Gmail Goes Video Viral

Google has come up with a intriguing campaign, called "Gmail: a behind the scenes video", to tap into the creativity of people around the world.

The simple idea is that you print out a gmail envelope, film it being passed on - in whatever way you can imagine - and then share it on Youtube. It is a great example of asking the internet community to generate content to promote your brand and its core essence of global communication. Of course, there are only a handful of brands for which such an approach would work but, nevertheless, the audience wants to participate and there's no need to give away cash prizes. In this case, all you win is an excuse to show off (as the top videos will be hosted on the gmail homepage) and a strong sense of global participation. Here is an example of true creativity around this idea.