The document summarizes notable social media marketing platforms and programs from 2006-2009. It provides examples like Barack Obama's 2008 US presidential campaign that effectively used social media to engage 13 million supporters. It also discusses early social networks and games like Nike Plus and Fiat 500 that invited user participation and interpretation of brands. The document emphasizes that social media goes beyond interactive and viral approaches to focus on interpersonal interaction.

1. SOCIAL MEDIA MARKETING HALL OF FAME
MOST REMARKABLE PLATFORMS AND PROGRAMS
(2006-2010)
Gaurav Mishra/ Gauravonomics
www.gauravonomics.com
gauravonimics@gmail.com
gauravonomics on your favorite
social network
06.29.2010 | P1
© MSLGROUP

2. Director of digital and social media at MSLGROUP Asia
I help global brands benefit from social as in connecting people and social as in benefiting the
society at MSLGROUP (http://mslgroup.com/#practices/socialmedia)
© MSLGROUP

3. Writer and speaker at Gauravonomics
I help marketers, entrepreneurs and activists understand how the social web is changing how
they engage with their stakeholders at Gauravonomics Blog (http://gauravonomics.com)
© MSLGROUP

4. Designer and changemaker at IdeaSliver Labs
I help non-profits and social web startups design remarkable social experiences at IdeaSliver Labs
(http://ideasliver.com)
© MSLGROUP

5. SOCIAL, NOT INTERACTIVE, NOT VIRAL
06.29.2010 | P5
© MSLGROUP

6. This list is focused on “social” platforms and programs. “Social” is
1
not the same as “interactive” or “viral”.
2 In “interactive”, people interact with the website or the application.
In “viral”, people merely share a pre-produced video with other
3
people.
In “social”, people interact with other people, and the interpersonal
2
interaction forms the core of the website or the application.
So, games and immersive web experiences are often interactive, but
5
not social.
Similarly, advertising, applications and web serials on social
6
networks are often viral, but not always social.
Social is not the same as interactive or viral
© MSLGROUP

7. SOCIAL MEDIA MARKETING IN 2006
06.29.2010 | P7
© MSLGROUP

8. Amex My Life My Card
What: In 2006, Amex
invited consumers to
create and upload
their own short films
around the theme of
‘My Life Is…’
Why: Inviting
consumers to interpret
the brand.
Source: http://mylifemycard.com and http://youtube.com/watch?v=kJwOutie-v8 © MSLGROUP

9. Nike Plus
What: In 2006, Nike
created a community
for runners where
runners could collect
and share their running
data via an iPod
connected to their
Nike shoe via a sensor.
Results: Nike Plus
runners have logged
more than 100 million
miles.
Why: Creating an
immersive online-
offline social
experience.
Source: http://nikeplus.com and http://youtube.com/watch?v=UfWTQA6QPk4 © MSLGROUP

10. Fiat 500
What: In 2006, Fiat 500
ran a series of contests
around the theme of
‘500 Wants You’ and
asked consumers to
help define the brand.
Why: Inviting
consumers to interpret
the brand.
Source: http://fiat500.com , http://youtube.com/watch?v=pnlwRbVAlKc and
http://www.youtube.com/watch?v=bN4S9mlFRDc © MSLGROUP

11. Netflix Prize
What: In 2006, Netflix
invited consumers to
improve their movie
recommendation
algorithm by 10% and
offered the winner a
prize of $1 million. In
2009, a global team
led by AT&T Labs won.
Why: Crowd-sourcing
product and process
design innovation.
Source: http://netflixprize.com and http://youtube.com/watch?v=ImpV70uLxyw © MSLGROUP

12. P&G Being Girl
What: P&G created a
community where
young girls could talk
to each other about
growing up.
Why: Creating a
community around a
social heartbeat.
Source: http://beinggirl.com , http://youtube.com/watch?v=eYq-sKSZsNg and
http://youtube.com/watch?v=7WOUbi8l_nI © MSLGROUP

13. Sunsilk Gang of Girls
What: In 2006, Sunsilk
created the Gang of
Girls community for
young girls to connect
with each other and
discuss fashion and
grooming.
Result: The community
has over 7,50,000
registered members
but active users are
low due to neglect.
Why: Creating a
community around a
social heartbeat.
Source: http://sunsilkgangofgirls.com and http://youtube.com/watch?v=nSUmdRKu93c © MSLGROUP

14. SOCIAL MEDIA MARKETING IN 2007
06.29.2010 | P14
© MSLGROUP

15. The Dark Knight Why So Serious?
What: In 2007, Warner
Brothers created an
elaborate alternate
reality game in the run
up to its much
anticipated movie ‘The
Dark Knight’.
Why: Creating an
immersive social
experience with strong
storytelling.
Source: http://whysoserious.com and http://youtube.com/watch?v=cD-HRI-N3Lg © MSLGROUP

16. Diesel Heidis 15 MB of Fame
What: In 2007, Diesel
created a viral
campaign where two
models, called Heidis,
“kidnapped” their
salesperson,
“hijacked” the
diesel.com website,
and asked viewers for
ideas on how to
become (in)famous.
Why: Creating an
immersive social
experience with strong
storytelling.
Source: http://youtube.com/watch?v=-wZH_gkjaWE © MSLGROUP

17. Doritos Crash the Super Bowl
What: In 2007, Doritos
ran the ‘Crash the
Super Bowl’ contest
and aired the two
winning commercials
on Super Bowl all the
five finalists on
national TV.
Why: Inviting
consumers to interpret
the brand.
Source: http://crashthesuperbowl.com and http://youtube.com/watch?v=Y4aKSAlVtTk © MSLGROUP

18. Mini Space
What: In 2007, Mini
created a community
for designers and
artists to connect
around the ‘creative
use of space’.
Why: Creating a
community around a
social heartbeat.
Source: http://minispace.com and http://youtube.com/watch?v=j5rqWpDeH0k © MSLGROUP

19. Dell Ideastorm
What: In 2007, Dell
launched customer-
driven ideation
community Dell
Ideastorm and invited
consumers to submit
ideas to help Dell build
better products.
Why: Crowd-sourcing
product and process
design innovation.
Source: http://ideastorm.com and http://www.youtube.com/watch?v=Y0SOXW_K56w © MSLGROUP

20. Starbucks V2V
What: In 2007,
Starbucks created the
V2V volunteer network
to connect people and
actions around local
Starbucks stores.
Why: Mobilizing
citizens to support a
cause.
Source: http://www.v2v.net/starbucks and http://youtube.com/watch?v=UYyJyojUa5g © MSLGROUP

21. TOI’s Lead India
What: In 2007, TOI
launched Lead India to
find the next
generation of Indian
leaders. In 2009, TOI
used the Lead India
platform to engage
Indian youth in the Lok
Sabha elections.
Why: Mobilizing
citizens to support a
cause.
Source: http://lead.timesofindia.com and http://youtube.com/watch?v=MkJtRZ7ponM © MSLGROUP

22. SOCIAL MEDIA MARKETING IN 2008
06.29.2010 | P22
© MSLGROUP

23. Barack Obama’s US Presidential Campaign
What: In 2008, Barack
Obama effectively
leveraged social
media, including his
own social network
my.barackobama.com,
to win the US
presidential election.
Results: With the
support of 13 million
community members,
Obama won a historic
election.
Why: Mobilizing
citizens to support a
cause.
Source: http://my.barackobama.com and http://youtube.com/watch?v=N3Ol8YlfWig © MSLGROUP

24. Microsoft ExecTweets
What: In 2008,
Microsoft created
ExecTweets to
aggregate tweets from
top business executives
in one place.
Why: Aggregating
conversations from
social networks.
Source: http://exectweets.com © MSLGROUP

25. Intel/ Asus We PC
What: In 2008, Intel
and Asus collaborated
to ask consumers to
imagine their ideal
computer.
Why: Crowd-sourcing
product and process
design innovation.
Source: http://wepc.com and http://youtube.com/watch?v=Klef_laNzwg © MSLGROUP

26. British Airways Metrotwin
What: In 2008, British
Airways created a
network of local
experts to match the
best places in London
and New York.
Why: Inviting experts
to curate content for
the community.
Source: http://metrotwin.com © MSLGROUP

27. McDonalds 1.3 Billion Cheers for China
What: In the run up to
the 2008 Beijing
Olympics, McDonalds
China asked consumers
to upload cheers of
‘I’m lovin' it when
China wins’.
Results: 220,000
people uploaded
cheers and the top five
led 1200 people in the
official cheer.
Why: Creating a web-
based talent hunt or
reality show.
Source: http://mcd.qq.com and http://mcdonalds.com.cn/awards/cheersforchina.html © MSLGROUP

28. American Express Members Project
What: In 2008,
American Express
donated $1 million to
charities selected by
their customers via
voting.
Why: Inviting
consumers to submit
and support causes for
funding.
Source: http://membersproject.com and http://youtube.com/watch?&v=WZOwOFDoYYU © MSLGROUP

29. Nokia Someone Else’s Phone
What: In 2009, Nokia
created an alternate
reality game where
consumers could find
out everything about
three characters
through their lost
phones.
Why: Creating an
immersive social
experience with strong
storytelling.
Source: http://someoneelsesphone.com and http://youtube.com/watch?v=4X3HzFUIQug © MSLGROUP

30. Penguin We Tell Stories
What: In 2008, Penguin
created an alternate
reality game where six
authors used social
networks and digital
techniques to redefine
storytelling for the
21st Century.
Results: 300,000
viewers played along.
Why: Creating an
immersive social
experience with strong
storytelling.
Source: http://wetellstories.co.uk and http://youtube.com/watch?v=aOXvUV4RQKQ © MSLGROUP

31. HP My Computer My Stage
What: Starting in 2008,
HP China has created a
series of campaigns to
invite young consumers
to explore their
creativity and create
art, music and a film.
Why: Creating a web-
based talent hunt or
reality show.
Source: http://hpmystage.com and http://youtube.com/watch?v=0RwDFI0K9KY © MSLGROUP

32. BMW 1 Series Graffiti Contest
What: In 2008, BMW
invited consumers to
create graffiti on its
car model using a
Facebook application,
to explore the theme
of ‘What drives you?’.
Why: Inviting
consumers to interpret
the brand.
Source: http://apps.facebook.com/graffitiwall/ © MSLGROUP

33. My Starbucks Idea
What: In 2008,
Starbucks invited
consumers to share
ideas for improving the
coffee chain’s in-store
experience, food and
beverage offerings and
community
engagement.
Why: Crowd-sourcing
product and process
design innovation.
Source: My Starbucks Idea
Source: http://mystarbucksidea.com © MSLGROUP

34. McDonalds The Lost Ring
What: In 2008, in the
run up to the Beijing
Olymics McDonald’s
created an unbranded
six-month long
alternate reality game
to showcase the spirit
of the Olympics.
Why: Creating an
immersive social
experience with strong
storytelling.
Source: http://olympics.wikibruce.com and http://youtube.com/watch?v=cqJWRGxOIsw © MSLGROUP

35. Tata Tea Jaago Re
What: In 2008, Tata
Tea catalyzed an entire
ecosystem of citizen
action initiatives
during by asking young
people to wake up as
citizens.
Results: More than
650,000 first time
voters registered to
vote.
Why: Mobilizing
citizens to support a
cause.
Source: http://jaagore.com © MSLGROUP

36. SOCIAL MEDIA MARKETING IN 2009
06.29.2010 | P36
© MSLGROUP

37. Mountain DEW DEWmocracy
What: In 2009,
Mountain DEW
launched the year-long
DEWmocracy campaign
and invited its fans to
select its next drink.
Why: Crowd-sourcing
product and process
design innovation.
Source: http://dewmocracy.com, http://youtube.com/watch?v=ZEnFVkFMPKg and
http://youtube.com/watch?v=OnaqDPlKEjo © MSLGROUP

38. Best Buy Twelpforce
What: In 2009, Best
Buy created an
application to enable
2000 employees
address customer
problems on Twitter.
Why: Crowd-sourcing
customer support.
Source: http://twitter.com/twelpforce and http://youtube.com/watch?v=iUhUSOJyd5Y © MSLGROUP

39. Nike and Livestrong Chalkbot
What: Nike and
Livestrong invited
supporters to send
them inspiring
messages, printed and
photographed them on
the Tour De France
course using a robot,
and sent them the
pictures with GPS
coordinates.
Why: Mobilizing
citizens to support a
cause.
Source: http://livestrong.org/chalkbot and http://youtube.com/watch?v=oNg-rQR6z84 © MSLGROUP

40. Sleepless an Playground
What: Playground
Store created a web-
based reality show.
Consumers bought
items from their
favorite contestant,
then helped them stay
awake by following
them on social
networks and sending
them messages. If
their contestant won,
they won their money
back.
Why: Creating a web-
based talent hunt or
reality show.
Source: http://youtube.com/watch?v=6AjGpMwc1YQ © MSLGROUP

41. Burger King Whopper Sacrifice
What: In 2009, Burger
King created a
Facebook application
and asked consumers
to unfriend ten
Facebook friends to
win a $3.95 whopper
burger.
Results: More than
200,000 people were
unfriended before
Facebook deactivated
the app.
Why: Creating a web-
based talent hunt or
reality show.
Source: http://apps.facebook.com/sacrifice and http://youtube.com/watch?v=XXd0UoxK-Ik © MSLGROUP

42. Burberry Art of the Trench
What: In 2009,
Burberry invited
fashion photographers
and consumers to
upload photographs of
normal people in the
trench coat.
Why: Inviting experts
to curate content for
the community.
Source: http://artofthetrench.com © MSLGROUP

43. Queensland Tourism Best Job in the World
What: In 2009,
Queensland Tourism
invited applications for
the best job in the
world, which offered a
salary of AUD $150,000
for a six month
position with live-in
luxury accommodation.
Why: Creating a web-
based talent hunt or
reality show.
Source: http://islandreefjob.com.au and http://youtube.com/watch?v=Of6EBA1pmdg © MSLGROUP

44. Doritos Bring Slow Dancing Back
What: In 2009, Doritos
in Argentina created a
petition to bring slow
dancing back in discos
so that young people
could get close to each
other.
Results: 500000 people
signed the petition and
7000 people attended
a slow dancing event.
Why: Mobilizing
citizens to support a
(fun) cause.
Source: http://youtube.com/watch?v=27kGHoreQow © MSLGROUP

45. Gatorade Replay
In 2009, Gatorade
created a replay of a
tied football match
between two school
football teams, and
invited consumers to
nominate their own
replays.
Why: Creating a web-
based talent hunt or
reality show.
Source: http://replaytheseries.com , http://replaycasestudy.com and
http://youtube.com/watch?v=wARLfVzSsLs © MSLGROUP

46. Sheraton Better When Shared
What: In 2009,
Sheraton Hotels &
Resorts has created a
community and invited
its customers to share
travel tips and stories.
Why: Inviting
customers to share
their brand
experiences.
Source: http://sheratonbetterwhenshared.com © MSLGROUP

47. Ford Fiesta Movement
What: In 2009, Ford
launched a year long
Fiesta Movement
campaign in which 100
selected ‘agents’ drove
around the pre-launch
Ford Fiestas for six
months and shared
their experiences on
social networks.
Why: Creating a web-
based talent hunt or
reality show.
Source: http://fiestamovement2.com, http://chapter1.fiestamovement.com © MSLGROUP

48. Marmite Marmarati
What: In 2009, UK
snack brand Marmite
invited its most loyal
fans to join the
Victorian-style
Marmarati society.
Why: Inviting
consumers to interpret
the brand.
Source: http://marmarati.org and http://youtube.com/watch?v=cqJWRGxOIsw © MSLGROUP

49. Your Lays Flavor
What: In 2009, Lays
India launched the
year-long ‘Your Lays
Flavor’ campaign and
invited consumers to
decide its new flavor
for a prize of Rs. 50L
plus 1% of the sales
turnover from the new
flavor.
Why: Crowd-sourcing
product and process
design innovation.
Source: http://yourlaysflavour.com © MSLGROUP

50. SOCIAL MEDIA MARKETING IN 2010
06.29.2010 | P50
© MSLGROUP

51. Urgent Evoke
What: In 2010, World
Bank Institute created
a social innovation
game to engage
students from Africa
and elsewhere to think
about solutions for the
world’s biggest
problems.
Why: Creating an
immersive social
experience with strong
storytelling.
Source: http://urgentevoke.com © MSLGROUP

52. Skittles Rainbow
What: In 2010, Skittles
mobilized their fans
through a series of
campaigns like Mob the
Rainbow, Poll the
Rainbow and
Scholarship the
Rainbow.
Why: Inviting
consumers to interpret
the brand.
Source: http://skittles.com, http://youtube.com/watch?v=LYAJwFBma8I,
http://youtube.com/watch?v=Poa06ceCcOQ and http://youtube.com/watch?v=WjEnVfFmFtA © MSLGROUP

53. Benetton Its My Time
What: In 2010,
Benetton launched a
contest to find the
models and
photographers to drive
their next advertising
campaign.
Result: 65000+ people
applied.
Why: Creating a web-
based talent hunt or
reality show.
Source: http://casting.benetton.com © MSLGROUP

54. Jimmy Choo CatchAChoo Hunt
What: In 2010,
Footwear brand Jimmy
Choo organized a
treasure hunt in
London, in which
consumers tried to find
the trainers in a
location which Jimmy
Choo mentioned on
Twitter, Facebook or
Foursquare.
Why: Creating an
immersive online-
offline social
experience.
Source: http://bit.ly/CatchAChoo © MSLGROUP

55. Yellow Pages Hidden Pizza
What: In 2010, Yellow
Pages Australia created
a hidden restaurant
and challenged people
to find it using the
Yellow Pages.
Why: Creating an
immersive online-
offline social
experience.
Source: http://hiddenpizza.com.au , http://youtube.com/watch?v=aadUYBIf41M and
http://youtube.com/watch?v=PdkYr2HPdnk © MSLGROUP

56. Coca Cola Real Like Village
What: In 2010, Coca
Cola Israel used RFID
chips to enhance the
social experience at
the Coca Cola Village,
and enable teenagers
at the village to “Like”
real objects in the
village using their
Facebook IDs.
Why: Creating an
immersive online-
offline social
experience.
Source: http://www.facebook.com/cocacolavillag and
http://youtube.com/watch?v=SSZ9v8oUaRY © MSLGROUP

57. Honda Everyone Knows Somebody Who Loves a Honda
What: In 2010, Honda
created a Facebook
app to connect people
who loved their Honda
cars.
Result: 1.6 million
people were
connected.
Why: Inviting
customers to share
their brand
experiences
Source: http://apps.facebook.com/wholovesahonda and
http://youtube.com/watch?v=JI6gIcEztLY © MSLGROUP

58. Levi’s Friends Store
What: In 2010, Levi’s
leveraged Facebook
Open Graph to create
a powerful social
shopping platform.
Why: Integrating social
into the sales or
support process
Source: http://store.levi.com and http://youtube.com/watch?v=Ed5vJeaEuzA © MSLGROUP

59. Intel Creators Project
What: In 2010, Intel
tied up with Vice
Magazine to create a
network of creators
and showcase their
work online and
through a series of
events.
Why: Creating a
community around a
social heartbeat.
Source: http://thecreatorsproject.com and http://youtube.com/watch?v=j_0UflkdvQw © MSLGROUP

60. Pepsi Refresh Project
What: In 2010, PepsiCo
launched the Pepsi
Refresh Project with a
budget of $20m and
invited consumers to
submit and support
ideas that refresh local
communities.
Why: Inviting
consumers to submit
and support causes for
funding.
Source: http://refresheverything.com, http://youtube.com/watch?v=2fS39FitsoQ and
http://www.youtube.com/watch?v=4eX7Dl8Dn0I © MSLGROUP

61. Old Spice Man
What: In 2010 Old
Spice invited
consumers to ask
questions to the lead
character in their
popular Old Spice Man
commercials and
created almost 200
videos to answer them
in near real-time.
Why: Creating a web-
based talent hunt or
reality show.
Source: http://youtube.com/watch?v=uLTIowBF0kE and
http://youtube.com/watch?v=nFDqvKtPgZo © MSLGROUP

62. TO BE UPDATED:
HOW HAS SOCIAL MARKETING CHANGED
BETWEEN 2006 AND 2010?
06.29.2010 | P62
© MSLGROUP

63. LET’S STAY IN TOUCH
www.gauravonomics.com
gauravonomics@gmail.com
gauravonomics on your favorite
social network
06.29.2010 | P63
© MSLGROUP