PACIFICO BEER’S “WEBTREK” ONLINE SCAVENGER HUNT

Pacifico Beer has launched an interesting online scavenger hunt called the Pacifico Webtrek.   The website experience is touted as “sort of a job application to see if you can handle all the stuff the Pacifico lifestyle throws at you”.   If you can prove you can, they might just hire you for their next adventure.

The travels starts with print, digital and OOH that contain searchable tags and QR codes pointing people to Pacifico's Facebook page.  There, they learn about the Webtrek and can view the short film (below), Grey Whale Sessions, which will offer the first clues of a journey retracing the path of the surfers and musicians in the film. Players will travel across a series of websites, each of which will offer a clue. 

The appearance of the Pacifico bottle cap lets you know you're on the right track. Follow the trek to its conclusion for a chance to take part in Pacifico's next trip to Mexico.

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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.

Social Media Case Studies [Aug-GB_V6.0]

Adidas recently launched a social media campaign featuring several international sports stars to promote MiCoach, a new personal coaching application - PRWeek

NATIONAL GEOGRAPHIC is launching an email marketing campaign that includes a Facebook "like" button to get people talking about their new feature documentary called "Restrepo." More at DMNews

STARBUCKS shares how social media helped drive more than one million people into stores for their “Free Pastry Day” Promotion - PRLog

TARGET used Twitter to promote their fall fashion show in New York with a series of videos and ads streamed live on the event's Facebook page - brandchannel

The AMERICAN RED CROSS recently hosted an Emergency Social Data Summit to discuss the use of social media in emergency situations.  More at - American Red Cross

FORBES launched a new blogging platform that allows marketers to contribute content to both their print publication and their website - BtoB

OFFICEMAX has added a Back to School tab on their Facebook page that includes a "Can You Make the Grade?" quiz.  Check out their promotion at Facebook

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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.

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.

PARTICIPATORY MEDIA AND BRAND UTILITY

“The next stage of brand advertising is going to be in the realm of 'branded utility, creating something that people need.  For the same budget and energy as we expend on current forms of advertising, we could be making something more tangible, useful, relevant, and reusable that plays a more integral part in the consumer's life”.  Benjamin Palmer

What does your brand extend user’s that makes their lives easier?  Wasn’t that the promise of technology?   Savvy brands today recognize the power of Branded Utility - giving people something they actually need without demanding an immediate return. Think:  Any gadget, widget, app, or gizmo that extends real, tangible, value (and seamlessly integrates into existing platforms).

The underlying principle of good advertising is interaction, so start by identifying the unique characteristics and advantages of your brand.  Then place your brand (as the chief protagonist) in a storyline, game, or event that allows it to emerge as the hero (and helper).   A participatory vehicle that makes your brand more relevant, entertaining, and participatory for users.  Above all - useful. 

Nike+ platform is a phenomenal example.  It integrates iPod, iTunes and Nike sensors to provide detailed (individual or collaborative) training and workout information and online community to further motivate.  Moreover, Nike sponsors and encourages users to organize weekend events in their local. This approach puts brands into the centre of people’s lives, at an appropriate moment, earning those brands attention and engagement.

This is all part of a larger paradigm shift in how brands engage consumers. Brands are less willing to pay media owners for the right to interrupt the audience that the media owner has aggregated. They know that with the right content and the right approach they can create their own audience – where quality is much more important than quantity.

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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.