Social Media Marketing Hall of Fame

SOCIAL MEDIA MARKETING HALL OF FAMEMOST REMARKABLE PLATFORMS AND PROGRAMS

(2006-2010)

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(2006-2010)

Gaurav Mishra/ Gauravonomics

www.gauravonomics.com [email protected] on your favorite social network

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Director of digital and social media at MSLGROUP Asia

I help global brands benefit from social as in connecting people and social as in benefiting the society at MSLGROUP (http://mslgroup.com/#practices/socialmedia)

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Writer and speaker at Gauravonomics

I help marketers, entrepreneurs and activists understand how the social web is changing how they engage with their stakeholders at Gauravonomics Blog (http://gauravonomics.com)

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Designer and changemaker at IdeaSliver Labs

I help non-profits and social web startups design remarkable social experiences at IdeaSliver Labs (http://ideasliver.com)

SOCIAL, NOT INTERACTIVE, NOT VIRAL

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22 In “interactive”, people interact with the website or the application.

33In “viral”, people merely share a pre-produced video with other people.

11This list is focused on “social” platforms and programs. “Social” is not the same as “interactive” or “viral”.

44In “social”, people interact with other people, and the interpersonal interaction forms the core of the website or the application.

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Social is not the same as interactive or viral

So, games and immersive web experiences are often interactive, but not social.

55

66Similarly, advertising, applications and web serials on social networks are often viral, but not always social.

44interaction forms the core of the website or the application.

SOCIAL MEDIA MARKETING IN 2006

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� What: In 2006, Amex invited consumers to create and upload their own short films around the theme of ‘My Life Is…’

� Why: Inviting consumers to interpret

Amex My Life My Card

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consumers to interpret the brand.

Source: http://mylifemycard.com and http://youtube.com/watch?v=kJwOutie-v8

� What: In 2006, Nike created a community for runners where runners could collect and share their running data via an iPod connected to their Nike shoe via a sensor.

Nike Plus

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Nike shoe via a sensor.

� Results: Nike Plus runners have logged more than 100 million miles.

� Why: Creating an immersive online-offline social experience.

Source: http://nikeplus.com and http://youtube.com/watch?v=UfWTQA6QPk4

� What: In 2006, Fiat 500 ran a series of contests around the theme of ‘500 Wants You’ and asked consumers to help define the brand.


Fiat 500

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Source: http://fiat500.com , http://youtube.com/watch?v=pnlwRbVAlKc and http://www.youtube.com/watch?v=bN4S9mlFRDc

� What: In 2006, Netflix invited consumers to improve their movie recommendation algorithm by 10% and offered the winner a prize of $1 million. In 2009, a global team

Netflix Prize

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2009, a global team led by AT&T Labs won.

� Why: Crowd-sourcing product and process innovation.

Source: http://netflixprize.com and http://youtube.com/watch?v=ImpV70uLxyw

� What: P&G created a community where young girls could talk to each other about growing up.

� Why: Creating a community around a social heartbeat.

P&G Being Girl

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social heartbeat.

Source: http://beinggirl.com , http://youtube.com/watch?v=eYq-sKSZsNg and http://youtube.com/watch?v=7WOUbi8l_nI

� What: In 2006, Sunsilkcreated the Gang of Girls community for young girls to connect with each other and discuss fashion and grooming.

� Result: The community

Sunsilk Gang of Girls

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� Result: The community has over 7,50,000 registered members but active users are low due to neglect.


Source: http://sunsilkgangofgirls.com and http://youtube.com/watch?v=nSUmdRKu93c

� What: In 2007, Warner Brothers created an elaborate alternate reality game in the run up to its much anticipated movie ‘The Dark Knight’.

� Why: Creating an

The Dark Knight Why So Serious?

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� Why: Creating an immersive social experience with strong storytelling.

Source: http://whysoserious.com and http://youtube.com/watch?v=cD-HRI-N3Lg

� What: In 2007, Diesel created a viral campaign where two models, called Heidis, “kidnapped” their salesperson, “hijacked” the diesel.com website,

Diesel Heidis 15 MB of Fame

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diesel.com website, and asked viewers for ideas on how to become (in)famous.


Source: http://youtube.com/watch?v=-wZH_gkjaWE

� What: In 2007, Doritos ran the ‘Crash the Super Bowl’ contest and aired the two winning commercials on Super Bowl all the five finalists on national TV.

Doritos Crash the Super Bowl

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national TV.

� Why: Inviting consumers to interpret the brand.

Source: http://crashthesuperbowl.com and http://youtube.com/watch?v=Y4aKSAlVtTk

� What: In 2007, Mini created a community for designers and artists to connect around the ‘creative use of space’.

� Why: Creating a community around a

Mini Space

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community around a social heartbeat.

Source: http://minispace.com and http://youtube.com/watch?v=j5rqWpDeH0k

� What: In 2007, Dell launched customer-driven ideation community Dell Ideastorm and invited consumers to submit ideas to help Dell build better products.

Dell Ideastorm

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better products.


Source: http://ideastorm.com and http://www.youtube.com/watch?v=Y0SOXW_K56w

� What: In 2007, Starbucks created the V2V volunteer network to connect people and actions around local Starbucks stores.

� Why: Mobilizing citizens to support a

Starbucks V2V

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citizens to support a cause.

Source: http://www.v2v.net/starbucks and http://youtube.com/watch?v=UYyJyojUa5g

� What: In 2007, TOI launched Lead India to find the next generation of Indian leaders. In 2009, TOI used the Lead India platform to engage Indian youth in the Lok

TOI’s Lead India

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Indian youth in the LokSabha elections.

� Why: Mobilizing citizens to support a cause.

Source: http://lead.timesofindia.com and http://youtube.com/watch?v=MkJtRZ7ponM

� What: In 2008, BarackObama effectively leveraged social media, including his own social network my.barackobama.com, to win the US presidential election.

Barack Obama’s US Presidential Campaign

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presidential election.

� Results: With the support of 13 million community members, Obama won a historic election.


Source: http://my.barackobama.com and http://youtube.com/watch?v=N3Ol8YlfWig

� What: In 2008, Microsoft created ExecTweets to aggregate tweets from top business executives in one place.

� Why: Aggregating conversations from the

Microsoft ExecTweets

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conversations from the social web.

Source: http://exectweets.com

� What: In 2008, Intel and Asus collaborated to ask consumers to imagine their ideal computer.


Intel/ Asus We PC

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innovation.

Source: http://wepc.com and http://youtube.com/watch?v=Klef_laNzwg

� What: In 2008, British Airways created a network of local experts to match the best places in London and New York.

� Why: Inviting experts to curate content for

British Airways Metrotwin

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to curate content for the community.

Source: http://metrotwin.com

� What: In the run up to the 2008 Beijing Olympics, McDonalds China asked consumers to upload cheers of ‘I’m lovin' it when China wins’.

� Results: 220,000

McDonalds 1.3 Billion Cheers for China

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� Results: 220,000 people uploaded cheers and the top five led 1200 people in the official cheer.

� Why: Creating a web-based talent hunt or reality show.

Source: http://mcd.qq.com and http://mcdonalds.com.cn/awards/cheersforchina.html

� What: In 2008, American Express donated $1 million to charities selected by their customers via voting.

� Why: Inviting consumers to submit

American Express Members Project

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consumers to submit and support causes for funding.

Source: http://membersproject.com and http://youtube.com/watch?&v=WZOwOFDoYYU

� What: In 2009, Nokia created an alternate reality game where consumers could find out everything about three characters through their lost phones.

Nokia Someone Else’s Phone

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phones.


Source: http://someoneelsesphone.com and http://youtube.com/watch?v=4X3HzFUIQug

� What: In 2008, Penguin created an alternate reality game where six authors used social networks and digital techniques to redefine storytelling for the 21st Century.

Penguin We Tell Stories

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21st Century.

� Results: 300,000 viewers played along.


Source: http://wetellstories.co.uk and http://youtube.com/watch?v=aOXvUV4RQKQ

� What: Starting in 2008, HP China has created a series of campaigns to invite young consumers to explore their creativity and create art, music and a film.

� Why: Creating a web-

HP My Computer My Stage

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Source: http://hpmystage.com and http://youtube.com/watch?v=0RwDFI0K9KY

� What: In 2008, BMW invited consumers to create graffiti on its car model using a Facebook application, to explore the theme of ‘What drives you?’.

� Why: Inviting

BMW 1 Series Graffiti Contest

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Source: http://apps.facebook.com/graffitiwall/

� What: In 2008, Starbucks invited consumers to share ideas for improving the coffee chain’s in-store experience, food and beverage offerings and community

My Starbucks Idea

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community engagement.


Source: http://mystarbucksidea.com

Source: My Starbucks Idea

� What: In 2008, in the run up to the Beijing Olymics McDonald’s created an unbranded six-month long alternate reality game to showcase the spirit of the Olympics.

McDonalds The Lost Ring

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of the Olympics.


Source: http://olympics.wikibruce.com and http://youtube.com/watch?v=cqJWRGxOIsw

� What: In 2008, Tata Tea catalyzed an entire ecosystem of citizen action initiatives during by asking young people to wake up as citizens.

� Results: More than

Tata Tea Jaago Re

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� Results: More than 650,000 first time voters registered to vote.


Source: http://jaagore.com

� What: In 2009, Mountain DEW launched the year-long DEWmocracy campaign and invited its fans to select its next drink.

� Why: Crowd-sourcing product and process

Mountain DEW DEWmocracy

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product and process innovation.

Source: http://dewmocracy.com, http://youtube.com/watch?v=ZEnFVkFMPKg and http://youtube.com/watch?v=OnaqDPlKEjo

� What: In 2009, Best Buy created an application to enable 2000 employees address customer problems on Twitter.

� Why: Crowd-sourcing customer support.

Best Buy Twelpforce

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customer support.

Source: http://twitter.com/twelpforce and http://youtube.com/watch?v=iUhUSOJyd5Y

� What: Nike and Livestrong invited supporters to send them inspiring messages, printed and photographed them on the Tour De France course using a robot,

Nike and Livestrong Chalkbot

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course using a robot, and sent them the pictures with GPS coordinates.


Source: http://livestrong.org/chalkbot and http://youtube.com/watch?v=oNg-rQR6z84

� What: Playground Store created a web-based reality show. Consumers bought items from their favorite contestant, then helped them stay awake by following

Sleepless an Playground

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awake by following them on social networks and sending them messages. If their contestant won, they won their money back.


Source: http://youtube.com/watch?v=6AjGpMwc1YQ

� What: In 2009, Burger King created a Facebook application and asked consumers to unfriend ten Facebook friends to win a $3.95 whopper burger.

Burger King Whopper Sacrifice

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burger.

� Results: More than 200,000 people were unfriended before Facebook deactivated the app.


Source: http://apps.facebook.com/sacrifice and http://youtube.com/watch?v=XXd0UoxK-Ik

� What: In 2009, Burberry invited fashion photographers and consumers to upload photographs of normal people in the trench coat.

� Why: Inviting experts

Burberry Art of the Trench

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� Why: Inviting experts to curate content for the community.

Source: http://artofthetrench.com

� What: In 2009, Queensland Tourism invited applications for the best job in the world, which offered a salary of AUD $150,000 for a six month position with live-in

Queensland Tourism Best Job in the World

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position with live-in luxury accommodation.


Source: http://islandreefjob.com.au and http://youtube.com/watch?v=Of6EBA1pmdg

� What: In 2009, Doritos in Argentina created a petition to bring slow dancing back in discos so that young people could get close to each other.

� Results: 500000 people

Doritos Bring Slow Dancing Back

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� Results: 500000 people signed the petition and 7000 people attended a slow dancing event.

� Why: Mobilizing citizens to support a (fun) cause.

Source: http://youtube.com/watch?v=27kGHoreQow

� In 2009, Gatorade created a replay of a tied football match between two school football teams, and invited consumers to nominate their own replays.

Gatorade Replay

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replays.


Source: http://replaytheseries.com , http://replaycasestudy.com and http://youtube.com/watch?v=wARLfVzSsLs

� What: In 2009, Sheraton Hotels & Resorts has created a community and invited its customers to share travel tips and stories.

� Why: Inviting customers to share

Sheraton Better When Shared

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customers to share their brand experiences.

Source: http://sheratonbetterwhenshared.com

� What: In 2009, Ford launched a year long Fiesta Movement campaign in which 100 selected ‘agents’ drove around the pre-launch Ford Fiestas for six months and shared

Ford Fiesta Movement

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months and shared their experiences on social networks.


Source: http://fiestamovement2.com, http://chapter1.fiestamovement.com

� What: In 2009, UK snack brand Marmite invited its most loyal fans to join the Victorian-style Marmarati society.


Marmite Marmarati

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Source: http://marmarati.org and http://youtube.com/watch?v=cqJWRGxOIsw

� What: In 2009, Lays India launched the year-long ‘Your Lays Flavor’ campaign and invited consumers to decide its new flavor for a prize of Rs. 50L plus 1% of the sales

Your Lays Flavor

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plus 1% of the sales turnover from the new flavor.


Source: http://yourlaysflavour.com

� What: In 2010, World Bank Institute created a social innovation game to engage students from Africa and elsewhere to think about solutions for the world’s biggest

Urgent Evoke

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world’s biggest problems.


Source: http://urgentevoke.com

� What: In 2010, Skittles mobilized their fans through a series of campaigns like Mob the Rainbow, Poll the Rainbow and Scholarship the Rainbow.

Skittles Rainbow

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Rainbow.


Source: http://skittles.com, http://youtube.com/watch?v=LYAJwFBma8I, http://youtube.com/watch?v=Poa06ceCcOQ and http://youtube.com/watch?v=WjEnVfFmFtA

� What: In 2010, Benetton launched a contest to find the models and photographers to drive their next advertising campaign.

Benetton Its My Time

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campaign.

� Result: 65000+ people applied.


Source: http://casting.benetton.com

� What: In 2010, Footwear brand Jimmy Choo organized a treasure hunt in London, in which consumers tried to find the trainers in a location which Jimmy

Jimmy Choo CatchAChoo Hunt

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location which Jimmy Choo mentioned on Twitter, Facebook or Foursquare.


Source: http://bit.ly/CatchAChoo

� What: In 2010, Yellow Pages Australia created a hidden restaurant and challenged people to find it using the Yellow Pages.

� Why: Creating an immersive online-

Yellow Pages Hidden Pizza

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immersive online-offline social experience.

Source: http://hiddenpizza.com.au , http://youtube.com/watch?v=aadUYBIf41M and http://youtube.com/watch?v=PdkYr2HPdnk

� What: In 2010, Coca Cola Israel used RFID chips to enhance the social experience at the Coca Cola Village, and enable teenagers at the village to “Like” real objects in the

Coca Cola Real Like Village

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real objects in the village using their Facebook IDs.


Source: http://www.facebook.com/cocacolavillag and http://youtube.com/watch?v=SSZ9v8oUaRY

� What: In 2010, Honda created a Facebookapp to connect people who loved their Honda cars.

� Result: 1.6 million people were connected.

Honda Everyone Knows Somebody Who Loves a Honda

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connected.

� Why: Inviting customers to share their brand experiences

Source: http://apps.facebook.com/wholovesahonda and http://youtube.com/watch?v=JI6gIcEztLY

� What: In 2010, Levi’s leveraged FacebookOpen Graph to create a powerful social shopping platform.

� Why: Integrating the social web into the sales or support

Levi’s Friends Store

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sales or support process

Source: http://store.levi.com and http://youtube.com/watch?v=Ed5vJeaEuzA

� What: In 2010, Intel tied up with Vice Magazine to create a network of creators and showcase their work online and through a series of events.

Intel Creators Project

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events.


Source: http://thecreatorsproject.com and http://youtube.com/watch?v=j_0UflkdvQw

� What: In 2010, PepsiCo launched the Pepsi Refresh Project with a budget of $20m and invited consumers to submit and support ideas that refresh local communities.

Pepsi Refresh Project

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communities.

� Why: Inviting consumers to submit and support causes for funding.

Source: http://refresheverything.com, http://youtube.com/watch?v=2fS39FitsoQ and http://www.youtube.com/watch?v=4eX7Dl8Dn0I

� What: In 2010 Old Spice invited consumers to ask questions to the lead character in their popular Old Spice Man commercials and created almost 200

Old Spice Man

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created almost 200 videos to answer them in near real-time.


Source: http://youtube.com/watch?v=uLTIowBF0kE and http://youtube.com/watch?v=nFDqvKtPgZo

22 Inviting experts to curate content for the community

33 Creating a community around a social heartbeat

11 Inviting consumers to interpret the brand

44 Creating an immersive social experience with strong storytelling

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12 types of social media marketing platforms and programs

Crowd-sourcing product and process innovation55

66 Mobilizing citizens to support a cause

44

88 Creating a web-based talent hunt or reality show

99 Inviting consumers to submit and support causes for funding

77 Aggregating conversations from the social web

Integrating the social web into the sales or support process10

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12 types of social media marketing platforms and programs

Integrating the social web into the sales or support process10

Inviting customers to share their brand experiences11

Creating an immersive online-offline social experience12

Creating an immersive social experience with strong storytelling

Crowd-sourcing product and process innovation

Mobilizing citizens to support a cause

Aggregating conversations from the social web

Creating a web-based talent hunt or reality show

Inviting consumers to support causes for funding

Integrating social into the sales or support process

Inviting customers to share their brand experiences

Creating an immersive online-offline social experience

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How has social media marketing changed between 2006 and 2010?

2006 20082007 2009 2010

Inviting consumers to interpret the brand

Inviting experts to curate content for the community

Creating a community around a social heartbeat

Creating an immersive social experience with strong storytelling

Social Media Marketing Hall of Fame

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