Frito-Lay's Guinness World Record Attempt for Facebook Fans

Today’s savvy brand campaigns use a variety of methods to engage constituents and grow their Facebook Pages. Some resort to bribery, some subterfuge, some through shear hard work. PepsiCo’s Frito-Lay brand, for example, decided to combine a world record attempt with free food giveaways. Snickers made a play on the popular ‘Like’ button and American Express Canada asked fans to ‘dream big’ about travel.

Frito-Lay

The Goals: Page Growth, Engagement, Network Exposure, Brand Loyalty, and Product Purchase

Core Mechanic: Frito-Lay announced on Facebook its intention to vie for the “Most Fans on Facebook in 24 Hours” title in the book of Guinness World Records.

Method: Frio-Lay promoted then implemented a Guinness World Record attempt to gain the most Facebook fans in 24 hours on April 11. After adding 1,571,161 new Likes during that 24-hour period, and thus gaining the world record, the company wanted to thank its fans. Therefore, the company gave away 24,000 bags of chips (retail value $3.99 USD) starting on April 29 to fans who either already Liked the Page, or new fans who wanted to do so, and who also registered on a tab on the Page.  This allowed the company to again capitalize on its Guinness record, gaining new fans and also appearing in the streams of 24,000 of its fans.

Impact: The Page added more than 1.5 million Likes in 24 hours, then gave away 24,000 bags of Frito-Lay chips. To think of it another way, Frito-Lay appeared in the news feeds of 1.5 million people in a 24-hour period.

FINAL TAKEAWAY:  Bribery works.  Hell, I’ll “Like’ your FB page for a free $3 (Retail) bag of chips (even though they cost you 17 cents and the bag is more expensive then the product).

American Express Canada’s ‘Dream Travel’ Contest

Goal: Page Growth, Engagement, Network Exposure, Product Purchase

Core Mechanic: A sweepstakes app that asks users to submit photos of their travels in order to qualify to win a travel prize.

Method: The sweepstakes is Like-gated, and users who want to participate must enter their information on the app, then submit a photo and description talking about their favorite travel moment, finally, they describe their dream travel experience.

Users then get their networks to vote and share the image, and getting the most votes helps users to be eligible to win. Every time you vote, a story pops-up to be published to the stream, comment on the photos, and users can share photos to Twitter or the Facebook stream.  The prize is $10,000 towards a user’s “travel dream.”

Impact: Thus far the Votigo-powered sweepstakes has garnered about 500 entries, and the Page is up to 28,300 ‘Likes’. Yet, considering the contest has been going since April 6 and is wrapping up this week, you’d expect for there to be more entries, considering the number of fans of the Page.

FINAL TAKEAWAY:  The (Forrester) Technographic profile for the American Express target audience identifies they’re not content creators - they are joiners and followers. Therefore asking users to upload photo content here is a miss - and is reflected by the low level of engagement (especially with a high fan base).  The miss here is not the idea, rather the execution.

♔ SOCIAL MEDIA CASE STUDIES [GB_V37.0]

Brands like Levi's, Amazon, and Diesel are relying on the "F-Factor" and focusing on their fans' social experience of making a purchase or using a product. - ConversationAgent 

The Washington Post is launching Trove -- a personalized, social news site that aggregates news according to subjects of interest, important daily headlines, and Facebook likes and dislikes from more than 10,000 sources. - TechCrunch 

According to Visibli's study, Audi and American Airlines top the list of most engaging Facebook pages. For every 100,000 fans, Audi is averaging 228 likes per post, while American Airlines averages 128. - ClickZ

Fast Society App - Whether a group conference call or sending a text message to everyone at once. Reach everyone at once by simply texting a single number - or shout out to all with a recorded voice message. This could be a nice campaign add-on -  App

The New York Times' R&D Group's 'Project Cascade' - The tool visualizes "how information propagates through the social media space." With it, users can see the lifecycle of a news sharing conversation, the connection between readers and publishers, and the most influential sharers and contributors to a conversation -Video 

Renault connects Facebook using RFID - Renault placed specially made Facebook pillars in front of the Renault cars. By holding their event pass in front of these pillars, a connection was made to the users profile and the car was "shared" on their FB wall- Video 

Intel's Social Media Strategist, Ekaterina Walter, shares seven strategies they used to handle an attack on Facebook. - SmartBlog on Social Media 

Molson Coors Canada brought their Silver Bullet Express icon to life with a three-month campaign that followed the train and its activities on YouTube and Facebook. - Marketing Magazine 

NIKE FOOTBALL’S ‘Zuperfly’ campaign site (http://bit.ly/i3tajf) and social integration (by Naked Communications, Sweden) is a fantastic mix of creativity, interactivity and technology. Also well integrated socially via Facebook

Procter & Gamble's Pepto Bismol brand is celebrating Cinco de Mayo with a YouTube app that lets users customize their own smashing piñata video and share it on Facebook and Twitter. - YouTube 

By engaging shoppers with videos, photos, and special offers, Victoria's Secret and its Pink brand became two of the most liked retail brands on Facebook in March. - Internet Retailer 

Orange's 'Predict-A-Chick' Campaign - Orange was running a cool little campaign called Predict-A-Chick on TheFeed, streaming a live hatchling lab of about 17 numbered chicken eggs that would become a real-time guessing game for “First to Hatch” and even things the “Loudest Tweeter” – Video 

Turner Broadcasting System's TruTV has created the first Facebook-only full-length episode as the fans' reward for reaching 500,000 likes on the "Operation Repo" Facebook page. - Ad Age  

Reebok is releasing The Promise Keeper -- a new mobile application that keeps track of your scheduled runs and shares with friends on Facebook or Twitter whether or not you've completed them. - HotHardware 

Brands like Levi's, Amazon, and Diesel are relying on the "F-Factor" and focusing on their fans' social experience of making a purchase or using a product. - ConversationAgent 

On the Merits of the UX Designer - Who doesn't love a good UX design? Video 

The Washington Post is launching Trove -- a personalized, social news site that aggregates news according to subjects of interest, important daily headlines, and Facebook likes and dislikes from more than 10,000 sources. - TechCrunch 

PepsiCo's Quaker brand is donating two million bowls of oatmeal to help feed Canadians in need after fans created the goal of 25,000 virtual breakfast bowls on Facebook. - Social Media Release 

SEA LIFE's 'RAINCAMPAIGN' - Here's a clever aquarium ad (from FRESH GREEN ADS, Holland) that appears on the sidewalk - but only when it rains. Of course, in the Netherlands it rains over 240 days of the year, so not at all a wasted effort - Video 

Livestrong 'Break Cancer' Campaign Case Study - Here's an impressive Butler Bros campaign that aligned multiple constituents, garnered more than 10 world records, and over 10 million social impressions. Video 

Reporters Without Borders Print Ads That Really Speak to You - Just scan the QR code with your iPhone and place the phone over the leader's mouth in the print ad. The voice turns out to be a journalist discussing media censorship in that particular country - More 

For more articles and posts from the last week please visit both @goodbuzz and @disruptbureau.  If you have info, articles, case studies or other examples of 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.

♔ SOCIAL MEDIA CASE STUDIES [GB_V36.0]

NBC is launching ‘NBC Live’ a live social stream of conversation that allows fans to interact with each other and the NBC staff during the airings of prime-time shows.  - TV Guide 

Magnum 'Pleasure Hunt Across The Internet' - This multi-site Advergame concept's (Lowe Brindfors) been done a few times before (i.e. Lynx Party Across The Internet) but still works – Video 

Carlsberg launched their latest global digital campaign (apparently as a tribute to 2008 creative) with a Facebook app that invites users to type in a transmission, upload their photo and even send a message to friends (from the moon) using text-to-voice and face mapping - Site 

The Diesel Brand and the Cult of Stupidity - The Diesel brand was born more than 20 years ago and today is present in over 80 countries with 10,000 points of sale. Here's a look at the 'stupid' brand – Overview

Zappos, Ford, Cree, and Hasbro are among the top big brands the Social Media Examiner highlights as implementing innovative social media marketing.  - Social Media Examiner 

The billboard (near the Holland Tunnel in downtown Manhattan) says "Today I'm feeling (blank)" By downloading the 'magic' (aka GoldRun) for your iPhone - you can see (via AR) your animated emoticon on the billboard. Imagine the possibilities – Video 

  

Forsman & Bodenfors have done it again with this app for Reebok. If you schedule a run using the app - and don't do it - the app busts your balls and tells all your friends what a slackass you are using social media. Come to think of it, that may just work – Video 

Clarisonic's Director of Cause Marketing, Lou Yaseen, discusses how they are keeping fans interested and engaged after the success of their Facebook cause marketing campaign.  - eMarketer 

Aston Martin released their latest mobile App that’s as innovative as the product itself - featuring retina display graphics, multi channel audio recordings, exclusive content, and advanced telemetry technology – Overview

Wrigley brand 5 Gum used Twitter and other digital channels to promote its sponsorship of last weekend's Coachella Music Festival's live stream on YouTube.  - SMI 

This SAS Airlines Campaign (by CP+B Europe) was taken down by Facebook. It's no 'Whopper Sacrifice' - but still considered a success (with the results to prove it) – Overview 

Bazooka Candy shares how The Topps Company gained over 12,600 page likes in ten hours after the release of their new product, "Sweet Tweets," on Facebook.  - ClickZ 

Mitch Joel's (Six Pixels of Separation) presentation of his 2011 talk on Social Commerce and the Rise of the New Consumer - Video 

Electronic Arts is promoting the release of their new game, Battlefield 3, by prompting fans to like their Facebook page and unlock a sneak-preview video.  - OSM 

Everything you ever wanted to know about Social Media - White Paper - Scribd 

The 'Razorfish 5' Report identifies five technologies changing our current landscape - Report 

Procter & Gamble is celebrating Pampers' 50th birthday with a new program, "Little Miracle Missions." Fans are encouraged to share their own little miracle stories and photos or make a pledge to the mission on Facebook.  - MediaPost 

Everything you ever wanted to know about Facebook commerce but were afraid to ask - Report 

Reebok shares how customer feedback on blogs and Facebook inspired their new product social strategy.  - AdWeek 

Heineken 'Tastebuddies' Case Study - a concept created specifically to fit into (and not over-commercialize) the Flow Festival in Helsinki – Overview 

BMW’s EVolve App helps users track their daily driving habits and after three trips will start evidencing EV compatibility, create manual trips, plug in mobile app data and use an EV Dashboard – More

 As a part of the "Terminal 2 Takeover" campaign, Virgin America is encouraging passengers to check-in at their new San Francisco International terminal via Facebook and Foursquare.  - Planegrazy 

Toyota is teaming up with Electric Arts to feature their Prius vehicles as virtual gifts in the Facebook social game, "MONOPOLY Millionaires."  - MSN Money 

Here's a fun little 'brandwashing' project from Swedish design artist Viktor Hertz – More 

These clever interactive Bus shelters with digital billboards, pressure sensors, and mock electrocardiogram monitors that are flat-lining (by LG2) certainly get your attention – Overview 

Facebook just launched a stand-alone community site where ad agency creative-types (like YOU) can share ideas, insights, and comment on campaigns – Site 

Have you ever suspected you have a big melon but weren’t sure how to leverage it for advantage? Volkswagen Passat’s latest website (by Achtung, NL) literally allows you go head-to-head against your LinkedIn contact list using your profiles head size – Website 

This Best Buy app (by Crispin Porter + Bogusky) tries to extend a clear product upgrade path (and build loyalty at the same time) – App 

The Diesel Brand and the Cult of Stupidity

The Diesel brand was born more than 20 years ago and is today an innovative international design company, manufacturing jeans and casual clothing as well as accessories. It is present in over 80 countries with 10,000 points of sale and almost 50 company-owned stores.  


From the very beginning, Diesel’s design team rejected the slavish trend-following typical of the fashion industry, turned their backs on the style-dictators and consumer forecasters of the fashion establishment and let their own tastes lead them. In short, the company viewed the world as a single, border-less macro-culture. Today Diesel is a global brand with a consolidated annual turnover of 575 billion Lire (US$ 330 millions), 85% of which is generated outside Italy.


From an agency standpoint, we can only imagine that working on a Diesel campaign would be a great deal of fun.  The Diesel brand seems to acknowledge the stupidity of brands at large (and life and general) becoming a parody and caricature of itself - a mirror to the absurdity of the human condition.  





The essence of all Diesel creative is fun, clever innovation with a touch of mischief - and despite being a global brand Diesel's 'Be Stupid' campaign has provided some breakthrough work in different markets around the world.  You may remember Diesel’s ‘Safe For Work Fruity Porn’ (below) or the recent ‘Diesel Island’ campaign.

The latest example is Diesel’s recent promotion of its footwear in Japan. Diesel wanted to offer consumers a chance to enjoy being stupid, while communicating a 'kick ass' theme to its young, fashion-conscious target audience. So what’s so different about Diesel shoes?  You guessed it. They are superior for 'kicking ass’.  So how do they evidence this simple insight while generating buzz and peaking interest across social networks?

If Diesel sneakers were made for kicking ass (a cultural faux-pas in Japan) then the most obvious choice was to give shoppers the opportunity to test the brand's claim.  A 'Kick Ass Hall' was built at the Nagisa Music Festival where Diesel turned the idea of ‘kicking ass’ into a game. In said game, participants competed to see how far they could kick a willing volunteer (dubbed 'the Asser') down a short track.  

The incentive? A pair of Diesel sneakers of course to the contestant who succeeded in kicking the Asser the farthest down the track.  We should note that the role of ‘Asser’ came with an attractive remuneration package of ¥50,000 per day and the ‘Asser’ recruitment exercise served to generate even more PR hype before the event.

RESULTS

• The ‘Asser’ recruitment story was ranked the top new story for several days on Mixi news, the largest social network in Japan. 
• PR coverage equivalent to more than ¥30,000,000, was generated during the course of the campaign, which included coverage in both online and print.
• More than 3,300 tweets were received during the campaign phase.
• Diesel received more than 4,960 applications from prospective ‘Assers’
• All activities generated buzz and product interest all while reinforcing the brand attributes.

♔ SOCIAL MEDIA CASE STUDIES [GB_V35.0]

THE BIG PICTURE?  Agencies are increasingly incorporating tech talent into the creative process and building tech expertise inside and outside client relationships in order to produce integrated campaigns that effectively use social media, apps, mobile and viral video.


The Desperados YouTube Experience – it’s über Social, viral, interactive and extremely well executed across multiple properties – Site 

Morgan Spurlock’s TED Talk - naturally, Spurlock put the naming rights to this TED speech up for bid on eBay—and got a company to pay $7,100 - Video 

GM is taking the extra step to start a conversation and interact with fans with a personalized presence at SXSW - Faces of GM

Here’s a great example of branded utility - Belgium's Flair Magazine's Facebook App lets women tag a friend's outfit and ask where she got it – Video Overview 

Radio Shack discusses how their Foursquare fans typically spend three-and-a-half times more compared to what their non-Foursquare customers spend - ClickZ 

Hyundai Accent's 3D Projection Mapping integrates the car into the installation – Video 

Skittles' new "Touch the Rainbow" campaign features a variety of interactive videos on their YouTube channel, including the viral "Touch: Cat" video - brandchannel 

Xbox Kinect’s 'Design your own Souvenir' - of YOU! Using openFrameworks and openKinect, in combination with 3 Xbox Kinect’s, this installation delivered a 360 degree point cloud that could then be extruded in real time with a 3D printer – Video Overview 

KLM Royal Dutch Airlines is engaging with fans directly on Foursquare, Twitter, and YouTube. Recently, they changed their flight schedule to accommodate a fan's tweet request and the result was a world record, in-flight dance party - Social Times 

RED BULL's STREET ART VIEW – Using Google Street View to showcase street art (i.e. graffiti) all over the globe. Tag your favorite spot, share it with friends and help build the world's largest art collection – Site 

"Best in Class" finalists for Bazaarvoice's 2011 Social Commerce Summit include RUBBERMAID, 3M, DOMINO'S, ESTEE LAUDER COMPANIES, HP, AND MACY'S -  Social Commerce Summit

Clients From Hell – An online collection of anonymously contributed client horror stories from designers – Site 

The U.S. Army Corps of Engineers, Charleston District, share their uses for social media ranging from project updates to recruiting purposes - SmartBlogs 

The GOAB TV Experience - This app transforms your handset (tablet/mobile) into a socially and commercially-enabled TV remote. The app brings the possibility of user interaction within television to life with a look at how social integration may work in the future – Video 

HYPER ISLAND get creative about getting their students agency internships with an iApp and a website (launching tomorrow) at www.InternStore.com - App Overview 

State Farm has launched a new social networking page for Latinos on Facebook that features bilingual posts and partnerships with Telemundo.com and Tu Musica - MediaPost 

'Seattle's Best' (Starbucks subsidiary) is hosting a live 24-hour show dubbed the "Declare Your Level Show" with famed comedy troupe Second City - Article 

Scholz & Volkmer (Berlin) are launching a new campaign for Adidas where they are staging a live “interactive” online competition for 5 days where FB fans will be able to control everything a German player does (who wants to become the 12th man of FC Bayern) – Website 

GameStop is launching a Facebook-based store called ShopStore that will allow fans to browse merchandise and make purchases directly from the Facebook application - CNET 

Clever Chromaroma turns London's transport infrastructure turned into a dynamic multiplayer gameplay experience – Video Overview 

Research in Motion is giving away a BlackBerry PlayBook tablet to the fan with the best haiku submitted on Twitter - Twitter 

REI share how they are using location-based check-ins to build relationships and drive sales - Vimeo

Have Case Studies or other examples to share?  Join us on Facebook and post or e-mail us and we'd be happy to do so.