As someone who has spent the last 25 years marketing consumer products, I can tell you that it is disappointingly rare when a brand, a campaign, and a media match up in an innovative, and strategically relevant way.
That said, may I share with you the case that breaks the rule.
Vitaminwater's new campaign to promote the drink as a quick energy boost by embedding battery-powered public USB ports in bus shelters is truly genius. The headline "Alternative Energy Source" ties th whole campaign together. Bus shelters in New York, Boston, Chicago and Los Angeles currently feature the innovative campaign.
Nice work Vitaminwater, and kudos to agency Crispin Porter + Bogusky.
Source: Business Insider