Goodbuzz™

♔ Social Media Case Studies (GB_V.68)

2012-01-26T13:49:00.000-05:00

To get drive the highest ROI today, brands really need to entice users across all platforms (i.e. transmedia storytelling). It's sound logic as online users have multiple paths to a brand or product offering today. A good example of this methodology is AKQA's Dance*Cam Mobile App which extends the Dance Central franchise in a way that's bound to engage new users and steward them to the franchise - Video

Marriott International, Google, Novo Nordisk, Capital One, and Intuit are among the top-rated companies that use social media to keep their employees happy - CNN Money

A hidden camera captures would-be thieves trying to break in. What better way to prove the strength of 3M glass then to use it as the only barrier between pedestrians and cold hard cash! From Vancouver, Canada - (See picture below)

Your inner-nerd will love this. LEGO have now launched 'ReBrick' - a platform for LEGO lovers to post, share, recommend (and retweet) their creations online. The tribe now has a permanent home and the welcome mat is out - Website

IKEA demonstrated its innovative marketing pedigree (that has helped it become one of the most famous furniture stores in the world) by building an entire apartment in a confined space of just 581 square feet in the Auber Metro Station in Paris. A corresponding Facebook campaign featured a contest where those who 'liked' the brand had a chance to win an evening in the apartment - Article

Variér Furniture's Neuromarketing Experiment – Ever wonder what the intersection of marketing and technology looks like? Here's yet another break-through experiment (from rock-stars B-Reel) for Scandinavian furniture brand Varier that creates fabric designs from human brain waves. It employs three children, ample doses of innovation and Mindwave headsets from Neurosky. All we can say is 'wow' – Website

A 'Burns' supper is a celebration of the life and poetry of Robert Burns - Scotland's favourite son. This website (by Scotland.org) let's you upload your picture and give the 'Address to a Haggis'. It's a simple way to showcase traditions and export them to the world (just like Scotch) - Website

Ticketmaster is using Facebook's new Open Graph application to further personalize fans' online social experience - All Things Digital

Consumer Psychology and Perceived Invulnerability - Often, consumers don’t buy products because, even though they recognize a risk exists - they don’t think they will be victims. The belief may be irrational, but most of us see ourselves as invulnerable – Article

Chobani discuss their best practices for engaging fans on Pinterest that has led them to become the top yogurt brand on the social sharing site - Fast Company

GE, Tiffany & Co., Levi's, Marc Jacobs, and Puma are forging more personal relationships with their customers through photo-sharing on Instagram - Ad Age

The Girl Guide's "Cookie Locator" app (by Little Brownie Bakers) uses your geographic location to track and alert you to when and where cookies will be sold in your hood. Users can also identify their cookie personality and share it on Facebook and Twitter. There have been 10,000+ downloads so far, but reviews are mixed. Unlike the website, the app doesn't provide a countdown or date for when all cookie sales begin - App

Certainly anyone can post a hyperlink or product photo. The attached "Spheres of Social Media Expertise" deconstructs the levels of engagement - adeptly demonstrating there's a significant gap between simply 'being' in the game and 'winning' the game (see image below)

Wheat Thins is taking their "Do-Minatrix" character to Facebook and Twitter to coach and inspire fans to achieve their life goals - MediaPost

Mercedes-Benz is installing Facebook in their cars using a new in-vehicle telematics system that's designed to locate friends and businesses for drivers - Reuters

Hershey's share how they juggle all of their brands on social media by sticking to three key pillars: awareness, content, and agility - Ragan

General Mills' Cheerios brand and Meredith Corp.'s Fitness magazine have teamed up to create an online weight-loss program that's being promoted across Facebook and Twitter - MediaPost

Sam Adams is putting their Facebook fans in charge of brewing their next beer for SXSW. The beer with the most votes will be created and sold in select Austin bars during the festival - TNW

Coca-Cola discuss their new Tumblr designed to share happy content with teen bloggers - ClickZ

NOTE: FOR MORE ARTICLES AND POSTS FROM THE LAST WEEK PLEASE VISIT US ON TWITTER @GOODBUZZ. IF YOU HAVE INFO, ARTICLES, CASE STUDIES, OR OTHER EXAMPLES OF (TTL) PARTICIPATORY MARKETING BLISS - PLEASE FEEL FREE TO EITHER POST VIA FACEBOOK OR SEND VIA E-MAIL AND WE’LL TAKE CARE OF IT FOR YOU. ;) PLEASE IDENTIFY IF YOU FIND A DEAD LINK (AS THEY WERE ALL LIVE AT THE TIME OF THIS POSTING)

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♔ Social Media Case Studies (GB_V.67)

2012-01-20T10:20:00.001-05:00

Budweiser, Old Spice, Pizza Hut, and more demonstrate qualities of successful social media viral sweepstakes - Social Media Examiner

During the Presidential campaign, NBC is using Foursquare to track check-ins from the candidates and their teams - Lost Remote

GE, Lands' End, and Rolling Stone are exploring beyond traditional Facebook marketing and connecting with fans using Instagram, Pinterest, and Spotify - Promo Magazine

Jeep's 'Jeep-in' Promotion - Using geolocalization, Leo Burnett (Warsaw) created an interactive game for Jeep in Poland, encouraging players to hunt for rewards in remote places and check in, or 'Jeep in', for a chance to win a Jeep Grand Cherokee – Video

Coca-Cola share how they monitored conversations about their brand on a global scale across the web - Vimeo

'Slavery Footprint' (by our friends at mtzhf.com) guides users through an 11-question survey to unveil the truth about forced labor. It was entirely created in HTML5 to be platform agnostic (and integrates seamlessly with Facebook and Twitter) – Website

Using the new Pinned Tweets feature, Dell, GE, and Intel featured videos on their Twitter stream that appealed to their BtoB customers - Social Media B2B

Warner Bros. is launching a new social media site called "Out My Window" that will focus on photo sharing through various platforms - Simply Zesty

Toyota is giving fans the chance to record personalized music videos which will then be performed by cartoon rappers on Facebook and YouTube - PSFK

Lucasfilm's forthcoming movie ‘Red Tails’ website (by Dojo) lets you dogfight with a P-51 fighter. You can also enhance (and personalize) your experience by logging on using Facebook Connect – Website

Scandinavian Airlines: QR Code Video Offers - 'Couple Up to Buckle Up' (by Crispin Porter + Bogusky) therefore requires two QR codes to redeem the special offer via YouTube – Video

Schweppes ‘Unexpected Future’ (via Red Urban, Amsterdam) is the latest brand to leverage the Facebook Timeline. The app takes you on a trip through your 'unexpected future' - revealing what could happen in your career, romance and more – Facebook

To drive traffic to Daffy's in New York City's Times Square outlet, a Times Square staple from its more sordid days was brought back – ‘The Peep Show’. A 3-D holographic model strips down – up to 80% off her clothing - while an accompanying neon sign keeps pace with each percentage-off increment – Video

After being deadlocked over the extension of a payroll tax cut, the White House turned to Twitter to gain public support - The Realtime Report

GM, Zipcar, and Toyota are using social media in unique ways to engage with the next generation of auto customers - ClickZ

Hershey's three pillars of Facebook engagement - Awareness, content, and agility are crucial to getting Facebook users to check out your brand or, in Hershey's case, brands – Article

In anticipation of the upcoming Grammys, PepsiCo and Pandora have teamed up to make a mixtape for fans to share online - Giant Step

A QB telepresence robot that allows you to roam the halls of your empire and bark orders - no matter where you are!? Awesome. The self-balancing robot is controlled from a web interface and runs about $15,000 - Website

Want to build a brand that stands the test of time? Take a page from organized religion. Notable brands and religions have a lot more in common then you’d think – Article

Need to send someone a password or a private link but don't want to have copies of it lingering around? This 'Share a Secret' website lets you create a one-time link that self-destructs after a single use - Website

Twine lets you listen to your world - A cool new product from Supermechanical connects to your stuff -- refrigerators, car doors, whatever -- so they can communicate with you. Twine is a wireless module that connects to the internet. It comes built in with two sensors (temperature and speed) but you have the opportunity to add more. You set rules to trigger messages - Video

Sam Adams is letting Facebook fans created their own brew in a crowdsourcing experiment, with an app called the CrowdCraft project. Facebook fans can help determine its color, clarity, body, hops and malt - those with the most votes will be incorporated into the beer, to be brewed next month – Facebook App

MINI's live streaming ‘social’ installation (by TBWA) at the Brussels Motor Show featured a MINI ‘Countryman’ perched on a slope, suspended only by a thick rope. Add a Facebook app where your “Like” triggers a burst of flame on the rope (in real time) - and you’ve got some entertainment (and a chance at setting the actual MINI Countryman.) Love the mechanics - Video

'On The Brink' mini-documentary discusses the past, present and future of connectivity with some notable speakers. If you’re wondering where all this tech innovation leads - this is well worth the watch – Video

The 'Headz Up' Mobile App May Save Your Life - You're part of generation 'connect' - online -all the time, where ever you are. But this connectivity comes at a price. WorldTel's Mobile App sends you real-time instant messages about what's in front of your face – Video (and below)

The Nike+ FuelBand is designed for anyone who wants to be more active. It measures your daily activity and turns it all into NikeFuel - Video

Rodolfo.se aptly demonstrates how to raise awareness, peak interest and prompt engagement with the 'Air China' brand in Sweden? No small feat I think you'd agree. ;) This is the simple, 'bottom-up' on-premise social activation we love - Video

NOTE: FOR MORE ARTICLES AND POSTS FROM THE LAST WEEK PLEASE VISIT US ON TWITTER @GOODBUZZ. IF YOU HAVE INFO, ARTICLES, CASE STUDIES, OR OTHER EXAMPLES OF (TTL) PARTICIPATORY MARKETING BLISS - PLEASE FEEL FREE TO EITHER POST VIA FACEBOOK OR SEND VIA E-MAIL AND WE’LL TAKE CARE OF IT FOR YOU. ;) PLEASE IDENTIFY IF YOU FIND A DEAD LINK (AS THEY WERE ALL LIVE AT THE TIME OF THIS POSTING)

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♔ Social Media Case Studies (GB_V.66)

2012-01-12T11:19:00.000-05:00

'Look-a-Liker' Facebook App for Stockholm's Globe Arenas - The app (by pool.se) lets you make your own event posters using your friends as the stars – Video

Bud Light is hosting a video submission contest on Facebook to recruit the ultimate fan to be their official Super Bowl XLVI correspondent - Facebook

At the ‘Open’er’ Music Festival (Poland,) Heineken created a new way for people to connect with complete strangers using QR-codes (or ‘U’ codes as dubbed by Heineken). At a designated area, event goers set up, personalized and printed their own QR coded stickers that (when scanned) would connect strangers to hopefully start a conversation – Video

Citibank has released a new application that lets their reward members share points with their Facebook friends - ZDNet

Domino's has unveiled Augmented Reality (#AR) billboards in the UK (via Blippar) that allow users to order straight from the billboard using their mobile phone. Consumers scan the posters placed at over 6,000 sites across the UK and download the app – Photo at left.

Marketing to Moms in 2012 - Moms have been in the spotlight in 2011 and that trend will continue in 2012. Their influence over an estimated $2.4 trillion in household spending will continue to make them the focus of brands for some time to come - Predictions

YouTube, MTV, Coca-Cola, Starbucks, and Disney were among the topped-ranked brands with the best relationship quality on Facebook, despite having fewer likes than other brands - Ad Age

Think out of the box. Challenge convention. Imagine how many ways you can use Facebook's API to create unique, memorable experiences. In this case, virtual Russian Roulette using Facebook (compliments of Miami Ad School) – Video

Russian Facebook Roulette

KNGF Maps | The Royal Dutch Guide Dog Foundation – Here’s Unique interactive campaign by The Royal Dutch Guide Dog Foundation, with the help of the Google Maps API – Website

IBM share how they are using their internal community -- IBM Connections -- to empower employees with social capabilities and a social media mindset - UBM TechWeb

Twitter Tactics Redux (for those only interested in aggregating numbers) – Article

During their "Get Dunk'd" campaign, Dunkin' Donuts is launching social promotions to get fans chatting about the brand on Facebook and Twitter - DMNews

The Orville Redenbacher brand is using a new augmented reality game to create awareness around their health advantages to Facebooking moms - ClickZ

Expedia is making connections with bloggers as a first step in creating an online travel marketplace driven by social networks - Business Week

Volkswagen is promoting its full range of vehicles in daily newspapers via augmented reality (#AR) print ads that let consumers explore model features and even book a test drive with one touch – Overview

“Crash Corsage” collects data from the open directories of wedding website providers, creating a filtered list of happy unions nearby. Then, it arranges info like what you should wear, salient details about the couple and anything else you may need to know to crash a wedding successfully - Overview

Mountain Dew is offering their Facebook fans customizable art for their new Timeline cover photos - All Facebook

Georgia-Pacific (tissue, packaging, paper, pulp, and building products) shared how they got great results by using a slow and steady approach to social media - Vimeo

Crown Royal's 'Society of the Crown' - A brand’s 'badge' (as many of you know) is largely based on the identity and imagery that consumers freely and naturally associate with it. Here's an excellent overview of how Crown Royal attempts to do this using digital –Video

'Brand as Badge' – The Scion Art Case Study - Scion champions and supports independent artistic expression with a permanent gallery in Los Angeles, an annual art tour across the U.S., monthly gallery sponsorships, custom artist created cars, and other activities that reinforce the brands core values and defines it’s constituents – Article

This past Christmas, Canadian Tire lit up 3,000 Christmas tree lights using fans' holiday messages in blog posts, news media, social networks, and their website. The brightness and color of the lights depended on the source and quantity of the messages shared online - PSFK

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♔ Social Media Case Studies (GB_V.65)

2012-01-04T12:21:00.000-05:00

Inspired by the "I wanna have a sleepover in IKEA" Facebook group started by fans, IKEA invited 100 random Facebook fans to spend a night in their store -- complete with pajamas, manicures, massages, and more - PSFK

Chevrolet took over Hollywood Boulevard last week - re-creating a giant, 3D version of the old-school claw game. People could use a foot-pedal and gear-knob to control the 'claw' in real time to win a 2012 Chevy Sonic or other prizes - Video

Here's the latest 2012 Social Media numbers (from Mediabistro.) Who knew 56% of consumers are more likely to recommend a brand after becoming a fan on Facebook? ;) - Infographic

The American Cancer Society discuss how they are using social media to drive thought leadership, awareness, and lead generation - Social Media Today

The Los Angeles Kings are rewarding fan engagement on their website with a gamification program that awards users virtual badges and trophies based on site participation - MarketWatch

Jell-O Facial Recognition Adult Sampling Machine – Strategically positioned in Chicago’s Shedd Aquarium, the initiative (by Crispin Porter + Bogusky) offers a clever way to engage both children and their parents - Video or Below.

Adobe used their "Imagination Challenge" to encourage students to submit and share their original digital artwork for a chance to win national recognition and other prizes - Adobe Blog

After a video of a delivery guy's indecent behavior went public, FedEx demonstrates the right way to go about handling the PR crisis by responding immediately - Inc.

Social games influence consumer behavior and purchases. In fact, the largest group of social gamers is women between the ages of 35 and 44, the second largest is women between 18 and 34. Men make up the third largest group. So how are retailers capitalizing upon this? - Article

Krispy Kreme has launched a "Hot Light" app that connects to nearby restaurants and notifies customers via Twitter or mobile device when donuts are fresh out of the oven - MediaPost

This 'Talking Tags' promotion, for example, by American Express (AU) lets users decide whether a Christmas gift recipient has been naughty or nice, select an appropriate message and add a little fun to the experience via linked QR Code. Go to http://talkingtags.com.au/ to try it out - Video

Hyundai has teamed up with The Recording Academy to produce the Re:Generation Music Project that gives fans access to music and video content through social media - Popsop

To build interest in their 'Veloster' model, Hyundai created the world’s largest iPhone controlled racing game in New York’s Times Square. Users download an app to control the 'Veloster' on a giant digital billboard - Video

Google, Nike, Motorola, and Ford were among the top-ranked viral Fortune 500 brands of 2011 - AdWeek

Christmas is officially over - which means it's time for some New Year's Resolutions! The 'Resolutionizer' (From Bartle Bogle Hegarty NY) lets you suggest resolutions for your Facebook friends – Website

Here's another along similar lines from BBDO (Denmark) - http://whatthefuckismynewyearresolution.com/

This year, Cigna is inviting their members to do away with New Year's Resolutions and share what is already making them happy on their Facebook page - Creativity

Check out Social Control's latest Facebook app to promote the Ford Motor Company's ‘Focus’ Electric model – Case Study

Boeing shared how they used social media to maximize their presence during the Paris Air Show - Vimeo

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ABOUT GOODBUZZ

#Goodbuzz prototypes the future - focusing on linking the digital and physical worlds by developing 'branded utility' and moving away from interruptive 'push' models towards more meaningful ways of connecting. Contact us today for more information - info@goodbuzz.ca

About Goodbuzz

2011-12-29T12:34:00.001-05:00

What’s the big idea?

Goodbuzz help businesses create and capture value from emerging trends in technology, society and the workplace. We prototype the future and believe the best way to predict it - is to create it. From simple metrics to actionable insights that enable data-driven marketing decisions, Goodbuzz focus on linking the digital and physical worlds by developing 'branded utility' - moving away from interruptive 'push' models towards more meaningful ways of connecting.

We have repeatedly proven our ability to inject new life into brands by creating participatory experiences that entice consumers to play, create, and share. Our primary services include:

· STRATEGY + CONSULTANCY

· RESEARCH + Insight

· Engagement

Social Business STRATEGY + CONSULTANCY

Goodbuzz help make sense of the opportunities and challenges represented by Social Media and provide guidance to clients. Whether customer participation, workforce collaboration, or partner optimization - the potential to optimize both brand and business through the application of social business principles has never been greater. From bespoke training, listening and responding platforms, campaign and promotional engagement strategy, to PR 2.0, and ad-hoc advice - Goodbuzz help clients understand the overall impact of social media and develop strategies to ensure they meet short and long-term objectives.

Research + Insight

Research provides the basis for Goodbuzz thought leadership. Our proprietary approach utilizes traditional qualitative and quantitative techniques in addition to emerging methods. Our analysts are available to deep-dive into specific social business issues, delivering insight to inform strategy, implementation, and managed services. This research defines our approach to engaging your brand and provides objective perspectives on strategy, technology, programs, process development, and best practices.

In short, Goodbuzz help clients listen to the online conversations people are having about your brand, products, services, and competitors. Through conversation audits, sentiment analysis, influencer research or ongoing social media monitoring, we help clients understand, not just the volume and topics of these conversations, but more importantly, the underlying issues and what actions to take as a result.

Engagement

Goodbuzz help clients construct social business solutions to provide infrastructure support for short- and long-term initiatives. We help brands engage in social media by having meaningful conversations, igniting positive word of mouth, and amplifying activities. We do this through influencer campaigns, conversation platforms, advocacy programs, community building and management, social applications, conversation response and reputation management.

In each of these areas, we combine our deep understanding of brands and marketing communications with strategic, creative and technology skills, underpinned with an innate sensibility for social media. Think of Goodbuzz as the base camp at the intersection of creativity and technology. What can we help you achieve?

Contact

Goodbuzz has been fortunate to be able to work with some of the worlds leading organizations to create more socially calibrated and dynamic organizations. Contact us to set up an appointment.

GoodbuzzInc.

+ 18 King Street East, Toronto, ON, M6P 2Z8

♔ Social Media Case Studies [GB_V.64]

2011-12-22T12:23:00.002-05:00

Diageo, Brown-Forman, and Heineken are creating social buzz during the holiday season with multiple Facebook ads and "like" campaigns - ClickZ

HBO has created an application for their "True Blood" allowing fans to submit photos and create their own vampire video to share and "glamour" their friends online - Creativity

Visit Sweden (@Sweden) is the official website for the country’s tourism and travel information. They’ve come up with a fantastic way of sharing the Swedish brand by handing over the country’s official Twitter account to its citizens. Every week another person receives exclusivity over the country’s Twitter account @Sweden to share their thoughts, stories, information and other content linked to Sweden - Website

Every year, the leftover amount on unused Metrocards can total $52 million. Metrochange however offers a cool way to make sure all that loose change gets put to good use - Website

Tragus Group, operator of some of the UK's favourite restaurant brands including Café Rouge, Bella Italia and Strada - is encouraging fans to share their own restaurant experiences through photos and videos in exchange for discounts at their restaurant chains - Marketing Week

The account @RealTimeWWII sends dozens of tweets per day - bringing the Second World War to a new tech-infused generation. One tweet at a time. More - http://bit.ly/tduRFb

Microsoft is releasing a new social networking site called So.cl that will incorporate elements of search with the social experience using Bing - Technology Review

The Social Media ProBook - (by Eloqua and agency JESS3) is written by 20 of the most influential figures in social media. Topics include influencer marketing, PR, Wikipedia fundamentals, rules for social advertising platforms, scaling social media globally, social organizational structures, geosocial networks, writing for Facebook, and more – Slideshare

KLM Royal Dutch Airlines has designed a social seating tool that will allow passengers to choose who they sit next to via Facebook and LinkedIn - TechCrunch

Coca-Cola's Vitaminwater has launched a social game with the help of pop singer Jessie J via a series of online videos to engage with fans by guessing what's inside several wrapped gifts - PSFK

YouTube's Top Spots of 2011 – Here are the top 10 ads viewed (as of this posting) on YouTube over the past year – Goodbuzz

Canon teamed up with Ron Howard to produce a crowdsourced short film that was inspired by photos submitted previously by fans - The Stark Life

Time Inc., Nordstrom, Etsy, and Land's End are using Pintrest, a social bulletin board where users can share their favorite visuals, to connect with their crafting fans - Ad Age

Vail Resorts EpicMix is revolutionizing the way we ski - again. The innovative app that tracks (via GPS and RFID) vertical feet and days skied - has now adding photo capabilities, making it even easier for skiers and snowboarders to share their on-mountain experience. Great digital integration and differentiation - Video

British wireless and mobile provider O2's new holiday campaign lets their followers tweet Santa a message in exchange for a personalized YouTube video response - The Real Time Report

Canal+ Borgia Integrated Transmedia Experience - The evolution of Storytelling - this 360 degree narrative works seamlessly across multiple devices. The Canal+ Borgia TV series is the world’s first 360 degree narrative that works seamlessly across your desktop, iPad and iPhone to provide a complete experience - Video

Anonysize - Anonymously find the right size and give great gift. This web site solves the problem of buying the right size present for someone (shoes, clothes, rings). You go to the site, enter your recipient's phone number and gender, your phone number and email, and a text is sent to the recipient asking them what their size is. They'll never know who's shopping for them, and unless the thing you buy is hideous, it stands a good chance of not being returned - Website

Itron's discuss how they developed a company-wide listening strategy - Vimeo

JWT Augmented Reality Business Card (powered by Blippar) - JWT London has created a truly unique and innovative way to showcase the agency's latest showreel on the back of their business cards – Video

Every year, the leftover amount on unused Metrocards can total $52 million. Metrochange however offers a cool way to make sure all that loose change gets put to good use - Website

Here’s an interesting Christmas shopping themed infographic (http://bit.ly/ud1oqh) that shows the power of social recommendations around the holiday season. Mr. Youth surveyed 4,500 adults and found that social media has definitely been a key driver of Christmas gift purchases this year – Graphic

We’ve been trying to break the 50,000 'Weekly Reach’ benchmark (on Facebook) for some time now, so we’re delighted to announce that we’ve finally done it (and with only days left in 2011 to spare). On behalf of all of us – thanks for viewing - and all the best to you in 2012. Booyah.

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ABOUT GOODBUZZ

YouTube's Top Spots of 2011

2011-12-22T10:55:00.005-05:00

People like to be entertained - and some ads definitely entertain. Sites like YouTube and Vimeo allow ads to be spread by consumers, who vote, share, like, comment, blog, G+ plus-one, or even create response videos or spoofs.

The lines between the traditional agency and the digital agency continue to blur – raising the question. If a (video) commercial is developed only to reside online – is this the domain of the traditional agency or the digital agency. What if they both use the same production and editing teams? Hmmm. Tell us what you think? In either case, platforms like YouTube offer the ultimate meritocracy for video - and savvy brands are adapting to this new paradigm by creating web-only content that people actually want to view and share.

Below are the top 10 ads viewed (as of this posting) on YouTube over the past year.

1. VW: The Force

2. T-Mobile: The Royal Wedding

3. Chrysler: Imported From Detroit

4. DC Shoes: Ken Block's Gymkhana Four; The Hollywood Megamercial

5. Smartwater: Jennifer Anniston Goes Viral

6. Team Hot Wheels: The Yellow Driver's World Record Jump

7. Old Spice: Scent Vacation

8. Apple: Introducing Siri on iPhone 4S

9. Samsung: Unleash Your Fingers

10. Adidas: D Rose; AdiZero Rose 2--The Bull

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ABOUT GOODBUZZ

♔ Social Media Case Studies [GB_V.63]

2011-12-15T12:35:00.000-05:00

Dealing With Negative Social Feedback - Every brand experiences negative feedback. But, it's how you handle it that separates you from everyone else - Article

Heineken has teamed up with Facebook for a global deal that will give the brewer access to the social network's newest products and advice on reaching millions of people - Ad Age

Most Contagious 2011 - Contagious exists to find and filter innovative exercises in branding, technology, and pop culture. Once a year they put together a ‘best of’ overview of the year’s best. Here are your 2011 highlights - Website

Here's an excellent tool (marketing.grader.com) from HubSpot that grades and benchmarks your online activities (website, social, conversion, etc.) against competitors – Website

Learn how Whole Foods, Southwest, and Best Buy are building their Twitter strategies to connect with fans - The Wall Street Journal

The Social Brand Experience Report - Social consumers indicate they are looking for "exclusive experiences, savings, and perks from the brands they like." But marketers apparently still believe that content and connection to peers are the primary drivers to 'likes' and 'follows'. Time to evolve your brands social media strategy? - Report

Cisco discuss how they are measuring social media ROI - MediaPost

KLM's 'Seatmates' will allow passengers the ability to choose their seats using Facebook and LinkedIn profiles. When they check in online, they'll be able to view other passengers' profiles and select their seat (presumably for either professional networking or possibly even joining the mile-high club). The service will be piloted early next year – Facebook

Hertz and LiveNation.com have joined forces to offer a "Movin' with Music"- themed effort that features concert venue-related car rentals, a streaming radio station, social media contests, a rewards program, and artist interviews to be shared online - Fast Company

Here's an excellent example of using real-time biometric and GPS data to get the most out of an athlete's performance. Kudos to Nike. We're impressed - Video

Procter & Gamble's Old Spice character is back as "Manta Clause" with a five-day YouTube campaign promising gifts for all seven billion people in the world - Brand Channel

McCormick is hosting a cookie share on Facebook featuring their new app that lets fans customize their own cookie recipie and share with friends online - The Treats Truck

To create buzz around the upcoming season of Spartacus, Starz Entertainment has released an interactive Facebook application - The Hollywood Reporter

Yahoo! has released a new application that connects to Facebook to let fans compare what was going on in their lives when other significant events were happening around the world in 2011 - Yahoo!

Ice Break Coffee deals with 'hater' Paul - What do you do if someone starts a negative Facebook page about your brand? Well, if you can't earn their love, you should at least try to win their respect. Here's a great example (by ICE BREAK) of turning negative brand publicity into good buzz (or in this case great buzz and 20,000 new 'Likes') – Video

Wendy's promotional tweet to help raise money for the Dave Thomas Foundation for Adoption was named the "Most Retweeted" in 2011 - QSRweb.com

MINI 'Vending Machine' Projection Mapping - Those passing by are able to interact with the projection by texting to a shortcode to select the MINI of their choice. Upon doing this, it triggers the MINI they’ve selected make its way down to the bottom of the vending machine, in trademark cheeky MINI animated style - Video

Cargill discusses how the company used social media sites Facebook and Twitter to create brand awareness of their Truvia product - Vimeo

For a brand that won't even allow consumers to post comments or content of any kind to its Facebook page (#fail) - the Canadian Tire brand manages to actually appear participatory in this case. The campaign mechanics here include a simple aggregator that separates message types then adds an associated colored light to a tree. Thereby the more social mentions the brighter the tree gets - Website

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ABOUT GOODBUZZ

♔ Social Media Case Studies [GB_V.62]

2011-12-11T11:06:00.002-05:00

Converse is showcasing their daily holiday deals with a series of videos on their YouTube channel featuring characters such as Jetpack Bulldog and a telemarketing Yeti - YouTube

To help get their fans through the holidays, Betty Crocker is going to be answering cooking questions on Twitter with the hashtag #Betty911 - Twitter

AT&T is making it easy for fans to "make the case" to their family and friends about why they deserve a new smartphone with personalized (and hilarious) video arguments - MediaPost

Stockholm’s 'Aids Prevention' Condom Promotion – AKA The Gamification of Sex - Scanning the QR code on the back of the condom pack links to the Smartphone App. The app reminds you to use a condom, then measures things like rhythm, sound, and duration of your every performance so you can compete against others online – Video (Also below)

Build-A-Bear Workshop has created a special place online for kids to interact with Santa's live-streaming elves via Twitter, play games, and share drawings - Bearville.com

Boeing is giving fans the chance to paint their own design on a virtual 787 Dreamliner airplane and share with friends around the web - Boeing

Adidas Branded Utility 101: The data transmitted from the chip allows players to track and measure their distance covered, top speed, number of sprints, and other statistics during games or practice. Players can then monitor their progress over time, compare their performance to that of friends and measure themselves against some of the world’s biggest stars while sharing the entire experience via Twitter and Facebook – App

The Humane Society shares how they reached over one million Facebook fans by being attentive and knowing their audience - Ragan

Dunkin' Donuts and KFC have each launched a Twitter contest to engage their followers and create brand awareness around the grand prizes of a JetBlue flight voucher and a college scholarship, respectively - Nation's Restaurant News

Nike's 'Catch The Flash' Promotion - Participants had to chase 50 real runners wearing reflective Nike jackets tracked via GPS. The goal? Catch the runners using a camera flash (which made the jackets shine to reveal the number printed on the back.) Great mechanics and clever local activation by Jung von Matt – Video

Best Buy is getting fans in the Christmas spirit on Facebook with ways to send your wishlist directly to the North Pole, share personalized greeting cards with friends, and win prizes - Facebook

UPS is integrating Twitter and YouTube components in their Road Trip Challenge sweepstakes to promote their immediate seasonal job openings - Wild Fire

A flash mob is a group of people who assemble suddenly in a public place, perform an unusual and sometimes seemingly pointless act for a brief time, then disperse. Once considered underground cool, it became unquestionably mainstream once it was featured on 'Glee'. Time to trash the flash mob – Video

Deeplocal's 'Deck The Screens!' App - A fun holiday project from Deeplocal - Design and Development for Humans and Machines. The app showcases their tech wizardry by letting multiple devices talk to each other using Node and Socket.io to create "strings" of lights across devices – Website

Pillsbury is targeting 'tech-savvy mums' by offering additional recipe content when the TV ads are scanned with the Shazam mobile app. Once people have scanned the recipe suggestions, the app saves them to review later while shopping. Pillsbury is also delivering customizable holiday videos that can be shared on Facebook, also available through Shazam – Video

What is a brand? We're certain there are numerous opinions. We especially like Matthew Clark's (from Subplot Design Inc.) definition we stumbled upon in 'Applied Arts' 2011 Creative (as seen below).

Playing on the lowest common denominator theory (and their apparent view of their core user base), Old Spice offers users yet another online diversion – this time blowing random objects up. Imagine if all this creativity actually aligned usage with product attributes!? Inconceivable – Website

BeerFriender | Heineken BeerTender - Anyone who has ever been in a serious relationship knows that gratuitous spending on one's self (like purchasing your very own draft machine) can be a challenge. Heineken however has a way around this. The new Facebook app allows someone else to "appear" to have purchased the machine for you. Congrats to Heineken for aligning your brand with underhanded deceitful behavior – Video

REI's "Find Out NYC" Augmented Reality (#AR) Print Activation uses an #AR app to help NYC users to virtually escape to the great outdoors, explore the scene and find the special objects embedded in the scenery for a chance to win some great prizes – Video

Swedish Post "Christmas Cards on Wheels" Promotion - The Swedish Post's new website (by Åkestam Holst) lets you virtually take pictures of live pigs, elves and other Xmas items to turn into real Christmas Cards - which are then sent automatically by (you guessed it) the Swedish Post – Video

Burberry Bespoke is an online service that allows you to design and order your own unique trench coat. Simply select the cut, fabric, colour, linings and trimmings and 4 to 8 weeks later - voilà - the coat arrives – Website

The Emergence of Hyper-Local Social Media Platforms – Article

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ABOUT GOODBUZZ

♔ Social Media Case Studies [GB_V.61]

2011-12-05T10:13:00.001-05:00

Gap is getting fans excited for the holiday season with their new "Joy It Up" Facebook mixtape that features up-and-coming artists performing their favorite holiday jingles - Facebook

Louisville Slugger raised its Facebook chatter last week by 834% after launching a social media scavenger hunt that used Facebook and Twitter to spread World Series clues around St. Louis - ClickZ

Honda’s ‘Experiment’ Website (FWA’s Site of the Month) is essentially an HTML5 lab where you can play a physics-based matching game based on chain reactions – Website

The Clorox Company has created a new online community for their Clorox Bleach brand where moms can share "bleachable moments" through a contest that features life's "Yuck + Oops" mishaps - PROMO

ESPN is connecting college football fans with a new badge on Foursquare that can be unlocked by checking in with the GameDay crew at the game of the week - About Foursquare

McCormick has created a Facebook page for Thanksgiving Day's Turkey -- complete with cooking recipes, holiday tips, and a chance to be published in a "friend-sourced" community cookbook - MediaPost

MURAT PARIS Interactive Print Campaign for 'fashionista geekettes' is designed for a smartphone to be placed into the position of a hand, loading a rich mobile site that allows users to flick between various bracelets and rings positioned on the virtual hand - Video

Domino's is blending traditional and social media marketing to help localize their fan engagement strategy - SmartBrief

Samsung Mobile shares how they're using a social game and Facebook functionality to create buzz around their new phone - Ad Age

Targeting young guys, Olla Condoms set about creating hundreds and hundreds of fake Facebook profiles, setup with the names of the targeted guys, with the addition of “Jr” and a baby photo - Video below.

Here's a good overview by SapientNitro on the intrinsic relationship between brand and brand experience - and that (ultimately) all communications will be interactive - Report

As one of the most popular brands on Facebook, Coca-Cola shares how they've used social media to help make a difference in the world - USA TODAY

Fühlometer - Sentiment analysis (or opinion mining) refers to a broad (definitionally challenged) area of natural language processing, computational linguistics and text mining. What's it good for you may ask? Creating a 5-story interactive art installation that shows the mood of your city in real-time of course – Video

The Impressive World of Social Media 2011 - Did you know that in the world there are more Facebook users than motor vehicles? And that the great majority of tweets are only 40 characters long? Oh yes, and watch out 60% of people admits using mobile phones while going to the bathroom - Video

Harley-Davidson launched a crowdsourcing app on Facebook (http://on.fb.me/uYrdck) that lets fans review ad briefs, submit creative ideas, and vote on other fans' suggestions for new advertising. In our mind, the actual work that’s come out of HD’s crowdsourcing exercise at large (via Victors & Spoils) has left much to be desired, but it’s certainly an interesting way to let HD’s constituents feel they’re in control of the brand - App

MINI Getaway 2 | Tokyo - Why should the Swedes have all the fun!? Proving that great ideas have no boundaries - the Tokyo version of MINI's Getaway (by Jung von Matt Stockholm and Monterosa.se) starts in early December and promises to be the worlds largest alternate reality game - Video

To spread the word about their first Spa Week, Four Seasons Hotels and Resorts is using Facebook, Twitter, Tumblr, and Foursquare to share insights from a panel of beauty experts - Luxury Daily

As part of the soft launch of the new VB RAW (Beer) brand, Droga5 created a clever viral content aggregator (http://www.vbraw.com/) to “keep you in the loop with all the latest content fresh from those living in the music, street, surf, design, and party worlds“ - Website

‘Social bots’ are swarms of automated, intelligent identities on platforms like Facebook and Twitter that interact, encourage, and provoke communities towards certain behaviors. The vision of this technology is to enable operators to actively mold and shape the social topology of human networks online to produce desired outcomes. One of the authors, Tim Hwang was on CBC this past week discussing – Report

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♔ Social Media Case Studies [GB_V60.0]

2011-11-24T11:38:00.001-05:00

“It is not the strongest of the species that survives, nor the most intelligent. It is the one that is the most adaptable to change.” Charles Darwin

During their "12 Days of Giving" campaign on Facebook, Walmart is empowering fans to nominate local nonprofits to receive part of $1.5 million in grants this holiday season - Facebook

After their temporary e-commerce app glitch on Facebook, Heinz quickly responded to some 600 fan responses (both positive and negative), and turned the issue into a successful customer engagement experience - ClickZ

Orangina's "Show Your Originals" app, created by Amsterdam-based KONG, Refunk and Super Social, showed you ten friends who were your "originals" -- those who friended you and wrote on your Wall first. Your top 10 originals could then be saved into an album on Facebook so you can tag them as your first friends - App

This holiday season, Marshalls, T.J. Maxx, and HomeGoods are giving fans the chance to send carolers to their family and friends' houses via ShareACarol.com - GSD&M

Saks Fifth Avenue’s Holiday Light Show 3D video-mapping project is quite unique in that shoppers can scan QR codes on the windows of Saks which saw them redirected to a mobile site where they can watch the projection and find out about Saks - Video

"Virgin Facebook First Times" app lets you pick a friend and then revisit all your first times with that friend: the first photo, the first wall comment, the first event you attended. It then puts it together in a pop-art style graphic that you can post on your wall - App

During their first-ever global social media marathon, Virgin launched a new application that explores your Facebook firsts with friends and lets fans add their own stories to the Virgin company history - About Foursquare

Disney's Augmented Reality (AR) Magic - Stand across from a digital billboard in a specially marked area and an Augmented Reality (#AR) Disney character magically appears and interacts with you on the big screen – Video

Stonyfield and Organic Valley are teaming up for an online organic food awareness campaign that highlights a contest for bloggers about how they bring the joys of organic food into their own kitchen - Celebrate with Organic

GM's “Ride of your Life” let’s users select from 1969 Corvette Stingray, a 1948 Pickup, a 1953 Vette, 1957 Bel Air, a 2010 Camaro Synergy or a 2011 Volt to take a trip down memory lane using Facebook’s API and Google Maps. Take a spin – Website

Here’s McKinsey’s latest research on “How Social Technologies are extending the Organization’– Report

The ‘Chevy Sonic Adventure’ is a one-day, real world treasure hunt hosted at cities across the US. Using SCVNGR all locations and challenges are delivered straight to participants cell phones. As an example of the event in Dallas see Facebook Page.

Even before Timeline rumblings started, the folks at DDB Paris had worked on a Facebook app for Bouygues Telecom, which offered 1,000 limited edition books to fans that would be specially created using Facebook status updates and photos - Video.     

Raytheon has added a social media component to their installation at Epcot that allows kids to design a roller coaster and share the simulated experience with friends online - ClickZ

The U.S. Military's Digital Engagement Team is getting involved in the online conversation to engage militants and peacefully rebut extremists' messages across Twitter, blogs, and online essays - The NY Times

State Farm is promoting an accident-free Thanksgiving with tips on how to safely deep-fry a turkey through the Twitter hashtag #ShatnerFreyersClub, a photo slide show, and a YouTube video featuring William Shatner - YouTube

Starbucks is combining social and mobile marketing to engage fans during the holidays with their new augmented reality app. By scanning their red cups, customers can activate one of five special wintery scenes to share with friends and family online - Digital Buzz Blog

For their two-day Black Friday sales event, Target is letting @ChristmasChamp take over to interact with fans and provide holiday shopping tips on Twitter - PSFK

IKEA's "Catch the Swedish light" Promotion’s clever use of YouTube drives views and interest – Video (as below)

IKEA - Catch the Swedish light from Entries on Vimeo.

Deutsche Post DHL and agency Cosalux took the idea even further with "Social Memories," a campaign that interprets data from users' Facebook activity and memorializes it into a 28-page book filled with insights like, "Word you use most often," and "Most active friends" – website.

Ever wonder how much research goes into a logo redesign? Check out the Design Brief for the Pepsi Logo Rebrand

Since November 16th, Crispin Porter + Bogusky and Swedish Rock-stars Hyper Island have been working together on the '72 Hours For Peace' project. The collaborative effort aims to create the world’s largest creative commons database of ideas on how to end all major conflict – Website

How Converse got significantly more from their 'Pitch Process' by asking each agency to submit their ideas in the same format (completely unbranded.) In this way there was no perceived favoritism, as the client didn't know where each idea came from. This ensured the best idea won the day – Full article.

eBay Give-A-Toy Store - Here's a cool tech-driven idea for Christmas giving! It's a virtual toy store that lets you donate a toy using your just your mobile phone – Video

23 incredible new technologies you’ll see by 2021 – Article

GE is looking for the next photographer for GE's Instagram feed. The promotion lets users enter to win a trip to the UK to shoot photos at a world-class GE Aviation Facility – Facebook or Video

Crispin Porter + Bogusky's new iPad app for Dominos lets users play with their food. Literally. Knead dough, spread sauce, sprinkle cheese, place toppings, and cut pizza slices – all in a race against the clock. Alternatively, you can just click 'Make An Order' and order your own creation directly from Dominos.com. Simple game mechanics but a nice way to position what really translates into an online ordering app – Video

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SOCIAL MEDIA CASE STUDIES [GB_V59.0]

2011-11-18T14:38:00.001-05:00

Louisville Slugger raised its Facebook chatter last week by 834% after launching a social media scavenger hunt that used Facebook and Twitter to spread World Series clues around St. Louis -ClickZ

The Clorox Company has created a new online community for their Clorox Bleach brand where moms can share "bleachable moments" through a contest that features life's "Yuck + Oops" mishaps -PROMO

Ultimat Vodka (via Stink Digital) lets you find out just how social you really are using their ‘Social Life Audit’ – Website

Social Marketing is ultimately is a combination of art and science. We'll leave the art to you, but what this document provides is an anatomy of a Facebook post to help refine your publishing strategy – Report

Domino's is blending traditional and social media marketing to help localize their fan engagement strategy -SmartBrief

The Increasing Value of Augmented Reality (#AR) for Marketers - in our modern marketing paradigm it’s a given that a message must ‘disrupt’ and break through the noise. Adding technological innovation like AR is one way to do just this. Here are a number of great examples from the past year - Article

Tis’ The Season For Retail Innovation - brands are adding a number of innovative, tech-driven holiday-themed retail add-ons this year. We've already seen the first of the big bucks, heartstrings-yanking Christmas adverts but here’s two that really pop – Article

To spread the word about their first Spa Week, Four Seasons Hotels and Resorts is using Facebook, Twitter, Tumblr, and Foursquare to share insights from a panel of beauty experts -Luxury Daily

ESPN is connecting college football fans with a new badge on Foursquare that can be unlocked by checking in with the GameDay crew at the game of the week -About Foursquare

Mercedes-Benz latest effort (by AMV/ BBDO London) to promote its new C-Class 350 Coupe features an interactive film set in a post-apocalyptic (Inception-esque) world where you solve clues to escape a sinister version of Google Street-view in Hong Kong – Video

More genius (below) from our friends at agency - John St. (johnst.com) poking fun at themselves and our industry at large. Love it – Video

Gap is getting fans excited for the holiday season with their new "Joy It Up" Facebook mix tape that features up-and-coming artists performing their favorite holiday jingles -Facebook

Samsung Mobile's VP of Strategic Marketing, Brian Wallace, shares how they're using a social game and Facebook functionality to create buzz around their new phone -Ad Age

B-REEL'S R+D efforts - in this case a Mobile Projection Mapping Game that uses any device, the HTML5 platform controls an 'eel' (via 2 projectors) and compete against other players – Video

Harley-Davidson is launching a crowdsourcing Facebook application for advertising ideas that lets their fans review ad briefs, submit creative ideas, and vote on other fans' suggestions -Marketing Week

Citroën's ‘Twitter Race’ (by Perfect Fools) is a one-day tour around the Netherlands on 17 November that gives users the chance to win a DS5 by directing the car via Twitter. The most prolific Tweeter will persuade the drivers to come to their location using the hash tag: #ds5race. A live videostream from inside the vehicle will broadcast on the Citroen NL Facebook page.

As one of the most popular brands on Facebook, Coca-Cola's Senior VP of Integrated Marketing, Wendy Clark, shares how they've used social media to help make a difference in the world -USA TODAY

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SOCIAL MEDIA CASE STUDIES [GB_V58.0]

2011-11-11T12:48:00.001-05:00

Hyundai's "New Thinkers Index" is testing fans' creative thinking abilities and encouraging them to post their results to compete with friends on Facebook and Twitter -Ad Age

Volkswagen is bringing back one of their classic vehicles with a social media flair based on the number of Facebook likes from fans. The one-of-a-kind car will feature a dashboard newsfeed, a poke button on the steering wheel, status updates displayed on the license plate, and much, much more -PSFK

Every winter British smoothie brand Innocent tops it’s bottles in little woolly hats as part of ‘The Big Knit’ – to raise money to help keep elderly people warm. This year, it's raising more money with ‘The Hat Tag’ game a Facebook-based game (by Holler London).

With the release of their new Mango version of Windows Phone 7, Microsoft has created a new badge on Foursquare to be earned at each of their public launch parties in cities all over the U.S - About Foursquare

McDonald's discuss how social media is key to empowering fans to spread the work about the limited-time McRib sandwich -ClickZ

Here's an excellent example of storytelling in the digital age from TED (by Marco Tempest). It's part technology (#AR), part creativity, and part utility - Video

FX has launched a new social TV service with GetGlue called "FX Has the Movies" that lets fans check-in to their favorite shows and connect with other fans -Adweek

See the future possibilities of Kinect that go beyond the expected, into truly amazing things that people around the world are beginning to imagine - Video

Looking for Goodbuzz on Google+? – G+

Time Out New York has teamed up with Foursquare to provide a real-time online scoreboard of the top places to visit in the Big Apple according to visitors' check-ins -Foursquare

Pepsi's Refresh Project uses technology (binaural and 3D tracking) and some real ingenuity to extend social good - in this case helping visually impaired football players to 'see' the pitch - Video

Here's a delightful example of using technology to reinforce a brands core values - in National Geographic's case - quite literally inspiring people to engage the majesty of the planet around them (if only by urging a second look.) When was the last time you were so close to a Cheetah!? - Video

During their "Can Do" food drive, John Deere is donating one real can of food for every virtual can label that fans design and submit on Facebook -Facebook

Every year Razorfish compile their ‘Outlook Report’ (thank you) on the latest trends in media, technology, and creativity. The 2011 Version is now available – Report

Amway's Nutrilite brand is hosting an online video competition encouraging fans of AC Milan soccer to submit their best team chant for a chance to have their video aired live at the next match in Italy -Amway Newsroom

ASICS has provided some fantastic brand activation experiences in the past year (RFID Billboards, GoldRun Campaign, etc.) and the hits keep coming. This experiential bliss (by agency: Vitro) features a 60-foot video wall at NYC's Columbus Circle subway station that lets you experience the New York City Marathon -by racing against (ASICS sponsored athlete) Ryan Hall - Video

Brands like Arby's, RadioShack, and Walgreens are using Foursquare to help support goodwill causes through fans' check-ins -ClickZ

Starbucks Augmented Reality (AR) Cup Magic App - Starbucks' new AR app activates their red Christmas cups by showcasing special offers and gifting – Video

Here's a fun experiential piece from Andes Beer - a soundproof booth set up at nightclubs that allow users to select from a number of background noises prior to calling their significant other. This way they'll think you're in traffic or at a hospital - Video

Mountain Dew are using online video sites like YouToo and YouTube as a new branding tool to drive buzz around their products -MediaPost

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The Increasing Value of Augmented Reality (AR)

2011-11-05T12:24:00.000-04:00

In our modern marketing paradigm, it’s a given that a message must ‘disrupt’ and break through the noise. Adding technological innovation is one way to do just this. Enter Augmented Reality. Augmented Reality (AR) is a term for a live direct or indirect view of a physical, real-world environment whose elements are augmented by computer-generated sensory input, such as sound or graphics. It is related to a more general concept called mediated reality, in which a view of reality is modified to enhance one’s current perception of reality. A number of brands have successfully used AR technology for utility-based and innovative applications that amplify their customer’s experience. Here are some of the best examples from 2010.

Adidas Originals Augmented Reality Game Pack

Adidas turned Originals sneakers into a game control device by adding an AR code on the shoe’s tongue. When held in front of a webcam, the code provides access to a number of different interactive games on Adidas website which the players can navigate with their shoe.

Ben & Jerry’s Scoop of Happiness

Ben & Jerry’s iPhone app with the Moo Vision augmented reality feature generates images related to the flavor you’re scanning which you can click on to find out more info and share with your friends on social networks.

Scion tC Take On The Machine

Toyota topped off its digital campaign for the 2011 Scion tC with an AR game on scion’s site. The user prints an AR marker that is used as a steering wheel to race with the new tC, (and potentially win a spot in the global top 100 high scoreboard.)

Airwalk Jim Shoe

In November, Airwalk used an augmented reality app from GoldRun to launch invisible pop-up stores, which sold a limited edition of the Jim shoe in New York and LA. To access the invisible store, customers had to use the app to locate virtual Jim shoes at dedicated locations and take a photo of the shoe to gain a pass code to the Airwark e-commerce site. Airwalk reported that since then its e-commerce site has witnessed the most traffic in the company’s history.

Subject60

Volvo and EuroRSCG 4D teamed up for the promotion of the Volvo S60 by organizing five secret parties in Berlin, London, Paris, Milan and Madrid. In order to get an invite one had to find one of the code cubes, hidden in “naughty” locations around the city. The project was in collaboration with hand picked lifestyle bloggers and blog readers were given clues to discover the hidden cubes by using the Layar Augmented Reality browser.

Toyota Auris virtual test drive

Toyota enabled car enthusiasts to create a virtual track, by printing off special markers to place around, and take a virtual Toyota Auris for a virtual test track. They also could record their test drives and share the clips on social networking sites, as well as the Auris micro site. Toyota offered a prize for the most innovative track with the winner receiving a super-deluxe home entertainment system to encourage a larger participation.

BMW Z4

By printing off a special symbol BMW fans could drive their own BMW Z4 around their desk and colourful designs with its tires. The videos and images taken could then be shared on social networks.

Skoda Fabia RS Augmented Reality Test Drive

Yet another virtual test drive, this time transforming the user into a rally driver, making it more like a race car game, rather than a regular test drive ride. The user can then share his lap time with friends on Facebook.

Nestlé Kit Kat Augmented Reality Gig

Agency Skive Digital of London created an Augmented Reality campaign for Kit Kat UK. Holding one of the special AR Kit Kat “4-Finger” bar packages in front of a webcam unlocked a one-off Scouting for Girls performance. The special packs also offered consumers the chance to win one of thousands of £100 Ticketmaster vouchers through Kit Kat Music Break.

Virtual mirrors: Created by IBM and EZFace.

The special kiosks were placed in stores in North and South America, Europe, and Asia, covering major cosmetics brands like L’Oreal, Maybelline, Covergirl and Revlon. The shopper can take a picture and virtually try on makeup, while the “mirror” takes into consideration such things as skin tone, facial features, and product colour. The mirror can make recommendations and allow the consumer to share a virtual makeover image with friends online.

Unilever’s “Share Happy”

Unilever created an interactive ice cream machine that asks consumers to share a smile on Facebook to get a free ice cream.

Neuvo watches

Neuvo, a collaborative company from Montreal has created a free “try it before you buy it” iPhone app, which connects to Neuvo’s website and on-line store.

Olympus PEN

Olympus created a viral product demo with which you can virtually explore the camera’s features and also allows you to take pictures and using the camera’s various filters. Afterwards you can share your pics and videos with friends online.

H&M

H&M used Goldrun’s app to enable shoppers in New York to try on virtually the clothes it features in its shop windows. The shoppers this way gained a discount code and share their looks with their Facebook friends.

Seventeen.com and J.C. Penney’s AR Dressing Room

As part of their back to school campaign, Seventeen and J.C. Penny launched a virtual dressing room through which teens could “try on” clothing using a webcam, and shop their items of preference through the J.C. Penney website.

Tissot Reality

Through its website Tissot lets users print and cut out a paper strip in order to try on virtual watches. Tissot showcased the application with an interactive Selfridges window display. This reportedly resulted in increasing in-store sales at Selfridges by 85%, while the YouTube views of the campaign have surpassed 70,000.

Hublot

Swiss watchmaker Hublot launched an iPhone application that allows consumers to view the Hublot collection, design their own models and digitally trying them on.

Girard-Perregaux: Yet another watchmaker that created an iPhone app that allows users to “try on” watches.

Boucheron

The French jewelry house lets potential customers virtually try on products with use of their webcams by downloading an application from its website developed by Holition.

HomeScan

US real estate agency ZipRealty through its iPhone application HomeScan allows its potential customers to look through their phone and instantly discover which homes near them are for sale (or recently sold). Homescan provides info like the asking (or sold) price, photos and distance from where the user stands.

Iron Man 2

For the promotion of Iron Man 2 Paramount and Marvel invited Iron Man fans to take a look inside the Iron Man’s head. Through the movie’s website and a webcam, fans can try on Iron Man’s helmet take photos to download or share over Facebook and Twitter.

Dutch Public Service Billboard

The Dutch government placed augmented reality billboards in Amsterdam and Rotterdam to raise awareness about violence against public service employees. The billboards augmented a live street view with a violent altercation, making onlookers realize the impact of their inactivity against violence.

WWF

In an effort to raise awareness around the plight of the Siberian tiger, WWF printed special t-shirts and distributed them online and to key stores in Moscow, with placed AR video mirrors that would instantly active the AR experience the moment a WWF t-shirt was detected. The idea was to simulate what a Siberian tiger experiences when it gets shot.

Forever21

Fashion brand Forever21 installed an augmented reality billboard in Times Square this past June, in which a model dressed in Forever21 clothes seemed to interact with the crowd by taking photos of the passers by or selecting people, picking them up and throwing them into a Forever21 bag.

Streetmuseum

Museum of London’s iPhone app overlays specific locations around London with historical photographs mixing past with present. The app guides the user to these locations with the use of map or GPS.

Condé Nast Traveller City Guide

Condé Nast Traveler spiced up its iPhone apps by adding an augmented reality feature, which allows the traveler to discover nearby attraction simply by scanning the area around with the iPhone camera.

Virtual Vacay

Hotels.com created Virtual Vacay that enables users to take a virtual tour of ten US cities and find out information about local events and hotels in a fun way. The virtual tourists can even send personalized post cards from their virtual travels to their friends.

Seer

IBM’s Seer application helped its users navigate Wimbledon 2010. The users could find information about the closest cash machine’s location; the wait time for certain services and even sees live video from the matches, through their iPhone or Android camera.

Our favourite 2010 AR campaign? H&M’s Augmented Reality Campaign (using GoldRun) because it combined several technologies at once; augmented reality, geo-location and mobile apps. The GoldRun app is designed to drive traffic to physical and online destinations, increase product sales and enhance brand engagement within a certain geographic location for a predetermined amount of time, in this case – 10 days in New York City. In 2011, we should see more brands combining AR and QR Codes into their Geo-location Marketing strategy and campaigns.

The key to developing successful AR campaigns that provide customer engagement as well as translate to sales will be making sure that they support the local communities. Campaigns that combine these technologies in ways that take the online consumer offline and make the transition of that experience seamless will have nailed it. The best way to predict the future is to create it. Need some help adding branded utility using Augmented Reality (AR) to your brand? Goodbuzz can help. Contact info@goodbuzz.ca to get started.

SOCIAL MEDIA CASE STUDIES [GB_V58.0]

2011-11-04T14:25:00.000-04:00

McDonald's gained 60,000 impressions on Facebook with their digital "Kick the Trash" campaign that let fans envision themselves doing amazing football tricks in personalized videos. - Simply Zesty

Not to be outdone by Facebook’s Marketing Solutions platform, Twitter has now launched ‘Twitter Stories’ – a website showcasing Case Studies of some of the most innovative and inspirational uses of tweeting – Website

We love campaigns that integrate real-world social (api) data to enhance the user experience (i.e. Intel's 'Museum of Me' and Toyota's "Your Other You"). ‘TAKE THIS LOLLIPOP' is a PSA for internet privacy however that takes the concept to a whole new level – Website

Warner Bros., Lionsgate, Miramax, Paramount, and others are using Facebook applications to turn watching movies into a social experience. - Ad Age

PepsiCo is connecting fans of "The X Factor" with Pepsi Pulse -- a real-time digital visualization of the conversations taking place on the social web about the show. - Pepsi Sound Off

DSW share how they measure ROI and make the business case for social media. - SmartBrief

The original fundraising campaign only reached $2k of the $20k goal - so they decided to try something different. The results? After just a few weeks and significant buzz - the filmmaker raised $120k and turned his short film into a feature length movie thanks to all the donations! Very impressive work (by OneBigAgency, Amsterdam) - Video

Eddy's Twitflicks Case from OneBigAgency on Vimeo.

Chevrolet used the power of online social networking to literally launch their new car off of a 9-story structure. - PSFK

IBM discusses how large companies can embrace social to create new business value and opportunities. - Forbes

The Guardian Newspaper has launched a Twitter-based search bot that allows users to search for content on the publication's website by tweeting a question or keywords to @GuardianTagBot. - The Guardian

Volkswagen (Netherlands) www.fanwagen.com (by Achtung Agency) - by allowing users to vote for their favorite retro VW to be rebuilt “socially”. If it wins – your name will be added to the vehicle and you could win it - Website

Rickard's (beer) brand is supporting the Movember cause with a Mo-Duel social game that encourages friends to raise money and challenge each other's mustache -growing abilities - Facebook

L'Oreal is helping salons connect with customers online with their new Salon Facebook program that includes how-to videos, appointment booking services, and more. - MediaPost

Quaker Oats celebrated National Oatmeal Day with a contest on Facebook and Twitter that encouraged fans to post their ideas on what other foods should have their own special day. - National Oatmeal Day

Branded Utility 101 - In this case a simple 'Taco' finder app (by Big Spaceship) that uses GPS and peer reviews to ensure you're never without a Taco. Michael Lebowitz, Founder and CEO discusses the app, the Future of the Ad Agency model and alternate revenue streams at this years Creativity and Technology (CaT) Conference in NYC - http://bit.ly/vld4jC

Creating a Brand as a Social Movement - Psychologically, this sense of community is also one of the major tenants of self-definition, as being part of a group gives meaning, emotional safety, and identification. The influence is also bi-directional and reinforcing - Article

Real-time Marketing is about more than just Twitter - it’s live video streams, Facebook competitions, digital response mechanics in retail and even the unexpected runaway success that is (or was) BlackBerry Messenger. All examples of real-time in action. Here’s an extract from the 2011 Contagious 'Real Time Marketing Report'

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SOCIAL MEDIA CASE STUDIES [GB_V57.0]

2011-10-28T14:46:00.000-04:00

The U.S. Labor Department is teaming up with Facebook to form a Social Jobs Partnership that will help connect the jobless with companies that are hiring - LA Times

Dunkin' Donuts is inviting their Twitter followers to share photos of their best jack-o-lantern creations with hashtag #carveDD for a chance to win a $50 gift card - The Sacramento Bee

The Evolution of 'Participatory' Marketing - As tactics rise and fall, a more sophisticated approach is emerging - Article

Toyota's new Facebook game lets users test drive their new vehicle, create and host their own races, and compete in community-wide competitions with other fans - All Facebook

Razorfish Report on Connecting with the Digital Mom - Report

Lenovo's Space Lab initiative is challenging teens to design a science experiment that can be performed in space. The videos can be submitted to their YouTube channel and the winning experiments will be streamed live as they are conducted in space - ClickZ

How Do Google AdWords Work? -Infographic

To promote the upcoming release of their action-comedy "Tower Heist," Universal Pictures is giving away up to one million Facebook credits by hiding them all around the social network on various characters' pages for fans to find and collect - Ad Age

Volkswagen (by Red Urban) adds some serendipity to a static print campaign for the new Beetle using Augmented Reality (#AR) – Overview

Beeri - This tech mashup uses Siri's voice recognition, Twitter, an Arduino Uno w/wifi and a Twitter API querie to 'pour' beers (albeit crudely) for employees. Check out the video below.

Beeri from redpepper on Vimeo.

The Weather Channel is developing new ways to reach their local audiences using Twitter, Facebook, video, and a new, interactive iPad application - Lost Remote

Have you ever wondered what online channels you should be targeting in order to reach the perfect audience for your product? Check out “Social Consumers and the Science of Sharing” – Infographic

The CONCEPT: Building brands as Social Movements. The BOOK? Leo Burnett’s “HUMANKIND” - advocates focusing, not only on advertising, but on people. Moreover, letting human activities and beliefs actually drive brand strategy – More

Burberry kept fans up-to-date during London Fashion Week by hosting a "Tweetwalk" on Twitter, streaming video and interviews on Facebook, and actively posting on Instagram - The Social CMO Blog

Nestea has a new Facebook application that lets fans create videos to inspire friends to embrace something they haven't done before - PSFK

Just in time for Halloween, Sony is featuring a collection of horror films that encourages fans to watch, rate, discuss, and keep count of their favorite horror moments on the Crackle entertainment network - Dread Central

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NOTE: For more articles and posts from the last week please visit us on Twitter @goodbuzz. If you have info, articles, case studies, or other examples of (TTL) participatory marketing bliss - please feel free to either post via Facebook or send via e-mail and we’ll take care of it for you. ;) Please identify if you find a dead link (as they were all live at the time of this posting).

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