The 25 year anniversary Maggi campaign showcased on a custom website has some very cool elements to it.

MeAndMeri

The flash app is creative and fun to use. The campaign taps into the warmth, variety and authenticity of its loyal users, by including their slogans, stories, recipes and videos into the campaign. Its users are strongly incented by the prospect of appearing on Maggi packs or on nationwide commercials. A nice win-win package.

There are a few things that could be done better. There is no transparency in the process. Imagine the disappointment of hundreds or thousands who submit their content but it doesn’t show up anywhere!. There is no community building. No one can discuss, comment, say hello to each other, etc. The massive custom effort to build the site is not reusable - its a 1-shot deal. And worse, it was seen by  very few people (just look at the alexa rank, which is a decent indicator of traffic levels to the site). There is no cross presence of the campaign or the generated content on the usual social destinations.

This campaign could have achieved much greater heights. Transparency. Greater reach. Greater buzz.  More engagement tools. More community. Long lasting dialogue with its users.