The best and the worst of

campaigns :)

PREPARE TO BE AMAZED

Hello and welcome to the magical world of my presentation. It will be:a) subjectiveb) not very longc) fun (I hope:)

PART 1 – BEST CAMPAIGNS

1. The Jeep Puzzle

● Jeep created an online puzzle using new Twitter profiles, which users had to follow in order to unlock clues. Each Twitter profile was following a further 12 Twitter profiles, that contained a picture clue. Each profile picture was a piece in the puzzle.

● The pictures were of landscapes only accessible with a Jeep.

● Sounds complicated? Let’s see how it looks in steps

Jeep Puzzle in steps

● Follow the JeepPuzzle profile @jeeppuzzle● Check out who they're following (10 profiles, such as

@volcanopuzzle, @cavepuzzle, @forestpuzzle, etc. - each is a puzzle)

● Each of the profiles follows 36 other profiles● The display pictures of the profiles are pieces of the

puzzle● You have to follow one of the profiles, i.e.

@volcanopuzzle and then follow the profiles which they’re following in the correct order to create a picture.

Who follows whom

@jeeppuzzle follows 10 profiles@snowpuzzle, for example, follows 36 other profiles – pieces of the SNOW puzzle

Jeep Puzzle in pictures :)

Jeep Puzzle in pictures :)

What was so great about the campaign?

• Very cheap to organize – virtually no money had to be spent on creating the Twitter accounts

• It was strongly connected to jeep via the landscapes that only a jeep could access

• It was fun and engaging for the participants• It showed a great amount of creativity • It used the opportunities that Twitter gives – it

shows understanding of the platform

Were there any flaws in the campaign?

• Jeep created a new Twitter account solely for the purpose of this campaign, which gained a lot of followers. Once the campaign ended, the account is no longer used and the followers left the profile, but they didn’t necessarily follow Jeep’s official account.

2. Tweetphony

● A Dutch jazz and pop orchestra, Metropole had its budget cut.

● They created buzz on Twitter to get more people to know about them.

● People could go to the website they created, compose music with a digital piano, and then have the music converted to tweet form and sent to the Orchestra’s Twitter account.

● The Orchestra chose the best pieces and performed it

The digital piano

Pros and cons of the campaign

• It was simply fun and creative • The guidelines and rules were clear – people

knew that not all of the tunes are going to be performed by the Orchestra

• It raised awareness about the Orchestra and helped them collect money for their budget

• It required a certain amount of funds to build the website

3. Snickers: You're not you when you're hungry

● Big UK celebrities posted five very out-of-character tweets

● Katie Price tweeted about global economics. Pretty much sums ip up.

● Then tweeted a tweet with a tagline “You’re not you when you’re hungry” and a picture of the star posing with a Snickers bar.

● Then the accounts returned to normal.

How it looked on Katie Price’s Twitter

The final tweet

Why was it good?

• It used the power of celebrities and Twitter combined

• It was funny• It shows consequence in promoting their

slogan – “You’re not you when you’re hungry”

Problems with the campaign

The campaign caused Snickers to be investigated by UK's Office of Fair Trading, which requires companies to spell out explicitly when a product is being endorsed. Since Snickers paid celebrities to post the pictures, the ads were investigated. The company was eventually cleared of wrongdoing.

4. Ben & Jerry's

● Ben and Jerry’s wanted to promote Fair Trade Day

● They built an app that allowed users to post tweets & it used the leftover characters to squeeze in a fair trade message, including a link to an article about it.

Why is it good?

• It is innovative• It makes the company’s name associated with

a good cause, which is great for the company’s image.

• It doesn’t require the Twitter users to do anything – the message is added to the tweets automatically.

Time for some awful campaigns!The HALL OF SHAME of Twitter campaigns

1. Microsoft and the Japanese eartquake

● On March 12, a day after the Japanese earthquake and tsunami, Microsoft's Bing Twitter account posted this tweet:

Reaction?

● Uproar about Miscrosoft using a tragedy to promote Bing.

● Microsoft apologized and promised to donate the money anyway, and even more than they initially promised

● They donated 2 million – a part of that in cash, and a part in goods, such as software - which also doesn’t show a great amount of thought put into their “support” for Japan.

Why was it an epic fail?

• They tried to use a tragedy to promote their product.

• They haven’t put much thought into how people will react to the tweet.

• Even when they tried to repair the damage, they haven’t really thought about what the people of Japan need after the earthquake.

2. #Oscaring

● Sprint and @OscarRoadTrip wanted to promote a phone giveaway and their Truly Unlimited data service, using the hashtag #Oscaring

● As it was shown in this case, timing is everything.

● A picture says more than a thousand words, so let me show you why the idea failed miserably…

This was what they had in mind

And this is why it was a bad idea to choose #Oscaring as a hashtag

Need an explanation?

If you don’t know who the man in the picture is, his name is Oscar Pistorius. He is a famous South African sprint runner who won many gold medals during Paralympics and set a few world records. He was the first double legged amputee to compete in The Olympics. He’s also the first amputee to win an able-bodied world track medal and he achieved that at the 2011 World Championships in Athletics.

Need further explanation?

• A few days before Sprint attempted to promote #oscaring, Oscar was charged with murdering his girlfriend in his house.

• She was found in his bathroom with multiple gunshot wounds and a bashed skull. He claims he didn’t know she was in the house and thought she was an intruder and he shot her through his bathroom door.

• She was in a bathrobe and a bloodied cricket bat was found at Oscar’s house.

Need even further explanation?

• What makes this even more gruesome, is that the murder happened on Valentine’s Day.

• Oscar is charged with premeditated murder.• Roughly at the same time, the Academy

Awards were about to be awarded – Sprint wanted #oscaring to be associated with Oscars – the Academy Awards, but instead the hashtag made people think about Oscar Pistorius and his alleged crime.

Comments

• It failed because of bad timing.• Marketing specialists should watch the news

and access the risks of their slogan being associated with something negative.

• Wishful thinking is a no-go in marketing – just because you want people to think about something, it doesn’t mean they will.

3. Mc Donald's – the epic fail of epic fails

● In mid-January, McDonald's demonstrated a lack of foresight when it launched the #McDStories hashtag on Twitter.

● They thought it would be used by customers to post their favorite nostalgic McDonald's memories.

● The page became a bulletin board for customer horror stories and a way for past employees to air dirty laundry.

Why was it such a fail?

• Once again, wishful thinking proves to be at fault – just because you want people to do or think something, doesn’t mean they will.

• What makes it even more horrible for the company is the fact that they used Twitter for this campaign – they have no way of editing or monitoring the comments, because anyone can use any hashtag they want.

• If they used Facebook, they could have controlled the comments.

Should have used Facebook instead, Mc Donald's.

Thank you for reading:)