The document describes several challenges faced by companies and the solutions and results of their marketing campaigns: 1) A community overcame a negative image through a viral lip dub video that received over 4 million YouTube views and increased their message reach. 2) Dunkin Donuts' Facebook campaign turned profile pictures into prizes, increasing their Twitter followers by 20,000 and generating hundreds of likes and comments. 3) Klout helped Audi find influencers to promote a hashtag, generating over 12,000 tweets and a viral online conversation, winning a participant a trip and $25k donation.

1. Challenge: Overcome negative image
Solution: Lip Dub video produced by an entire community.
Results: Video went viral, reaching 4.2M views on YouTube in the first 4
months. Cracking the top 10 for most viewed video in the world on
5/28/11. Including hundreds of thousands of Facebook likes/shares to
date. Also, the project received huge coverage across traditional media
outlets and blogs, greatly increasing their message and reach. you could
easily say they received roughly $300,000 worth of media impact on
their $40,000 investment (15M*$20/1000 = $300,000)

2. Challenge: Launch a new product
Solution: Dunkin Donuts’ Facebook Campaign Turns Your Profile Pic into
Prizes
Results: Their overall number of Twitter followers increased since the
campaign from a total of around 23,000 followers to almost 43,000
followers. Also, at the time of the campaign, there was about 103
comments on the update with the campaign details plus around 500
clicks on the like button.

3. Challenge: To keep the conversation going in a highly
competitive situation
Solution: Promote a hashtag, find your influencers
Results: Klout helped Audi find more than 1,100 people to reach out to about
the campaign — 200 of them received an Audi travel mug and flashlight.
Klout’s Audiphiles tweeted more than 12,000 times about the hashtag,
creating a viral chain of Audi-related chatter online. The company then chose
the best tweets containing #ProgressIs; the winner, @jetsetbrunette, won a
trip to California to test-drive some Audis, and she also got to choose a charity
to which Audi donated $25,000. A study by Visibli stats that Audi now has the
most “engaged” fans of any entity on Facebook

4. Challenge: Crowdsource a new product
Solution: DEWmocracy was a multi-part, long-term project aimed at
creating a new soda flavor through fan voting.
Results: Mountain Dew gained a ton of exposure and loyalty by
mobilizing its customers to help grow the brand. The largely grassroots
movement built natural buzz around the new flavors with a huge net of
social media exposure.

5. Challenge: Get young people to talk about health
Solution: Asked folks to donate their facebook and twitter statuses to
the cause, created an app to capitalize on that
Results: don’t know, but it’s brilliant! Or is it?...