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Comparison of successful and failed campaigns

Social Media Campaigns. Comparison of successful and failed campaigns. Erin Angelico – Social Media Campaigns Spring 2012. Definitions.

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Comparison of successful and failed campaigns

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  1. Social Media Campaigns Comparison of successful and failed campaigns Erin Angelico – Social Media Campaigns Spring 2012

  2. Definitions • Social Media: ”Electronic Communication through which users create online communities to share information, ideas, personal messages, and other content” (Merriam-Webster, 2012) • Campaign: ”Operations designed to bring about a particular result.” (Merriam-Webster, 2012)

  3. Social Media Campaign Examples Tweet Pie(Food Cycle, 2012) 1 Small Business Saturday (American Express, 2011) 2 ✓ GranataPet(foursquare, 2011) 3 4 It Gets Better(It Gets Better, 2012) 5 Heinz(Indvik, 2011) 6 Diesel (Digital Buzz, 2011) 7 Cory Booker(Rednor, 2010)

  4. Going to the Dogs Success for GranataPet Click to Watch Advertisement Idea Check in at foursquare in front of Granata Pet billboard and get an INSTANT snack for your dog Results: Day 1 Each billboard -10 total – had over 100 check-ins Results: Long Term Increase to 100 billboards Annual Sales increased 14% Store request increased 38% (foursquare, 2011)

  5. Laid an Egg Failure for Burger King The Subservient Chicken Idea Chicken Your Way: Interactive web site where users could direct man in a chicken suit to perform over 300 commands at a click of a button. Results: Short Term 15 million visits in 5 days Won several marketing awards Results: Long Term Market share: Decreased to 14.2% from 15.6% Sales growth: 2.9% McDonald’s sales growth: 6.3% (Mullman, 2009)

  6. Comparison Apples to Oranges or Feathers to Fur Similarities Differences • Gets audience to actively participate in the promotion • Outside-the-box thinking • Innovate • Followed up with in-store ads and promotions • GranataPet • Gets product to consumer with the click of a button • Targets appropriate audience: people walking their pets • Burger King • Leads you to site to play with chicken man but doesn’t provide consumer with taste of product • Misses target audience: Men are burger eaters

  7. What Worked? Social Media Done Right Interactive Innovative Real Time Both campaigns engaged their audience into action Granata Pet provided a unique way to get the product to the consumer in real time. No coupons to clip or forms to fill out. Both campaigns used new technology to attract consumers to their product

  8. What Did Not Worked? Social Media Pitfalls Audience Competition Timing Men loved playing with the subservient chicken but most are going to order a burger. Burger King launched an expensive sandwich when people were concerned about saving money. McDonald’s launched successful value menu prior to The Subservient Chicken. (Mullman, 2009))

  9. Works Cited • American Express. (2011). Small Business Saturday. Retrieved from http://smallbusinesssaturday.com/ • Digital Buzz. (2011, June 3). Diesel's Real Life "Likes" via QR Codes. Retrieved from digitalbuzz: http://www.digitalbuzzblog.com/diesels-real-life-likes-via-qr-codes/ • Food Cycle. (2011). Tweet Pie: The Worlds Shortest Recipe Book! Retrieved from Food Cycle: http://foodcycle.org.uk/kitchensink/theblog/2011/07/14/tweet-pie-the-worlds-shortest-recipe-book/ • foursquare. (2011). Granata Pet. Retrieved from foursquare for Business: https://foursquare.com/business/merchants/casestudies/granatapet • Grainger, J. (2009, June 28). 47 Outrageous Viral Marketing Examples over the Last Decade. Retrieved from Ignite Social Media: http://www.ignitesocialmedia.com/social-media-examples/viral-marketing-examples/

  10. Works Cited (cont.) • Indvik, L. (2011, October 20). Heinz Lets Friends Send "Get Well: Cans of Soup via Facebook. Retrieved from Mashable: http://mashable.com/2011/10/20/heinz-get-well-soon-facebook-soup/ • It Gets Better. (2012). It Gets Better Project. Retrieved from It Gets Better: http://www.itgetsbetter.org/ • Merriam-Webster. (2012). Social Media. Retrieved from Merriam-Webster: http://www.merriam-webster.com/dictionary/social%20media • Mullman, J. (2009, June 22). What Crispin's Lauded BK Work Doesn't Do: Gain Ground on McD's. Retrieved from Advertising Age: http://adage.com/article/news/fast-food-crispin-s-bk-work-gain-mcd-s/137472/ • Rednor, M. (2010, December 31). Top 5 Social Media Campaigns of 2010. Retrieved from iMedia Connection: http://blogs.imediaconnection.com/blog/2010/12/31/top-5-social-media-campaigns-of-2010/

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