Humana, one of America’s largest and most reputed health-care companies, is using social media to promote its new initiative: Freewheelin’, a bicycle sharing program with a community of health-friendly participants at its core. The social media campaign started with identifying biker groups in each city using Meetup.com and arranging group rides for word-of-mouth initiatives. Participants were given information sheets about Freewheelin and encouraged to upload their videos and photos. A Facebook page, a blog, blogger outreach program and Twitter stream were then adopted. The results – 41,000 miles ridden and 1.2 million calories burned in total Case Study
Progress DataDirect, the world leader in data connectivity and mainframe integration, decided to adopt a social media campaignto spread awareness for its products and promote sales. Though the major focus was an online blog, the company also used twitter, facebook and podcasts to spread product awareness. The blog was used as an extended platform to communicate things which are hard to do using a website or a press release. The number of visitors being re-directed from the blog, twitter and company’s face book page to it’s website increased manifold and generated crucial sales leads. Case Study
In order to spread the word for the re-launch it’s popular TV Show ‘The New Adventures of Old Christine’, CBS chose a Blogger Outreach program. Mom Bloggers were treated as reporters and invited to a press conference which was joined by the show’s stars. Bloggers interviewed the stars and observed a rehersal. Bloggers were provided with few episodes of the show in advance to create curiosity amongt the audience through their blogs. After a month, a live webcast with the show’s star Julia Louis-Dreyfus was a huge hit and the opening episode was seen by a massive audience. Case Study
The Mac Business Unit at Microsoft (MacBU), with a goal was to provide support to the Mac blogger communities and increase their visibility within these communities, initiated “Blogger Lounge” at the recent Macworld conference in San Francisco. The Lounge supported the Mac blogger community by providing free, fast internet access and a comfortable environment for people to write about their experiences at Macworld. In addition, people got a chance to meet fellow bloggers from Microsoft. The initiative turned out to be tremendously successful in terms that it received the presence of an average of 50 bloggers per day in the Lounge, 96 posts mentioning the Microsoft Blogger Lounge were posted also nearly 26 photos were posted to Flickr. Case study
Sprite launched an online Alternate Reality Game (ARG) designed to promote the ABC TV show, Lost. For the same sprite placed Sublymonal.com URL into a faux TV commercial that ran in primetime during the ABC network show LOST. The game aimed at providing more information about the show’s characters. The successful viral campaign provided excellent results which included a 400% rise in Sprite web traffic also the visit time rose to 300%. Case study
With the help of MultiVu, Pfizer created an online learning health program which brought out the stories and upcoming trends of the changing health care system. HealthPolitics.org showcases video by Dr. Magee addressing online audience and also provides articles on health and helps people sharing information with friends and family. It also includes links of each week’s program, podcasts and blogs by Dr. Magee. It is a huge success. Case study
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