The document discusses several social media campaigns and their results:
1) Discovery Channel partnered with Campfire to create a Facebook game promoting "The Colony" that generated 350,000 pageviews and 59% of players restarted the game.
2) Cosmopolitan's Facebook app simulating a photo shoot attracted 3,800 users in its first week.
3) When American Express declined to sell advance tickets, Pee-Wee Herman sold them on Facebook instead, gaining 230,000 fans and $1.5 million in presales without any ads.
4) An Edge shaving gel Twitter campaign received 4,930 tweets with its hashtag and extended the campaign due to positive
4. To help launch Season 2 of “The Colony,”
Discovery Channel partnered with creative
agency Campfire to make a Facebook-based
alternate reality game.!
5.
6. Results:!
• Coverage in Mashable, Neatorama, MediaPost,
AdFreak and more!
• Players spent an average of 6 minutes on site,
some as long as 20 minutes!
• 70% of users chose to allow Facebook Connect!
• 59% who reached final “tune in” message went
back and re-started the experience!
• 350,000 pageviews in 2 weeks leading up to
season premiere!
Source: !Campfire!
9. For its first global digital ad campaign,
Cosmopolitan created a Facebook Connect
app that simulates being in a Cosmo photo
shoot.!
10.
11. Results:!
• Launch coverage in the New York Times — but
almost nowhere else!
• 3,800 users in first week
(Facebook fan base for Cosmo: 534,000)!
• Positive feedback from international fans on
Facebook!
Source: !App user data determined by “Monthly Active Users” as of Oct. 10, 2010!
14. When American Express declined to sell
advance tickets for Pee-wee’s theater revival to
its cardholders, the offer went to his Facebook
fans instead — kicking off a landslide of social
media support.!
15.
16. Results:!
• Twitter: 590,000 followers!
• Facebook: 230,000 Likes!
• Foursquare: 9,500 Friends (up from 4,000 just
days after badge launch)!
• $1.5 million in ticket presales before the first ad
ever ran!
• Massive, glowing news coverage !
Sources: !“Pee-wee friends online followers to box office,” Variety, Sept. 11, 2010!
! !Social network data updated Oct. 10, 2010!
19. In September 2010,
Edge shaving gel
began a Twitter
campaign offering to
help those who tweeted
with a #soirritating
hashtag. For some,
rewards included iPod
Touches, PS3s or gift
cards.!
20.
21. Results:!
• “Tremendous feedback,” according to senior
brand manager!
• Campaign extended past September!
• 4,930 tweets using #soirritating hashtag from
Sept. 10 – Oct. 10!
• 2,839 tweets using #soirritating AND
@EdgeShaveZone!
Sources: !“Shaving Away Irritations via Twitter,” TalentZoo.com, Oct. 8, 2010!
! !Hashtag data via Radian6!
24. In a two-pronged Facebook campaign,
PepsiCo’s Naked is soliciting “your personal
Naked Truth” for a chance at a Costa Rica
vacation and also bringing the effort to college
campuses.!
25.
26. Results:!
• 14,615 active app users in first two weeks!
• 2,000 photos from campuses (uploaded by
brand), but only a handful from fans!
• Minimal launch coverage!
• Audience (currently 44,000 fans) likely to grow as
print ads and other campaign support begin running!
Source: !Facebook status updated Oct. 11, 2010.!
29. An hour before the Season 2 premiere of
NBC’s sitcom “Community,” the network played
out a bonus scene on Twitter, with 80
#nbccommunity tweets posted by characters.!
30.
31. Results:!
• Extensive preview coverage by Wired, HuffPo,
Entertainment Weekly, Fast Company and more!
• 122,492 total followers for character accounts
(average of 10,200 per character)!
• Viewership (5 million) was down 2.7 million from
Season 1 premiere (after “The Office”) !
• BUT ratings were up 16% from debut in 8 p.m. slot
— despite now competing with “Big Bang Theory”!
Sources: !Twitter data updated Oct. 11, 2010.!
! !Ratings info: TVByTheNumbers.com, Wikipedia.com!
34. In a branded charity effort with Canadian
underwear label Stanfield’s, a cancer survivor
locked himself in his apartment for 25 days. The
goal? 25,000 Likes, yielding $25,000 for the
Canadian Cancer Society.!
35.
36. Results:!
• First 9 days: 31,000 Likes (Goal extended to $50K)!
• $1,435 raised through Donation Challenges!
• Clear spike in mentions for Stanfieldʼs: !
Sources: !Facebook and donation data updated Oct. 14, 2010.!
! !Conversation data: Radian6!
38. Closing thoughts:!
• Be clear in your goals, and make it easy for your
audience to help you reach them!
• Be original, even it means risking the unknown!
• Base your ideas around the real reasons people
like your brand !
39. Thanks for your time.!
Want even more opinions from us? !
Dave Peck" David Griner"
MeshIn.com! TheSocialPath.com!
TheDavePeck.com! AdFreak.com!
@DavePeck! @Griner!
@MeshIn!