Simply check out the new “Life Comes Next” campaign from John Hancock. It is a brilliant execution and the perfect integration of compelling creative with online and social media. The campaign is a series 30 second real life docu/dramas spots that leave viewers with mini cliff hanger and the only way to pay it off is by going to the mirco site www.hancocknext.com to view 3 possible endings. The brilliance of the campaign is mixing the voyeuristic creative with the use of cross platform media.
Absolutely the epitome of creative, media and technology coming together to tell a powerful story.