This weeks digital campaign chatter #20

1. Dr Pepper – How do YOU drink Dr Pepper? (with deviantART)

Those of you familiar with deviantART will know it as a US founded peer-to-peer social network for roughly 18 million members, who upload and share their original artwork. Sift through the 80% of rubbish and you can usually find some real nuggets of artistic talent, ranging from the more traditional stuff, to films, digital, pixel and street art. So, where better for a brand who wants to be associated with being unique, fun and ‘different,’ to host a competition in order to crowdsource a mural design?

The contest ran over the summer, with the winner (above) recently being announced, and winning a trip to Brooklyn (USA) to see their mural for real, $3000, an iPad and some deviantART ‘perks’.

Over the three-week period 2105 entries were submitted, and entrants pushed their ideas via Facebook, Twitter etc. to the tune of around 15.9 million total impressions. Pretty good from a branding perspective for a relatively low-cost campaign! Also a great example of how going to where your target customers are already, as opposed to trying to create new online communities, is often the wisest route.

2. KLM – Live reply

I have said on several occasions how much I love how KLM have been using social platforms for marketing, branding, and customer services over the past couple of years. From their recent ‘design a tile’ campaign, to the ‘social experiment’ they did in 2010 which involved tracking down people who were tweeting whilst waiting for a KLM flight, and rewarding them before they boarded the flight with gifts, they just seem to understand the power of engagement and importance of understanding customers.

So, it’s nice to see that they are doing some ‘shouting out’ about their extraordinary knack of using social networks as effective customer service touch-points.  They already promise to reply to any message or tweet within an hour, but with their latest campaign, ‘live tweet’, they have taken things a step further!

Over the past couple of days they’ve replaced normal Facebook and Twitter responses with live video of 140 of their employees holding letters up and spelling out the responses! Not an easy task, but relatively cheap to do and a great PR stunt.

If you have not done so already, you should really check out their Facebook page for a perfect example of how brands SHOULD be using that platform as a customer service option. I really do love KLM!

3. Innocent – Tweet and Eat

The UK brand, Innocent, best known for their smoothies (and great marketing campaigns!), have developed a fab product launch idea, which incorporates Twitter and money-saving coupons available from their website.

The concept is simple but really nicely done. No doubt taking the lead from Groupon, and the power of the consumer, Innocent are offering money off their new Veg Pots, which will increase depending on how many people tweet about it using #tweetandeat: the more tweets, the bigger the discount. Simple genius!

You can sign up in order to be notified when the money off voucher is increased, and so stay a part of the campaign right the way through to the ‘free product’ option which they have set as the ultimate goal.

I would be really interested to see the figures on this campaign once it is complete. Is the cost of this approach worth it in respect of the amount of PR and WOM attention it gets, compared to the obvious losses incurred during product sales? Did they set a limit in order to keep control of the situation? Lots of questions around this approach, but at the end of the day, unless you try something like this you will never know the answers!

One thing they might want to consider if they are developing products outside of their usual smoothies however, is a change in their Twitter name: @innocentdrinks

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One thought on “This weeks digital campaign chatter #20

  1. Al says:

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