Social Media Case Studies [Aug2-GB_V5.0]

What do Zagat, Bravo, and The History Channel have in common?  They’re among the top brands on Foursquare.  What are they doing that’s so unique? – More at ReadWriteWeb

A&W is giving away free floats to people who "like" them on Facebook in celebration of National Root Beer Float Day. – More at Facebook

No kidding. Delta's Ticket Window app allows customers to book flights directly through Facebook. – More at ClickZ

JetBlue finally responded to news about their flight attendant who dramatically quit his job last week by poking fun of themselves in a blog post entitled "Sometimes the weird news is about us." – More at CNN

How PlayStation, GM, and Marriott leverage their corporate blogs – More at OPEN Forum

Gillette's "Razor Guys" campaign features two college students traveling around the U.S. making pitches for the new razor -- blogging and tweeting merrily along the way – More at brandchannel

Proctor & Gamble is calling on influential bloggers and online communities to help inspire people to get involved with their Children's Safe Drinking Water program. PROMO

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Goodbuzz Inc. is a Toronto-based Digital Agency that creates social media campaigns that entice consumers to play, create, and share brand experiences. This is accomplished by focusing 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 or join us on Facebook. Any / all product names mentioned in this document may be trademarks or registered trademarks of their respective companies and are hereby acknowledged.

Integrating Experiential and Social Marketing Part 2 – Target’s Kaleidoscopic Fashion Spectacular Promotion

Experiential Marketing is all about orchestrating memorable events for customers, and that memory itself (the sensory brand "experience") becomes the product.  As it relates to social/participatory media, many savvy brands are finding novel, compelling ways of integrating social media with live brand experiences. An excellent example is Target’s Kaleidoscopic Fashion Spectacular Promotion.

The Challenge?  How to promote Target’s fall fashion line of clothing in a way where people will take notice?  How to create buzz around the event and share it with people around the world?   All while leveraging PR 2.0 and emerging technologies?

Target teamed up with Mother N.Y. and the resulting event is tonight in New York City at the Standard Hotel.  The event will debut a massive indoor/outdoor spectacular to promote the store's fall line of clothing.  Starting at 9 pm, 155 rooms on the south side of the Standard will become the stage for a massive choreographed light and dance show. 66 dancers will perform in the windows against 156 LED lights, while models strut along an outdoor catwalk on the street below—all clad in autumn threads from Target outfitters like Mossimo, Merona, Converse and Liz Lange

An original soundtrack by Squeak E. Clean, a.k.a. Sam Spiegel, performed by a 30-piece orchestra and 10-person chorus, will accompany the twenty-minute performance. It gets better.  Viewers who can see the show but are not close enough to hear the music clearly will be able to call into a special number (866-500-5046) for the audio.

For those not in New York, Target will be broadcasting the event on its Facebook page starting at 8:30pm EST. There, viewers can also get a taste of things to come with some quirky clue videos (like this, this or this) teasing tonight's show.


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Goodbuzz® is a Toronto-based Digital Agency that creates participatory media campaigns that entice consumers to play, create, and share brand experiences.  This is accomplished by focusing 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 or join us on Facebook. Any / all product names mentioned in this document may be trademarks or registered trademarks of their respective companies and are hereby acknowledged.

Integrating Experiential and Social Marketing – The magic of Coca-Cola’s “Village” Experience

The term Experience Economy was first described in a book published in 1999 by B. Joseph Pine II and James H. Gilmore.  The author’s argue that businesses must orchestrate memorable events for their customers, and that memory itself becomes the product - the "experience".

Many big brands involved with Experiential Marketing have been wondering how best to integrate social media with live brand experiences?   Moreover, how to engage and integrate all participants as a part of the live event in a meaningful and relevant way?  Coca-Cola enlisted Isreali experiential agency Promarket to do just that.  The innovative Coca Cola Village experiential event synced everyone who participated.  Live in real-time. 

The Coca-Cola Village experience was run in 2010 through Facebook.  Perfect for their target’s technographic profile, a Facebook app allowed teenagers to easily register and participate.  The simple goal was to collect ten Coca-Cola caps, gather eight friends (who did the same) and gain exclusive entry to the Coca-Cola Village.  At the Coca-Cola Village, users were given a unique (RFID Microchip enabled) wristband that held their Facebook login / password - so all they needed to do was swipe when starting each new activity (now integrated with Facebook). Every time a user swiped, his or her Facebook status was instantly updated with what users were specifically doing at the event, keeping friends up to date in real time.   It get’s better.  The wristband also allowed for auto-tagging of all the photos taken at the Coca-Cola Village.

The results? The experience could accommodate 650 teenagers a day and the three-day Coca-Cola Village experience generated over 100,000 posts.   

Watch the Video Case Study

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Goodbuzz® is a Toronto-based Digital Agency that creates participatory media campaigns that entice consumers to play, create, and share brand experiences.  This is accomplished by focusing 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 or join us on Facebook. Any / all product names mentioned in this document may be trademarks or registered trademarks of their respective companies and are hereby acknowledged.