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"One key advantage of using a vintage and nostalgic game is to indirectly remind consumers that Kibbles 'n Bits products, owned by Del Monte Foods, have been around for about 30 years. "It reinforces the perception that the products are familiar and well-established," said Zac Maricondia, Draftfcb copywriter. Arcade-style 8-bit games have proven to be surprisingly popular in this era of high-tech video graphics. (Originally 8-bit referred to the data capability of the processors used in video game consoles. Now it refers to the style of graphics and music produced by those early processors.)"

"We have been working on the launch of this new truck for three years," copywriter and senior partner Bjorn Engstrom told us.  "It's very hard to reach truck drivers. You don't know what they read." They have limited media exposure while they're driving. But one thing is for sure: they most certainly aren't pinning pictures of spare tires.

I know this isn't linked to a campaign, but the idea of "caption contests" etc for UGC could be a path toward crowdsourcing advertising copywriting. 

Crowdsourcing, writing, insight; Rorschach advertising - let the audience define the meaning of the content