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.
Sometimes elaborate tactics aren’t required to stimulate a viral response; all it takes is one great idea. Ad agency McKinney’s idea was to take holiday ecards to a new level by putting an employee inside a giant inflatable snow globe for four days and broadcasting it on a microsite 24 hours a day. Visitors could receive “season’s greetings” from Snowglobe Boy and chat with him.
In a week, a small seed of a Facebook page, a YouTube video and about 1,000 emails to McKinney’s friends attracted about 50,000 unique visitors, network press coverage and lots of search traffic. The buzz was astounding. The campaign generated 105 million PR impressions across all mediums.
Here’s a good lesson that the goal of Twitter efforts should not be to simply increase the number of Twitter followers (or Facebook Fans, or…). As noted by social-media-optimization.com, the objective of the Celtics online efforts is to drive people to their web site.
Celtics.com features GameTime Live, an application that features real time scores, tweets, and blogging with supporters throughout the world. The team beta-tested GameTime Live during the 2009 postseason, and more than 50,000 unique visitors checked it out during the triple-overtime loss to the Chicago Bulls in Game 6 of the first round.
It’s remarkable how many marketers, though, fall into that trap of trying to boost numbers for the sake of numbers.This is why setting an ROI goal is so critical. Are you trying to sell e-books (like me <grin>)? Then which specific page on your web site are you plugging?
Back to the Celtics:
YouTube (http://www.youtube.com/user/bostonceltics)
With less than 700 subscribers, the Celtics YouTube channel is not attracting a lot of attention at the moment. Most videos get around 1,000 views. However, the team recently began distributing exclusive locker room footage on YouTube which will drive more people to this channel and increase subscribers. This is a great example of providing different content for separate digital channels in order to make them more valuable in users eyes.
Facebook (http://www.facebook.com/bostonceltics)
With over 450,000 fans in its Facebook page, the Celtics are the second most popular NBA team on Facebook. Similar to the exclusive locker room video for YouTube subscribers, last week the Celtics launched 3-Point Play, an interactive stats prediction game for fans on its Facebook page.
Twitter (http://twitter.com/celtics)
With almost 22,000 Twitter followers, the Celtics have built up a good following. In addition to Tweeting quotes from press conferences and team events, the Celtics are also using Twitter to offer seating upgrades at games. The picture below was from earlier today.
I really like the stuff on Social-Media-Optimization.com. It’s worth adding their feed to your reader.
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.
Can you use social media to sell a $140,000 product? Apparently, you can.
Piper Aircraft has sold one of its entry-level light sport aircraft, just days after launching a social media campaign that included a YouTube channel, a Facebook page, and a feed on Twitter. Piper hired a firm to create original content for all three channels.
The video strategy, as you’ll see in the embedded video below, was less about graphics but would focus on authenticity, featuring interviews with Pipers’ chief engineer and the chief pilot.
The site launched in early February and the company’s YouTube videos have been watched more than 30,000. The 7,500 Facebook fans are engaged (sending in photos, chatting with Piper reps on the page), and Piper says it’s already sold a plane online because of the campaign.
Total budget for the campaign was less than under $40,000.
Below, SearchEngineWatch.com correspondent Greg Jarboe interviews Michael Kolowich about the campaign, an in particular, the careful optimization of tags, key phrases, and descriptions used.
Do you know of any examples where a social media campaign paid for itself in a single sale?
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.
Sometimes elaborate tactics aren’t required to stimulate a viral response; all it takes is one great idea. Ad agency McKinney’s idea was to take holiday ecards to a new level by putting an employee inside a giant inflatable snow globe for four days and broadcasting it on a microsite 24 hours a day. Visitors could receive “season’s greetings” from Snowglobe Boy and chat with him.
Piper Aircraft has sold one of its entry-level light sport aircraft, just days after launching a social media campaign that included 
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Tod Maffin, President of 