Tag Archives: social media campaign

Most-Tweeted Sports Event In History: Germany vs. Brazil

Though the 2014 World Cup action has begun to die down, now with only two teams remaining, the social media frenzy surrounding the tournament has not.

During Tuesday’s semi-final match, where Germany dominated host nation Brazil with a 7-1 victory, tweets reached a peak volume of 530,166 tweets per minute – making it the most talked about sporting event in Twitter history. The match itself generated 35.6 millions tweets total.

The Germany vs. Brazil match easily broke the previous record (from Super Bowl 2014) of 24.9 million tweets, with a maximum volume of 381,605 tweets per minute. Germany vs. Brazil also beat out the next-most tweeted World Cup game, the Brazil vs. Chile match, which earned 16.4 million tweets (TechCrunch).

Germany’s fifth goal, scored by Sami Khedria in the 29th minute, was the most talked about moment of the game: it provoked 580,166 tweets per minute (yet another new record). Toni Kroos’ pair of goals were not far behind with 497,425 and 508,601 tweets per minute.

GER v. BRA

Germany’s Miroslav Klose was the match’s most mentioned player, after becoming the all-time record goal scorer in World Cup history, with 16.

Though much of the game’s tweets were directed at the action, many saw the embarrassing loss for Brazil as an opportunity to poke fun at the country.

Social media chatter extends far beyond the matches: on Saturday night, Rio’s famous statue of Christ the Redeemer will be lit up in the colors of each of the finalist’s flags (Germany and Argentina) from 7-9 PM. To encourage even more participation, Twitter has created a campaign in which users can vote using #ArmsWideOpen followed by #GER or #ARG. Whichever team receives the most amount of tweets will see their colors will be lit the longest; the results will change in realtime as more fans vote.

For the past month, the World Cup has created quite a buzz around social media, sparking over 300 million tweets and over a billion Facebook interactions. By the end of Sunday’s championship match between Germany and Argentina, signifying the conclusion of the tournament, the 2014 World Cup is expected to be the biggest social media event ever.

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Social Media Campaigns Kick-Off 2014 World Cup

Today marks the start of the 2014 World Cup, a month-long event highly anticipated by fans – and marketers – around the globe. Social media is expected to play a huge role in this year’s tournament, and we’ve compiled some of the most popular and creative marketing campaigns centered around the event:

Hyundai's dedicated Tumblr site will release 120 pieces of football related artwork including GIFs, quotes, illustrations and short films throughout the 2014 World Cup.

Hyundai’s dedicated Tumblr site will release 120 pieces of football related artwork including GIFs, quotes, illustrations and short films throughout the 2014 World Cup.

Hyundai teams with Tumblr: At the heart of Hyundai’s World Cup sponsorship lies the #BecauseFutbol campaign, driven by a Tumblr microsite. The site will contain 120 pieces of football related art, including GIFs, quotes, illustrations and short films, all to be released periodically throughout the tournament. There will also be a realtime element to the Tumblr site; other pieces of art will be created on the fly based on which threads are most popular as the tournament progresses. Three-fifths of the site’s content will come from six Tumblr influencers/artists, while the remaining artwork will come from Hyundai’s creative team.

Memes will also play a large roll on the site; a new tool allows users to either design their own art or remix existing illustrations, and share them across different social media platforms.

To attract users, some of this artwork has been put on display in New York City’s Times Square.

Hyundai also added a feature to its site called “where to watch“, helping fans in 12 cities find a nearby venue to catch their team’s game.

Adidas is “All in”: Adidas’ “All in or Nothing” ad campaign is projected to be the biggest marketing crusade in company history. The campaign’s official video features global football sensation Lionel Messi, along with a new Kanye West track. In the final frame, the ad asks viewers to click either an “all in” or “nothing” button. Those who click the “all in” button will receive up-to-date Adidas World Cup news through #Allin or Nothing and email, and those who click the “nothing” button will see images of (basically) nothing.

Other Adidas World Cup ads online have featured international football stars David Beckhman, Zinedine Zidane, Gareth Bale and Lucas Moura. One recent ad garnered over 14 million views to date, and the campaign’s signature ad has earned nearly 34 million views (see below).

Adidas is also launching a live YouTube web series  called “The Dugout“, allowing fans to take part in interviews, Adidas product reviews, and behind-the-scenes World Cup action.

Coca-Cola's Happiness Flag is composed of user generated photos submitted via Facebook and Twitter.

Coca-Cola’s Happiness Flag is composed of user generated photos submitted via Facebook and Twitter.

Coca-Cola celebrates “The World’s Cup”:  Coca-Cola is recognizing football as a globally unifying force through “The World’s Cup” campaign. With the “One World, One Game” YouTube ad, the new “World Is Ours” official World Cup anthem, and FIFA World Cup Trophy Tour, Coca-Cola looks to deliver to its audience the most accessible World Cup in history. Also, to kick-off the global event, Coca-Cola has invited fans to be a part of the largest flag photo mosaic ever created, by submitting an image either through Twitter or Facebook. The Happiness Flag will be unveiled before the opening match between Brazil and Croatia.

Coca-Cola has also introduced a new section of branded content in the gaming app QuizUp, which includes 18,000 trivia questions specific to every team competing for the Cup.

McDonald’s “Trick-Shots” the competition: The controversial Trick Shot ad launches McDonald’s “Gol” campaign, which has stolen much of the attention surrounding World Cup social marketing. For the first time in brand history, McDonald’s has redesigned the packaging of the French fry box as part of the new McDonald’s Gol! app. Using one of the twelve new fry boxes, customers can download the app and begin playing. Here’s how it works:

How does your brand plan to keep up with this year’s World Cup?

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#LexusInstafilm Project Drafts Instagram Users To Create Striking Video

Lexus Instafilm campaign

image via lexusinstafilm by @rob_tran

As a luxury brand it’s hard enough maintaining the mystique of exclusivity in the physical marketplace, let alone the crowded digital one, but Lexus recently showed us how it’s done. The #LexusInstafilm project, a stop-motion car commercial composed of 350 photos taken – on set – by 212 participating Instagram users, has been one of the most clever uses of Instagram by a brand this year.

Each photo was hashtagged according to its sequence in the video, and each was given a filter of choice by its shooter.  The resulting commercial is a stylish collaboration between amateurs and professionals, and a daring experiment with the Instagram medium.

Lexus gained over a thousand followers on Instagram following the #LexusInstafilm campaign, rising to a still modest number of 6,761 followers. With Lexus making this creative leap on Instagram, one wonders what other luxury car brands are doing with the photo sharing medium…

    • BMW has harnessed its Instagram profile rather well (over 442,000 followers), taking full advantage of the nostalgia engine inherent to the platform and showcasing their newly released i3 electric car with some appropriately futuristic artistry. The overall message seems to be “Relax, bro, you’re driving a high-performance BMW.”
    • Mercedez-Benz (354,655 followers on Instagram) takes a similar Instagram approach to BMW with their “good times, great oldies” look, but with more golfers and puppies. The golfer Instagrams are consistently less popular than the car Instagrams, which are often, and unsurprisingly, less popular than the puppies.
    • Jaguar (23,355 followers on Instagram) Much like their ambiguously talented musical partner Lana Del Rey, Jaguar still fights to regain the trust of consumers wary of their shaky past. One aspect of Jaguar’s Instagramming that their competitors lack is an emphasis on their British origin with #YourTurnBritain. It’s no secret that BMW and Mercedez tend not to overemphasize their Germanness, American luxury makers usually leave out the “Made in the USA” stamp, and Japanese competitors like Lexus would rather remain independent, so that leaves Jaguar in a nice spot to show off the regal charms of their British origins.
    • Audi (504,882 followers on Instagram) works in some humor along with branding (who doesn’t love their logo in donuts?), but their Instagram profile reads much like all the rest – cool shots of their sleek cars parked in front of sleek backdrops, with the occasional sleek model posing sleekly.

Most of these brands are just kind of showing up and winning followers, and despite the artistry of this recent, inventive campaign, Lexus is still pretty far behind on Instagram (and has fallen to the number three spot from number one in luxury car sales between 2010 and 2012). They, and parent company Toyota, have been making big plays targeting younger markets, and so #InstaFilm is sure to be just the beginning of a much longer campaign to win over the next generation of luxury car buyers.

Check out the #LexusInstafilm video process here:

Is your brand using Instagram like everybody else is, or are you thinking of ways to innovate your use of the photo-sharing tool?

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Four Seasons #IgniteTheSpark Campaign Brings Romance To Social Media

Four Seasons Hotels and Resorts’ recently launched a new campaign – with a heavy focus on social media – targeting couples worldwide who are seeking a romantic getaway.  “The Spark” campaign includes a microsite, Facebook application, Twitter, Instagram, Pinterest and Facebook engagement advertising.

Why create a campaign focused on the theme of romance? Because it appeals to their guests: Four Seasons’ research showed that guests wanted the hotels to “create romantic experiences during their getaways” and that more than 50% of couples surveyed believed travel was “the best way to keep the spark alive in their relationship.” (L2 Think Tank)

Four Seasons Social Media CampaignFour Seasons took this theme and brought it into social media on multiple platforms.  With “The Spark” microsite as the campaign base, the brand also created a Facebook application – “Countdown to Romance” – that allows users to book vacations directly through the tab.  The app invites users to enter details of their upcoming trips, and then offers customized status updates to the user and their travel companion’s walls, as well as allowing users to share travel plans with their friends.  Every Four Seasons hotel Facebook page (89 hotels in 36 countries) has a customized version of the app featuring localized content.

On Twitter, the brand created the hashtag #IgnitetheSpark, which carries over onto Instagram and Pinterest.  According to L2, the brand and its properties “will use the hashtag in a visual campaign to showcase romance related imagery around the world.”  The hashtag campaign will also include opportunities for followers to win Four Seasons Gift Cards.

The microsite also features a live Instagram feed with “user generated imagery around romance.”

 Four Seasons Instagram feed

How does it all tie into FourSeasons.com? According to L2, the brand has also been careful to “ensure a seamless path from social media to the e-commerce page.”

What do you think?  Will this campaign inspire you to “countdown to romance” at a Four Seasons Resort anytime soon?

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Oreo’s #DailyTwist Campaign Serves Up Realtime Creative

Oreo Daily Twist - Twitter's Sixth BirthdaySocial media has taken on a big role as Oreo cookies celebrate their 100th anniversary this year.  Kraft Foods – which makes Oreos – collaborated with a team of agencies to create the ‘Daily Twist’ campaign, featuring a catchy new Oreo ad on Facebook for 100 days in a row.

Oreo’s 100th anniversary officially started in March with the launch of a print ad campaign focusing on the brand’s history. The ads offered the “Oreo perspective” on moments from the last 100 years, including the introduction of the yo-yo, the arrival of 3-D films and the invention of Pac-Man.

Oreo Daily Twist - Dark Knight RisesBut Oreo also wanted to show the relevance of the brand today – and for that Kraft turned to social media. According to Cindy Chen, the marketing director for Oreo at Kraft Foods, the daily ads are “to show the world how relevant this brand is now” by commenting on “real-time happenings.”  These included everything from Gay Pride Month to movie premieres (The Dark Knight Rises, Ice Age: Continental Drift) to the Tour de France and various Olympic events.

The Daily Twist began on June 25 and will conclude next Tuesday (October 2nd).  The “whimsical, humorous or eye-catching ads” can be found each day on Oreo’s Facebook page – or on Oreo’s website, Pinterest and Twitter (#DailyTwist) – according to The New York Times.  Viewers can even scroll back to see any “Twists” they missed over the course of the 100 days. The ads have the opportunity to reach Oreo’s nearly 28 million fans on Facebook, over 53,000 followers on Twitter, and over 1,000 followers on Pinterest.

 Oreo Daily Twist Wheel - Elvis Week

So far, the campaign has yielded impressive results.  Since the first Daily Twist on June 25 through the ad on August 20th, the brand has seen an average increase of 110% in ‘likes,’ comments and shares on social media, Ms. Chen told The New York Times.

Daily News Through The “Oreo Filter”

“Creating content in real time is not easy to do,” said Chen.  So why focus on a realtime campaign? In order to “acknowledge the sped-up internal clocks of consumers” when new technologies lead to “increased expectations of content delivered instantly.” (The New York Times)

Oreo Daily Twist Congratulates Panda Shin-Shin on her newborn cubSarah Hofstetter, president at agency 360i, compared creating each Daily Twist to a newsroom, complete with “the daily meeting to discuss what goes on Page One.”  The idea was to take daily news and filter it through the “playful imagination of Oreo,” Chen told Ad Age.  Then to make a relevant ad “while the world is watching” – an ad so catchy that the world wants to share it.

While some cookie ads were predetermined, the “vast majority” of the work happened in realtime. DraftFCB Creative Director Megan Sheehan told AdAge that “Each morning the team homes in on what’s trending and what’s right for Oreo.”  And yes, that included lots of photo shoots involving real Oreos.

The Grand – Realtime – Finale

The campaign will culminate in a realtime, social media contest for the final Daily Twist ad – with the winning ads to be displayed on a huge Times Square billboard.  A “temporary ad agency” will be set up near the billboard in Times Square, providing the general public with the chance to submit their Daily Twist ideas in person or via social media.

Representatives of the Oreo brand will accept submissions in the morning, then narrow the field down to eight options and sketch ads for each.  Three finalists will be chosen and placed on Oreo’s Facebook page and the Times Square billboard, and the public can then vote for the best option via Facebook and Twitter.  After about an hour and half of voting, the final winner will be announced at 2pm, accompanied by giveaways, sampling and more.

One sad drawback for fans: Chen confirmed that, despite requests, “we do not have any plans to create “Daily Twist’-inspired cookies.”

Do you think this campaign is helping the brand to keep pace with the shift to digital, social and mobile?  Is there an opportunity for your brand create realtime, relevant advertising?

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Social Media Marketing: Burberry Launches New Campaign on 10 Social Platforms

Burberry, a “digital darling” among luxury brands, recently launched its Autumn/Winter 2012 collection across 10 different social platforms, according to L2.  The digital campaign is reaching beyond Burberry’s website to Facebook, Twitter, Google+, YouTube, Instagram, Pinterest, and four Chinese social sites: Sina Weibo (a Twitter-like microblogging site), Douban (content site), Youku (video) and Kaixin001 (social).

Burberry Social Media Campaign Uses 10 Different Platforms (image: Burberry Facebook post)The brand is not only present and reaching a diverse audience on a variety of platforms; it is showcasing different parts of the collection on specific platforms:

  • Facebook and Twitter have individual images featuring stylized runway looks
  • YouTube has a series of short films about the collection
  • Instagram has a selection of campaign images
  • Pinterest features exclusive, behind-the-scenes photography from the photo shoot
  • Burberry’s website has a shoppable video with campaign images; users can purchase directly through the photo and video gallery

Burberry fans on social media have multiple ways to view and engage with the new collection, and the campaign also features an exclusive song – ‘Indigo Home’ – from model/musician Roo Panes on iTunes.

While the brand does not actively converse with fans on social media (according to L2), the wealth of content it offers on these platforms have helped to garner over 13 million fans on Facebook, 1.1 million followers on Twitter, nearly 38,000 subscribers on YouTube (and over 14.6 million video views), over 6,600 followers on Pinterest, nearly 3,000 followers on Instagram and over 990,000 Google+ users have added Burberry to their circles.

Are these fans engaging with the new content?  L2 reports that one of Burberry’s latest campaign images, released on Facebook, garnered over 20,000 “likes” in less than 24 hours.

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Starbucks #Indivisible Social Media Campaign: Jobs, Free Coffee, and the American Dream

Starbucks #Indivisible Social Media Campaign: Jobs, Free Coffee, and the American DreamStarbucks CEO Howard Schultz is adding a social media element to the company’s “Indivisible” campaign, an initiative focused on job creation.  Originally focused around the “Indivisible” collection of products – including a donation to the “Create Jobs for USA” fund with every purchase – the campaign has expanded into social media to drum up support around the Fourth of July holiday.

On the Starbucks company blog, Schultz wrote:

“Join the national conversation with #INDIVISIBLE. Starting today, I invite you to share your view of America, and how we can all put citizenship over partisanship. On Instagram, post a photo of the America we all need to see. On Twitter, provide a link to an innovative idea. Blog about who’s making a difference in your community; or on YouTube, share how you made your American Dream come true. No matter where you post, if you use the tag #INDIVISIBLE, Starbucks will do its part to collect and amplify your voices.”

He also adds in the promise of a freebie to get everyone involved:

“To spark the conversation in our stores, your local Starbucks will proudly serve everyone a free tall hot brewed coffee on the Fourth of July.”

Will it work?  The open letter went up June 29th, and tweets have been picking up on the #indivisible hashtag, largely a mix of support for Schultz’s message and retweets of articles mentioning the campaign.  Starbucks has a great presence on social media, with over 30 million “likes” on Facebook and over 2.6 million followers on Twitter, providing a solid audience to engage with.

The initiative is already generating great press for the brand, and the foot traffic on Fourth of July will likely be high.  Although, as PaidContent put it, people will probably “just be wondering why they didn’t get an iced coffee instead.”

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USA Network Launches Social Game #HashtagKiller

#HashTagKiller, USA's Social Game for Psych's Social TV FansSocial elements figured prominently in the launch of many television shows this fall, and now the USA Network is going further by launching #HashtagKiller, an ‘interactive social media mystery game’ to go along with the hit show ‘Psych’. The goal? To provide a new outlet for engaging Psych’s highly active social media fans – the show’s Facebook page already has nearly 2 million ‘likes’.

How the social game works:

  • launched last Wednesday, the game will unfold online over the next 6 weeks
  • it takes place on the Web using Facebook’s Open Graph API
  • to get started, users can visit hashtagkiller.com and sign up using Facebook
  • players can log into HashtagKiller.com to get more clues, messages, and try to solve the case as new content is posted each week

The content:

  • the writers of Psych prepared a script specifically for the game (rather than attempting to adapt the TV screenplay to a social media outlet)
  • video clips with the cast that are unrolled each week that are designed to “mimic the look and feel of the show”
  • players look at online elements including puzzles, clues and Facebook messages between series leads Shawn and Gus

According to Mashable, the game provides ‘a fully integrated social TV experience’ for users.

How eager were Psych’s social TV fans to move into social gaming?

  •  in the first 12 hours, more than 13,000 unique visitors visited HashtagKiller.com
  • 10,000 of those visitors signed up for the game
  • the website fielded over 6,000 requests a minute at its peak on Wednesday afternoon
  • the average user spent more than 12 and a half minutes on the site
  • 22% of visitors returned at least once within the first 12 hours

The results are impressive, showing that USA knows its audience, particularly since the only promotion for the game was through social networks.  Of course, response of this magnitude is also due to USA Network’s previous social TV efforts, including releasing a second-screen social app for the show, and their popular social TV chat feature Character Chatter, which recently integrated with Facebook.

The show also keeps Facebook fans engaged with regular posts and special events, including a special Fan Appreciation Day for Pysch fans in NYC, where attendees can see this season’s premiere episode before it actually airs on TV. The event will include interviews with the writers, cast and crew; answers to questions from fans online and at the event; and will be livestreamed by the network (not including the actual premiere episode).  Just one post about this event on Facebook received 820 likes, 21 shares, and 62 comments.
USA's Psych Engages Social Media Fans

Would a similar move to social gaming work with shows that have a less socially inclined audience? According to Mashable’s interview with Jesse Redniss, USA Network’s VP of digital, platforms like Character Chatter and an active presence on social networks will hopefully help to”graduate” other USA shows “to a more social atmosphere.”

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Social Media Campaign: Get Zombified By Mike’s Hard Lemonade

Mike's Hard Lemonade Social Media 'Zombie' CampaignHalloween is just around the corner, and Mike’s Hard Lemonade is taking advantage by launching the “Keep the Party Screaming” campaign to promote the brand for year-round use.  The campaign features a Facebook application where users have the ability to  “zombify” themselves and share the results.

Here’s how it works:

  • a mobile QR code within “Monster Mansion” displays (in stores) will point shoppers to the Facebook app
  • the Facebook app is also promoted via online ads
  • Mike’s main Facebook application links to the Zombifier, where consumers can transform their standard Facebook photos into ‘macabre portraits’ by manipulating their pictures with ‘blood, gore and ghoulish facial details’

What can consumers do with their ‘zombified’ images?

  • share with friends
  • post on Facebook feeds and galleries
  • put their photos in a gallery on the Mike’s Hard Lemonade Facebook site (over 281,000 fans) —  which will feature a new (randomly selected) zombified photo every day until Halloween

The results (hopefully):

  • friend ‘A’ sees friend ‘B’ engaging with Mike’s on Facebook
  • friend ‘A’ thinks zombification is cool (and maybe zombifies himself) and buys some Mike’s on the way to a party

Rich Lent, CEO and founder of AgencyNet – the ad agency behind the campaign – told MediaPost: “On Facebook, we’ve really been able to create the appropriate social environment for people to engage with Mike’s. It’s a powerful platform for creating natural occasions for the brand year-round.”

According to MediaPost, this recent campaign follows on the heels of a successful summertime campaign – “Hard Sports” – which gained great results by promoting Mike’s Hard Lemonade as the drink of choice for alternative sports (aka dodgeball).  That campaign featured an online video contest for “personal tales of sports glory’ which led to a 60% gain in Mike’s Facebook fans.  The winners from the contest will see their videos appear in Mike’s online ads this fall.

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Zynga, Pizza Hut Use Social Games To Fight World Hunger

Zynga and Pizza Hut are teaming up to offer social good through social gaming.  Exclusive in-game items can be purchased for $5 on four popular Zynga games: FarmVille, CityVille, Empire & Allies and The Pioneer Trail.  The items help players in-game but also support the World Food Programme in real life.  According to Mashable, it’s the first time Zynga has partnered with a brand in this way.
Zynga Teams With Pizza Hut For World Hunger Relief 2011

Zynga Teams With Pizza Hut For World Hunger Relief 2011How does it work? Players are asked to contribute $5, and then will receive their choice of a ‘limited edition’ in-game item.

This partnership stems from Pizza Hut’s support of the annual World Hunger Relief campaign, which launched September 26. Pizza Hut’s website for the effort, “Share a Slice of Hope,” asks viewers to help raise the goal of $2.5 million for the United Nations World Food Programme.  Last year, over $2 million was raised through a similar campaign, which provided 8 million meals.

How much will in-game item purchases add up to help hunger victims?  We’re excited to get the stats on this campaign as they become available.  Will social good (plus “limited edition” items) tempt players into making enough purchases to make a difference? Can social gaming be an effective vehicle for donations?

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