11.11.11: World Remembers using Twitter

This year saw the launch of the World’s first Twitter remembrance service.

Marking the momentous 11.11.11 date, several countries – including the UK, Canada, Australia and New Zealand, are doing more than ever before to help everyone remember those brave souls who lost their lives and fought for the life and freedom we have now. As Twitter has proved an instrumental tool for the ‘Freedom of Speech’ over the past few years, it seems even more fitting to make it central to the event.

In the UK, a group organised the first ever Twitter remembrance service of its kind via @poppy_tweet, with a feed that featured readings, prayers, hymns and music (linked to YouTube). The main activity took place on the 11th, but also on the following Sunday, and largely took on a religious slant (as it was led by The Methodist Church).

As a non-religious person myself, I am wondering if that is why it had so few followers (around 1600 at the time of writing)? I totally respect everyone’s right to worship, but remembrance day is not about religion in my mind, it is about recognition, thanks and reflection. However, something which raises awareness, recognises the main social tools of today, and helps to encourage donations for charities such as The British Legion, cannot be a bad thing.

Elsewhere on Twitter, the #2minutesilence hashtag encouraged people to silence themselves on Twitter and Facebook during this time in a mark of respect, and was retweeted by thousands. In Canada they launched a @wearethedead Twitter account on the 11th which began listing all those who had lost their lives during battle and will take 13 years in total to complete, posting 1 name per hour. Really makes you think doesn’t it……

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

This weeks digital campaign chatter #5

Lets take a look at which digital campaigns have been talked about the most this week….

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1. Comic Relief – Red Nose Day

I couldn’t exactly write a weekly digital campaign chatter on red nose day and NOT mention what they’ve been ‘digitally’ up to now could I!?

As you would imagine, the campaign to drive awareness to todays activities has been big news, but it seems this time, all for the right reasons. They’ve done a great job this year.

Whether you like it or not, celebrity twitter stalking is popular, with (some very sad) people desperate to find out what their fave rockstar or TV belle is eating for breakfast or just generally doing at every minute of every day. Comic Relief have jumped on this opportunity and taken it one step further, allowing people to bid (via eBay) for the privilege of having one of over 100 celebrities follow YOU. They will also retweet one of your tweets and send out your @name so that all their stalkers can start stalking you too. I guess if you were a company or organisation this could be a real opportunity to get your name out there to the masses (albeit the celebrity stalking masses….)

The slightly mad comedian Rufus Hound definitely deserves a special mention for taking things one step further and also committing to tattooing the name of the winning bidder on his leg! Bids were up to £7600 for this last time I checked.

A dedicated hashtag #twitrelief has been set up for the campaign, and every day at 10am more celebrity ‘extras’ are being announced via Twitter.

As well as a website packed with great and well-positioned content, such as fundraising tips, games and of course the stories behind what they are raising the money for, the campaign Facebook page promotes everything that it going on, as well as letting you do a red nose day ‘makeover’ on a photo of yourself which you can then use as your profile picture (yes, that is my ugly mutt on the example above!). It is a nicely put together, simple Facebook app, which will no doubt help them to spread awareness of their page, and therefore their activities and fund-raising efforts.

Love it or hate it, it’s true that this event raises a phenomenal amount of money for worthy causes. In my opinion, their online efforts this year reflect how much the organisation has matured and developed, whilst still staying true to the cause. So, go and donate, and help them out a little! They deserve it!

2. Guinness – St. Patrick’s Day

The 17th March, otherwise known as St Patrick’s Day, must double (if not treble) the sales of Guinness for the year! Over the last few years the brand has done a fantastic job of helping to build this event into something which is celebrated more than any other patron-saint day, and enjoyed by millions Worldwide. So, what more could they do with digital to build on what must already be a strong brand presence?

The answer, it seems, is that they can pour you a virtual beer. Via their Facebook page, you can launch an app which will pour you a beer and personalise the glass with your name. You can also send a virtual beer to a mate.

Even though the app is nicely put together and quite simple to use, I’m just not sure that it’s enough to create the viral effect which they were obviously after. The poor number of ‘likes’ considering the popularity of St Paddy’s Day would seem to reflect this too.

The GB Guinness Facebook page appears to have done a better job of things. Building on the ‘friendly’ brand message, you can get a free beer for a mate simply by helping them to spread the word. You can also use their event management tool to create invitations to a St. Patrick’s Day party, see where events are taking place near you, and make a pledge to do something ‘friendly’ on the #friendliestdayofthe year.

Still a surprisingly low amount of ‘likes’ though, considering how much hype there is usually around this day? Somewhere along the way, whether that be in the concepts themselves or in the lack of cross-promotion of the campaign with offline and TV, they have missed out a vital piece of the campaign-pie, and in doing so have missed a fantastic opportunity.

One last word – their global brand consistency is terrible! Even their various Facebook pages have a different look and feel! Perhaps some joined-up-thinking and better communication could have helped them make more of an online success of things? If this would have made more of a difference to sales on the day and overall brand loyalty, one can only guess (but my guess would be a ‘yes’).

3. Adidas – All in

This week saw the launch of Adidas’s biggest campaign to-date. The global project will be aligning all sub-brands for the first time in an effort to offer consumers a ‘complete brand experience’.

The TV ad brings together various celebrities from the world of music and sport – the full version can only be viewed online via the website, Facebook page and YouTube channel – and appears to be the central point for this, their most expensive campaign to date.

Apparently this is all aimed at attracting a younger audience (14-19) and will be backed up with various competitions and bonus content throughout the next year. Are they doing as good a job as Nike or Puma? Looks like most of their spend has gone on Katy Perry and David Beckham to me, and not on innovation and creating something unique. Surely this age group are about more than just aspiring to be like their idols?

This weeks digital campaign chatter #2

My pick of the digital campaigns which have been talked about most this week.

1. Calvin Klein – cK One

Calvin Klein have this week begun the unveil on their largest global digital campaign ever. Focused on reviving their 90’s fragrance cK One, the campaign includes a website, Facebook presence, Twitter and other social media, App, offline, and pretty much anything else you can think of!

The plan is to introduce the brand to a new younger demographic, and to expand it into a ‘global lifestyle’ brand which will include underwear and jeans as well as fragrance.

Whilst the main part of the campaign is the ckone.com website, which allows users to explore the brand, products, and even find out more about the cast members featured in the videos, the App they have created for the campaign also allows users to unlock further video and behind the scenes content when they come across the billboards. Nice touch.

You can also truly be a part of the campaign by putting yourself forward to appear in the ‘box’ – the space which is used in their videos, full of pretty people in underwear talking about how wild they are. Think I might give that part a miss, myself….

2. Greenpeace – New Rainbow Warrior

Greenpeace have worked with DDB Paris to create this beautiful online campaign aimed at helping them to raise money and awareness around their replacement for the recently retired Rainbow Warrior ship.

The heart of the campaign lies in the website anewwarrior.greenpeace.org, which starts with a breathtaking video introduction, and allows you to explore the designs for the new vessel with a clever 3D tool. Rather than just donating money, you can look at exactly what needs to be purchased in order to complete the project, and ‘buy’ a particular element, making you feel more involved with the cause and probably more interested in the end result. There is also a live webcam from the German shipyard where the boat is being made, to update you on the progress.

Greenpeace are making good use of their social media communities to spread the word for this campaign, and are using both Facebook and Twitter to enlist the help of others.

3. Dulux – Let’s Colour

Well, it’s been going for almost a year now, but is STILL being talked about. I can understand why too – such a great campaign! Dulux worked with Euro RSCG London to develop their Let’s Colour campaign, which included a team of people travelling the world and helping local communities to change grey and depressing areas, into something more colourful and creative.

The results are amazing! You can really see how they are bringing communities together to work with them, and in the process creating much more inspirational spaces out of areas which were previously dull and run-down. The positive fuel this has added to their branding cannot be denied. They are not the only company to attempt something ‘social’ and community focused like this, but the way in which this campaign was executed was fantastic! The resulting videos from their initial project work are beautiful.

The social aspect of the campaign sees localised Facebook groups, where people from around the world can suggest areas that need the ‘colour treatment’ and vote for each suggested space. Participants of each project were also encouraged to create video diaries which were shown on the blog, as well as to manage dedicated Twitter accounts where they can talk about their experience.

The blog is kept fresh and inspirational in-between projects with regular updates on the use of colour around the World. Today they are sharing some photos of a lady spotted in New York with ‘rainbow’ hair. Fantastic!

4. Unilever – Lynx

Lots of talk on Twitter this week about the latest Lynx campaign – although I wonder if Kelly Brook looking amazing semi-naked and with wings had anything to do with it!

The ‘Even Angels will fall’ campaign, developed with TMW, has been created for the launch of the brands new Excite range and includes a digital game where you have to tempt the angel (Kelly) down from heaven. By doing certain tasks you can unlock different levels of the game, and even receive personal messages from Kelly herself!

You need to ‘like’ the Facebook page in order to play the game, but it’s definitely worth a go!


There is a lot of talk in Digital Marketing ‘land’ at the moment about the recent campaign by US Shaving Gel ‘Edge’ where, similar to KLM’s Social Surprise Experiment, they offer random acts of kindness to users of Twitter in order to create a buzz around their brand.

Edge, owned by Energizer Holdings, have created an ‘Anti-Irritation Zone’ campaign (obvious brand tie-in to their product benefits) aimed at helping people with the everyday irritations of life.

In the beginning a small team literally read through thousands of tweets to find any where people mentioned being ticked off about something, and then selected ones which they could help with – such as sending the guy who had run out of cereal enough cereal to last him a very long time, and sending the woman who complained about having Spanish voices in her head a Spanish-English dictionary.

Since September they have sent out over 200 ‘anti-irritation’ gifts and the #soirritating hashtag has now grown into thousands of tweets by people desperate to be chosen (I am #soirritated that my car is not an Aston Martin, and #soirritated that I don’t own a private Caribbean Island).

“One of the top things is really resource commitment, and really understanding that in order to have the frequency and the level of engagement required to talk with people in a meaningful way, it takes time,”

explains Andrew Foote, senior vice president of Edelman Digital.

However, one thing that I find really ‘irritating’ about this whole campaign is their failure to focus on the basics. Their website is TERRIBLE! There is no mention at all of the campaign, and the flash interface is just really….well…irritating! Just goes to show that no matter how great the idea, you’ve got to sort out some basic housekeeping before doing anything else.

What they have done, however, is focus on key websites and blogs to advertise the campaign, and to create a sponsored area on the Funnyordie website where people can upload their own videos allowing them to publicly vent their frustrations. Nothing I could find on YouTube though, which is a little odd?

No denying that they have got a lot of people talking about them – I wonder how well it’s working in the US to sell more of their product and strengthen their brand?

KLM – Social ‘Surprise’ Experiment

I really love this experiment by KLM. The Dutch airline decided that they wanted to conduct a social experiment which involved listening to their customers and rewarding the ones who were talking about them with small, but relevent, gifts. The result was a wonderful reaction from its customers leading to over 1 million tweets.

Over a few weeks a small team of people based themselves at Schipol airport (Holland) and watched for Tweets from people who mentioned that they were flying with KLM and already at the airport. They would then have a look at their previous tweets to find out what type of person they were, and buy them a gift which was relevent to them. For example, they gave one woman a sports band because it was obvious from her tweets that she was quite active, and another person a voucher to download apps because they noted that he had tweeted from an iPad. The hard part, it would seem, was tracking down the actual people in order to give them the gifts, but once they did they filmed the reactions so that they could make a campaign video afterwards to showcase the results.

So, why do I love this so much?:

  1. They were willing to experiment, which not many companies have the guts to do
  2. They really listened to what their customers were saying but took it one step further by rewarding them in person for their tweets, as well as letting them know that they were interested enough in them as an individual to find out about what they might like as a gift!
  3. It just goes to show that even simple low-budget campaigns like this one can have an impact, with over 1 million positive tweets about what they were doing, all showing them as a caring and personable brand

Job well done!

22 Swedish Digital Students make a Global impact

I’m loving this, and can’t believe that I’ve only just hit upon it even though it all kicked off in May! 22 Swedish Digital Students from Berghs School of Communication came up with this fantastic idea as a way to showcase both themselves and their college.

The live piece of artwork was built using the pictures of people who retweeted- and the more followers you had the larger the space you would take up in it. The whole project was called ‘Don’t tell Ashton’ as at the time the main-man of Twitter would have been one of the only people who could have filled the frame on his own given his staggering amount of followers.

What I really love about this is how simple the idea is. Although the ‘Artwork’ itself is not that pretty (in my opinion), within a week they had reached millions of people and gone global. Within a couple of weeks they were hitting the top of the creative and digital charts, and by the end of the whole campaign the 22 students ended up with great jobs at some of the Worlds top agencies. The course which they were on also had masses of interest spread across 14 countries.