Social Media Case Studies [July2-GB_V3.0]

In a social media first, Kmart is combining their online gaming community at MyKmart.com with offline retail activity by taking video game reviews from the site and placing them on store shelves.  Social Media Explorer

USA Network is using social media to market their new "Character Rewards" loyalty program, which lets fans earn points by watching videos, playing games, and reposting content to both Facebook and Twitter.  DMNews

Social media architect for Clorox, Greg Piche, shares how the brand connects with partners and consumers through their Clorox Connects community. Social Media Examiner

LG is using both YouTube and Facebook to launch the second phase of their "Life's Good" campaign, an idea based on a spoof American soap opera that dramatizes the use of social networks in everyday life.  Brand Republic

Jordan Stone from We Are Social gives an analysis of the brilliant Old Spice campaign that took the internet by storm and brought social media to a new level.  We Are Social

In its first Foursquare promotion, Ann Taylor is offering discounts to shoppers who check in to one of the company's eight New York stores.  Mashable

Top executives from Hershey, Best Buy, Del Monte, and more share insights on creating effective corporate social media strategies.  MediaPost

Coca-Cola brought in 86 million Twitter impressions in 24 hours by using Promoted Tweets to tap into the online discussion about the World Cup.  Social Media at Work

Andrew Varga, CMO at Papa John's, speaks about the outcome of their "Specialty Pizza Challenge," a contest asking consumers to submit their own pizza recipes via Facebook. Brandweek


Campbell's used Facebook to launch a new sampling campaign for their V-8 Fusion juice drinks. Consumers who friend their page will get the chance to receive a sample of the brand's new V-8 Fusion + Tea. PROMO

To promote the recent opening of "Sorcerer's Apprentice" in theaters, Disney became the first to try out Twitter's new @EarlyBird service. Advertising Age

Ben & Jerry's has discontinued their email marketing campaigns in favour of social media, asking subscribers to connect with them via Facebook and Twitter.  HubSpot Blog

Xerox's interactive and social marking VP, Duane Schulz, shares how they used a product launch to engage the entire company in social media.  Vimeo

Barbie has joined Foursquare! In celebration of Mattel's new Barbie Video Girl doll, she will use the social media site to promote location-based scavenger hunts.  Online Social Media

Pfizer is the first company in the regulated industry to launch a social media channel on SlideShare, the world's largest online community for sharing presentations.  Business Wire

From content to metrics, Doug Webster, director of strategic communications at Cisco, talks about implementing an effective social media strategy. Econsultancy

GE's private online community, MarkNet, provides a forum where the company's 5,000 global marketing professionals can share best practices, interact, and build relationships.  CNBC

The Director of e-commerce and online marketing for Wyndham Hotel Group answers questions about using social media in the travel industry.  Hospitality Net

The Director of interactive marketing and convergence media at Kodak, shares how the brand got started in corporate blogging and talks about engaging with BtoB and consumer audiences. BtoB

Campbell's used Facebook to launch a new sampling campaign for their V-8 Fusion juice drinks. Consumers who friend their page will get the chance to receive a sample of the brand's new V-8 Fusion + Tea. PROMO

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Goodbuzz creates social media campaigns that entice consumers to play, create, and share brand experiences. We focus on developing "branded utility" - moving away from interruptive 'push' models towards more meaningful ways of connecting.  From simple metrics to actionable insights that enable data-driven marketing decisions - Goodbuzz links social media efforts to business outcomes.  Visit Goodbuzz Inc.

Diesel's "Facepark" and the "Be Stupid" Campaign

As part of Diesel's "Be Stupid" campaign, the brand wanted to highlight the ridiculousness of wasting so much time on social networks and decided to get people to waste time in parks instead. This led to "Facepark", described as a "stupid idea that might save the world. But probably won't". The idea, devised by DDB Düsseldorf, was to bring the clichés of social media platforms back to the real world in a very literal way.

For one day, Diesel created an analogue version of Facebook, called Facepark - effectively a mini festival in a park in Berlin. The brand created cardboard cut out profiles, which users could frame their faces with, just like on the real social networks. They could fill in a box with their "status" and also write comments on the cardboard and some of their friends. People could become friends with others by attaching their name to a friend's cardboard profile. Cardboard stands complete with actors were created for fan groups or applications such as Farmville and Mafia Wars, which people could then comment upon using stickers. They could add "like" stickers to people, groups and comments.

Diesel also created giant foam hands with which to "poke" fellow Faceparkers as well as small Frisbees upon which people could write messages before throwing to a friend. Bands including the Hotlaing, Bodi Bill and Holden Caulfield, provided the entertainment.

The campaign was supported by a website, featuring the event details, a community section, and a range of viral videos. One people to create their "Ass Status", i.e. log into their Facebook account, put the cursor into the status bar and then sit on your keyboard before posting whatever random combination of letters appeared.

Diesel's Facepark also has an associated "Stupid is Analog" Facebook Page.  There's also a manual called "How to Facepark". 

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Goodbuzz creates social media campaigns that entice consumers to play, create, and share brand experiences. We focus on developing "branded utility" - moving away from interruptive 'push' models towards more meaningful ways of connecting.  From simple metrics to actionable insights that enable data-driven marketing decisions - Goodbuzz links social media efforts to business outcomes.  Visit Goodbuzz Inc.