If the medium is the message as Marshall McLuhan suggested, then it seems that the RTA here is on the right track with their Pimp Our Ads campaign. The NSW Roads and Traffic Authority have created a site that serves up buckets of content for young people to mashup. Not only can they create their own posters (targeting their friends with road safety messaging), they can also win a great prize for their creative efforts (that’s right they can win a car). The message, the medium, the incentive and the target audience all combine to create a great digital campaign.
And as Trevor Cook points out, the six week campaign with a budget of around $60,000 saw about 8000 new ads created by the kids who were the target of the message. How is that for ROI?