Strange, astonishing, rich, complete, surrounding, big. Here are the few adjectives I would use to describe the "run Cactus kid, run" campaign by Oasis (the fruity drink not the band ...).

I let you read its Wikipedia page, the mechanism of the campaign is fully described. You will see how many digital leverages have been activated, with no less than 8 different personal sites (myspace, flickr, youtube included).

I've actually heard some of my friends from the UK complaining about how "stupid" this ad campaign was and also saw a lot of talk about it on message boards but regardless to whether the actual ad subject is worth paying much attention to, it got people's attention and got them talking - you can't ask much more from a campaign.

Posted by: Nick Stamoulis at September 13, 2008 12:35 AM

Thank you Nick for these information. It is true the ad generated controverse. On forums people like or hate it. As I have not been exposed to the all campaign, I certainly didn't experience the campaign the same way. But as you say, the brand managed to emerge in a tough competitive market. I am not sure about the UK, but in France, according to Millward Brown brand analysis tool BrandZ, Oasis underperforms on the -35yo, & on internet users. It is a brand you rather do not want to be seen drinking versus Coke for example, and it is definitely not setting trends. A quick look at PartnerZ shows the brand gets its worst results on Sexy, Rebellious and Different items. And one can easily imagine it is even more difficult for a non carbo drink, versus sodas. So for all these reasons I reckon Oasis made a good job with this campaign, which is a nice try to answer these issues.

Posted by: Laurent at September 15, 2008 10:27 AM