Social Media Marketing Hall of Fame

Social Media Marketing Hall of Fame

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  SOCIAL MEDIA MARKETINGHALL OF FAME MOST REMARKABLE PLATFORMS AND PROGRAMS (2006-2010) Gaurav Mishra/ Gauravonomics www.gauravonomics.com [email protected] gauravonomics on your favorite social network 06.29.2010 | P1 © MSLGROUP
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  Director of digitaland social media at MSLGROUP Asia I help global brands benefit from social as in connecting people and social as in benefiting the society at MSLGROUP (http://mslgroup.com/#practices/socialmedia) © MSLGROUP
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  Writer and speakerat Gauravonomics I help marketers, entrepreneurs and activists understand how the social web is changing how they engage with their stakeholders at Gauravonomics Blog (http://gauravonomics.com) © MSLGROUP
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  Designer and changemakerat IdeaSliver Labs I help non-profits and social web startups design remarkable social experiences at IdeaSliver Labs (http://ideasliver.com) © MSLGROUP
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  SOCIAL, NOT INTERACTIVE,NOT VIRAL 06.29.2010 | P5 © MSLGROUP
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  This list isfocused on “social” platforms and programs. “Social” is 1 not the same as “interactive” or “viral”. 2 In “interactive”, people interact with the website or the application. In “viral”, people merely share a pre-produced video with other 3 people. In “social”, people interact with other people, and the interpersonal 2 interaction forms the core of the website or the application. So, games and immersive web experiences are often interactive, but 5 not social. Similarly, advertising, applications and web serials on social 6 networks are often viral, but not always social. Social is not the same as interactive or viral © MSLGROUP
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  SOCIAL MEDIA MARKETINGIN 2006 06.29.2010 | P7 © MSLGROUP
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  Amex My LifeMy Card What: In 2006, Amex invited consumers to create and upload their own short films around the theme of ‘My Life Is…’ Why: Inviting consumers to interpret the brand. Source: http://mylifemycard.com and http://youtube.com/watch?v=kJwOutie-v8 © MSLGROUP
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  Nike Plus What: In 2006, Nike created a community for runners where runners could collect and share their running data via an iPod connected to their Nike shoe via a sensor. Results: Nike Plus runners have logged more than 100 million miles. Why: Creating an immersive online- offline social experience. Source: http://nikeplus.com and http://youtube.com/watch?v=UfWTQA6QPk4 © MSLGROUP
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  Fiat 500 What: In 2006, Fiat 500 ran a series of contests around the theme of ‘500 Wants You’ and asked consumers to help define the brand. Why: Inviting consumers to interpret the brand. Source: http://fiat500.com , http://youtube.com/watch?v=pnlwRbVAlKc and http://www.youtube.com/watch?v=bN4S9mlFRDc © MSLGROUP
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  Netflix Prize What: In 2006, Netflix invited consumers to improve their movie recommendation algorithm by 10% and offered the winner a prize of $1 million. In 2009, a global team led by AT&T Labs won. Why: Crowd-sourcing product and process design innovation. Source: http://netflixprize.com and http://youtube.com/watch?v=ImpV70uLxyw © MSLGROUP
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  P&G Being Girl What: P&G created a community where young girls could talk to each other about growing up. Why: Creating a community around a social heartbeat. Source: http://beinggirl.com , http://youtube.com/watch?v=eYq-sKSZsNg and http://youtube.com/watch?v=7WOUbi8l_nI © MSLGROUP
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  Sunsilk Gang ofGirls What: In 2006, Sunsilk created the Gang of Girls community for young girls to connect with each other and discuss fashion and grooming. Result: The community has over 7,50,000 registered members but active users are low due to neglect. Why: Creating a community around a social heartbeat. Source: http://sunsilkgangofgirls.com and http://youtube.com/watch?v=nSUmdRKu93c © MSLGROUP
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  SOCIAL MEDIA MARKETINGIN 2007 06.29.2010 | P14 © MSLGROUP
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  The Dark KnightWhy So Serious? What: In 2007, Warner Brothers created an elaborate alternate reality game in the run up to its much anticipated movie ‘The Dark Knight’. Why: Creating an immersive social experience with strong storytelling. Source: http://whysoserious.com and http://youtube.com/watch?v=cD-HRI-N3Lg © MSLGROUP
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  Diesel Heidis 15MB of Fame What: In 2007, Diesel created a viral campaign where two models, called Heidis, “kidnapped” their salesperson, “hijacked” the diesel.com website, and asked viewers for ideas on how to become (in)famous. Why: Creating an immersive social experience with strong storytelling. Source: http://youtube.com/watch?v=-wZH_gkjaWE © MSLGROUP
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  Doritos Crash theSuper Bowl What: In 2007, Doritos ran the ‘Crash the Super Bowl’ contest and aired the two winning commercials on Super Bowl all the five finalists on national TV. Why: Inviting consumers to interpret the brand. Source: http://crashthesuperbowl.com and http://youtube.com/watch?v=Y4aKSAlVtTk © MSLGROUP
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  Mini Space What: In 2007, Mini created a community for designers and artists to connect around the ‘creative use of space’. Why: Creating a community around a social heartbeat. Source: http://minispace.com and http://youtube.com/watch?v=j5rqWpDeH0k © MSLGROUP
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  Dell Ideastorm What: In 2007, Dell launched customer- driven ideation community Dell Ideastorm and invited consumers to submit ideas to help Dell build better products. Why: Crowd-sourcing product and process design innovation. Source: http://ideastorm.com and http://www.youtube.com/watch?v=Y0SOXW_K56w © MSLGROUP
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  Starbucks V2V What: In 2007, Starbucks created the V2V volunteer network to connect people and actions around local Starbucks stores. Why: Mobilizing citizens to support a cause. Source: http://www.v2v.net/starbucks and http://youtube.com/watch?v=UYyJyojUa5g © MSLGROUP
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  TOI’s Lead India What: In 2007, TOI launched Lead India to find the next generation of Indian leaders. In 2009, TOI used the Lead India platform to engage Indian youth in the Lok Sabha elections. Why: Mobilizing citizens to support a cause. Source: http://lead.timesofindia.com and http://youtube.com/watch?v=MkJtRZ7ponM © MSLGROUP
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  SOCIAL MEDIA MARKETINGIN 2008 06.29.2010 | P22 © MSLGROUP
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  Barack Obama’s USPresidential Campaign What: In 2008, Barack Obama effectively leveraged social media, including his own social network my.barackobama.com, to win the US presidential election. Results: With the support of 13 million community members, Obama won a historic election. Why: Mobilizing citizens to support a cause. Source: http://my.barackobama.com and http://youtube.com/watch?v=N3Ol8YlfWig © MSLGROUP
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  Microsoft ExecTweets What: In 2008, Microsoft created ExecTweets to aggregate tweets from top business executives in one place. Why: Aggregating conversations from social networks. Source: http://exectweets.com © MSLGROUP
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  Intel/ Asus WePC What: In 2008, Intel and Asus collaborated to ask consumers to imagine their ideal computer. Why: Crowd-sourcing product and process design innovation. Source: http://wepc.com and http://youtube.com/watch?v=Klef_laNzwg © MSLGROUP
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  British Airways Metrotwin What: In 2008, British Airways created a network of local experts to match the best places in London and New York. Why: Inviting experts to curate content for the community. Source: http://metrotwin.com © MSLGROUP
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  McDonalds 1.3 BillionCheers for China What: In the run up to the 2008 Beijing Olympics, McDonalds China asked consumers to upload cheers of ‘I’m lovin' it when China wins’. Results: 220,000 people uploaded cheers and the top five led 1200 people in the official cheer. Why: Creating a web- based talent hunt or reality show. Source: http://mcd.qq.com and http://mcdonalds.com.cn/awards/cheersforchina.html © MSLGROUP
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  American Express MembersProject What: In 2008, American Express donated $1 million to charities selected by their customers via voting. Why: Inviting consumers to submit and support causes for funding. Source: http://membersproject.com and http://youtube.com/watch?&v=WZOwOFDoYYU © MSLGROUP
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  Nokia Someone Else’sPhone What: In 2009, Nokia created an alternate reality game where consumers could find out everything about three characters through their lost phones. Why: Creating an immersive social experience with strong storytelling. Source: http://someoneelsesphone.com and http://youtube.com/watch?v=4X3HzFUIQug © MSLGROUP
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  Penguin We TellStories What: In 2008, Penguin created an alternate reality game where six authors used social networks and digital techniques to redefine storytelling for the 21st Century. Results: 300,000 viewers played along. Why: Creating an immersive social experience with strong storytelling. Source: http://wetellstories.co.uk and http://youtube.com/watch?v=aOXvUV4RQKQ © MSLGROUP
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  HP My ComputerMy Stage What: Starting in 2008, HP China has created a series of campaigns to invite young consumers to explore their creativity and create art, music and a film. Why: Creating a web- based talent hunt or reality show. Source: http://hpmystage.com and http://youtube.com/watch?v=0RwDFI0K9KY © MSLGROUP
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  BMW 1 SeriesGraffiti Contest What: In 2008, BMW invited consumers to create graffiti on its car model using a Facebook application, to explore the theme of ‘What drives you?’. Why: Inviting consumers to interpret the brand. Source: http://apps.facebook.com/graffitiwall/ © MSLGROUP
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  My Starbucks Idea What: In 2008, Starbucks invited consumers to share ideas for improving the coffee chain’s in-store experience, food and beverage offerings and community engagement. Why: Crowd-sourcing product and process design innovation. Source: My Starbucks Idea Source: http://mystarbucksidea.com © MSLGROUP
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  McDonalds The LostRing What: In 2008, in the run up to the Beijing Olymics McDonald’s created an unbranded six-month long alternate reality game to showcase the spirit of the Olympics. Why: Creating an immersive social experience with strong storytelling. Source: http://olympics.wikibruce.com and http://youtube.com/watch?v=cqJWRGxOIsw © MSLGROUP
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  Tata Tea JaagoRe What: In 2008, Tata Tea catalyzed an entire ecosystem of citizen action initiatives during by asking young people to wake up as citizens. Results: More than 650,000 first time voters registered to vote. Why: Mobilizing citizens to support a cause. Source: http://jaagore.com © MSLGROUP
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  SOCIAL MEDIA MARKETINGIN 2009 06.29.2010 | P36 © MSLGROUP
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  Mountain DEW DEWmocracy What: In 2009, Mountain DEW launched the year-long DEWmocracy campaign and invited its fans to select its next drink. Why: Crowd-sourcing product and process design innovation. Source: http://dewmocracy.com, http://youtube.com/watch?v=ZEnFVkFMPKg and http://youtube.com/watch?v=OnaqDPlKEjo © MSLGROUP
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  Best Buy Twelpforce What: In 2009, Best Buy created an application to enable 2000 employees address customer problems on Twitter. Why: Crowd-sourcing customer support. Source: http://twitter.com/twelpforce and http://youtube.com/watch?v=iUhUSOJyd5Y © MSLGROUP
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  Nike and LivestrongChalkbot What: Nike and Livestrong invited supporters to send them inspiring messages, printed and photographed them on the Tour De France course using a robot, and sent them the pictures with GPS coordinates. Why: Mobilizing citizens to support a cause. Source: http://livestrong.org/chalkbot and http://youtube.com/watch?v=oNg-rQR6z84 © MSLGROUP
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  Sleepless an Playground What: Playground Store created a web- based reality show. Consumers bought items from their favorite contestant, then helped them stay awake by following them on social networks and sending them messages. If their contestant won, they won their money back. Why: Creating a web- based talent hunt or reality show. Source: http://youtube.com/watch?v=6AjGpMwc1YQ © MSLGROUP
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  Burger King WhopperSacrifice What: In 2009, Burger King created a Facebook application and asked consumers to unfriend ten Facebook friends to win a $3.95 whopper burger. Results: More than 200,000 people were unfriended before Facebook deactivated the app. Why: Creating a web- based talent hunt or reality show. Source: http://apps.facebook.com/sacrifice and http://youtube.com/watch?v=XXd0UoxK-Ik © MSLGROUP
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  Burberry Art ofthe Trench What: In 2009, Burberry invited fashion photographers and consumers to upload photographs of normal people in the trench coat. Why: Inviting experts to curate content for the community. Source: http://artofthetrench.com © MSLGROUP
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  Queensland Tourism BestJob in the World What: In 2009, Queensland Tourism invited applications for the best job in the world, which offered a salary of AUD $150,000 for a six month position with live-in luxury accommodation. Why: Creating a web- based talent hunt or reality show. Source: http://islandreefjob.com.au and http://youtube.com/watch?v=Of6EBA1pmdg © MSLGROUP
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  Doritos Bring SlowDancing Back What: In 2009, Doritos in Argentina created a petition to bring slow dancing back in discos so that young people could get close to each other. Results: 500000 people signed the petition and 7000 people attended a slow dancing event. Why: Mobilizing citizens to support a (fun) cause. Source: http://youtube.com/watch?v=27kGHoreQow © MSLGROUP
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  Gatorade Replay In 2009, Gatorade created a replay of a tied football match between two school football teams, and invited consumers to nominate their own replays. Why: Creating a web- based talent hunt or reality show. Source: http://replaytheseries.com , http://replaycasestudy.com and http://youtube.com/watch?v=wARLfVzSsLs © MSLGROUP
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  Sheraton Better WhenShared What: In 2009, Sheraton Hotels & Resorts has created a community and invited its customers to share travel tips and stories. Why: Inviting customers to share their brand experiences. Source: http://sheratonbetterwhenshared.com © MSLGROUP
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  Ford Fiesta Movement What: In 2009, Ford launched a year long Fiesta Movement campaign in which 100 selected ‘agents’ drove around the pre-launch Ford Fiestas for six months and shared their experiences on social networks. Why: Creating a web- based talent hunt or reality show. Source: http://fiestamovement2.com, http://chapter1.fiestamovement.com © MSLGROUP
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  Marmite Marmarati What: In 2009, UK snack brand Marmite invited its most loyal fans to join the Victorian-style Marmarati society. Why: Inviting consumers to interpret the brand. Source: http://marmarati.org and http://youtube.com/watch?v=cqJWRGxOIsw © MSLGROUP
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  Your Lays Flavor What: In 2009, Lays India launched the year-long ‘Your Lays Flavor’ campaign and invited consumers to decide its new flavor for a prize of Rs. 50L plus 1% of the sales turnover from the new flavor. Why: Crowd-sourcing product and process design innovation. Source: http://yourlaysflavour.com © MSLGROUP
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  SOCIAL MEDIA MARKETINGIN 2010 06.29.2010 | P50 © MSLGROUP
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  Urgent Evoke What: In 2010, World Bank Institute created a social innovation game to engage students from Africa and elsewhere to think about solutions for the world’s biggest problems. Why: Creating an immersive social experience with strong storytelling. Source: http://urgentevoke.com © MSLGROUP
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  Skittles Rainbow What: In 2010, Skittles mobilized their fans through a series of campaigns like Mob the Rainbow, Poll the Rainbow and Scholarship the Rainbow. Why: Inviting consumers to interpret the brand. Source: http://skittles.com, http://youtube.com/watch?v=LYAJwFBma8I, http://youtube.com/watch?v=Poa06ceCcOQ and http://youtube.com/watch?v=WjEnVfFmFtA © MSLGROUP
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  Benetton Its MyTime What: In 2010, Benetton launched a contest to find the models and photographers to drive their next advertising campaign. Result: 65000+ people applied. Why: Creating a web- based talent hunt or reality show. Source: http://casting.benetton.com © MSLGROUP
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  Jimmy Choo CatchAChooHunt What: In 2010, Footwear brand Jimmy Choo organized a treasure hunt in London, in which consumers tried to find the trainers in a location which Jimmy Choo mentioned on Twitter, Facebook or Foursquare. Why: Creating an immersive online- offline social experience. Source: http://bit.ly/CatchAChoo © MSLGROUP
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  Yellow Pages HiddenPizza What: In 2010, Yellow Pages Australia created a hidden restaurant and challenged people to find it using the Yellow Pages. Why: Creating an immersive online- offline social experience. Source: http://hiddenpizza.com.au , http://youtube.com/watch?v=aadUYBIf41M and http://youtube.com/watch?v=PdkYr2HPdnk © MSLGROUP
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  Coca Cola RealLike Village What: In 2010, Coca Cola Israel used RFID chips to enhance the social experience at the Coca Cola Village, and enable teenagers at the village to “Like” real objects in the village using their Facebook IDs. Why: Creating an immersive online- offline social experience. Source: http://www.facebook.com/cocacolavillag and http://youtube.com/watch?v=SSZ9v8oUaRY © MSLGROUP
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  Honda Everyone KnowsSomebody Who Loves a Honda What: In 2010, Honda created a Facebook app to connect people who loved their Honda cars. Result: 1.6 million people were connected. Why: Inviting customers to share their brand experiences Source: http://apps.facebook.com/wholovesahonda and http://youtube.com/watch?v=JI6gIcEztLY © MSLGROUP
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  Levi’s Friends Store What: In 2010, Levi’s leveraged Facebook Open Graph to create a powerful social shopping platform. Why: Integrating social into the sales or support process Source: http://store.levi.com and http://youtube.com/watch?v=Ed5vJeaEuzA © MSLGROUP
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  Intel Creators Project What: In 2010, Intel tied up with Vice Magazine to create a network of creators and showcase their work online and through a series of events. Why: Creating a community around a social heartbeat. Source: http://thecreatorsproject.com and http://youtube.com/watch?v=j_0UflkdvQw © MSLGROUP
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  Pepsi Refresh Project What: In 2010, PepsiCo launched the Pepsi Refresh Project with a budget of $20m and invited consumers to submit and support ideas that refresh local communities. Why: Inviting consumers to submit and support causes for funding. Source: http://refresheverything.com, http://youtube.com/watch?v=2fS39FitsoQ and http://www.youtube.com/watch?v=4eX7Dl8Dn0I © MSLGROUP
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  Old Spice Man What: In 2010 Old Spice invited consumers to ask questions to the lead character in their popular Old Spice Man commercials and created almost 200 videos to answer them in near real-time. Why: Creating a web- based talent hunt or reality show. Source: http://youtube.com/watch?v=uLTIowBF0kE and http://youtube.com/watch?v=nFDqvKtPgZo © MSLGROUP
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  TO BE UPDATED: HOWHAS SOCIAL MARKETING CHANGED BETWEEN 2006 AND 2010? 06.29.2010 | P62 © MSLGROUP
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  LET’S STAY INTOUCH www.gauravonomics.com [email protected] gauravonomics on your favorite social network 06.29.2010 | P63 © MSLGROUP