5 Examples from Karen Bueno, Manuel Urbanke & Bob Tallman

NOKIA OWN VOICE
http://www.dandad.org/awards/professional/2011/categories/diga/digital-advertising/17370/own-voice

Buffalo Wild Wings SCVNGR
http://mashable.com/2011/06/01/scvngr-buffalo-wild-wings-campaign/

Heineken Star Player
http://www.simplyzesty.com/mobile/5-stunning-mobile-marketing-campaigns/

Andes Teletransporter
http://www.youtube.com/watch?v=iKDgYKSEN6M
&
Andes Friend Recovery
http://www.youtube.com/watch?v=O5gD8WIk0es

Tesco in South Korea
http://www.youtube.com/watch?v=fGaVFRzTTP4