For the curious among you, know that Tayto crisps come in the following mouth watering flavours: Cheese & Onion, Salt & Vinegar, Smokey Bacon, Ready Salted, Prawn Cocktail (!), and Tex Mex.
Found a great interview with the team behind the wildly successful Old Spice campaign. In the interview, they talk about how they decided to employ various social media strategies, and which people to send personalized videos to.
One interesting disclosure was that Old Spice had built a custom application that ranks the influence level of people tweeting Old Space, providing the team with a shortlist of people to produce customized YouTube responses to:
We’ve built an application that scans the Internet looking for mentions and allows us to look at the influence of those people and also what they’ve said. They’re working in collaboration with the creative team that are there to pick out the messages that: 1. Have creative opportunity to produce amazing content; or 2. Have the ability to then embed themselves in an interesting or virally-relevant community. It’s not just picking people with huge followings, it’s a really interesting combination.
Okay, I applied for the job. So did everyone I know last year when Queensland, Australia conducted a highly visible marketing campaign aimed at increasing awareness of, and visits to, the region.
It was, essentially, a contest. But it was packaged as a job — for six months, the winning “applicant” would be flown first class to the Great Barrier Reef from anywhere in the world, where your only tasks would be to feed the dog, clean the pool from time to time, and blog about how amazing it is being there. All expenses paid. Oh, and a salary of USD$8,800 per month.
While traditional advertising and public relations supported the campaign, this was one that was won in social media.
Used to be, newspapers wanted to the one place people would go to see all the news — whether from your part of town to the other side of the world. But, in a world with 24/7 TV news, should newspapers continue to put its resources toward being all things to all people?
The Chicago Tribune is trying to counter that approach. It now offers readers 87 different hyper-localized editions, representing more than 100 communities in Chicago’s suburbs. Most of the content comes from readers themselves. This Triblocal.com project operates separately from the main newspaper. Revenue is generated from “reverse publishing” content from the web into 21 weekly newspapers that serve clusters of communities, each of which have its own web site.
The project experienced rapid growth in 2009, adding 11 newspapers from January to Oct. 1 of last year.
The ‘Be A Voice for Darfur’ multi-channel ad campaign used social media successfully to bring people’s attention to the appalling genocide in Darfur. An email linked to a website petition was spread encouraging people to sign and share it with their friends. A blogger’s kit and blogger outreach program ensured that the cause is spread through the blogging fraternity. The Facebook cause for the campaign raised over $75,000 from it’s 1,000,000 plus members. Twitter was used with hashtags and people were encouraged to tweet about it. Even Barack Obama pitched in with online videos to promote this very successful campaign. Case Study
To turn third season of HGTV’s show, “Design Star” as one of the highest rated shows, the cable channel developed a digital word-of-mouth campaign. It reached out to influential bloggers to spark buzz and engage the show’s target audiences. Bloggers were provided a chance to interview with eliminated and current contestants, making them feel like a part of the program and hence enhanced their loyalty. It also developed a casual game 360i for the show which also integrated video recaps and previews of each episode. The word-of-mouth awareness raised the ratings nearly 12% for the third season premiere. Also the show recorded nearly 5 million impressions on major design sites. Case study
Tod Maffin, President of engageQ digital, is a digital communications strategist, specializing in social media, mobile marketing, and viral marketing. [keynote speeches | bio]
Found a great interview with the team behind the wildly successful Old Spice campaign. In the interview, they talk about how they decided to employ various social media strategies, and which people to send personalized videos to.
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Tod Maffin, President of 