M&M’s Pretzel Candy

During the early part of 2010, Mars Corporation launched a massive media campaign to advertise a new product; M&M pretzels.  While this promotion was featured on television, radio commercials, and in various forms of print, Mars Corporation began their campaign on Facebook to increase initial awareness.  To entice customers to become a fan of the site, 40,000 coupons for a free pack of M&M pretzels were given away.

  • Facebook campaign began one month before product launch
  • All demographics and income levels targeted
  • First 40,000 users to become a fan of M&M’s USA received a free sample
  • Samples shipped within 48 hours of enrolment

The free sample campaign was so successful that Mars Corporation eventually gave away 120,000 packs of M&M’s pretzel candy instead of the original 40,000.  A total fan increase of 9% was experienced during the one month promotion and it continued to receive hits long after the campaign ended.  Mars found customers to be much more knowledgeable about the product at launch because of Facebook.  You can view the actual case study here.

Nokia Ovi Maps

In 2010, Nokia sought to introduce their free interactive map application to residents in Europe, Latin America, and Asia that owned smartphones.  Their campaign targeted all Facebook users within those regions that were age 13 and older to inform them that their free GPS service could be used while walking or driving, without any restrictions.  A secondary goal was also to show that Nokia was one of the innovative leaders in the world of smartphones.

  • Nokia used Facebook to introduce their free GPS application
  • Everyone 13 and older was targeted on 3 continents
  • Additional goal of increased brand awareness for innovation
  • Campaign focused primarily on two 24 hour periods

Over 408 million visitors were recorded with 104,330 connections within the two separate 24 hour trials.  This represents about 10% of Nokia’s overall fans on Facebook.  Over one million people downloaded Ovi Maps during the first week of the promotion alone.  You can view the actual case study here.

The Wheat Thins Are Listening

When the company behind the Wheat Thins brand of crackers did some social media monitoring, they realized — perhaps to their dismay — that people, of course, don’t have mind-blowing brand experiences with the crackers. They just like them. They’re a part of a nice snack, said the monitoring.

So the marketing team decided to give some of the biggest fans a mind-blowing experience anyway — they’d pick people who’d tweeted positive things about the crackers, show up at their door, and give them a lifetime supply of crackers.

See in the full case study from MarketingProfs how they study prospective winners’ tweets and decide who to award the gifts to.

These two videos demonstrate the surprise gifting:

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Joffrey’s Coffee & Tea Company Uses Blogosphere To Promote Sales

Joffrey’s Coffee and Tea Company launched a blogging campaign to drive traffic to their site. It launched the Joffrey’s Java Beta Test targeting bloggers and the tech-savvy audience. Bloggers signing up were provided with free samples of ‘Jamaican Me Crazy’ coffee and given trackback links to their blogs from the test site. The results were astonishing — more than 1,500 blogs signed up, numerous incoming links from multiple websites and coverage on leading blogs like Mashable, CNET and others in addition to heavy traditional media coverage. Case Study

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