If contests can be used to fill a job or promote a region of the world, why couldn't they launch a car? That's apparently the thinking at Nissan Canada, which recently kicked off a competition to select 50 people to win a free 2009 Nissan Cube.

Indeed, Nissan Canada's hypercube contest is a unique social media campaign to promote the company's new Cube vehicle, which launches in May. Rather than embark on yet another mass-media advertising campaign, Nissan and Capital C—its creative partner in the effort—have chosen to tap the creativity of Canadian consumers. Specifically, back in March they invited up to 1,000 Canadian musicians, DJs, dancers, programmers, designers, bloggers, podcasters, poets, writers, storytellers and artists—"anyone who considers themselves creative, hip, interesting or unique"—to explain via survey and Twitter why they should be selected to audition for one of the winning 50 spots. From that initial group the top-scoring 500 individuals were selected to audition via Facebook, Twitter and the hypercube site using photos, videos, illustrations or other media to demonstrate how they personify the Cube brand. (Current examples can be found here.) Due to wrap up in mid-May, auditions will be evaluated by a panel of independent judges based on uniqueness, creativity, personality, enthusiasm, survey responses and peer voting. Consumers can register to vote on the hypercube site, and the 50 winners of the brand-new Cube will be announced in mid-June.

Although not a contest, Ford's Fiesta Movement is similar in its attempt to leverage the power of social media by selecting a group of frontrunners. In Ford's words: "Over 4,000 people applied to test drive the Ford Fiesta on the American road long before its launch here. But only 100 were chosen to be the Agents of the Fiesta Movement. [...] Our 100 agents are spending six months behind the wheel of their own Fiesta, sharing their experiences, and completing monthly missions to show you what experiencing the Ford Fiesta is all about, way in advance of the U.S. launch in 2010."

With advertising clutter and consumer skepticism at the heights they are, it's no wonder clever marketers are turning to alternative methods to break through the din. The contests will continue to come fast and furious, we expect—why not try one out for your net-savvy brand? (Related: Scion drives into Second Life.)

Website: www.hypercube.ca
Contact: joncube@hypercube.ca

Spotted by: Stas Zlobinski

Following a multimillion pound refurbishment, and using little more than seawater, SEA LIFE London Aquarium ran a (close to) zero-impact advertising campaign in the streets of London earlier this week.

You might recognize the masterminds behind the campaign: Curb, the media agency that uses natural materials to build brand awareness for its clients. (We previously wrote about their sand sculptures, turf cutting and snow tagging innovations.) Dubbed 'sea tagging', Curb's newest tool simply entails spraying seawater through custom-made stencils. Salt water evaporates more slowly than fresh water, and the stencilled graphics are visible for 5–15 minutes up to two hours.

For Monday's SEA LIFE campaign, over 2,000 images of sea turtles, sharks and seahorses were sprayed on streets, walls and sidewalks in 300 locations by a team of taggers dressed in scuba diving gear. Since the adverts are temporary and consist of nothing but water, Curb didn't have to worry about permission or permits.

Considering the amount of visual clutter in public spaces that's created by non-stop marketing efforts, a campaign that leaves nothing behind but a dusting of seasalt is as appealing for aesthetic reasons as it is for its low impact on the environment. While it may not work in hot cities, we expect to see sea tagging appear (and disappear) in other parts of the world soon.

Website: www.mindthecurb.com
Contact: info@mindthecurb.com

Giving is the new taking, as our sister site likes to say. And while we've covered several examples of the growing importance of generosity as a societal and business mindset, we hadn't yet come across anything from the tech sector. But now we've found not just one but two such examples, courtesy of Adobe and Telefónica.

Adobe launched a program earlier this month whereby it is giving its Flex Builder 3 Professional software free of charge to developers who have been hit by current economic conditions and are out of work. To participate in the program, unemployed developers must attest that the software will be used only for personal use and skill-building—not for any production or commercial purposes. In exchange, they get a free copy of Flex Builder 3's Professional version, which is normally priced at USD 699.

Spanish telecom provider Telefónica, meanwhile, announced last month that it would begin offering discounts of up to 50 percent on unemployed customers' fixed and mobile phone service. The offer applies also to customers who are self-employed, and the maximum limit is EUR 20 per month per invoice. Participants must have had a Telefónica account for at least 6 months; to apply, they need only submit an application form, available on the company's website.

Whether it's helping fire victims find a place to stay, giving "worthy workers" a break or helping the unemployed get back on their feet, there are countless opportunities every day for brands to display their generous side. Think giving, think helping, think showing appreciation for others who do, and you just may win the hearts and minds of the burgeoning ranks of Generation G!

Website: freeriatools.adobe.com/learnflex — www.telefonica.es/on/io/es/teayudamos/home.html

This is inflight entertainment that should appeal to all of our entrepreneurial readers: Virgin Atlantic's recently launched PitchTV. As part of Virgin Atlantic's 25th birthday celebrations, Richard Branson announced a new way to support innovative business plans. Entrepreneurs pitch their ideas to the world in video format, uploading the videos to Virgin's website, where the online community can view and rate their idea.

Videos rotate on a monthly basis, and those with the most votes will be shown on Virgin Atlantic's in-flight entertainment service. The aim is for the airline's business passengers to watch the videos, contacting the entrepreneurs behind the ideas that take their fancy to help them develop the idea. Branson claims it's a unique way of giving the world's top business professionals access to fresh ideas and new ventures.

By playing matchmaker, Virgin gains kudos and recognition without shelling out its own cash for new ventures. One pitch will likely prove the exception to that rule, however, as there's a 'special prize' that has yet to be announced. We can't wait to hear which of our readers will be first to appear inflight... (Related: Web channel for three-minute pitches — 'Open-mic nights' for business ideas.)

Website: entrepreneur.virgin.com/pitchtv
Contact: entrepreneur.virgin.com/contact

Spotted by: airlinetrends.com

What do grass, sand, water, snow, wood and dirty streets have in common? Answer: they've all been used as a medium for advertising, as we've noted on several occasions before. Now there's yet another option for unconventional marketers: soap foam mixed with lighter-than-air gasses such as helium.

Flogos—the result of such a mix—are flying foam logos that float through the sky, and they've actually been around for almost exactly a year* following their introduction last spring by Alabama special effects company Snowmasters. Available in 12-, 36- and 48-inch sizes, Flogos can travel up to 30 miles and float as high as 5,000 feet, depending on their formulation. Most last from 30 to 40 minutes, after which time they evaporate without a trace, making them completely environmentally friendly, the company says. Flogos customers have included Lindt chocolates, the California Angels, Disney World, Mercedes-Benz and Sheraton Hotels & Resorts, to name just a few. The company has also expanded into 18 offices worldwide, with new locations including China, Japan, Singapore, Mexico, Turkey, England, Netherlands, Italy, Spain, Israel, Africa, Australia and Canada.

In addition to providing a novel way to break through the advertising clutter, Flogos also mesh nicely with the trend toward "eco-vertising" and other environmentally sustainable approaches. Could be a fun one to partner with—the sky's the limit on the possibilities! ;-) (Related: Media agency focuses on low-eco-impact advertising.)

Website: www.flogos.net
Contact: info@flogos.net

Spotted by: Bill McMahon

* Background detail: Flogos got so much buzz last year, that we ended up not covering it. But when it showed up on our radar again this spring, we were curious to see how the concept fared since it was launched.