First Inactivity Tracker

There is a hype on fitness and activity trackers. Joe Boxer - a pyama and underwear brand - flips the game upside down and launches the first inactivity tracker. You get rewarded for foing nothing with "chill time." By eraning chill time you can achieve levels like "Couch Commander" or "Cryogenic." And there is a real benefit in it: you can feel better about watching the latest Game of Thrones Season on the couch instead of sweating in the sun ;)

Catstacam - cats post to instagram

Cams that are carried around by cats and dogs and periodically take a snap are available for years. Whiskas take it one step further and develops a cam that also posts to instagram. Owners can comment on their cats' posts with #askwhiskas to learn more about the behaviour and habits of their cat. We are looking forward to that service offered for humans ;)

Get some exaples on their facebook page and see how whiskas even explained Taylor Swifts 'injury' caused by her cat. This is how brands can communicate with their audience in real time.