♔ Social Media Case Studies [GB_V.63]

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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♔ Social Media Case Studies [GB_V.62]

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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#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