10.02.14
This Week...

World Aids Day WiFi, Music to swimmers’ ears, Try my Hybrid, Finding true fans on
Facebook, #Esurance30
Worl...
World Aids day WiFi
MWEB

While South Africa has one of the highest HIV infection
rates, South Africans have become desens...
Music to Swimmers’ Ears
Sony launches waterproof MP3 player

Music and sport make a natural duo. True athletes and
occasio...
Try my Hybrid
Toyota

Try my Hybrid is an integrated online and mobile service
featuring real Toyota Hybrid owners, who fo...
Finding true fans on Facebook
Burger King

Handing out your mortal rival's product for free may
sound like marketing suici...
#EsuranceSave30
Esurance

Despite not actually airing a commercial during the Super Bowl
on Sunday, Esurance had an extrao...
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Ignition 5 10.02.14

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Ignition 5 10.02.14

  1. 1. 10.02.14
  2. 2. This Week... World Aids Day WiFi, Music to swimmers’ ears, Try my Hybrid, Finding true fans on Facebook, #Esurance30 World Aids day WiFi MWEB Music to Swimmers’ Ears Sony Try my Hybrid Toyota Finding true fans on Facebook Burger King #EsuranceSave30 Esurance
  3. 3. World Aids day WiFi MWEB While South Africa has one of the highest HIV infection rates, South Africans have become desensitized to HIV/AIDS awareness messages. To stand out in a sea of such messages on World AIDS Day and make people less complacent about HIV/AIDS, MWEB delivered a safe sex message in a fresh, impactful way. When attempting to connect to the Mall's free WiFi, consumers were given the option to connect to unprotected WiFi hotspots named after individuals. If consumers selected these unprotected connections they were redirected to a landing page with a message saying: 'Don't take chances. Avoid unprotected hookups'.
  4. 4. Music to Swimmers’ Ears Sony launches waterproof MP3 player Music and sport make a natural duo. True athletes and occasional sportsmen enjoy music when they're working out, wherever they’re working out…except for swimmers. Sony launched a waterproof MP3 player and chose an innovative way to prove to swimmers that the product actually works.
  5. 5. Try my Hybrid Toyota Try my Hybrid is an integrated online and mobile service featuring real Toyota Hybrid owners, who for no money, let strangers, neighbours and friends (and friends of friends through Facebook) test drive their Hybrids. An excellent way to get your own brand ambassadors who have the most powerful voice to do your work! This is a great example of a brand who understands and taps into their own customer base.
  6. 6. Finding true fans on Facebook Burger King Handing out your mortal rival's product for free may sound like marketing suicide -- but Burger King Norway is trying exactly that in order to further social engagement with fans. The Norwegian arm of BK attempted to find out who its "true" fans were on Facebook by offering them all a Big Mac from rival McDonald's -- to go away. The brand had recognized that some of its 38,000 Facebook fans weren't real fans at all, but were there to write disparaging comments. So, it created a new Facebook page just for those fans who were truly loyal, and and the same time offered all its fans a free Big Mac. Those who wanted the giveaway had to agree not to join the new Facebook page, receiving their voucher for a Big Mac plus a signed goodbye letter from Burger King in exchange. Burger King lost 30,000 followers as a result, but says its new fan base of 8,000 are more engaged and interact with the brand in a more positive way.
  7. 7. #EsuranceSave30 Esurance Despite not actually airing a commercial during the Super Bowl on Sunday, Esurance had an extraordinarily successful night, thanks to its #EsuranceSave30 sweepstakes on Twitter. By airing their commercial after the Super Bowl, Esurance claims to have saved $1.5 million, or 30% which is about on average how much people save on their insurance with Esurance. They vowed to give away the difference in price to one lucky viewer who tweeted the hashtag #EsuranceSave30 within 36 hours after the ad aired. John Krasinski, the brand's spokesman, helped to announce the winner Wednesday night on JimmyKimmelLive. Some social stats from the night itself: • 5.4 million uses of the #EsuranceSave30 hashtag • More than 200,000 entries within the first minute of the Esurance commercial airing • 1.4 million hashtag uses in the first hour and 4.5 million in the first 24 hours • 2.6 billion social impressions on Twitter • 332,000 views of the Esurance commercial on YouTube • 261,000 new followers on the official Esurance Twitter account—an increase of nearly 3,000 percent • A 12x spike in visits to the Esurance website in the first hours of the sweepstakes

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