2 years ago Evians " Live Young" campaign which featured babies on roller skates became a huge success. The campaign received Guinness World Record status for the most viewed ad on the web, and continues to top the YouTube charts. This campaign also added a interactive app where consumers could be a part of the campaign. It worked like the popular " Elf Yourself" app where you can upload the faces of your friends and family so that they replace those of the babies on the ad.
The new campaign called " Baby Inside" uses a series of photos of people wearing white t-shirts with the image of a baby's body on the front to create a " Dancing baby" effect. Anyone with a white t-shirt and a web cam can be a part of the fun. The exclusive importer and marketer of Evian in the US explained " The relationship consumers have with brands has changed. People want to communicate, interact, and co-create with them. We saw this with the Roller-babies commercial."
Thursday, April 28, 2011
KFC "Tweets" for scholarships.
Each year KFC awards 75 scholarships with their Colonel's Scholars Program. Normally, they just require a good ole essay.This year they decided to jump on the social media band wagon by awarding a twenty thousand dollar scholarship based solely on a single tweet. Students had just 140 characters to convince KFC executives why they deserved a scholarship.
The campaign generated more than 1,000 media placements and tens of millions of media impressions. They also generated more then 9 million twitter followers during the brief entry period. 17 year old, Amanda Russel, whose tweet " Hey Colonel! Your scholarships the secret ingredient ingredient missing from my recipe for success! Got the grades, drive, just need cash!" scored her the 20,000 scholarship.
In just 2 weeks, the KFC account saw a 20% increase in followers. This just proves social sites such as Twitter is becoming one of the top ways for marketers to promote their businesses and drive engagement with consumers. Twitter not only helped KFC generate good press, but it helped generate good press about their good press! People retweeted this story like crazy. This scholarship was not "openly" advertised, yet over 2800 students knew about it and applied. A "non-marketed" campaign probably would have failed in years past before social media, but now social media marketing makes it possible to quickly generate publicity.
The campaign generated more than 1,000 media placements and tens of millions of media impressions. They also generated more then 9 million twitter followers during the brief entry period. 17 year old, Amanda Russel, whose tweet " Hey Colonel! Your scholarships the secret ingredient ingredient missing from my recipe for success! Got the grades, drive, just need cash!" scored her the 20,000 scholarship.
In just 2 weeks, the KFC account saw a 20% increase in followers. This just proves social sites such as Twitter is becoming one of the top ways for marketers to promote their businesses and drive engagement with consumers. Twitter not only helped KFC generate good press, but it helped generate good press about their good press! People retweeted this story like crazy. This scholarship was not "openly" advertised, yet over 2800 students knew about it and applied. A "non-marketed" campaign probably would have failed in years past before social media, but now social media marketing makes it possible to quickly generate publicity.
Wednesday, April 27, 2011
Skittles Touch Campaign
Skittles have been allowing fans to " Taste the Rainbow" for decades. Now you can " Experience the Rainbow", "Follow the Rainbow", and " Watch the Rainbow." On March 28 2011 Skittles launched a very creative video campaign. It allows you( or you finger..ha) to be part of the action. It is hosted on Skittles YouTube page. It is made up of five videos. The videos are funny, sad, weird, and just plain awkward. Check out the "Skittles Touch:Cat" and the " Skittle Touch : Cage Cop" Videos below.
The cat video reached number one on YouTube for the first week of April. Never before has skittles had such a successful viral ad campaign that has reached out to an online audience. This is a very creative way of displaying their product to the public. They persuade without actually persuading. Skittle have no campaign about why their product is better and give consumers no reason to buy their product other than the amusement they present to audiences. It will be interesting to see what they come up with next.
The cat video reached number one on YouTube for the first week of April. Never before has skittles had such a successful viral ad campaign that has reached out to an online audience. This is a very creative way of displaying their product to the public. They persuade without actually persuading. Skittle have no campaign about why their product is better and give consumers no reason to buy their product other than the amusement they present to audiences. It will be interesting to see what they come up with next.
Thursday, April 7, 2011
Pepsi Refresh Project
The Pepsi Refresh Project is a multi-million dollar campaign that allows people to submit and vote for ideas that can make their communities a better place. Pepsi will be giving millions of dollars through out the year to profit-organizations and non-profit organizations. The opportunity to participate begins on April 4,2011 and ends on December 30, 2011. How it works : Each month Pepsi will challenge it's fans by asking questions on how they can drive social change. For example, this month the question is : " How would you rock the house for a good cause." This asks fans to channel their love for music. Pepsi will accept these ideas for the first five days of every month. The process will work by an online democratic voting poll. In addition, people can also vote for ideas through social platforms such as Facebook, Twitter, the Pepsi Refresh mobile app, and the text2vote program.
This campaign has many asking questions like " Why market Pepsi in this way?". Shiv Signh, the head of digital for PesicCO Beverages America told the New York Times, " This was not a corporate philanthropy effort." Rather," It was a design to drive brand health." This campaign was chosen over advertising during the Super Bowl. Pepsi felt that due to the high price of a commercial spot it was just not the right place for a charitable project. Signh asked " How could we claim authenticity?" Instead the focus is on how to move the brand message from just words to action." Leveraging communities through social media is the foundation of the project.
I personally feel this is a genius way to promote a product. By, getting the word out and allowing society to get involved.This campaign will most definitely help Pepsi in the long run. When people drink Pepsi they may feel they are contributing to a global philanthropy. Once, again social media is outdoing commercial advertising.
This campaign has many asking questions like " Why market Pepsi in this way?". Shiv Signh, the head of digital for PesicCO Beverages America told the New York Times, " This was not a corporate philanthropy effort." Rather," It was a design to drive brand health." This campaign was chosen over advertising during the Super Bowl. Pepsi felt that due to the high price of a commercial spot it was just not the right place for a charitable project. Signh asked " How could we claim authenticity?" Instead the focus is on how to move the brand message from just words to action." Leveraging communities through social media is the foundation of the project.
I personally feel this is a genius way to promote a product. By, getting the word out and allowing society to get involved.This campaign will most definitely help Pepsi in the long run. When people drink Pepsi they may feel they are contributing to a global philanthropy. Once, again social media is outdoing commercial advertising.
Thursday, March 3, 2011
Kraft "Take a side" campaign.
Kraft began a campaign in February that allows people to not only praise their product, Miracle Whip,but also dis it. The campaign called "Take a side" features it's own You Tube channel that allows lovers and haters of the product to voice their opinions. While some of the haters say they " would rather lick your shoe" then eat miracle whip, the lovers say it's "Yummy" .Even celebrities like Pauly D from the hit reality show "Jersey Shore"(who is a hater of miracle whip) is getting into the action.
This might sound like a ridiculous idea to some. Why would Kraft broadcast people speaking ill of their product? I think it's a genius PR move. In today's society it is good to get people talking, and this campaign has definitely accomplished that. The buzz is out there! I would have to say I love Miracle Whip. Sometimes a prefer it over mayo.So, I guess if I'm taking a side I'm a lover :)
Wednesday, March 2, 2011
" How Social Media is boosting Dove's Self Esteem Campaign "
The main objective of this campaign is to "boost" the self-esteem of women. The media has portrayed what it believes a woman should look like. L Dove's self esteem campaign is trying to show women that this image is in no sense reality. To accomplish their goal Dove has created tools, downloads, and even a guidebook to start the conversation between mothers and their daughters so that mothers can guide their daughters to appreciate their own unique beauty. They are also conducting workshops on " being yourself ".
With the help of social media sites such as Youtube, Facebook,and Twitter, Dove is accomplishing their goals of reaching women globally. Dove's Youtube video, "Dove Evolution" has more than 10 million views. Twitter is buzzing with praises and links,and there are more than sixty thousand facebook fans.
Like Dove, I think many brands are utilizing social media to reach their audience, and why not? Social sites reach more people for less money! Dove has been a pioneer in Social media since 2004 with the launch of their " Evolution" You tube video. The way I see it Dove has been ahead of the game for years!
With the help of social media sites such as Youtube, Facebook,and Twitter, Dove is accomplishing their goals of reaching women globally. Dove's Youtube video, "Dove Evolution" has more than 10 million views. Twitter is buzzing with praises and links,and there are more than sixty thousand facebook fans.
Like Dove, I think many brands are utilizing social media to reach their audience, and why not? Social sites reach more people for less money! Dove has been a pioneer in Social media since 2004 with the launch of their " Evolution" You tube video. The way I see it Dove has been ahead of the game for years!
Thursday, February 10, 2011
"Coca Cola Succeeds in Social Media Project "
Coca Cola launched a campaign in January of 2010 called " Expedition 206". They would need 3 young adults to travel to 206 countries and territories where Coca Cola products were sold. It's mission was to seek out and document what makes people happy all over the world. They began by holding online polls so that the public could choose the trio. Wants the votes were in and the 3 young adults were chosen and the project began. With their lab tops, video cameras, and other gadgetry at hand the trio met and soon began their year long adventure across the world.
People could follow their entire journey as it was played out at http://www.expedition206.com/, as well as on Facebook,Twitter, Youtube, Flickr, and other social networking sites. The campaign boosted Coke's Facebook presence in many markets, such as, New Zealand.This journey racked up 650 milliion media impressions around the globe and engaged billions of people.
The trio made it to most of the planned out countries, but due to mother nature and war zones they were forced to skip out on a few. I feel this was a unique and creative way to use internet PR and promote social media all over the world.
People could follow their entire journey as it was played out at http://www.expedition206.com/, as well as on Facebook,Twitter, Youtube, Flickr, and other social networking sites. The campaign boosted Coke's Facebook presence in many markets, such as, New Zealand.This journey racked up 650 milliion media impressions around the globe and engaged billions of people.
The trio made it to most of the planned out countries, but due to mother nature and war zones they were forced to skip out on a few. I feel this was a unique and creative way to use internet PR and promote social media all over the world.
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