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Lesson #2
You Saw This
High Impact Interactive Campaigns
What are the top five
campaigns we have
seen recently?

• Skittles
• Whopper Freakout
• TOMS Shoes
• Dominos
• Obama for Pr...
Skittles
Skittles

Idea
•   To leverage the power of social media to give their
    customers a direct connection to their website,...
Skittles

What did Skittles do?
•       Changed their website to include overlays of social
        media sites: Twitter, ...
Skittles
Challenges/Reflections
• Skittles relinquished total control of the message
 - Led to people posting some negative...
Whopper Freakout
Whopper Freakout

Idea
•   Reinforce customer loyalty to the brand’s signature
    product: the Whopper.




             ...
Whopper Freakout

What did Burger King do?
•   Television
•   Microsite with 7 1/2 minute video
•   YouTube

How did custo...
TOMS Shoes
TOMS Shoes

Idea
•   Rely wholly on social media to market TOMS Shoes’
    socially conscious business model: Buy one pair...
TOMS Shoes

What did TOMS do?
•       tomsshoes.com
    -     Our Movement
    -     Community
         ‣ Facebook
       ...
TOMS Shoes

What did TOMS do?
•       Events
    -     Style Your Sole House Parties (2007)
         ‣ Leveraged HousePart...
TOMS Shoes

How did customers respond?
•       Very favorably. TOMS is on track to give away 300,000
        pairs of shoe...
Domino’s Pizza
Domino’s Pizza

Situation
•   Two employees posted a video of themselves defiling food.
•   Video spread virally overnight....
Domino’s Pizza

What did they learn?
•   You can’t control social media.
•   Transparency is key.
•   Respond. Quickly.
• ...
Obama for President
Obama for President

 Idea
•   To develop a sophisticated online media strategy aimed at
    bringing voters together and ...
Obama for President


What did Obama do?
•   Learned key lessons from the Dean ’04 campaign
•   Started early
•   Invested...
Obama for President
What did Obama actually do?
•   Sent more than 1 billion e-mails
•   Allowed people to create profiles ...
Obama for President
How did the voters respond?
•   66.8 million popular votes
•   365 electoral votes

Challenges/Reflecti...
Questions?
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Swim Lesson 2 You Saw This

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Transcript of "Swim Lesson 2 You Saw This"

  1. 1. Lesson #2 You Saw This High Impact Interactive Campaigns
  2. 2. What are the top five campaigns we have seen recently? • Skittles • Whopper Freakout • TOMS Shoes • Dominos • Obama for President 2
  3. 3. Skittles
  4. 4. Skittles Idea • To leverage the power of social media to give their customers a direct connection to their website, skittles.com, and supply the site with a stream of user generated content. 4
  5. 5. Skittles What did Skittles do? • Changed their website to include overlays of social media sites: Twitter, Facebook, Flickr, Wikipedia and YouTube. How did customers respond? • They flocked to the website doing all of the things Skittles wanted them to do, including posting content. What was the outcome? • Website traffic increased 1332% on March 3rd. • Spike on Google Trends for people searching “Skittles.” • Substantial amount of earned media: - Wall Street Journal, Business Week, New York Times, Mashable and other social media blogs 5
  6. 6. Skittles Challenges/Reflections • Skittles relinquished total control of the message - Led to people posting some negative comments • Became a discussion about the campaign itself and not the brand - Was becoming a case study for social media worth it? • Was Skittles really speaking to its core audience which is 22 and under? - We don’t fully understand the campaign goals? • How should ROI be measured? - Is generating buzz alone valuable to a brand? • No back and forth from the brand. Why? • It had been done before, but not at the brand level. - Modernista did this first with their website. 6
  7. 7. Whopper Freakout
  8. 8. Whopper Freakout Idea • Reinforce customer loyalty to the brand’s signature product: the Whopper. 8
  9. 9. Whopper Freakout What did Burger King do? • Television • Microsite with 7 1/2 minute video • YouTube How did customers respond? • They freaked out. On video. And it was funny. • Site had over one million unique visitors. • Numerous Freakout parodies on YouTube. • Sales of the Whopper increased by double digits over previous year. • Overall same store sales increased significantly. • It is the most recalled campaign in the history of campaign recall being measured. 9
  10. 10. TOMS Shoes
  11. 11. TOMS Shoes Idea • Rely wholly on social media to market TOMS Shoes’ socially conscious business model: Buy one pair of shoes and TOMS ships a pair to children in need around the world. 11
  12. 12. TOMS Shoes What did TOMS do? • tomsshoes.com - Our Movement - Community ‣ Facebook ‣ MySpace ‣ Twitter ‣ YouTube ‣ Flickr ‣ Blake Mycoskie’s Blog - Get Involved 12
  13. 13. TOMS Shoes What did TOMS do? • Events - Style Your Sole House Parties (2007) ‣ Leveraged HouseParty.com ‣ Consumer engagement and interaction ‣ Raised 15,000 pairs of shoes for African children - One Day Without Shoes (2009) ‣ Effort to raise awareness about the problems children face all over the world ‣ Events in 200 cities all over the world ‣ Promoted it online - Other creative online efforts ‣ Developed two virtual gifts celebrating the 200 millionth user to Facebook 13
  14. 14. TOMS Shoes How did customers respond? • Very favorably. TOMS is on track to give away 300,000 pairs of shoes in 2009. Challenges/Reflections • Not many - Very recognizable brand whose customers have bought into the mission - Very transparent and interested in building community - Engaging with the audience in the online space - Desire for people to be a part of the brand - Mycoskie spoke at TED, the Clinton School of Public Service and to Obama’s New Media team 14
  15. 15. Domino’s Pizza
  16. 16. Domino’s Pizza Situation • Two employees posted a video of themselves defiling food. • Video spread virally overnight. • Chatter spilled over into Twitter. • News media picked up the story. How did Dominos respond? • Initially, tried to keep the story quiet by responding only to those consumers that contacted them. • When that didn’t work: they posted a YouTube video response. • Opened a Twitter account to answer direct questions/concerns from customers. 16
  17. 17. Domino’s Pizza What did they learn? • You can’t control social media. • Transparency is key. • Respond. Quickly. • Maybe we shouldn’t let our competitors learn from our mistakes (Pizza Hut started advertising for an intern to manage Twitter and its online reputation). 17
  18. 18. Obama for President
  19. 19. Obama for President Idea • To develop a sophisticated online media strategy aimed at bringing voters together and moving them to action. 19
  20. 20. Obama for President What did Obama do? • Learned key lessons from the Dean ’04 campaign • Started early • Invested resources 10x the amount of online staff • Developed a strategy • Collected information • Leveraged social media to engage and mobilize 20
  21. 21. Obama for President What did Obama actually do? • Sent more than 1 billion e-mails • Allowed people to create profiles and upload comments on My.BarackObama.com - 2 million profiles with 400,000 blog posts - 35,000 volunteer groups that held 200,000 offline events - 70,000 fundraising hubs that raised $30 million - 2x the amount of website traffic • Encouraged people towatched more than YouTube times upload video to - 2,000 official videos 80 million - 442,000 user generated videos - 4x the amount of YouTube views • Utilized mobile messaging for the text messaging program - 3 million people signed up - Each received 5 to 20 messages per month • Developed afriends on Facebooksocial networking sites presence on 15 - 3 million alone - 5x the among of Facebook friends 21
  22. 22. Obama for President How did the voters respond? • 66.8 million popular votes • 365 electoral votes Challenges/Reflections • Start early • Build to scale • Innovate where necessary • Be better • Make it convenient for the user to find, forward and act • It’s important to pick where you want to play • You can channel online enthusiasm into specific, targeted activities • Online communications should be an element of every communications plan 22
  23. 23. Questions?

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