Archive for the ‘social networks’ Category
Milka’s Tender Campaign
Milka’s latest French marketing campaign lets their audience experience the brand message instead of just communicating it. Everyone knows that the best square in a chocolate bar is the last one, so Milka has found a way of engaging customers by producing 10 million chocolate bars leaving out one square. Here, the consumers can decide whether they want to claim it or send it to someone else along with a friendly message. Driving their audience to a custom built microsite is a great brand awareness builder, whilst they have used the emotional message to send the chocolate to someone else to increase their chances of data capture.
Airbnb: The Movie
Do you know your place in the world? Airbnb is challenging users to discover theirs by creating Vine clips that will contribute to ‘Hollywood and Vines’, a movie-making project designed to premier on the 12th September on the Sundance Channel. The resulting six-second short film will be crowd-sourced via Twitter by proposing a new challenge every day, doling out a storyboard and giving shot directions for users. Each Vine director whose clip is chosen for the final film will receive a $100 Airbnb coupon! It feels like apps like Vine and Instagram Video will have a future in filmmaking!
Like to Enter
In their bid to streamline ad products, Facebook has taken another step in their simplification process by making it easier for brands to run promotions on their page. Facebook admins now have the option to create a promotion either on the site with the ability to now collect entries via comments, likes and posts. This has opened up hundreds of possibilities for brands, big and small, who want to make the most of their Facebook community, without having to work with a third party company. We’re expecting big things from brands with these changes, but who will be the first in line?
Sharing purchases on social is now second nature and friends’ opinions on purchases are invaluable. So, how about sharing before you purchase – but sharing them with the designer himself? Karl Lagerfeld has commissioned a pop up concept store in Amsterdam, equipped with his collections and social media dressing rooms. Here, you can capture your own look, apply Karl Lagerfeld filters to it, share the result through social media to your friends, and even leave a comment for Karl himself to see what he thinks. Now that’s what we call audience involvement.
With a study revealing that more Twitter chatter correlates to higher television ratings, Sky noticed that more customers were using Twitter as their source for TV show information. Introducing #SKYREC, where Sky TV tweets highlights of their programmes every day. If customers want to record a show that was tweeted, all they need to do is to retweet with the hashtag #SKYREC. This not only helps Sky customers but it also turns Sky’s social media profile into a unique service that brings the operator’s brand closer to customers.
Weetabix launched their new campaign to promote their ‘On The Go’ Breakfast Biscuits by using Vine and asking their Twitter followers to decide how one person’s morning would go. Weetabix released a Vine video series and asked their followers to decide the next step, whether to #getup or #hitsnooze, or #getbreakfast or #getout – with each video shot live depending on the responses of their Twitter followers. With more brands taking on Vine, is consumer interaction the best way to utilise the platform?
A Facebook Toast
Budweiser in Brazil has launched The Buddy Cup â€“ a new way for alcohol to grow your Facebook friends. By containing a chip integrated with the social network, people can become Facebook friends simply by clinking their glasses. Being used at events that are sponsored by Budweiser, the cups are designed to increase the interaction between Budweiser consumers. Not to mention the â€˜never been done beforeâ€™ novelty effect drawing in more fans and raising brand awareness.
Go Back and Retwact
After receiving 1,500 requests for it to be built, a software developer has built the web’s first Twitter correction service. Retract Retweet (Retwact) gives you the functionality to correct one of your last 5 tweets. You can either send out a retraction tweet, or a tweet via Retwacts own Twitter account to those who retweeted your original message â€“ highlighting the correction. This is potentially a useful service â€“ but a terrible name.
Johnson & Johnson has utilized the influential campaign mechanic of donating to charity in return for interactions. Their â€œDonate a Photoâ€ campaign lets users upload a photo to a curated list of good causes to which the brand donates $1. In 5 days, 5,000 photos have been uploaded, raising $5,000. Integrating with Twitter, and Facebook where 350 million photos are uploaded each day, this campaign taps into a popular daily activity. However, perhaps the ability to upload to Instagram with its 100 million users would have also been a smart move.
The Social Practice acquires ISM Search & Social
We have big news! We’ve acquired specialist content marketing agency ISM Search & Social. Â This move will strengthen our capabilities in content marketing, community management and search engine optimisation. Our new team brings with them expertise in managing online communities and creating improved user journeys for brands using its proprietary audience mapping, content planning tools and social search expertise and is already fully integrated in to our service offering. We look forward to our future projects now that weâ€™re bigger and, ultimately, better.
American Express is expanding its Sync program with Twitter, which rolled out last March to now let cardholders buy stuff using specific hashtags. Items available to purchase are being rolled out includesÂ Amazon Kindle Fire HD and Xbox Controller. This is a clear win-win for Amex,Â the move not only highlights forward-thinking e-commerce but also, with each hashtag, users are endorsing the concept, and in turn the AmEx brand.
Topshopâ€™s Google Fashion Week
Google has joined forces with Topshop to offer up a comprehensive London Fashion Week experience. The project will use Google’s+ to give people different ways of interacting with aspects of the show, including hangouts with the design team, streaming live cameras and access to makeup tutorials. We think this is a great example of how brands can make the most out of Google+ and itâ€™s features and it will offer Topshop the chance to collect valuable data, which will tell them exactly what their audience likes and wants.
Advertisers spend thousands to get their ads aired on Superbowl Sunday â€“ but this year some brands created their buzz on social media instead, inspired by the electricity blackout. Brands include Calvin Klein and Audi â€“ with the strongest example being Oreo. Their quick wit hit just minutes after the outage, gained over 15,000 retweets and created even more buzz than its TV ad. This is a great example of how real-time advertising can work better than high cost TV ads and could be a teaser into how best to market to consumers in the future.
In the Tweet Seat
The Providence Performing Arts Center in Rhode Island has launched â€œTweet Seatsâ€ â€“ where seats can be reserved free of charge in return for tweets about the show, along with a specific hashtag. During the â€œTwittermissionâ€ they respond to any comments and questions that they would have received whilst the tweets are projected in the lobby. This scheme hopes to attract a younger audience and aims to make the experience more interactive.
To grow the popularity of their Facebook page, beer brand James Ready introduced The James Ready Cover Photo Swap. Allowing Facebook users to use the brand page cover photo space to promote anything from their band to their CV. In the meantime, James Ready used the individuals cover photo space to promote the brand. The campaign has reached 6 million people, increased fans by 37%, Likes by 402%, and shares rose by 352%. For such a simple low cost campaign this is a great example of how to get the value exchange right and encourage fan participation.
According to aÂ study, 57% of shoppers are more likely to buy after receiving opinions from their friends – proving that there can be a â€œnetworkâ€ effect on shopping decisions. Enter Snoox, who makes it easy to find and share product recommendations with friends. Although there’s no shortage of online reviews for shopping products; the tough part is narrowing down those recommendations to just the friends and tastemakers whose opinions you value most. Quick, easy and highly visual, Snoox has really kicked off with more than 10,000 registered users, and nearly 30,000 recommendations in two months.
Allen Solly Vending Machine
Twitter mentions for payment is growing evermore popular, and the newest brand to use it is Allen Solly, a clothing label in India. A large billboard housed 60 shirts and a mechanism that pushed each one forward a small amount everytime someone tweeted the hashtag â€˜#RainingSollyâ€™. The user who tweeted and released a shirt could then collect it for free. In 90 minutes they gained 1,000,000+ impressions, 500+ live streaming viewers and trended on Twitter. This is another example of a company encouraging social media activity in exchange for products, great for awareness and increasing their social footprint.
Call my Twelephone
Twitter is very popular for customer service, and aÂ studyÂ found thatÂ 56% of customer service tweets are ignored. A solution to respond to customers was crucial andÂ TwelephoneÂ saw this opportunity and brought in a new service for making calls from your Twitter account. A customer with a query contacts the consumer and gets a voice or video call directly by clicking on a link in a tweet. The idea is the first to use real-time communication in the Chrome browser and could potentially be the future of speedy, social customer service.
A Piece of Frostbox
UK startup Frostbox is offering up pieces of the company to investors with Klout scores of 60+, with the share of equity depending on their amount of social media activity. This is seen as a social experiment, which documents the growth of a single company when people with high influence have a vested interest in its success. Similar schemes previously have skirted around the equity scheme, only offering points which then translate into gifts. With this being the first of itâ€™s kind, Frostboxâ€™s growth will be interesting to watch.
3 Trends for 2013
2012 was an impressive year, so this is a good time to highlight three developments underway for 2013. First – image filter development. Seeing how powerful images are, itâ€™s no surprise that Facebook, Twitter and Google have introduced their own version of Instagram filters. Second – social search, is predicted to be kick-started by the increased uptake of Google+. And finally â€“ 4G. Businesses can use this new technology to push even more mobile creative content, such as video-based display, pre-roll or streaming. This will drive social media innovation and e-commerce like never before.
Fiat in Brazil wanted to launch its new Punto by creating a new feature, instead of just an advertising campaign. Introducing Fiat Social Drive – a hands-free service that allows drivers to safely connect to their social networks while driving. It works with any Bluetooth enabled mobile and lets drivers use voice commands to hear their friendsâ€™ latest updates on Facebook, Twitter and Foursquare. In the first month, car sales increased by 96% compared to the previous month. Is this the next step of social becoming more mobile, with activity being transferable through Bluetooth?
Pinterest has introduced new terms and features this week. Finally allowing business accounts, they have brought in account verification (that similar to Twitter), widgets and news alerts all to help brand awareness on the platform and ultimately drive sales. In addition, secret boards have been added to all accounts â€“ meaning that the socially savvy can build and plan boards secretly to surprise their audience. These advancements on the platform are great steps forward and we are very excited to work with them and see the brand advancements as a result.
Companies are using Internal Social Media to communicate with employees â€“ but does it make a difference to a company? A study by Gagen McDonald and APCO Worldwide looked into the how it impacts core business drivers. They found that it is important to employees, with 58% wanting to work somewhere with a social system, and 60% finding a company â€œmore innovativeâ€ with one. But perhaps most importantly, 78% are more likely to purchase the companyâ€™s stock â€“ ultimately increasing sales. So perhaps it really does make a difference. Where do you sit with the internal social media debate?
Marmite has conquered the first interactive Christmas lights installation on Oxford Street. Integrating experiential and social, they have invited users to post on their new Facebook page, their best â€œlove itâ€ or â€œhate itâ€ faces â€“ which will then be transferred to the light display within 3 minutes. If you canâ€™t make it in time to see your face in lights, you can catch it via a live webcam and an online gallery on Facebook. What an innovative method of brand awareness and a great way to drive traffic to your new Facebook page.
In an attempt to drum up sales during Hurricane Sandy, American Apparel sent out an email to customers on Monday night headlining “In case you’re bored during the storm, 20% off everything for the next 36 hours.â€ The Twittersphere lit up in disgust in response to this email accusing the brand of exploiting a natural disaster. This is a cautionary tale of how easily news can be spread across channels in the world of hyper connected consumers, and how an ill conceived piece of email marketing can be shared via Twitter – ultimately damaging the brand’s reputation.
EVRYTHNG has been launched to make products smarter. Using EVRYTHNG, marketers can consider different ways to engage with customers and turn products into channels for personalisation and real-time communications or transactions. This occurs in several ways, including digital point of sale marketing and personalised content. One of the first brands to use this is Diageo, who successfully created a whisky campaign launched in Latin America where consumers could attach a personalised film tribute to their dad on a bottle. How would you use EVRYTHNG to make your products smarter?
YouTube has launched InVideo Programming which allows users to promote a new video across their entire library, making it easy to point users to that media through a clickable thumbnail embedded within the YouTube player. Brands can also use it to promote themselves and point viewers to the channel page where they can click through and subscribe. Google claims that InVideo ads are more effective than banner advertising and less likely to drive away visitors than pre-roll advertising, so with YouTube launching InVideo analytics soon, we canâ€™t wait to find out of Google are right.
The masters of vending machine experience marketing have done it again. Offering exclusive tickets to the new Bond movie, coke and 007 gave participants 70 seconds to move platforms, whilst being bombarded with obstructions along the way (e.g. workers carrying a pane of glass, joggers and a dog walker). This has highlighted that ingenious experiential marketing can be a great hook, not only for those who â€œexperienceâ€ it live in first person, but also for those who watch it â€“ a great way to combine offline and online activity.
Nandoâ€™s new â€œFind Yourselfâ€ campaign is a tongue in cheek journey of self-discovery for their audience. With an interactive app, the â€œPeri Predictorâ€, users can find out just how ‘hot’ they really are and for a personal touch, you can tweet #findyourself to @official_nandos for a break down of your spice level determined by your Followers. A â€˜spice mapâ€™ is being created, revealing the true spice identities of towns and cities up and down the country, challenging fans to get involved. This campaign drives increases their share of voice, and engages fans in a fun and creative way.
‘YourSmartButler’ introduced the use of smartphones in your dining experience, and the trend is catching. Comodo Restaurant in New York has taken this idea social, introducing an Instagram Menu. Knowing that people love to share their meals, they encourage customers to document their Comodo visit on the social network by tagging their photos with #comodonyc, which will also serve to advertise its dishes. This is a great example of using a popular social media platform for free advertising, but how else could existing social media activity be leveraged to the advantage of your business?