Often social media campaigns simply consists of a Twitter feed, blog, Facebook page and YouTube channel. And for many companies that is the most appropriate, cost effective and manageable strategy to use. But every now and then a company will introduce a little sprinkle of social media fairy dust to add a magical element to their campaign…below is a look of some of my recent favourites….
Jimmy Choo and Foursquare
Jimmy Choo recently used Foursquare to launch a real-time treasure hunt around London. A pair of Jimmy Choo trainers were placed at fashionable hangouts, marked up on Foursquare, for one lucky winner to claim.
This campaign shows innovative use of one of the lesser used social networking sites in the UK (though Foursquares users is constantly growing…and I wonder if this campaign increased numbers)..but I can’t help but find myself wondering if they might have been better to wait until Facebook’s geo-location networking launches…
Creativity score: 7
Potential impact score: 6
Pringles Outs Social Media Addicts
(Source: Media Week)
The crisp brand heralded as ‘good for sharing’ has launched a website for people to out their over sharing friends. Users are encouraged to name and shame friends who post boring status updates or Tweets – hoping instead to encourage people share things that are ‘really worth sharing, like Pringles’.
The campaign demonstrates integrated messaging and clever tie-in with the ‘sharing’ theme. It is also wonderfully satirises one of the common complaints about social networking, promoting over-sharing by sharing the banal comments more widely – brilliant!
Integration across different social media channels is also very effective, with a bespoke website dedicated to the campaign, ‘oversharers’ tweets retweeted on a Twitter feed and an ‘overshare’ button on Facebook.
Creativity score: 8
Potential impact score: 8
Such Tweet Sorrow
The Royal Shakespeare company used the power of Twitter to try and make Shakespeare accessible to the digital generation. What followed was a re-enactment of Romeo and Juliet, through the medium of Twitter (Juliet had over 5,000 followers). The campaign brilliantly updated a classic and kept many gripped for the duration of the month long storytelling.
The real-time nature of Twitter meant that it was sometimes hard to keep up, but a bespoke website provided a timeline of events for those that missed out.
Overall an effective use of social networking to (hopefully) bring Shakespeare to a new audience…
Creativity Score: 8
Potential Impact Score: 6
T-Mobile – Life is For Sharing Flash Mob
An oldie but a goodie…and not a pure 100% social media campaign, but the Liverpool Street life is for sharing advert perfectly married two phenomonons of the digital generation – flashmobs and social media.
The advert was posted onto YouTube as soon as it was premiered on Channel 4, and has now received 2,693,903 views with the video quickly going viral online.
This showed good integration of the marketing disciplines, which is exactly what is needed for an effective social media campaign, but I would suggest that perhaps more people were interested in the entertainment factor…than who the campaign was actually by.
Creativity Score: 9
Potential impact Score: 8
Do feel free to share any other examples of creative social media campaigns you have seen below!
P.s. some of the above campaigns were kindly pointed out by my colleague Nicky Smith, who also blogs over at ‘Research in the News’ – go check it out for some interesting insight into the use of research in PR….
I get overly excited at news of a new social networking craze and immediately rush to my laptop to find out what all the fuss is about. But I find that I have to placate myself with old favourites while I wait for location-based social networking to enter my virtual world.
Foursquares arrived onto our shores, express delivery from the US, back in October. Since then its popularity has surged, but we still lag behind the US, which has a plethora of similar sites available (Gowalla, Hot Potato…)
It’s still not available for those of us that live outside of the major UK cities but it certainly brings with it a wealth of opportunities. The networking possibilities will come into their own as more people start using it (want to know who else is at your conference without having to indiscreetly nose through the sign-in sheet – yes please) but other commercial opportunities will no doubt grow as the site does.
There is a danger of it all getting a little bit ‘big brother’ on us, but those that aren’t comfortable living in the social networking limelight only need to take themselves out of the arena – you are in control of your own involvement.
I personally am suitably intrigued with what is tipped to be the ‘next generation’ in social networking, and am patiently waiting for Banbury to make its appearance on the map, but in the meantime a trip down to London might give me the opportunity to play…