Lynx have been successfully using activation stunts to great effect (ref Virtual Fallen Angels posted earlier).
They get the technology and apply it in a way that drives the PR around the brand and builds brand fame. Even after all these years it still breaks new ground with innovative ideas and causes a stir.
This keeps it fresh and relevant to the target and is integrated into the creative in more traditional media work.
Soap were responsible for this and ECD Brad Eldridge said: “We wanted to create something as disruptive and innovative as the product itself. We used a clever hack combining LCD screens and polaroid glasses to create something that extends the campaign in an innovative and unique way.”