Procter & Gamble (P&G), marketers of heartburn medication Prilosec OTC, utilized social medium to give away eight Super Bowl tickets on behalf of the medication. As a cost-effective, creative means popularize the campaign, the company developed an online instant-win sweepstakes. P&G also assembled a strong database of 200 influential blogs, message boards and Web sites in the area of sports, parenting and contests. To further reach the consumers it created a rich media widget for consumers to upload to their blog or social networking page and also developed Facebook profile. The results were outstanding since the campaign was able to reach 1,225,000 unique visitors on blogs and nearly39% of registered entrants qualified for a Prilosec OTC sample. Case study
Huge success of rap battle contest by Vibe was well planned and controlled to reach urban consumers through social mediums. It utilized UnBound’s social mapping algorithm called Tsunami to identify and reach artists and fans. The program launched on social networking platform was extensively supported by video voting, widgets sharing, pre-roll advertisements. In just 36 days it received over 1.2MM video streams, 40M registered users, and 26M widget views per day. Case study
Social networking by ‘H&R Block’ is an excellent campaign to outreach market and advertise its tax preparation products through fake persona which is entertaining and engaging. The blog has tons of interactive facilities like a Facebook page, Twitter account, website for tax discussions and Podcasts regarding tax tips. It also provides count down clocks and important link resources. Truman, the blog’s goofy character is highly read and has 3,000 friends. Case Study
Mosh by Nokia is an excellent marketing strategy where it has taken social networking to a new level. Nokia allows its customers to create this social network and utilize it to demand and exchange various applications, ring tones, widgets, wall paper, videos and much more. Mosh is an “open to anything” approach and since its launch in late May of 2007, it has generated more than 200,000 users and 28 million downloads. Case Study
- Cafemom: In addition to the Laundry Scavenger Hunt widget, Clorox also has a group formed as well. Upon first review, I thought it may be a fairly inactive group, but found it to be quite the opposite. Managed by CafeMom, this group has consistent conversation, and garners hundreds of comments and thousands of pageviews (one post with over 80,000 page views).
- Facebook & MySpace: Currently there are multiple user-generated profiles for Clorox. One of the most popular was on Myspace for 245 friends (specifically for Clorox disinfecting wipes). On first glance, it appeared to be corporate, until I noticed the details within the profile listing it’s status as a “Swinger”, and its body type as “More to Love”. This was humorous to me, but I doubt it would be to the folks at Clorox.
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I was immediately impressed by National Geographic’s robust Facebook Fan page, touting an impressive 470,555 fans. National Geographic wisely updates the page’s status one to three times a week and provides a lot of engaging content in the Facebook tabs, met by lots of interaction by their fans. With most brand to fan interaction happening on the wall, thousands of fans have “Liked” content or commented positively even when branded content is shared straight from nationalgeographic.com. Taking a closer look, it appears that National Geographic isn’t just sharing this content, but actively promoting fan activity and interaction. For instance, instead of sharing a survey that lives on their site, they posted the link to the wall and commented, “Post your score and challenge your friends”. Tailoring this content in this way is a great way to welcome and jump start involvement. Case Study
SELF’s Facebook Fan Page is currently being used as a way to share more of SELF content in another medium. I tend to like SELF content, and I think judging from the activity on the page, its audiences are using its content posted to the Wall as a forum for discussions. Overall, the look and feel of the fan page mirrors that of the magazine. As you can see, the following shows how SELF has transformed the left side bar of their Facebook fan page with images and content that lead to their website. This continues as a visual down the entire left side bar of the page. In my opinion, this is a good usage of the real estate, and doesn’t quite feel like an ad.
Killer Clips Widget: This nifty, grabbable widget allows Animal Planet to display some of its most popular videos – animal attacks (my personal favorite, I admit). This widget is hosted on Yahoo widgets, and currently has over 10,000 installs. I think this is a smart branding move, and it also offers the ability to easily embed across multiple social networks and blog platforms. I always appreciate that functionality
The Daily Cuddle: To offset the Killer Clips widget, they also created a widget called, “The Daily Cuddle”, a widget that delivers pictures of cute pets. On the widget wrapper I noticed the “Submit Photos”, but found this only leads you to a landing page, where you are instructed to send your picture to an email address (where the pictures are then hand selected). I love the concept, but the execution is a little too labor intensive. I’d like to see this widget give value back to the end user by allowing the widget to become completely customizable by the end user.