Cactus Boy

I think I like what Oasis did with Cactus Kid. Fully integrated with TV and offline, the user gets to choose the final TV cut.

Plus they've released lots of off-cuts and 'mystery sightings' of cactus boy - plus video blogs from the girl he's with.

They developed minisites - like the holding page for the motel they stayed in.

Lots of nice immersive touches - but key to its success is that all agencies were shown the brief at the start.

Often a brand will try and shoe-horn a digital mechanic into their brand planning after the direction has been made (and often after the TV has been shot). Try making THAT work hard online!

Have a look around You Tube and the other sites linking from the brand site - nice campaign.