“ Research shows that 86% of consumers no longer believe what brands say about themselves” “ Whereas 78% of consumers believe what other consumers say about brands”
German Harry Potter fans didn’t want to wait 4 months for the translation of latest edition. They translated it collaboratively online in 48 hours . www.harry-auf-deutsch.de
Twelpforce – Blurring the lines between Customer Service and Marketing Last Sunday we launched “ Twelpforce ,” a new service that enlists the passion and knowledge of Best Buy ’s vast employee base to bring assistance directly to customer computer screens via the micro blogging site, Twitter . Staffed by Best Buy employees from across all operations, including BlueShirts and Geek Squad, Twelpforce ™ will answer product questions, troubleshoot technology challenges and solve customer service issues, all from the comfort of the users’ keyboard or mobile phone. Twelpforce has gotten a fair amount of awareness as evidenced by blog posts by both TechCrunch and Twitter themselves. Twelpforce is obviously an experiment. A very public one. And with this publicity comes a certain amount of risk. In my view, it is a risk well worth taking for many reasons.
Woodcliff Lake, NJ – August 20, 2008... MINI USA announced today the introduction of a free app to MINI owners that allows access to roadside assistance with the touch of an icon. The new MINI Road Assist mobile application was developed by Allstate Roadside Services and is available for iPhone and select BlackBerry users. The app connects users to roadside assistance while automatically supplying the service provider with all relevant information about the vehicle, most importantly, its exact location
he Fun Theory Volkswagen and DDB Stockholm asked the question, “Can fun change a person’s behavior?” The answer wasn’t just a resounding yes, it was a viral jackpot. Online videos were created, showcasing multiple experiments designed to determine if making things a bit more fun can improve our habits, for the good of the environment and ourselves. The videos, also showcased at thefuntheory.com, presented passersby with basic daily choices such as taking the stairs vs. the escalator, or dropping trash on the ground vs. binning it. In each, the typically harder option was turned into something a little more fun. VW’s findings on the theory of fun will be presented on the website along with the company’s range of environmental technologies and cars such as the eco-friendly Bluemotion range, plus many other fun ways to do something for the environment, some of which will be consumer generated. Results The online and offline worlds are buzzing about Volkswagen. The viral video “Piano Stairs” hit 3.3 million views on YouTube in less than two weeks and from there, according to Unruly Media diagnostics, went on to have more blog posts and Twitter mentions than any other viral video ever posted; and in answer to the question, “Does transforming subway stairs into a piano keyboard encourage more people to take the stairs than the escalator?”, some 66% of respondents answered “yes.” Some reviews: From Mashable, “The brand placement is as subtle as it could possibly be: a simple VW logo dropped in at the end. And yet the content carries that logo all around the web, as tens of thousands of people pass around the video, along with their positive associations for the VW brand. Isn’t that the definition of a perfect brand campaign?” And Social Media Marketer Examiner adds, “In this case, linking VW to innovation, fun and public benefit is spot on for a company with its unique brand equity and heritage...Volkswagen has guts.” http://www.youtube.com/watch?v=2lXh2n0aPyw&feature=player_embedded
http://demo.tribalddbparis.com/etremarin/ The French navy wasn't perceived as a real career option, which is why we created a platform to show what jobs and missions in the Navy are really like. ETRE MARIN (BE IN THE NAVY) allows you to start out as a recruit and - with enough skill --become an admiral of the French navy. Navy officers in active duty order you to complete tactical challenges based on real missions - from complex logistical tasks to engaging an enemy in a firefight. As you complete the tasks and challenges you move up through the ranks. But you also unlock extra goodies like as augmented reality and mobile content. The Navy officers that support you as you go through task and ranks were also used in engaging TV-spots and virals driving users directly to the ETRE MARIN (BE IN THE NAVY) website. Within the first two weeks we had 300 000 visitors who spent an average of 8 minutes on the website. But more importantly, the website received 60 000 registrations.
The Client Fosters - Operation Kerplonk Marketplace Challenge The wine market is a cluttered category that can being a tad too stuffy. To stand out from the crowd, Fifth Leg needed to reassert its brand personality as a quality wine that doesn't take itself too seriously. Our target audience, young couples around 30 with their lives moving steadily upwards, are warming up to wine, and Fifth Leg needed to define its role in their wine repertoire. The campaign objectives: Build a database of 5,000 via the Fifth Leg web space. Engage over 35,000 consumers via digital media. To sample over 3,000 consumers with Fifth Leg product. Reassert Fifth Leg as a quality wine that doesn't take itself too seriously. Strategy Single-minded proposition: 'Serious about wine, not about life'. The Creative Strategy was to develop a tongue-in-cheek, government style initiative asking Australian wine drinkers to rid the country of inferior wine. It became known as Fifth Leg Operation Kerplonk. The campaign accomplished two things at once. It served as a brand campaign and a promotion. Operation Kerplonk's irreverent take on stuffy government advertising conveyed the idea that Fifth Leg is a quality wine with a sense of humour. The promotion was a 'wine amnesty' or 'swap day' where consumers handed over inferior wine at their local bottle shop in return for a free bottle of Fifth Leg. Implementation The campaign launched with outdoor creating awareness and directing people to the microsite. Followed by print, radio, online banners, and social media creating more 'buzz' leading up to the swap day. Consumers were directed to a microsite - the campaign hub. They were welcomed to the site via a video message from fictitious spokesperson Don Spillane who introduced the initiative with a government style educational video. Consumers then searched for their nearest drop zone and dobbed in friends guilty of committing crimes against wine. Offenders received a personalised video outlining the charges against them. To avoid prosecution they were asked to inform on other friends creating a viral effect. Each offender they dobbed in became an entry to win free Fifth Leg wine. The campaign was in market from May 22nd until July 12th. Total Cost: $ 1,000,0000 Results A database collected in excess of 12,000 unique consumers. ( 7,000 above target ). 56,000 visits to campaign site ( 21,000 above target ). Average time spent on the site was 7 ½ minutes. Over 26,000 'drop zones' searches via the campaign site. Over 7,000 offenders dobbed in via the campaign site. 3,000 bottles swaped on 07.07.09. Over 4,300 people sampled with Fifth Leg in store on the day. (1,300 above target). Over 11,000 banner ad click thru's at 0.20%. The campaign is deserving of an award as it clearly surpassed all Client objectives. It cut through to personally engage consumers for an extended period. The creative concept also motivated consumers to communicate the campaign amongst themselves rather than being pushed by the brand itself. http://www.operationkerplonk.com/demo
TripAdvisor is the 800 lb gorilla of travel content Well, she didn’t use those terms, but provided some numerical stats that highlight TripAdvisor’s dominanceleadership: 10 mm+ registered members 23 mm reviews and opiinons 18 new posts every minute 25mm visotors/month 1 mm destinations, hotesl, attractions, and restaurant
Facebook is all about sharing, and The Gap has an ingenious promotion on the Baby Gap tab of their Fan Page. The simple splash image has a link to one of their photo albums where fans can upload pictures of their babies wearing their favorite Gap denim gear. This kind of campaign provides a wealth of free, user-generated content that displays Gap products, and best of all, the functionality of photo uploading is already built into Facebook — no development necessary. This is an interactive idea that any small business could implement.
Some companies go all out when it comes to their Facebook presence, integrating fully fledged mini-websites right into their Fan Pages. Adidas sneakers is a good example. They’ve added a multimedia content hub under the tab “Your Area” that offers photos, videos, and events based on your region. The site is built entirely in Flash and isn’t all that interactive, but it offers a rich media experience without ever leaving the boundaries of Facebook.
Dell’s Design Studio page is another example of a full-tilt Flash site inside Facebook. This one lets you browse and tweak custom artwork for your new laptop before linking you over to the corporate site to complete the purchase. You can also share your design choices with friends, all without connecting a single Facebook app to your account.
The key to Facebook, and any social network, is to keep pushing out content that your fans are interested in. Many businesses do a great job keeping their fans apprised of deals and discounts through status updates. Another great way to keep content fresh and visual within Facebook is to promote special offers on a custom tab. This may be something new visitors see when they land on your Fan Page, or a rich destination you can link back to in a post. Walgreens does it very simply. Their landing page is a nice branded splash image that simply touts their “Exclusive Offers for Our Facebook Fans.” Their promotions are in their updates, but this simple, static custom page encourages users to become fans without any bells or whistles. They leave the deals to the built-in functionality of Facebook, and your business can too. By simply changing the image on your custom page, you can call attention to a new product or promotion that your fans will see whenever they land there. It’s an easy way to keep your page looking fresh, in addition to regular updates.
Tribal creates global branded experiences that inspire people to demand your brand.
One of our greatest strengths is our connectivity across our expansive global network. Thursday, April 1, 2010