This guest article is written by David Murton who has been helping companies build and maintain their online relationships with customers since 2006. He is also a professional writer and blogger, with a particular interest in the open source Drupal platform. On a more personal note, David is an avid piano and accordion player, drawn especially to music of the classical and romantic periods.
Lo, it is written: the first shall be last, and the last shall be first. And, with celebrities now increasingly following their own followers on social media - the world's hippest new hit series - Matthew 20:16 has come to pass.
But Twitter 'twasn't always such. Back in the medium's early days - say, back when your current vehicle had about twenty thousand fewer miles - it was common for celebrities simply to treat social media merely as an extension of traditional media. That is, as just another billboard to plug their next film, book, or show, or to announce their latest political cause or adoption of a developing country's child.
- As part of its 70th anniversary celebrations, Coach has tapped Gwyneth Paltrow as the face of its Fall 2011 and Spring 2012 international campaigns.
- The cheesiest lingerie ad you will ever see.
- R/GA thinks it's been ripped off by StarGroup. What do you think?
- Nautica is hyping its summer Nautica Concert Series with all manner of social media including a presence on Facebook.
- Mullen is out with new work for the Barnes & Noble Nook Color.
- Traveling dick urges us to have safe sex.
- Ogilvy has some fun with the Royal Wedding.
Want to become an experts in social media? Are you curious how all those social media gurus came to be? Do you wonder how these experts can prattle on endlessly about joining the conversation over and over at conferences which seemingly take place every day in every city across the globe?
Wonder no more! The answer is here. Social Media Pills. Pop a few of these and you, too, will be able to hop on the social media bandwagon and start spewing jargon in 140 character bursts. You'll retweet in your sleep. You'll update hundreds of brand's Facebook statuses in one gesture. You will join the throngs of other social media gurus as they make their annual pilgrimage to the city formerly known as Austin, Texas where a conference called SXSW used to be held.
Now known as CNN City, you'll gather at the Foursquare Convention Center where you and a Quora of your Instagram followers will raise your iPhones in worship of the greatest Social Saint of them all, Markus Zuckerbergus.
And at the Solis Senter of Broganomics, you will hoot your Empire Avenue stats in unison while candles flickr and the entire gathering is LiveShared and discussed in one gigantic GroupMe thread while TextPlus looks on wishing it were part of the party instead of being perpetually stuck in middle school.
Yes, people. The time is right. The time is now. Pop a few Social Media Pills and you'll Kik your sad life goodbye and chant "HeyTell! HeyTell! HeyTell!" at the top of your lungs until you break for some Beluga caviar and Yobongo Bites before you head out to the Hashable Mashable party where Cashable will pose with the angelic Babe of Bettany who, if you're good, will knight your iPhone worthy of downloading Camera+.
SocialTwist and Sara Lee put together a month-long campaign to promote Jimmy Dean D-Lights sandwiches. Users were offered a $1 coupon on any one package of Jimmy Dean D-Lights 4 count sandwiches, or, if they chose to share the offer with three or more friends, they could receive a $2.50 coupon. There was also a bonus coupon for $0.50 off on Jimmy Dean Breakfast Bowls. SocialTwist's Tell-a-Friend platform was used to help Sara Lee get customers to reach out to friends and family through social networking sites and email. The campaign was seeded with ads on Walmart.com and AllYou.com.
With the launch of community site Facebook Studio, Facebook looks to open dialog with marketers and their agencies about strategies and tactics which lead to better Facebook pages for brands.
Facebook Studio will include a Gallery of recent campaigns including those which were most liked, most shared and what page fans are saying. A Learning Lab will offer advertisers the tools they need to create campaigns on Facebook. A Spotlight section will allow for the searching of page work done by brands and agencies by region, category and other segmentations. An Agency Directory will allow for the rilling down through work by agency. And an Awards section will collect and award the best Facebook campaign/page work.
Will you Like Facebook Studio?
As much as we enjoy opining ad naseum about the intangibles of creativity here on Adrants , we also love good clean facts in the form of campaign results so we're happy share this case study from Pretzel Crisps. The brand worked with Buddy Media (yes, they have advertised on this site in the past) on a fan-building Facebook campaign that hinged on product trial through the use of coupons. The details:
Red Vines Licorice is going up against a $25 million budget from competitor Hershey's Twizzlers. Using social and mobile marketing to glean a boatload of earned media, the brand hopes to put a dent in Twizzlers sales.
On YouTube the brand has launched product integration efforts with TeamStarKid's A Very Harry Musical which has garnered the brand upwards of 1. million views to date.
Using mobile, the company claims to be the first in its industry to make its products available on CheckPoints, allowing consumers to earn rewards by scanning its products while out shopping.
On Facebook the brand's initial 8,000 Facebook fans have grown to 83,000 in 12 months.
Red Vine's World of Sharing campaign has made it almost all the way around the world with close to 20,000 messages posted so far.
Denny's and Gotham teamed to launch a Facebook promotion in honor of Bacon. The restaurant chain recently launched a new "Baconalia" menu, and to hype it, the brand has decided to invite fans to participate in a Facebook sweepstakes to win tickets to Chicago's BaconFest 2011. Yes, there is actually a festivcal that celebrates bacon. Who knew.
Fans can also win $100 Denny's gift cards, and other prizes. To enter, fans visit the Denny's Facebook page, click on the BaconFest Sweepstakes tab, and enter their info.
- A behind the scenes look at the recent Megan Fox Emporio Armani shoot. 'Nuff said.
- About.com Advertising blogger Paul Suggett has had it with ads that use actors who pretend to be a brand.
- MTV is doing a behind-the-scenes look at Facebook employees.
- Here's the latest Left Brain Right Brain ad for Mercedes Israel. Shalmor Avnon Amichay/Y&R Interactive Tel Aviv created.
- Galpin Jaguar says, "If a customer buys or leases an eligible comparably equipped Mercedes, BMW, Audi, Lexus or Porsche within 10 days after a new Jaguar test drive at Galpin, they will receive an American Express Gift Card valued at $1,000,"
On April 5 Carlsberg will launch Unbottle Yourself, a competition that will encourage Swedes to engage in outgoing "missions" designed to "unbottled" the nation's apparently pent up reservations. The winner will get a free trip to Hong Kong.
The competition is delivered via mobile with an iPhone and Android app that includes over 500 missions such as silly in-store dances and dares to process one's love for another.
Prepare yourself for much light-hearted idiocy. But who knows. The competition could be the purveyor of the next viral sensation.