Wow I haven't heard anything about this campaign but Lego have produced a fantastic resource to celebrate 30 years of Lego. Go Miniman Go. It's been up since August 21 2008 and It's a fantastic case study as to how to utilise your content, create custom content and aggregate content for a blog.
Heinz via Daddy have release a site that is putting the theory "Talking to plants help them grow better" to the test and everyone is invited to participate.
The site talktotheplant.com was launched to promote the new Heinz concept "No one grows ketchup like Heinz" and in order to prove that - and not just say it - we set up a rig consisting of two plants, one speaker and one microphone. (The rig is actually a small room behind DaddyÃ¢â‚¬â„¢s server room in Gothenburg).
The control plant is actually pulling ahead but it's nice to see the blog cover this in a recent post.
This live broadcast via the web in which users have some impact has been a popular format in the last 18 months.