28 oktober 2010 LBi 1
TOP 10 social media case studies
Nike+ & Gowalla
Easy to use app for skiers
and snowboarders
Nike+ & Gowalla team up in Vail ski resorts: application for skiers and
snowboarders
What?
•New app for Vail Ski and Mount...
Nike+ & Gowalla team up in Vail ski resorts: application for skiers and
snowboarders
Why we like it?
•Easy to use! You don...
Lost in Val Sinestra
A thrilling movie trailer
Lost in Val Sinestra.... A thrilling trailer starring your Facebook friends!
What?
•A trailer for a new upcoming movie ‘Lo...
Lost in Val Sinestra.... A thrilling trailer starring your Facebook friends!
Why we like it?
•Again, it’s easy. It’s fun, ...
The best job in the
world!
Recruiting campaign
The best job in the world!
What?
•Do you know Ben? That blonde guy on tv talking about your maybe tedious job, and then
pr...
The best job in the world!
Why we like it?
•Admit it, it makes us dream about tropical islands and escape from reality.
•B...
Burger King
Whopper Sacrifice
You loose some, you win some
Sacrifice your friends for a free Whopper
What?
•To promote their new Whopper burger Burger King launched a campaign offer...
Sacrifice your friends for a free Whopper
Why we like it?
•What’s more important? A fake Facebook friend or a tasty free b...
Ikea Facebook
showroom
Tag and win!
Ikea Facebook Showroom
What:
•Ikea wanted to spread the word on the opening of their Malmö store in Sweden.
•For this purp...
Ikea Facebook Showroom
Why we like it?
•A big briefing, great ideas but only a small budget… this is a perfect example of ...
Old Spice
The man your man could smell
like!
Old Spice: ask the man!
What?
•Do we need to introduce this campaign? It is world famous by now. Isaiah Mustafa has shown ...
Old Spice: ask the man!
Why we like it?
•The campaign started with a great traditional commercial, but then let social med...
Tipp Ex
A hunter shoots a bear.
Tipp-Ex: A hunter shoots a bear
What?
•A few weeks ago another great viral video became a big hit on Facebook and Twitter....
Tipp-Ex: A hunter shoots a bear
Why we like it?
•Perfect integration of You Tube and a commercial for a not so sexy brand....
Domino’s Pizza
Turnaround
Revamp the pizza!
Domino’s Pizza Turnaround
What?
•Last year Domino’s Pizza had a tumultuous public relations nightmare, when two employees
...
Domino’s Pizza Turnaround
What?
•Later on in the year, Domino’s Pizza got bashed in the media again, people on Twitter wer...
Domino’s Pizza Turnaround
Why we like it?
•It’s a perfect example of how brands can counteract.
•This big brand proved the...
French Connection
The world’s first You Tube store
French Connection: YouTique
What?
•The clothing brand French Connection UK came up with a clever idea to combine the curre...
French Connection: YouTique
Why we like it?
•It’s a simple and clever way of showing how a big brand can connect with thei...
Macy’s
The Magic Fitting Room: find your
magic
Find your Magic!
What?
•Macy's Magic Fitting Room combines in-store shopping with social, online and mobile capabilities
•...
Macy’s Magic Fitting Room
Why we like it?
•Macy’s selected over 1000 outfits to try on, without the hassle of getting undr...
Thank you
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DMF10 - Top10 social media case studies

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  • What?
    New application for Vail Ski and Mountainboard Resorts in Colorado, US, for its 2010-2011 season.

    The application allows visitors to track their activities and share it with their friends.

    Employees at the resort’s 89 lifts will scan the chip in the ski pass of users who agree to this app.

    This allows the application to automatically calculate number of vertical feet skied or boarded, number of days in the mountain, routes taken and other features.

    Users can log in via their desktop or smartphones to access their stats and share and compare their activities with their friends on Facebook, Facebook Places and Twitter.
  • Why we like it?
    -This app is, besides very useful, also very cool because you don’t even need a smartphone or GPS-enabled device to use it.

    -The company uses radio-frequence (RF) enabled chips, which will be integrated in the ski pass and lift tickets.

    -You can compare your achievements with your friends online. Start a competition between your friends and you


    So you don’t need anything.
    It’s fun, it’s free, easy to use and allows you to boast and share your activities.
  • What?
    A trailer for a new upcoming movie ‘Lost in Val Sinestra’, featuring your Facebook friends.

    You can ‘make’ your friends star in the trailer, using Facebook Connect.

    An easy connection to your Facebook account enables you to choose the Facebook friends you want to see in the trailer. Once the movie is made you can share it on Facebook, Twitter, …
  • Why we like it?
    Again, it’s easy. It’s fun, it uses your ‘friends’.

    This is a perfect alternative way to market a movie that’s not really a blockbuster.

    People are vain and curious, so they will want to watch it, share it and make their own version.

    It’s a viral dream.

    Link to ‘my first movie’
  • What?
    Do you know Ben? That annoying on tv talking about your maybe tedious job, and then presenting his job: island care taker of the Islands of the Great Barrier Reef.

    This was a very successful campaign to create international awareness for the Islands of the Great Barrier Reef.
    The website and the video showed us stunning images of the region and drove job applicants to generate content promoting the region.

    The audience could engage with the brand throughout the campaign on Myspace, Facebook, YouTube and Twitter.
  • Why we like it?
    Admit it, it makes us dream about tropical islands and escape from reality.

    And it generated very strong results:

    Global news coverage and fame raising awareness dramatically
    Web stats of > 8 million unique visits, > 55 million page views with an 8.25 minutes average time spent
    34,684 one minute video job applications from 197 countries. At least one person from every country in the world applied.


    So you don’t need anything.
    It’s fun, it’s free, easy to use and allows you to boast and share your activities.
  • What?
    To promote their new Whopper burger Burger King launched a campaign offering Facebook users the chance to 'sacrifice' 10 of their Facebook friends in exchange for a free Whopper coupon.

    The Whopper Sacrifice Facebook application makes use of the friend removal feature.

    But instead of this happening without a notification, the friends receive a message letting them know they've "been sacrificed for a Whopper".
  • Why we like it?
    -What’s more important? A fake Facebook friend or a tasty free burger?

    -Who of you hasn’t thought about cleaning up their Facebook Friends list? Do you even remember who Jenny is, why did you befriend that annoying colleague, wait, what’s the boss doing between my friends?
     
     
    -This campaign gave you the perfect excuse to do so.
    The campaign quickly went viral, but was removed by Facebook for 'privacy reasons' within 10 days. By this time already more than 82.000 people sacrificed 234.000 friends. 23.000 coupons were used.
    This raises a question, who decides over what you do with your Facebook account, who owns your Facebook account, you, the profile, or the owner….?
  • What:
    Ikea wanted to spread the word on the opening of their Malmö store in Sweden.

    For this purpose, they created an online showroom hosted on Facebook.

    They did this by creating a personal profile for the new store manager, Gordon Gustavsson. Over a 2 weeks period ‘Gordon’ uploaded pictures of the showroom on his profile page.

    Facebook members who had requested Gordon as a friend could then tag themselves to a specific item in each photo and in doing so, win that particular Ikea product.
  • Why we like it?
    A big briefing, great ideas but only a small budget… this is a perfect example of how you can spread your message quickly and inexpensively.

    Tagging a picture is one of the easiest, most basis activities on Facebook. And when you tag a picture, everybody in your own network knows about it.

    In this case everybody saw what you could win, and immediately wanted to tag themselves as well.

    Great viral campaign for a little budget!
  • What?
    Do we need to introduce this? This campaign is world famous by now. Isaiah Mustafa has shown his bare chest to half the world on the internet…
    The star in this commercial answered questions on Twitter, Facebook and other social media sites with personal video messages.
    Standing topless in a white towel in a bathroom, with the occasional prop, Mustafa, now known as “Old Spice guy,” replied to questions asked by celebrities and ordinary people.
    He charmed millions of people doing this. The campaign started on a Tuesday and by Friday the new videos had received + 16 million views.
  • The creators took a very, very simple idea.
    And turned it into a successful viral phenomenon. People like good storytelling and unusual humour.
    We like cleverness.
    The campaign started with a great traditional commercial, but then let social media do precisely what social media does best. Social media is not about broadcasting a message, it's about connecting people.

    Within 24 hours, views of the Old Spice guy's responses eclipsed some of the most popular viral videos to date (also based on the first 24 hours)
    Old Spice responses to viewers: 5.9 million Barack Obama's victory speech: 4.8 million George W. Bush dodging shoes: 4.4 million Susan Boyle: 3 million
  • What?
    A few weeks ago, another great viral video became a big hit on Facebook and Twitter.

    You see a video of a hunter camping in the woods, suddenly a bear appears behind him. The hunter gets up, grabs a gun and aims to shoot the bear.

    You, as a viewer, then get to decide: Shoot the bear or Don’t shoot the bear. Which takes you to another video

    Watch what happens: the ad for Tipp-Ex next to the video suddenly becomes part of the video.

    You can then type in any action you want the hunter to perform with the bear.
  • Why we like it?
    Perfect integration of You Tube and a commercial for a not so sexy brand.

    It’s fun, witty and easy to share, just click your preferred social network and share it.

    Great idea for a viral campaign.

    More than 11 million views already!
  • What?
    Last year Domino’s Pizza had a tumultuous public relations nightmare, when two employees posted several gross videos, which quickly spread all over the world. The employees were eventually arrested and jailed for food tampering.

    So Domino’s reacted in making an apology video on YouTube (now private) and other sites, which was viewed over 2 million times.

    The way they handled it shows that Domino’s Pizza is taking this very seriously and that the thing they hold dearest is their customer’s trust.
  • What?
    Later on in the year, Domino’s Pizza got bashed in the media again, people on Twitter were complaining about the crust, bland taste, processed cheese, …

    What did they do? Did they run screaming? Did they hide?

    No, they used their Twitter account to respond and launched a video about listening to the customer and totally revamped their pizzas, with new recipes for both its sauce and dough.
  • Why we like it?
    It’s a perfect example of how brands can counteract.

    This big brand proved they were listening and alert.

    They interacted, listened, and thanked their customers for their valuable feedback.

    They used the customer’s feedback in their business & marketing strategy.
  • What?
    The clothing brand French Connection UK came up with a clever idea to combine the current trend around video based fashion tips and stylists and the online shopping experience.
    Here you see a fashion stylist giving all sorts of tips and tricks on their own YouTube channel, before showing you how each outfit looks on a model, along with more info on each item
    You can then easily click to the product pages where you can simply click to buy the products online

  • Why we like it?
    It’s a simple and clever way of showing how a big brand can connect with their customers, using social media, in this case, videos, and an easy access to buying online.
    French Connection combines relevant content with marketing messages.
    Surely other brands will quickly follow this trend, but FCUK were the first to do this and to create the well deserved buzz around it.

  • What?
    Macy's Magic Fitting Room combines in-store shopping with social, online and mobile capabilities

    Macy’s uses a full-length mirror in their fitting room with mutlti-touch technology, where you can select the outfit you want to try on and ‘drag’ it on your reflection in the mirror. The multi-touch tablet will also immediately tell you where to find the products in the store

    It also allows you to pick an outfit on your I-pad and ‘flick’ in on the magic mirror to try on.

    The mirror also features a social experience: with a simple touch or click, it allows you to share your outfits on Facebook, text message, or email





  • Why we like it?
    Macy’s selected over 1000 outfits to try on, without the hassle of getting undressed in little cramped fitting rooms

    This is social retailing at its best: the perfect way to sell the brand and products to young digital minded people.

    The application allows your friends to post comments on the outfits you share. Their comments are immediately displayed on the mirror, or they can suggest similar products at Macy’s.

    It’s just one step away from integrating similar applications on online shopping sites.






  • Conclusion: one of the keywords here through out all the cases is: simplicity – make it easy to use – make it even easier to share!
  • DMF10 - Top10 social media case studies

    1. 1. 28 oktober 2010 LBi 1 TOP 10 social media case studies
    2. 2. Nike+ & Gowalla Easy to use app for skiers and snowboarders
    3. 3. Nike+ & Gowalla team up in Vail ski resorts: application for skiers and snowboarders What? •New app for Vail Ski and Mountainboard Resorts in Colorado, US. •The application allows visitors to track their activities and share it with their friends and is integrated in a chip in the ski and lift passes. •The app automatically calculates the number of vertical feet skied or boarded, number of days in the mountain, routes taken and other features. •Users log in via their desktop or smartphones to access their stats and share and compare their activities with their friends on Facebook, Facebook Places and Twitter.
    4. 4. Nike+ & Gowalla team up in Vail ski resorts: application for skiers and snowboarders Why we like it? •Easy to use! You don’t need a smartphone or GPS-enabled device to use it. •The company uses radio-frequence (RF) enabled chips, which will be integrated in the ski pass and lift tickets. •You can compare your achievements with your friends online. So you don’t need anything. It’s fun, it’s free, easy to use and allows you to boast and share your activities.
    5. 5. Lost in Val Sinestra A thrilling movie trailer
    6. 6. Lost in Val Sinestra.... A thrilling trailer starring your Facebook friends! What? •A trailer for a new upcoming movie ‘Lost in Val Sinestra’, featuring your own Facebook friends. •You can easily choose the friends you want to star in the movie trailer using Facebook Connect. •Once the movie is made you can watch it and share it on Facebook, Twitter, …
    7. 7. Lost in Val Sinestra.... A thrilling trailer starring your Facebook friends! Why we like it? •Again, it’s easy. It’s fun, it uses your ‘friends’. •This is a perfect alternative way to market a movie that’s not really a blockbuster. •People are vain and curious, so they will want to watch it, share it and make their own version, creating a big viral buzz. Link to ‘my first movie’
    8. 8. The best job in the world! Recruiting campaign
    9. 9. The best job in the world! What? •Do you know Ben? That blonde guy on tv talking about your maybe tedious job, and then presenting his job: island care taker of the Islands of the Great Barrier Reef. •Objective: create international awareness for the Islands of the Great Barrier Reef. •The website and the video showed us stunning images of the region and drove job applicants to generate content promoting the region. •The audience could engage with the brand throughout the campaign on Myspace, Facebook, YouTube and Twitter.
    10. 10. The best job in the world! Why we like it? •Admit it, it makes us dream about tropical islands and escape from reality. •But more important it generated very strong results: -Global news coverage and fame raising awareness for the islands dramatically. -Web stats of > 8 million unique visits, > 55 million page views. -8.25 minutes average time spent on the site. -34,684 one minute video job applications from 197 countries. -At least one person from every country in the world applied.
    11. 11. Burger King Whopper Sacrifice You loose some, you win some
    12. 12. Sacrifice your friends for a free Whopper What? •To promote their new Whopper burger Burger King launched a campaign offering Facebook users the chance to 'sacrifice' 10 of their Facebook friends in exchange for a free Whopper coupon. •The Whopper Sacrifice Facebook application makes use of the friend removal feature. •But instead of this happening without a notification, the friends receive a message letting them know they've "been sacrificed for a Whopper".
    13. 13. Sacrifice your friends for a free Whopper Why we like it? •What’s more important? A fake Facebook friend or a tasty free burger? •Who of you hasn’t thought about cleaning up their Facebook Friends list? This campaign gave you the perfect excuse to do so. •The campaign quickly went viral, but was removed by Facebook for 'privacy reasons' within 10 days. By this time already more than 82.000 people sacrificed 234.000 friends. 23.000 coupons were used.
    14. 14. Ikea Facebook showroom Tag and win!
    15. 15. Ikea Facebook Showroom What: •Ikea wanted to spread the word on the opening of their Malmö store in Sweden. •For this purpose, they created an online showroom hosted on Facebook. •They did this by creating a personal profile for the new store manager, Gordon Gustavsson. Over a 2 weeks period ‘Gordon’ uploaded pictures of the showroom on his profile page. •Facebook members who had requested Gordon as a friend could then tag themselves to a specific item in each photo and in doing so first, win that particular Ikea product.
    16. 16. Ikea Facebook Showroom Why we like it? •A big briefing, great ideas but only a small budget… this is a perfect example of how you can spread your message quickly and inexpensively. •Tagging a picture is one of the easiest, most basic activities on Facebook. And when you tag a picture, everybody in your own network knows about it. •In this case everybody saw what you could win, and immediately wanted to tag themselves as well. •Great viral campaign for a little budget!
    17. 17. Old Spice The man your man could smell like!
    18. 18. Old Spice: ask the man! What? •Do we need to introduce this campaign? It is world famous by now. Isaiah Mustafa has shown his bare chest to half the world on the internet… •The star in this commercial answered questions on Twitter, Facebook and other social media sites with personal video messages. •Standing bare chested in a white towel in a bathroom, with the occasional prop, Mustafa, now known as “Old Spice guy,” replied to questions asked by celebrities and ordinary people. •He charmed millions of people doing this. The campaign started on a Tuesday and by Friday the new videos had received + 16 million views.
    19. 19. Old Spice: ask the man! Why we like it? •The campaign started with a great traditional commercial, but then let social media do precisely what social media does best. Social media is not about broadcasting a message, it's about connecting people. It turned into a successful viral phenomenon. •Within 24 hours, views of the Old Spice guy's responses eclipsed some of the most popular viral videos to date (also based on the first 24 hours) Old Spice responses to viewers: 5.9 million Barack Obama's victory speech: 4.8 million George W. Bush dodging shoes: 4.4 million Susan Boyle: 3 million
    20. 20. Tipp Ex A hunter shoots a bear.
    21. 21. Tipp-Ex: A hunter shoots a bear What? •A few weeks ago another great viral video became a big hit on Facebook and Twitter. •You see a video of a hunter camping in the woods, suddenly a bear appears behind him. The hunter gets up, grabs a gun and aims to shoot the bear. •You, as a viewer, then get to decide: Shoot the bear or Don’t shoot the bear. •Watch what happens: the ad for Tipp-Ex next to the video suddenly becomes part of the video. •You can then type in any action you want the hunter to perform with the bear.
    22. 22. Tipp-Ex: A hunter shoots a bear Why we like it? •Perfect integration of You Tube and a commercial for a not so sexy brand. •It’s fun, witty and easy to share, just click your preferred social network and share it. •Great idea for a viral campaign. •More than 11 million views already!
    23. 23. Domino’s Pizza Turnaround Revamp the pizza!
    24. 24. Domino’s Pizza Turnaround What? •Last year Domino’s Pizza had a tumultuous public relations nightmare, when two employees posted several gross videos, which quickly spread all over the world. The employees were eventually arrested and jailed for food tampering. •So Domino’s reacted in making an apology video on YouTube (now private) and other sites, which was viewed over 2 million times. •The way they handled it shows that Domino’s Pizza is taking this very seriously and that the thing they hold dearest is their customer’s trust.
    25. 25. Domino’s Pizza Turnaround What? •Later on in the year, Domino’s Pizza got bashed in the media again, people on Twitter were complaining about the crust, bland taste, processed cheese, … •What did they do? Did they run screaming? Did they hide? •No, they used their Twitter account to respond and launched a video about listening to the customer and totally revamped their pizzas, with new recipes for both its sauce and dough.
    26. 26. Domino’s Pizza Turnaround Why we like it? •It’s a perfect example of how brands can counteract. •This big brand proved they were listening and alert. •They interacted, listened, and thanked their customers for their valuable feedback. •They used the customer’s feedback in their business & marketing strategy.
    27. 27. French Connection The world’s first You Tube store
    28. 28. French Connection: YouTique What? •The clothing brand French Connection UK came up with a clever idea to combine the current trend around video based fashion tips and stylists and the online shopping experience. •Here you see a fashion stylist giving all sorts of tips and tricks on their own YouTube channel, before showing you how each outfit looks on a model, along with more info on each item •You can then easily click to the product pages where you can simply click to buy the products online
    29. 29. French Connection: YouTique Why we like it? •It’s a simple and clever way of showing how a big brand can connect with their customers, using social media, in this case, videos, and an easy access to buying online. •French Connection combines relevant content with marketing messages. •Surely other brands will quickly follow this trend, but FCUK were the first to do this and to create the well deserved buzz around it.
    30. 30. Macy’s The Magic Fitting Room: find your magic
    31. 31. Find your Magic! What? •Macy's Magic Fitting Room combines in-store shopping with social, online and mobile capabilities •Macy’s uses a full-length mirror in their fitting room with mutlti-touch technology, where you can select the outfit you want to try on and ‘drag’ it on your reflection in the mirror. The multi-touch tablet will also immediately tell you where to find the products in the store •It also allows you to pick an outfit on your I-pad and ‘flick’ in on the magic mirror to try on. •The mirror also features a social experience: with a simple touch or click, it allows you to share your outfits on Facebook, text message, or email
    32. 32. Macy’s Magic Fitting Room Why we like it? •Macy’s selected over 1000 outfits to try on, without the hassle of getting undressed in little cramped fitting rooms •This is social retailing at its best: the perfect way to sell the brand and products to young digital minded people. •The application also allows your friends to post comments on the outfits you share. Their comments are immediately displayed on the mirror, or they can suggest similar products at Macy’s. •It’s just one step away from integrating similar applications on online shopping sites.
    33. 33. Thank you

    ×