketing – The Storybook.’

Here are a few of my favourite campaigns from the day:


Coca-Cola Small World Machines – India and Pakistan - Leo Burnett Sydney and Chicago

Coke don’t do things by halves, so it’s no surprise to hear they attempted to unite two historically divided nations, India and Pakistan. The campaign placed a number of paired ‘small machines’ in public areas in both India and Pakistan for an equally digital and experiential campaign. Indian and Pakistani people were able to communicate with each other by placing their hands on a screen that was linked to another ‘small machine’ in the opposite location.


The story was the brand’s highest-shared ever, reaching 18 million Facebook and Twitter users. 

Watch the campaign video, that really hit home for me.

campaign video


Nivea Sun Kids – Brazil – FCB Brazil

This campaign originated from what would be any parents worst nightmare - losing sight of their child. Tying in nicely with the ‘Nivea Sun Kids is about protection,’ strapline, the campaign involved a clever mix of offline and online marketing, with a magazine advert and mobile app. The paper ad included a detachable bracelet containing a Bluetooth chip that, when placed around the child’s wrist, could track the child’s distance away via the mobile app.

The key thing here for me was Nivea’s seamless integration of location technology, smartphone and print advert in truly innovative fashion, all the while providing their customers (parents) with a potentially life-saving solution to keeping track of their kids.

Troy Public Library – United States – Leo Burnett, Detroit

Troy Public Library in Michigan, Detroit, was facing closure due to city service cuts from a struggling state economy. The citizens of the city were offered a vote to either save the library and agree to a tax increase, or close it. In stepped Leo Burrett, who offered their services free of charge and delivered one of the greatest reverse psychology campaigns I’ve ever heard of. They cleverly linked that a vote to close the library was akin to actually burning the books. Using reverse psychology, they posted ‘pro closure’ signs around the town, advertising a book burning party three days after the referendum and also set up a Facebook event page for the ‘party.’

The response on social media was overwhelmingly negative with quotes such as ‘This is disgusting. Reject the wackos. Vote yes,’ only helping their cause. By the time the agency announced ‘A vote against the library is like a vote to burn books,’ the campaign had convinced enough people to vote no to closing the library and it won the referendum by a landslide.

The book burning party was of course, cancelled.   


After the presentations were finished, the audience adjourned to the local bar. All in all, agreat event from Digital Doughnut – I’m already looking forward to the next!

About Author:
Florence Eves is Marketing Executive at Latitude Digital Marketing. Connect with her on LinkedIn.

Find out more about upcoming Digital Doughnut Events

’Maximise Your Online Presence’ Tuesday April 28th- Free Digital Marketing meet-up in London. Sign up here!

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
Google Analytics in Only Three Numbers

Google Analytics in Only Three Numbers

Financial advisors and other professionals can decipher a lot of information from Google Analytics with three simple categories.

Marina Howell
Marina Howell 17 October 2016
Read more
Get a Complete View of Your Customer Journey in 5 Easy Steps

Get a Complete View of Your Customer Journey in 5 Easy Steps

Here's how you can get a complete view of your customer journey so that your email campaigns continue to win new customers.

Sophia Skinbjerg
Sophia Skinbjerg 18 October 2016
Read more
Omnichannel Retail: Personalizing The Customer Journey Across Channels

Omnichannel Retail: Personalizing The Customer Journey Across Channels

The reality for retailers today is that to be successful, omnichannel strategies are no longer an option but a necessity to stay competitive. Consumers want to engage with brands on social media, in a physical store, on an ecommerce site, through a mobile app, via email or through a phone call.

Larisa Bedgood
Larisa Bedgood 18 October 2016
Read more
How to Solve the Two Biggest Challenges of Social Media Marketing

How to Solve the Two Biggest Challenges of Social Media Marketing

Most small businesses spend more than 6 hours per week on social media marketing and more than one-third post at least once per day. Along with finding the time, the other biggest challenge professionals face is finding the right content to post. If you’re experiencing these challenges, keep reading because we’re going to help you solve them.

Melissa Darcey
Melissa Darcey 20 October 2016
Read more