Best In Class presentation given at the end of a summer internship at WonderGroup, a full-service, strategic 360 degree digital advertising agency. Presentation given by Mia Carosi and Chelsea Clements.
The Ford Fiesta campaign, called “This is Now,” was an integrated pan-European campaign based on the idea of the Fiesta representing zeitgeist.
For those of you who haven’t recently brushed up on your German, zeitgeist means “the spirit of the time.”
To get their target public involved, Ford asked people to submit their own definition of “now” in the form of pictures
In order to start buzz for this campaign, Ford used a mixture of social media and traditional PR tactics to reach out to others. They started within the traditional marketing community and then moved on to reach out to influential bloggers throughout Europe within the world of art, design, fashion, photography, music and cinema.
Here is a screenshot of the Ford Fiesta-sponsored Flickr page. Pictures only appeared on the page after being approved. Some of the best submissions were highlighted on the Ford Fiesta blog called www.thisisnow.eu
This the “This is Now” blog. To further enhance the interactivity of the blog, Ford allowed 50 bloggers to act as guest editors of the site for a set duration of time.
Results: 40,000 images and videos submitted, with 6,000 having been accepted into the group and, at the time of this case study, was the second biggest sponsored group on Flickr.
Results: 150 blog posts written about the project that have reached approximately 1,050,000 people across Europe. Won the red dot award the largest and most renowned design competition in the world (red-dot.de) – International Product Design (3,231 submissions from 49 countries).
There was a surprising amount of backlash to this idea of user-generated content (UGC) being used by a corporation. This could have been a simple issue of bad timing, with Ford having received government bail out money and then turning around and asking for free contributions from Flickr members, or it could be an example of how other countries view social media tactics differently.
Despite anger from some, others shared their voice of reason by pointing out that if one isn’t interested in having Ford use their uploaded content, then don’t voluntarily join Ford’s Flickr group and submit content. Key takeaway: not everyone likes the idea of companies using UGC. Some European contributors were unhappy about not being compensated for their photography.
The previous Ford campaign was done in Europe, but don’t think that the US is missing out on the Fiesta craziness.
“ The Ford Fiesta has come to play on the American roads. In the ultimate foreign exchange program, our 100 agents will spend six months behind the wheel of their own Fiestas, lifestreaming their experiences and completing monthly missions to show you what the Fiesta is all about.” The home page does a fantastic job of feeding in bits and pieces from various social media sites including Twitter, Flickr, YouTube and blogs.
These are the categories for the missions that the Ford Fiesta agents set out to complete. Travel missions have included getting tourists to do “jump” photo shots at a tourist destination and going to a favorite fast-food chain, ordering one of everything and giving it all away. Technology missions have included visiting a Ford safety testing facility and pressing the button that sends crash dummies flying, as well as touring the offices of Pandora to meet all the key players. Style & Design missions have included designing a mimobot (a designer USB drive), touring the headquarters of Threadless and having graphic design guru Matt Moore create a wrap for your car. The agents try to involve the car in various ways, including the above picture where agent Brittani gave out her free fast food from the trunk of her Ford Fiesta (which she named Juantina). ,
Since the Fiesta Movement is based around a car, they have included a section for test drives, where visitors to the site can find out where the 2011 Fiesta will be. Most of the test drives are located at highly attended events such as state fairs, air shows and festivals. Interested in test driving one yourself? From September 4 th -6 th a fleet of Fiestas will be at the AVP Crocs- Tournament of Champions in Mason, OH
A bike-sharing initiative by Humana to create a healthier world through physical activity and responsibility for the environment. Program sought to battle issues involving: Obesity Environment Transportation There has been great success in Europe with bike-sharing programs and Humana sought to emulate the European cultural movement. The company created the program to help keep the Americans healthy and to reduce the negative impact on the environment. They wanted not just to create another campaign, but wanted to inspire change in Americans to lead a healthier and less environmentally harmful lifestyle. In order to achieve this goal, they needed to grasp the attention of Americans in a big way.
They tactfully selected the 2008 Republic National Convention and the Democratic National Convention to debut their bike-sharing program. Knowing that these events would be highly covered throughout every media outlet, they figured this would be the best way to get their start. They began their attempts before the convention by talking to people interested in biking through wwww.meetup.com. They identified 8 groups in Denver that connected to over 1000 bikers. They approached these groups and invited them to join. They additionally created a Facebook page specifically targeted toward Denver and Minneapolis residents to further spread the message. This website had thousands of page views.
This portion of their strategy, along with their Facebook, Twitter and Meetup efforts, was done to build participation and anticipation for the program. They identified bike bloggers that had been blogging about the program and arranged for them and their followers to take a Freewheelin’ ride. They did this to increase the amount of participation and coverage of the program.
The next portion of their plan was intended to generate as much content as possible. In order to encourage content generation, they invited the bikers to post their experiences with Freewheelin’ through their social media sites. They gave Freewheelin’ users the green card featured above to invite them to share their experience online. In turn, these bikers began feverishly blogging, updating their Twitter and Facebook, and uploading videos and pictures to various sites. Upon returning their bikes, they could visit Upload stations that allowed users to upload pictures and videos onto the Freewheelin’ community website. They were also given Freewheelin’ flash drives so that they could continue to document and share their experience with Freewheelin’.
This is the communication hub that Humana created on their website that linked interested individuals to sites featured above to encourage participation and discussion about the program. Freewheelin’ also began blogging and sharing their experiences with the program. They utilized all social media outlets to do so. During the conventions they had Humana employees cycling around the city, snapping pictures from their smart phones of people Freewheelin’ all around town. They immediately fed their pictures online for all to see.
Freewheelin’ also branched out at the conventions to get celebrities such as Tom Brokaw, David Gregory, Matthew Modine and more to add to the promotion by riding the bikes. They additionally had countless numbers of Congressmen and Senators participating in the program as well.
There was an explosion over the Internet with the news about the bike-sharing movement. They received heavy news coverage, shown above through the various channels.
Some of the 1,500 plus pictures submitted by users on the Freewheelin’ program that generated over 17,000 views.
These are great numbers for a program launched in ONLY two cities and partially launched in one city.
They generated 10,000 unique site visits to www.freewheelinwaytogo.com Over 1500 pictures were submitted to Flickr from fans and Humana employees. These pictures generated nearly 17,000 views. They additionally had over 600 followers on their Twitter page, in addition to over 400 followers on Facebook. The numbers may appear to be small, but keep in mind it only took place in two cities. Humana and Coyne PR’s joint effort was widely successful in gaining attention with the media. Their bike-sharing program was blasted all over the news and Internet, receiving heavy coverage at the conventions. People everywhere were talking about the program and how beneficial it would be to the well-being of Americans and the earth.
The company failed to capitalize on their initial success and build from it. They left too large of a gap in time before they started their follow-up program. This is an important lesson for all ad agencies to learn. Capitalize on your positive PR while you can.
Key takeaway from Freewheelin’: The selection of a relevant and highly covered event was incredibly resourceful to generate as much media buzz as possible. Humana created a cultural movement that was centered around issues that Americans are passionate about and want to be involved in. People WANTED to get involved, and congressmen and senators wanted to be involved to represent their people’s needs. They failed to capitalize on their initial success. They needed to build off of their initial buzz.
At the time of this campaign, Doritos was a young brand in Argentina. Doritos used this as an area of opportunity to become a youth referent and appeal to the collective mood of Argentinean youth.
Doritos’ goal was to make a dream of Doritos a generational desire and for it to become reality. After 5 months of research on blogs, social networks and the web, Doritos found that there was a “deep desire to physically approach the person they liked.” With all of the new technologies, everything has been programmed to eliminate physical contact, making encounters more virtual than real. How did former generations do it? Slow dancing. Doritos needed to bring slow dancing back and have discos play slow dance music. BUT this was only possible if millennials made the cause their won.
Doritos decided to announce the crusade in places that kids were already talking.
Doritos launched Bringslowdancingback.com, where signatures would be collected on an online petition to bring slow dancing back to the discos.
Social media campaigns cannot exist on their own. They need some traditional media to support their beginnings. These were a few of the print ads from the campaign. “Todos somos iguales de cerca” translates to “We are all the same when we are close.”
The above video is one of the commercials that was aired. It shows how, when we slow dance, we are speaking a common language. Other commercials were more blatant in eluding to the potential benefits one might receive after slow dancing all night.
Mailings were issued to 250 journalists and opinion leaders that included original slow-hit tapes from the 80s , as well as condoms with ad hoc designs made for the campaign.
From a blog post, two friends decided to throw a party to celebrate and support slow dancing, dancing around the largest disco ball in Argentina, the Planetarium. Over 7,000 people came, making it the largest flash mob in Latin America.
Key takeaway: Making a campaign into a cultural movement
Joffrey’s Coffee & Tea Company wanted to run a campaign that would drive traffic to their site, increase buzz and branding in social media and the blogosphere and create a promotion which played into their brand essence.
They began their campaign by targeting bloggers and tech savvy audiences while speaking to them in a language that they understood.
Similar to the software beta tests, Joffrey’s offered bloggers a chance to sign up to try a free sample of Joffrey’s “Jamaican Me Crazy” flavored coffee. In return, the bloggers were given a trackback link to their blog from the test site which they could voluntarily put up.
The test was received well by bloggers not only because of the free coffee sample, but because the test was packaged and presented in a way that resonates with their worldview.
Here is some of the pre-beta buzz that appeared on the internet before a single blogger even received their free sample.
As expected, once bloggers received their free sample, they were excited! Here is a small sample of the response from bloggers on the web.
What were the results? Over 1,500+ blogs participated 2,340 results on Google for Joffrey’s Coffee & Tea Company Hundreds of links to the beta site and Joffrey’s.com Hundreds of comments, responses and feedback from bloggers Coverage on Mashable, CNET, KillerStartups, MarketingFM, MattsCuppa, MoBuzz TV Coverage by traditional media including Entrepreneur Magazine
During the registration process for the beta testing, people were asked how they like their coffee, what they put in their coffee, how many cups they drink a day, etc.
More importantly, they were asked the following question:
The results were as follows: Highly caffeinated, extra strong and bold. So knowing what their consumers wanted, Jofferey’s went ahead and made it. But what should it be called….
Coffee 2.0! This is another way that Joffrey’s spoke to their target audience in their language!
As seen above, Jofferey’s continued the computer programer/technie theme by making the packaging and advertising on the website look like that found on computer software. The flyer on the right was sent out to 1,000 beta testers along with the Coffee 2.0 sample including directions on “How to Install.”
A small sample of Coffee 2.0 Buzz. Let’s just say it was a hit
I’m sure you are all aware of the overwhelming success that Obama had during the election. He used outlets such as Twitter, Facebook, YouTube and others to captivate American’s attention. As a precursor to the presentation, here is a reminder of his success.
93% of donations were less than $100.00. The average online donation was $80.00. This forever changed campaigning by pulling a vast amount of money through online initiatives. In the future, hopeful presidential contenders will seek to reproduce and build on the success that Obama created in this election.
1,000 of the 35,000+ volunteer groups were created the day that Obama announced his candidacy.
More than 1 million people signed up for Obama’s texting program before the election. When Obama accepted the nomination in Denver, 30,000 of the 75,000 people present signed up for the texting program. This illustration shows the success of Obama’s video campaigning.
Obama’s presidency seeks to stimulate communication between the President and his citizens to create a better-informed and more accurately represented nation. Obama wants to create an open dialog between his citizens and the government. He wants to know how the people truly feel about the issues so that he can be a leader of the people. He focused his efforts on three main ideas: transparency, participation and communication.
In order to create a presidency that fostered communication and participation, Obama hired a New Media team to help him reach his goals. Obama appointed qualified and experienced individuals to run his New Media Team. The team includes: Macon Phillip , who led “Blue State Digital’s strategy practice that worked with clients such as the DNC and Senator Ted Kennedy.” Cammie Croft , who “Built the tracking and media monitoring program at Progressive Accountability, which was a communications advocacy campaign that provided video of republican presidential candidates for the mass public. Croft also worked as the Rapid Response Mobilization Director for Americans Against Escalation in Iraq, where she led their new media efforts, working with MoveOn.org’s online tools to mobilize Americans opposed to the war.” Jason Djang , who “worked in documentary film and television in NYC and LA.” Jesse Lee , who “was Senior New Media Advisor to Speaker Nancy Pelosi for the 110th Congress, having worked for the Democratic Congressional Campaign Committee online from 2004-2006.” Katie Stanton , who prior to her role, was at Google, where she was a Principal in the New Business Development team responsible for OpenSocial, Google Moderator and various election-related initiatives. Quoted from: The Nation: State of Change. Obama Announces White House Internet Team, by Ari Melber on 2/23/2009.
The first order of business the New Media team took was to revamp www.whitehouse.gov. They began the redesign process before the President began his term in the White House. The redesign efforts were made in order for the site to become a more comprehensive resource for the American people to find information and state opinions. Literally, the minute that the President took office the website switched over. Features of the site: All proclamations and executive orders were posted, allowing for public review. Posting non-emergency legislation to the site for public review and comment before the signing. Frequent email alerts Frequent blog posts Underlines the idea of communication, transparency and participation.
This is the first blog on their website. This further illustrates how the administration sought to achieve communication, transparency and participation. The main hub for communication is the Briefing Room, which contains: The Blog Your Weekly Address The Media Center Speeches and Remarks Press Briefings Statements and Releases Presidential Actions Nominations and Appointments The Briefing room claims to “Provide timely and accurate information about the President’s latest events and public statements. You’ll find photos, video and blogs, as well as proclamations, executive orders and press releases.”- White House.gov
A book created by the American people for the President to cover issues not currently being addressed in mainstream politics. Users have the ability to submit ideas, while others can vote them up or vote them down on the list (like on Digg). The ideas at the top are printed weekly for the President’s review. After reviewing the book he addresses them in a weekly update. A great outlet for the American people to communicate and participate.
Upon completing the redesign of www.Whitehouse.gov, the New Media team followed this process to achieve their goals of a presidency that included participation, communication and transparency. In order to create an open dialog, the team turned their focus to social media. They first assessed their brand within the social space to find out how people were feeling about Obama. They did this through tracking conversations about Obama on Facebook, Twitter, LinkedIn and many other sites. They next identified the social influences within social media. The New Media team knew that it would be crucial to gain the support of these individuals to have a successful presidency. Upon discovering the social influencers and reaching out to them, the team invited them to participate in their online communities, such as Organizing for America, Twitter and more. Organizing for America includes blogs, email alerts, events to participate in, recourse centers and a way to connect with other supports. Allowing people to connect to this site would allow them to get a more transparent look at their Administration by keeping people within the community informed about the latest news. They did this, hoping that it would lead to the third step of turning the influencers into advocates. After they had turned the influencers into advocates, they created a full-year conversational tracking program to get feedback from Americans on the status of the presidency. In turn, the President would address the concerns of the people and adapt his actions to better serve the people. Within this fourth step, the New Media team really tried to engage the American people in discussions and communication about the government in order to get a higher level of participation and understanding. **They also utilized this model to gain support during the election.
Throughout the Administration, the New Media team has been actively monitoring citizens’ comments and including them in major discussions. Here, Obama invites the Twitter community to comment on the issue of health care. He tweeted earlier in the day that they would retweet and create a blog entry on www.whitehouse.gov to showcase the best answers as to why universal health care would be beneficial to all. In this he incorporates 2 different types of social media to engage American citizens in important issues. This shows how they view the American opinion as import and let the people know that they are being heard.
They have two accounts, the White House and President Obama. Each page is updated daily with a large amount of followers. As shown earlier you can see how the team has used social media to create active discussions with the American people. They additionally use the Twitter page to update the people on the latest news, further helping to create a transparent presidency. The New Media team also welcomes American citizens to voice their concerns and ask questions to their Twitter pages.
The White House and President Obama have been utilizing YouTube, their own website, and www.whitehouse.gov to post videos daily. Every week on the Obama’s YouTube channel you can see his weekly address to the American people. You can additionally view live video conferences and town hall meetings through all this video channels. This further illustrates how Obama and the New Media team have sought to keep the people informed and active within the governments inner-workings.
Here is an example as to how the President stays informed on the peoples opinion’s and invites Americans to engage in conversation with him. In this particular case he is holding a live video conference through www.whitehouse.gov where you can join the discussion by installing a Facebook application. Additionally you can make comments by using a hashtag on Twitter which the New Media team will be monitoring.
Obama’s own social networking website gives you the ability to: Share info about you and you support Obama Allows you to participate in campaigns, rallies, etc, in your neighborhood. You can find events, groups, etc. You can share your blog You can connect with friends who support Obama and find new friends that support him Offers a resource center where you can get guides on taking action, like how to host a meeting, run a phone bank, canvass. Can connect www.mybarackobama.com to your Facebook
Obama’s mobile initiatives use: SMS texting Mobile websites Interactive voice responses Mobile videos Mobile banner ads iPhone/iTouch applications The image on the left appears on every blog post, piece of legislation, and etc of the website. This feature makes the inner governmental workings very conducive to sharing thus creating a more informed nation. The gray box illustrates the depth of Obama’s interaction in social media. He on websites such as twitter, Facebook, YouTube, Flickr, LinkedIn, Myspace, BlackPlanet, Faithbase, Digg, and more.
“ Let’s remember, this man is the leader of the free world. He has to worry about rogue states, nuclear missiles, CIA intelligence, broken economies, budget deficits, re-election, and probably things we don’t want to know about. Yet he has made reaching out and keeping constituents informed via social media a priority. It’s tough to argue that Obama isn’t the most accessible president in history, no matter your party affiliation.” Ben Parr of Mashable
“ He's the first one to understand and harness the power of sharing and communicating through social media platforms …It wasn't just one social media site used either, it was everything working in conjunction with one another, complementing each other and promoting the same singular message.” Li Evans Director of Social Media at Serengeti Communications
Pulled in the thoughts and insights of the American people to create change they want and need. Incredibly accessible to the people by providing information in countless places for the people to read, understand, question, and comment on. Changed the way that social media will be used in political campaigns from here on out.
Social Media Best In Class Presentation
<ul><li>BEST IN CLASS & </li></ul><ul><li>FUTURE OF SOCIAL MEDIA </li></ul><ul><li>August 17, 2009 </li></ul>MIA CAROSI CHELSEA CLEMENTS
“ This is Now” Agency: We Are Social Launched September 2008
<ul><li>Zeitgeist </li></ul><ul><li>[tsahyt-gahyst] – noun German . </li></ul><ul><li>The spirit of the time; general trend of thought or feeling characteristic of a particular period of time </li></ul>
<ul><li>SUBMIT YOUR OWN DEFINITION OF “NOW” </li></ul>
“ Now car companies are trying to get free photos from Flickr members?” <ul><li>free advertising </li></ul><ul><li>contribute work without some reciprocal value </li></ul><ul><li>performing jobs for free </li></ul>
<ul><ul><li>10,000 unique site visits </li></ul></ul><ul><ul><li>1,500+ pictures </li></ul></ul><ul><ul><li>submitted to Flickr which generated </li></ul></ul><ul><ul><li>17,000 views </li></ul></ul>600+ Twitter followers 400+ Facebook followers FREEWHEELIN’
<ul><ul><ul><li>We love this innovative program. Cycling is a great fit with NSGA’s mission of active lifestyles and Freewheelin’ concept of sharing bicycles to get around to the various venues at the Games or out into the local community will be a significant contribution to our sustainability and eco-friendly initiatives that are so important.” </li></ul></ul></ul><ul><ul><ul><li>Phil Godfrey , National Senior Games Association President and CEO </li></ul></ul></ul>“
<ul><li>FAILED TO CAPITALIZE ON THEIR INITIAL SUCCESS </li></ul>
“ Bring Slow Dancing Back” Doritos BBDO Argentina
<ul><li>Make consumers the co-creators of a social engineering plan leading to a genuine dialogue about slow dancing </li></ul>
<ul><li>$6.5 milli n individual online donations totaling to $500 milli n raised online through social media efforts f rever changing </li></ul><ul><li>campaigning. </li></ul>
<ul><li>MyBarackObama.com </li></ul><ul><ul><li>2 million profiles created. </li></ul></ul><ul><ul><li>200,000 planned offline events </li></ul></ul><ul><ul><li>400,000 blog posts written </li></ul></ul><ul><ul><li>35,000+ volunteer groups made through site </li></ul></ul>
Obama’s New Media Team <ul><li>Macon Phillips Director of New Media </li></ul><ul><li>Cammie Croft Deputy New Media Director </li></ul><ul><li>Jason Djang Deputy Director for Video </li></ul><ul><li>Jesse Lee </li></ul><ul><li>Online Programs Director </li></ul><ul><li>Katie Stanton Director of Citizen Participation </li></ul>
<ul><li>Facebook </li></ul><ul><ul><ul><li>6,494,717 supporters,the number one Facebook page </li></ul></ul></ul><ul><ul><ul><li>1,042,352 members of One Million Strong for Barack Obama </li></ul></ul></ul><ul><ul><ul><li>255,454 members of Students for Obama </li></ul></ul></ul><ul><li>Twitter </li></ul><ul><ul><ul><li>898,832 - White House </li></ul></ul></ul><ul><ul><ul><li>1,940,632 - Obama </li></ul></ul></ul>OBAMA
<ul><li>Special thanks to the following people for great kickoff ideas and discussion: </li></ul><ul><li>Erica Minton - WonderGroup </li></ul><ul><li>Alisa Pitocco - WonderGroup </li></ul><ul><li>Alyssa Mayer – Travers Collins </li></ul><ul><li>Michael E. Rubin - Empower MediaMarketing </li></ul><ul><li>Jason Falls – Social Media Explorer </li></ul>