Tag Archives: Twitter campaign

Young & Rubicam Creates #AdvertisingIs Mosaic Live In Times Square

To mark its 90th anniversary with a social media splash, advertising agency Young & Rubicam is “orchestrating a big social media frenzy” on the big screen in Times Square.  Live today (Thursday, May 23rd) from 2-3:30pm, the agency is asking people to tweet and offer their definition of what “#advertising is…”

Every Facebook post or tweet with the #advertisingis hashtag becomes a pixel in a giant hashtag art mosaic, which is unfolding – in realtime – in Times Square during the event.  As posts come in, participants can see their picture and entry come up on the big screen. Participants can add themselves to the mosaic here; the hashtag mosaic is powered by Hyperactivate.com.

In addition to inspiring tons of engagement and generating exposure, the campaign is also expected to capture interesting information on who the biggest influencers in the advertising industry are — based on how much chatter and sharing they create on the mosaic with their entry.

Young & Rubicam #AdvertisingIs Campaign

Image tweeted by @YoungRubicam

French Bank BNP Paribas Engages Fans With #TweetandShoot

BNP Paribas #TweetandShoot Twitter CampaignThought marketers were running out of creative ways to use Twitter?  BNP Paribas, a French bank, found a new Twitter marketing concept — one that appeals to tennis fans in particular.  The #TweetandShoot campaign allows Twitter users to control robots that send tennis balls at tennis star Jo-Wilfried Tsonga on the court.

The campaign – designed and developed by digital agency We Are Social – is timed with the build-up to the French Open, sponsored by BNP Paribas.  According to ClickZ, followers can “tweet to Twitter-controlled robots who will hurl tennis balls at Tsonga live on the court.”  The balls will come from a variety of angles, and tweeters will even choose where to place their ball, using a drag-and-drop interface on the web.

To participate, fans log in to the campaign’s website using their Twitter name and password; the robot chooses tweets at random among those submitted.

The event will be live-streamed on the campaign’s website today, 3 days before the French Open takes place on Sunday, 5/26.

“I’ve always loved a challenge and when BNP Paribas asked me to take part in a world-first experience to mark its 40-year partnership with Roland Garros, I was immediately intrigued. Being trained by fans on Twitter a few days ahead of the French Open – what a daring challenge,” Tsonga told ClickZ.

Watch a video promoting the campaign here:

Dunkin’ Donuts Runs #IceDD Contest on Twitter’s Vine

Dunkin' Donuts Vine ContestTwitter’s short video app, Vine, is rapidly becoming popular with brands.  Dunkin’ Donuts is the latest major brand to use Vine for a marketing campaign, encouraging fans to participate in the “Running on #IceDD” contest by posting Vine videos.

Competing for the prize of free Dunkin’ Donuts Iced Coffee for one full year, fans are engaging with brand by submitting a Vine video with #IceDD.  The six-second video is meant to “show how Dunkin’ Donuts Iced Coffee puts pep in their step,” reports ClickZ.

According to Scott Hudler, vice president of global consumer engagement for Dunkin’ Brands, fans were the reason Dunkin’ Donuts began to use Vine: “We see Vine as an untapped resource that is in the beginning stages of its popularity. Our interest and inspiration to launch our official Vine account came from Dunkin’ Donuts guests.”

“Our guests are on Vine and sharing how they run on Dunkin’ – from their cravings for Iced Coffee, to enjoying a donut, and much more, in a new and creative way. We see an opportunity to like and comment on our guests’ videos and also to create our own Vine videos that are fun, engaging, and make people smile while they’re on-the-go,” he told ClickZ.

Here’s one (rather elaborate) Vine submitted by a Dunkin’ Donuts fan:

Dunkin’ Donuts has seen great results from visual marketing campaigns, says Hudler — so engaging fans on Vine makes perfect sense.  And according to the latest research from Unruly, branded Vines are 4X more likely to be shared than branded online videos.

Is your brand experimenting with Vine?

Wendy’s Hashtag Campaign: Tweet #twEATfor1K To Win $1,000

To promote its new Flatbread Grilled Chicken sandwich, Wendy’s is engaging consumers with an interactive mobile and social campaign, as well as advertising on Twitter.

Taking advantage of the “popular food spotting trend,” Wendy’s customers are encouraged to tweet a photo of the Flatbread Grilled Chicken sandwich to @Wendys with hashtag #twEATfor1K. Each day a customer tweets a pic of the sandwich with the hashtag, they are eligible to win $1,000.

The promotion began April 2nd and lasts for 42 days. “For every sandwich photo tweeted with #twEATfor1K, customers increase their chances of winning $1,000,” says Denny Lynch, senior vice president of communications at Wendy’s International (Mobile Marketer).

Consumers can also learn more about the company’s new sandwiches, and browse the latest tweets to see other pictures and entries as part of the mobile and social campaign.  With a daily $1,000 prize as an incentive, Wendy’s is sure to see some solid engagement from consumers.

 Wendys Twitter campaign

Sponsored Hashtag Lets American Idol Fans Tweet To Pick Show’s Theme

For the first time ever, American Idol producers are allowing the public to choose the theme for one episode that will air this season.  After Ryan Seacrest announced the news during the April 3rd show, the public began submitting suggestions by using #ATTIdolTheme on Twitter.

Themes usually include genres, songs by a particular artist or band, or more generic categories. Mashable spoke with David Christopher, CMO of AT&T Mobility, “We’re really excited to hear from the fans and give them an opportunity to affect the show in a way they’ve never been able to before.”

 American Idol #ATTIdolTheme

As the suggestions roll in, the show’s producers and sponsor AT&T will review submissions, narrowing them down to five finalists.  Host Ryan Seacrest will reveal the final five on April 11, when viewers will vote again, this time to choose the winning theme.  The chosen theme will be revealed April 24th, when Idol finalists will sing a song based on that theme.

American Idol has long been based on “fan-driven outcomes,” though largely through SMS technology.  Now, Christopher says “We wanted to tap into that legacy and expand the scope of fan empowerment beyond SMS to create mobile-centric and social-by-design experiences that align with the latest co-viewing and entertainment trends.”

It’s a great way for the show to further engage viewers, and will also provide tons of exposure for sponsor AT&T.  Will most fans make the jump from SMS to Twitter to participate in a new way?

Durex #1Share1Condom Campaign Helps Fight AIDS

In support of World AIDS Day, Durex created the #1Share1Condom Twitter hashtag campaign to help fight the spread of HIV.  From November 26 through December 1st, Durex offered to donate one unused condom for every tweet with #1Share1Condom and for every share of the World AIDS Day image or video on Durex USA’s Facebook page.

[tweet https://twitter.com/Durex_USA/status/274597268529745922]

These condoms were donated to global and local charities that work to prevent the spread of HIV.  The effort is capped at 2.5 million, and the live ticker on 1share1condom.com shows that Durex is very near to reaching that limit (new tweets are being shown on the ticker, even though it’s past Dec 1st).  The 2.5 million figure represents the 2.5 million people newly infected with AIDS in 2011, according to UNAIDS (AdAge).

Durex USA Supports World AIDS DayBased on AdAge’s calculations, that equals over $600,000 worth of condoms at retail prices, or $0.24 per tweet, like or share.  Kevin Harshaw, marketing director of personal care at Reckitt Benckiser, said “This year, we have decided to use our global market presence to create an initiative that will get the world talking and sharing.”

With over 2.1 million shares in one week, it appears to be working.

Follow @MellowMushroom Pizza on Twitter, And They’ll Follow You Back — In Real Life

Mellow Mushroom Mascots Follow You Back - In Real LifeFor those of you who still have power, here’s a quick distraction from Sandy updates: check out this hilarious (and weird) social media campaign from Mellow Mushroom Pizza.

“Follow us and we’ll follow you” is the tagline, supported by several videos of ridiculous mushroom-outfitted mascots ‘following’ around random people who have followed the brand on Twitter.  The premise: if you follow @mellowmushroom, the pizza chain may send its “scary-yet-smiley yellow mushroom mascot” to ‘follow’ you back – in real life (Huffington Post).

[tweet https://twitter.com/MellowMushroom/status/261532558804803584]

Here’s a compilation of Mellow Mushroom’s quirky video ads:

“The notion of being stalked…unsettles most of us on some level, allowing the campaign to successfully tread a fine line between goofy and edgy,” says AdWeek.  What do you think? Did it make you laugh – and wonder where the nearest Mellow Mushroom Pizza is?

Caribou Coffee Launches #MyBou Twitter Campaign

Caribou Coffee #MyBou Twitter CampaignCaribou Coffee recently launched a new Twitter campaign, entitled You + Your Bou, to hear from customers about their lives and what they’re looking for from Caribou.  Centered around the hashtag #MyBou, the aim of the campaign is both to better understand Caribou’s customers, and to engage them outside of the coffee shop.

The company has built up a significant social media presence, with nearly 27,000 followers on Twitter (@Caribou_Coffee) and over 286,000 fans on Facebook.  The #MyBou promotion is featured prominently on the brand’s Facebook page, as a separate tab that is the default landing page when fans look for the brand on Facebook. The campaign has already surpassed 200,000 impressions and is expected to run through March 30, as reported by Fast Casual.

“You + Your Bou is going to inform us about the role of our brand in the daily life of our fans. It will bring back to the brand some new knowledge about how we augment the daily lives of our fans,” according to Alfredo Martel, Caribou’s Senior VP of Marketing & Product Management.

And fans are responding on Twitter, engaging with the hashtag through tweets like “#MyBou keeps me going all day” or “I love to take #mybou with me when we are enjoying a weekend morning waking up looking at the lake.”  As further incentive for Caribou fans to share, the campaign offers prizes to randomly selected #MyBou tweeters.

Caribou also uses social media analysis to help determine which new products to launch.  If the brand receives a large number of tweets requesting a specific product, the company may consider launching that product as a limited-time-offer to see how it performs in the market.  However, Martel is also careful to ensure the brand maintains its “core set of values” rather than just “pursuing the next shiny object.”

How important is social media marketing to Caribou? “Frankly, for a brand like ours, we don’t have a lot of money to spend in media so we better be good in this type of network in terms or broadcast and power,” says Martel.  He adds, “it’s also a way to extend what we drive in-store every day with the human connection and have our fans be a part of our brand.”

Twitter Campaign: Harley Davidson Fans Share Stories with #StereotypicalHarley

Harley Davidson recently launched its “E Pluribus Unum” (“out of many, one”) social media campaign based on “having actual Harley riders show off their own chrome.”  The campaign was conceived, developed and executed by Harley Davidson fans and centers around the Twitter hashtag #StereotypicalHarley.

#StereotypicalHarley Twitter campaignThe campaign idea belongs to Harley Davidson fan Harold Chase, a member of Fan Machine, the brand’s Facebook-based crowdsourcing platform. Designed to challenge the stereotype of the Harley rider and showcase the Harley community’s “surprising diversity,” the effort allows Harley fans to speak for themselves on Twitter, using the hashtag to talk about why they ride and who they are (Adweek).  According to director of marketing communications Dino Bernacchi, Harley fans “know how to express our brand” and “live it every day.”

The campaign also kicked off with a 90-second video starring 18 diverse Harley-Davidson riders, including an honor student, third grade teacher, gourmet chef and a soccer mom. The aim is not only to get riders excited about sharing their stories, but to get potential Harley owners into the showrooms.  Many of Harley’s 3.3 million Facebook fans don’t own a bike yet, says Bernacchi.  The brand is hopeful that the #stereotypicalHarley stories will get them inspired to finally make the purchase and become part of the Harley community.



#40dollars: How The White House Used Twitter To Mobilize Public Support

When Congress became deadlocked over the extension of a payroll tax cut, The White House turned to social media to gain public support, asking followers “What does $40 mean to you?”  The level of response was impressive, and a two-month extension was passed shortly after.  How did the Twitter campaign work, and was it essential in achieving the final result?
The White House Uses #40dollars Twitter Campaign

The campaign began with a tweet from the @WhiteHouse account on Tuesday, December 20th, which asked “What does #40dollars mean to you?”  The idea was to get the average American talking about what $40 dollars every two weeks means to them, and what they would lose if it was removed from their paychecks.

The campaign “blew up” after it was retweeted by the President’s @BarackObama Twitter account (with nearly 12 million followers), according to MediaBistro.

A blog post on WhiteHouse.gov also explained the campaign, and encouraged the public to submit their responses via the White House website, Twitter, Facebook or YouTube.

The results?  The response was so huge that #40dollars was trending on Twitter for a few hours, with about 2,000 messages per hour coming in at its peak.

According to an analysis by Crimson Hexagon of 40,000 tweets with the #40dollars hashtag, the majority of responses were fairly positive and supported the campaign, ex. “#40dollars allows my son to have hot lunches at school”:

  • 47% of tweets were about what $40 can buy
  • 31% of tweets were about the need for tax cuts

Just 8% of tweets said that $40 “is not enough,” making it unclear whether those tweeters supported the campaign, as reported by Mashable.  Finally, 13% of #40dollars tweets were negative, generally about Obama – for example, “@BarackObama is spending #40dollars every 15 seconds on his Hawaiian vacation.”

The #40dollars campaign was successful in producing the type of discussion – and response – that the White House was looking for, with both opponents and supporters speaking out under the hashtag, but overall sentiment leaning strongly towards support of the tax cut extension.

Is social media an effective way to influence and mobilize public opinion about political issues? How much influence do you think leveraging public support on a public forum (Twitter) had on the final decision made by Congress? Let us know in the comments below.

Update: “The campaign also generated 70,000 tweets, 46,000 submissions via the White House Web site, 10,000 related Facebook posts and contributions from 126,000 users.” (Washington Post)