This is a great example of a really well thought out campaign, balancing online with location-based micro marketing activity in the real world.
The idea was to target skate boarders throughout the world for the skating brand Element. The basis of the campaign was for skaters to claim specific locations where they hung out with their buddies doing their tricks by both marking an online map and by attaching a "Claim It!" sticker at the physical location. This made the destination discoverable by other skaters, making challenges and competitions possible, with videos of the best tricks being posted online.
Have a look.
Please watch it Fullscreen from Morten Halvorsen on Vimeo.
Sadly though, it never actually ran, as it was an entry into a competition by two advertising students, Morten Halvorsen and Hallvard Fjeldbraaten. It was enough to win them a Gold in the Clio 2009 awards. But I'm sure we'll see many elements of the idea used for a real campaign in due course.
Story seen on Twitter via @rorysutherland
