In short, LG Mobile has partnered up with the team behind the soon-to-be-released remake of “Fame” to create a promotion that targets teens and tweens. The promo, which urges youth to submit their personal rendition of the film’s anthem theme song, is offering a chance at fame –  plus a booty of $50,000.

At the center of “Get FameUs is a dedicated website that serves as the point of entry and that also features exclusive film clips, production photos and plenty of viral opportunities to engage friends and family. Now you may be thinking, “Who cares? This is SO High School Musical.” But take a closer look. LG Mobile created this promotion using some pretty smart thINKing.

Most people today are obsessed with viral videos.  Honestly, can you say you’ve never stopped working to click on a link a friend sent of someone rocking it out on YouTube?  Think about the recent wedding processional video that became an international sensation, even making it onto a national morning show just days after their wedding. Today’s web tools are allowing people who would otherwise be unknown become known – and overnight.  Couple that with teens, the most invincible consumers today, to offer them a chance at fame, and you’re going to get attention.  Teens most valuable tech tools are their cell phones.  Recent reports show that approximately 79% of all teens (17 million) have a mobile device, and most of them are texting and sending photos multiple times each day. So why not tap into the tools they use most to build awareness – especially if that tool happens to be your core business.

Current social media sites and networks offer the unique ability to talk to A LOT of people at once but in a one-to-one type dialogue.  In essence, LG Mobile said let’s get as many teens as we can to submit their performance videos, and let them tell all of their friends and family to vote for them.  In the process, we’ll toss in the chance for a lucky few to win some great prizes, all the while making this key demographic fully aware of our line of cell phones, plans and technologies.  It’s like the old game telephone we played as a child tweenified.  And it’s the way many popular brands are targeting this demographic (just check out how many “Gleeks“ are already enlisted on Twitter to support Fox’s new hit show “GLEE” after just two episodes have aired) to push, peddle and sell.

Behind the scenes, Get FameUs is a pretty clever way LG Mobile is going to get people to “remember their name”.

Check out Mars’  Real Chocolate Relief Act, a digital initiative where viral meets consumer awareness.

In a nutshell (no pun intended; I usually opt for chocolate sans nuts), every Friday through October, Mars is giving away real chocolate to 250,000 people.  Getting your free chocolate starts by entering a birth date, (a GREAT demographic analysis tool for the Mars’ marketing team) dumping visitors into a world where “real chocolate” takes center stage. Not only can visitors enter to win free chocolate, they can learn all about “real chocolate” (U.S. Standards require that cocoa butter be the only source of fat, except for milk fat), find out how to spot “fake chocolate,” and bring friends, family and co-workers into the mix via a virtual vote that will ultimately award an entire city with free sweet relief.

In addition, a digital choco-community allows visitors to post to  blogs, share opinions and answer questions like “What Every Day Object Would you Want to Turn to Chocolate” and “How Does Chocolate Give you Relief?”

While this site’s most valuable tool is certainly its data capture mechanism,  stealth-like viral and educational elements combine well to inform consumers about the quality of Mars products.  At the end of the day, the Chocolate Relief Act serves up some pretty smart thiNKing. Plus, it’s a sweet deal for chocolate lovers everywhere.

The Ad Council’s summer campaign,  “Buzzed Driving is Drunk Driving,” is indeed generating lots of buzz.  Smart thINKing for sure – it’s creative, compelling and, best of all, takes a difficult topic from zero to eighty while encouraging others not to do the same.

At the centerpiece of this campaign is a microsite featuring a call-to-action pledge asking visitors to vow to not drink and drive this summer.  The pledge reads:  I’m going to be smart; I won’t drive while buzzed. Even just one too many drinks can impair my driving and lead to devastating consequences. It’s just not worth it. Buzzed driving is drunk driving so I’m going to make sure I make responsible choices that don’t endanger myself and others.

Sure, the pledge is good idea; but, here’s where it gets really good. Not only can visitors e-sign the pledge, as soon as they do their name appears in an I’ve Signed the Pledge section, offering the instant gratification today’s youth crave. Similarly, those taking their e-vow can alert their friends that they’ve done so via Twitter and their other social networks. Visitors can also access each of the elements from this integrated campaign, including  TV ads, radio, print/outdoor, and interactive.

What really strikes our creative fancy is the inventive print work.  Recipes (see the image to the right) for popular drinks like the Black & Tan or Margarita take center stage , but in this case they’re recipes for disaster. After all, who wants to sip on a It’s Not Like I’m Drunk Cocktail that combines two parts tequila, one part triple sec with an automobile, a missed red light and a false sense of security?

“Buzzed Driving is Drunk Driving” is a solid campaign that delivers all of the elements needed to generate awareness today. The campaign ties personal with community, and that’s no easy task.  Talk about driving a message home safely.