The online and TV campaign initiated by Alltel in concern for Mycircle, which allowed its customers 10 calls free, on any network gained enormous support. The campaign was instigated since other networks were not pleased with MyCircle allowing Alltel customers. The TV promotion featured Chad, the Alltel sales representative letting you call 10 people for free without anyone’s permission. Further, the campaign was extended by launching a website and MySpace profile of Chad, which gathered 530 Friends and 12,866 profile views. Case study
Creative advertisement ideas and marketing through social media enabled Dell to successfully launch and sell its DJ Ditty. The campaign’s media mix was led by Mitch Ferrence where he launched world’s first air guitar, lip sync, and dance instructional videos for Dell’s MP3 player DJ Ditty. It also included viral clips, viral trailers, live appearances and regular communication with fans at Myspace.com. The promotion was a huge hit since it recorded a 75% higher clickthrough rate. Case study
The Ground Force Network designed a platform to enable MusiChristian.com to advertise their summer sale and website re-launch. The plan involved sending invitations to join as an insider and site’s weekly newsletters. Those joining got access to numerous benefits. As a result, more than 3,900 people joined the site, more than 10,000 invitations were sent to friends and 4.400 activity reports generated. Case study
To help make teens sensible choices, Edelman designed a program, Keep the Drive that used power of peer influence on the drive. For this, they created a featured MySpace.com profile. It included forum, comment portion and safe driving quiz. Right from the start, the profile had about 900 registrations, 2000 visitors answering the quiz, with 40% answering all correctly. It had 28,000 hits with each visit averaging 4 page views. Case study
Organic designed a detailed character for the Dodge brand and chose MySpace as the preferred media to launch the campaign. It used Pig & Bear as its main profile on MySpace, while incorporating ad units for more awareness about the Dodge Caliber profile. Consequently, they could add more than 7,575 friends and received more than 250 comments. Since then, the campaign spread to other online media and cable TV. Case study
Goodwill of Greater Washington wanted to popularize its retail stores amongst young women, looking for elegant yet economic fashion. To achieve this, they used the power of social networking and designed a blog for this purpose. The blog became a big hit and received more than 600 subscribers per week. 25% became permanent subscribers and 3% actually shopped online. All this was achieved in 90 days. Case study
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