Route 66 Harley Davidson, a dealership in Tulsa, OK created a 12 day themed texting/SMS campaign featuring a 20% discount on a different product from their retail department each of the 12 days. From $500 helmets to T-shirts. They increased walk-in traffic, retail sales, and high-dollar item sales as a result. The “12 Days of Christmas” was used as their theme and ran from Dec 12 – 24, 2011.
- T-shirt sales up 250%
- Motorcycle sales up – no conclusive data
- Helmet one day sales matched previous week’s 7 day total
- 16% increase in leather jacket sales
- Walk-in traffic up – inconclusive as to actual #
>Read full Harley Davidson case study here.
Kentucky Fried Chicken (KFC) is betting the kitchen on their biggest product launch in years, the Chunky Chicken Pot Pie. In support of the multi-million dollar TV, billboard, and print ad campaign, they started a lower cost social campaign with interactive mobile ads inside the popular Pandora iPhone app. Their target – 16-28 yr olds.
KFC is running mobile banner and audio ads within Pandora’s iPhone app. While you’re listening to your custom Pandora radio station, you are bound to get hungry and as a KFC ad pops up you’ll see the Pot Pie, get a discount coupon, check nutritional facts if you’d like, and then find a location so you can buy some pies.
Read rest of case study here. It includes links to other KFC social media campaigns.
The awareness regarding mobile answers service ChaCha has grown tremendously. The service uses human Guides to find answers to consumers’ questions 24/7 on any cell phone and is like having a smart friend. The knowledge and responsiveness, regarding the ChaCha services has matured immensely which can be concluded from the fact that 83% of the users find ChaCha very valuable, it has generated millions of queries per month and adds over 12,000 new users per day. Case study
ChaCha created an A-Team (Answers Team) which provided its fans with all the answers they require on the tracks. The racer fans can access these with the help of mobile answer service. It also equipped the A-Team with tools to extend the word at national events like the Allstate 400. The A-Team also supports an online network, promotes materials and tracks down new users to send them welcome messages to test the service. Case study
My Recipe Box – This is a section of KraftFoods.com that answers a consumer need: a better way to find and organize new recipes. Just this weekend before I went to shop, I browsed the website for new recipes I would like to try, saved these to “My Recipe Box”, and was able to export the contents of my chosen recipes to a specific shopping list. If I already had the items in my pantry, I was able to delete and save the updated shopping list. As more people discover this feature, I see the need to build out easier ways to share/swap recipes between members – but for now I was pretty impressed with the feature. Also having the shopping list organized by category saved me from making laps within the grocery store…. Case Study
Like the MySpace page, fan page also includes photos and short bios for six Orlando-based Taste Ambassadors. And again, their purpose isn’t clear on this page nor is it noted whether or not the featured six girls are the company’s only Ambassadors (after doing a little digging, I discovered they’re not – there are Taste Ambassadors all over the country). Perhaps they chose to optimize these girls as the faces of Miller Lite, leveraging them to engage with users on Facebook. Case Study
The French Laundry,is a location that takes reservations only two months in advance (no more than, no less) and getting a reservation via phone is nearly impossible as you’ll consistently hear only a busy signal coming from their line. But thanks to OpenTable’s online reservation element, he was able to skip the busy signal and book a reservation at The French Laundry, via OpenTable.com, with ease. Case Study
Upon loading Taco Bell’s Facebook page you come across their Photos tab. I am not exactly sure why they set this as their default page, especially considering they have 550,000+ fans. The social proof exhibited from the Wall page is much greater considering it shows how large the pages user base is. The photos tab on the other hand has only 65 user submitted photos.
Typically seen with many branded Facebook pages, there isn’t much focus and Taco Bell’s Facebook page certainly falls in this category. Outside of the videos, photos, and discussion tabs there isn’t a lot going on. I would really like to see them explore a little more and try and create targeted campaigns around their large Facebook presence.
PINK is Victoria’s Secret’s line aimed at a younger, college-aged generation of lingerie shoppers. After a little research, it is apparent to me that the people of Victoria’s Secret know this demographic very well. I gathered from my research that the overall goal of this campaign is simple: to drive brand awareness and sales by offering a multitude of discounts and specials through their social efforts. However, there is more to it than just that. Case Study
A little late to the social media scene, the veteran fast-food chain Dairy Queen jumped fully on board in 2008. Its blog is written by employees and does a great job of providing a ‘human voice’ to its news. The Chief Brand Officer does a podcast and its Facebook page is adding more than 100 people a day. It’s about to launch an iPhone app. Case Study