Social Media is where its at. Whether you like it or not, billions of people worldwide now frequest social channels such as Facebook, Twitter, Instagram but to name a few. Because of this, businesses know that when it comes to marketing you need to be where the audience is, and today that place is on social media.
Social Media is crowded, loud, and super fast. What I mean by this is that for businesses trying to maintain and attract customers on social channels, not only are they fighting against their competitors, but they are also battling against every other brand or business who are vying for customers attention.
For these reasons simply having an online presense, posting content and engaging with follower’s customer service queries just doesn’t cut it any more. Don’t get me wrong there is absolutely nothing at all wrong with that, but to stand out and create a buzz around your brand you need to create strategic effective social media campaigns. In this article I am going to take a look at 3 campaigns from big global businesses that really tickled my fancy 🙂
Breaking Bad Name Lab
Am I the only person that has not seen the finale to Breaking Bad? To be honest I have only started season 3 and can proudly say that to date I have managed to avoid finding out how the show ended. Like everyone who has watched the show, I love it. The critically acclaimed TV show from AMC featuring Walter White, Jesse Pinkman, Saul Goodman and Co. first aired in 2008 and featured a middle aged chemistry teacher whos life spirals out of control when he gets diagnosed with cancer. Struggling to pay medical bills he begins to cook crystal meth and …. wait why am I telling you this…you already know the story 🙂
AMC released a Facebook App where fans of the show could log on and transform their name with element icons just like the shows famous logo. It also allowed fans to use this photo as their Facebook profile picture. the app was used by more than 800,000 people and gained just over 4.1 million impressions. This is a really cool idea from AMC and is certainly a campaign which not only engaged followers but also increased the reach of the Breaking Bad brand.
Coca Cola – Share a Bottle
Few businesses are as successful as Coca-Cola, whatever ones opinion’s is of the, you have to give them credit, they are one of the most recognisable brands on the planet and their marketing is always pretty on point. In 2011, down under in Australia, they introduced a user generated content ‘Share a Coke’ campaign where they had customers names on the bottles and handed them out in different cities encouraging customers to share their pictures on Social Media, thus incresing their exposure.
Coke then went on to run that campaign in many more countries across the globe and in return they saw a 2% boost in sales which they directly attributed to the success of the campaign. This came after years of decreasing sales. It goes to show the power of user generated content campaigns. To be honest I am still bitter I never got one with my name on it 🙁 if anyone wants to ‘Share a Coke’ with Stephen then feel free 🙂
Esurance – #EsuranceSave30
We have all heard the phrase ‘cash is king’. Well in 2014, American car insurance firm esurance proved that very point and showed us all how cold hard cash beats quirky marketing campaigns every time. They put $1.5 million u for grabs for one person, and all you had to do was tweet using the hashtag #EsuranceSave30. Twitter blew up with the hashtag and many say that esurance stole the Superbowl.
In America, the Superbowl is the most watched programme of the year and in 2014 it averaged 111.3 million viewers. Often people get as excited about the half time commercials as they do the actual game of football. Brands pay top dollar for Superbowl commercials and esurance certainly hit the jackpot with this one when we take a look at the online figures. Visits to their website were 12 times higher during the game, the commercial was viewed 335,000 times on YouTube, the hashtag was used more than 5.4m times and it garnered 2.6billion social impressions on Twitter. Pretty awesome stats! Oh, and did I mention their Twitter followers increased by 3000%.
I think the lesson here is clear, people love money, and they love it a whole lot more when it is free and there is no risk involved. Esurance cracked the successful social media campaign code. It is easy really, give away a bucket load of cash and watch the cash come flooding back in over the coming months. So, what are you waiting for? Go grab your 1.5million that you have lying around and just give it away…you know you want to 😉
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