A great lesson in how to use Social Media to build your brand. And lets not mention the customer service and engagement!!
Watch and Enjoy:)
While this campaign might horrify some, it is a great example of being brave enough to build a campaign that is truly relevant to your market.
Ostravar needed to attract customers loyal to their biggest competitor. They decided to play on the region's obsession and collaborate with consumers to create a new "soccer" beer.
They set up polling stations across the region where the public could go to vote for beer type, name, glass, logo and label. To top it off, consumers could submit a photo of themselves to be printed on the beer labels.
The end product: a semi-dark lager named BAZAL, each bottle having one of 22 consumer's faces on the label.
Results:
"Most favorite beer" attribute within target group rose 30%.
Increased buzz about the brand, with more than 100 mentions in articles before the first beer was even produced.
Originally thought of as a special edition beer, it remains on the market due to market interest and success.
Ducati was on the brink of folding when Federico Minoli of Texas Pacific Group bought it in 1996. They sold 12,000 motorcycles per year then and now produce 40,000. How? Minoli bet on the tribe - instead of broad campaigns, Minoli organized events for the 200,000 Ducati owners.
This tactic spurred hundreds of clubs and informal meet ups. By strengthening the core, they ramped up the enthusiasm of owners who in turn spread the word about why they love the brand.Key Takeaway: Niche brands have core enthusiasts. They are more valuable than any ad space in the world.
Learning’s:
Use the core enthusiasts to drive the brand
Ensure you stay true to the Brand Values
Proactively organise brand events (Ducati Owners Clubs)
Consumers Manage on-line and off-line WoM
Staff drive the community
Ford ran a campaign called the Fiesta Movement, where they gave away 100 Ford Fiestas for six months complete with free gas, insurance, parking and a concierge service. The lucky 100 are sent on “cool monthly missions” which were documented for public consumption and spread across different Social Network platforms such as Flickr, Facebook, Youtube and Twitter.
The program — which included a test-drive program — has elicited the interest of about 50,000 potential buyers, importantly 97% of which don’t drive a Ford at present - one of the biggest barriers to improving Ford’s brand equity has been that many cradle-to-grave naysayers have never even used a Ford vehicle.
In total, official Fiesta Movement content has drawn 4.3 million YouTube views, 540,000 flickr views and 3 million Twitter impressions.
Cumberland Farms believed there was a cult of high-school aged fans who loved their frozen fountain drink, the Chill Zone. They aimed high by striving to ignite 44,000 Chill Zone fans on Facebook.
The page was used as an engagement platform for all things Chill Zone. Weekly polls, random giveaways and creativity grabbing posts like Chill Zone + _______ = Perfection drove the community to become highly active.
That coupled with support from advertising, radio, interactive adds and hyper-targeted Facebook ads, created a strong and active community ready for the Free-Chill-Zone-Day Challenge.
If the fanpage exceeded 50,000 fans by Aug. 15, 2009, everyone would get a free Chill Zone.
The Results
The Free-Chill-Zone-Day Challenge surpassed 120,000 fans.
On Free-Chill-Zone-Day, 80,000 Chill Zones were sold - half of which were attributed to the Facebook password given to fans.
50% of sales were attributed to the fan page and word of mouth.
Ringling Bros. and Barnum & Bailey Circus and Disney on Ice, needed to increase attendance at their events.
Campaign Overview
The campaign strategy focused on 22 markets, in each groups of around 25 mom-influencers were empowered to share show info. With their families, these moms saw previews of Feld Entertainment shows. In addition, Feld Entertainment began using social media and community management. Mom Central also reached out to 142 mom bloggers to attend Feld Entertainment shows.
The Results:
Pre-launch sales predictions were shattered in the first 9 markets, selling over 25,000 tickets.
70% of the sales were from
new customers.
Online positive sentiment
rose from 8% to 63%.
Motel 6 launched the Rock Yourself to Sleep campaign - offering free rooms, to select up and coming Rock Bands in an attempt to attract a younger audience. The strategy is really simple – find cool, young Influencers, that have a following and want to be close to them.
Motel 6 is also gaining Credibility and Awareness through the endoresments, and name drops by the banks, either on-stage, in conversation or on-line.
Ben McConnell says, “…by targeting specific consumers via social networks, corporations can trigger powerful word-of-mouth buzz about their products. “When you find those core early adopters, those people who love something that’s cool and new and are influential to a larger group outside themselves. “That’s not only how word-of-mouth spreads. “But it is how trends are formed as well,”.