Adweek rounds up 12 major advertisers who are using "emerging media" to improve the effectiveness of their advertising. I think the only unifying trend here is the exodus from traditional media. Well, they’re not abandoning it, but they sure don’t depend on it anymore. I’ve provided links to as many campaigns as I could find.

• Acura’s launch campaign for the RDX encourages viewers to snap ads with their camera phones and send in tagged images to compete for loot. (See Amy Corr’s report at MediaPost newsletter Out To Launch.)
• Johnson & Johnson "Spotlight Presentations" started as original programming sponsored on TNT but has now moved out to include content for AOL, Time Inc. and CW Network. Said an executive from their agency Ogilvy & Mather: "It’s gotten to the point where everything is content….the only criteria is whether it’s interesting and relevant to me."
• McDonald’s is testing mobile phone coupons in select markets, and a company representative says they tell their agencies, "Stay ahead of the emerging technologies, but don’t forget traditional media."
• Coca-Cola marketers acknowledge that all media have to work together to convey the message.
• Proctor & Gamble says that customers are demanding more personalized information. They consider their "Tolerate Mornings" online video campaign a success with plenty of news coverage, hundreds of thousands of video viewings and 100,000 visitors to the microsite.
• Chrysler has incorporated many "guerilla tactics" into their Dr. Z campaign, and leads are up 31%.
• Hewlett-Packard has a component for user-generated advertising in its campaign, The Computer is Personal Again.
• The American Legacy Foundation filmed the Vans Warped Tour and is airing it on Fuse TV with their employees in the Truth Van discussing facts about smoking with kids at the music event.
• T-Mobile has found that the social features of the Sidekick phone play better on the web and they’ve pulled back from TV, investing in local events with MySpace and Teen People.
• Foster’s beer will have The Massive Mating Game on Heavy.com where guys can view their videos, answer questions via text messaging and maybe win a date with a hot chick.
• 
  Audi is launching their Q7 SUV in the U.S. with a very narrowly targeted campaign on Plum TV and Travel+Leisure. An editor from T+L made seven short videos of places to visit in New England (in the Q7) and their airing locally. Viewers are encouraged to go to the web site and download the videos for trip planning.
• IBM now has 12 podcast series and 350 individual blogs, which they hope will make them the thought leader in self-publishing.

AdWeek: Progressive Strategies Enter the Mainstream, 2006-Aug-7, by Andrew McMains and Brian Morrissey

…said Ben Edwards, IBM’s manager of new media communications. "The reality we all face is that communications are increasingly going to be by individuals to individuals rather than some kind of corporate or institutional communication. People prefer that because they trust each other."