It might not be everyone’s cup of tea, but I just love this! Okay, so you remember these arcade coin games?
WELL! Intel have created this awesome engagement piece based around this coin machine concept. But with the use of robotics.. Because who doesn’t love robotics?!
Users can connect via Facebook, and be bought into a live streaming environment where a sweet ass robotic arm spells out their name with blocks (share to get an extra block of course!). Users are placed in a queue to push the prize to the end of the dispenser.
Vodafone Power Piñata
Another similar execution that springs to mind is the Vodafone Power Piñata a few years back, where a robotic arm smashes a piñata with different weapons unlocked each day.
Ariel Fashion Shoot
Here’s another great one for Ariel stain removal, where users can connect via Facebook and onlookers can watch the product demo taking place as they walk through Central station in Stockholm.
Loving these experiential/socially interactive tie ins!
Trailing behind NZ with this but still it has some pretty impressive features:
via: Simply Zesty
Facebook Face Recognition
In Israel, Coca-Cola decided to combine Facebook and face recognition technology to create FaceLook. By setting up machines across a theme park, it gave visitors a way of logging into their Facebook account using only their face and allowing them to post status updates. Simple, and a great example of the real and virtual worlds blending together.
C&A’s Facebook ‘Like’ Hangers
When Brazilian fashion retailer C&A decided to make its hanger digital, it came up with a brilliant idea to show how popular certain items are. They did this by allowing its hangers to display the number of likes each piece of clothing got on Facebook. That way, when customers wandered into the shop, they could see what the most wanted items are. This would make them more likely to purchase the item if they saw that it was more desirable. (Note: English subtitles are available by selecting captions in the video)
Singapore’s Biggest Tipping Jar
Designed to promote a reality TV series called ‘Can You Serve,’ BHH Asia Pacific created this giant vending machine which was filled with $1 coins. People could choose the establishment they wanted to tip by ‘liking’ it on Facebook. Once they did, a $1 coin would roll down the machine and make its way into the tip jar.
Twitter Vending Machine
South African brand BOS Ice Tea created this vending machine in Cape Town that serves you beverages whenever you tweet it. Through its own account, users would tweet the vending machine using the hashtag #BOSTWEET4T and it would dispense them a drink.
Swedish Army Recruitment
Looking to find 4,000 applicants for 1,500 new positions, the Swedish armed forces came up with a unique way of getting people’s attention. Revolving around helping others (since that’s what the armed forces do), a large box was placed in Stockholm city centre. Different individuals were locked in the box for a minimum of one hour with no contact from the real world. They could only be saved by those on the outside, who would replace them and the cycle would continue.
KLM Live Reply
For a while, KLM could do no wrong with its social media campaigns, releasing hit after hit with amazing regularity. This stunt was to show that KLM replies to every single tweet within an hour of it being sent, and it did this by setting up a human powered billboard that showed the reply in real life.
Tesco QR Code Shopping
The original and by far the best example of its kind, Tesco set up a QR shopping area for busy commuters in South Korea. This allowed them to do their grocery shopping while they were travelling to and from work since their lives are so busy. The success of the campaign wasn’t enough to make QR codes any greater than a fad, but it did prove that if you give it the right angle, they could be very useful.
Facebook Connected Wristbands
RFID hasn’t received much love in recent times – although Samsung and Sony are trying to change that with its NFC tags – but much like Tesco’s QR codes, RFID can really enhance an experience provided it’s implemented correctly. Mobile network provider Orange did this by getting attendeees at the Roxy Pro 2011 surf event to sign in with their Facebook account and transfer that data to a bracelet that contained RFID technology. From there, people could post to their profiles and win daily prizes.
Angry Birds Live
Created for T-Mobile, people in Barcelona got to play a real-life game of Angry Birds through a smartphone and see the destruction unfold in front of them as they played. Genius in every sense of the word.
Another great use of QR codes displayed at the beginning of 2012 where Heineken, at a music festival, decided to give everyone personalised QR codes. Those attending the event could scan them and find out something interesting about said person, giving them a nice icebreaker.
The Amazing Mind-Reader
Not one that strictly uses social media, but still a great way of using social to hammer home a point. An online bank gets a ‘psychic’ to tell unsuspecting visitors detailed information about themselves, showing just how much information we reveal about ourselves online.
The Literal Twitter Follow-back
Pizza chain Mellow Mushroom took the concept of following on Twitter a bit too literally as it dreamt up of the this great campaign. For everyone who followed its Twitter account, it would have its mascot literally follow them in real life. With family and friends in on the act, it made what could have been a creepy idea into something fun.
Mercedes-Benz Twitter Race
Using only the tweets of fans to run their cars, Mercedes-Benz created this innovative campaign that pitted four drivers against each other, choosing their own path to the finish line. Four tweets was the equivalent of one mile and so it got a lot of engagement that made it a massively successful campaign.
KLM Meet & Seat
Another KLM entry, this time using the power of LinkedIn to connect you with passengers on your flight. Making it an opt-in service, you can choose what information to reveal about yourself and see a seat map of the plane, showing who else opted into the service. It wasn’t as successful as its other campaigns but it did show that KLM was trying to take social media in a different direction, and give it more practical uses.
The Real-Life Facebook Wall
A small village in Switzerland called Obermutten decided to take the concept of the Facebook wall literally by creating their own physical Facebook wall. Anyone who liked the page would have their page printed out and put on the wall. What was a small campaign exploded in size, to the point that it was more engaging than Lady Gaga’s, Coca-Cola’s and Justin Bieber’s Facebook pages.
Heineken invites you to design the future limited edition bottle. Things that are great about this campaign:
Check it out at http://apps.facebook.com/heineken_ltded/
Imagine sitting in your lounge room with your boyfriend/girlfriend, bored and watching TV - when an ad comes on and strikes a chord with you - maybe a holiday package for couples. Imagine being served these kind of ads every time you watch TV. Ads that are actually relevant to you.. and you never have to view another Huggies or Australian Pensioner’s Insurance Agency ad again!
Intel Lab’s have just released a prototype Facial Recognition software which allows advertisers to target ads based on gender, age, kids/no kids, partnered/alone and mood.
These new developments from Intel Labs show us that this kind of targeted advertising is not all that far away! Excitement on the ad front. Never a dull moment, really. :)
[The video below shows us exact facial recognition, which is an amazing possibility and huge investment for any MMPORG! The nerd in me just got crazy excited.]
Gamification at it’s best: Captain Morgan Integrated Gaming - just. awesome.
In the US, Diageo has embarked on a brave campaign that saw them via mobile devices create an MMORPG called Captain’s Conquest. They launched the initiative with a number of short films reenacting tales inspired by the real Captain Morgan’s history. They then enticed people to live like the man via the game and battle with other users in real time.
They essentially created an app that would allow you to live like the legend. Aggregating real time information based on your GPS location and supplying you with challenges such as: - earn points through check ins at certain venues
- battle with friends and strangers alike
- team up and join a fleet consisting of you and your friends giving you a better chance of conquering your local area.
..all the while rewarding you for your activity and giving you kudos via the game and a leader board on Facebook.
The actual product was nicely integrated into the offering as well. With users getting bonus weapons and points for scanning Captain Morgan Labels. There have been an impressive amount of interactions so far and it looks like a franchise they will strengthen in years to come.
Results so far:
200, 000 Check ins
12, 000 Bottles Scanned
10, 000 Battles on Average a Day
Via: Gual, Holler Sydney
The Facebook Photo Flipbook! Great use of Facebook photos by Volkswagen.
Source: Digital Buzz
Facebook is not only the largest social media platform in the world, it’s the most targetable. Play book - case studies of strategies that have been used all around the world
Alison - CEO of quiip
Facebook pages, blogs, twitter are tools and platforms, not communities. Community management is the discipline of ensuring productive communities.
Social graph - Facebook connect, the evolution of Facebook, pulling personal data in order to target certain demographics.
Search function on Facebook page is hopeless - noone goes to a Facebook page and searches for the question they are wanting to ask.
Thank them all the time! Build positive brand sentiment. If you have to apologize for anything, do it in a comment not in a Facebook update, stats have shown the problem got worse when done in an update, people reading it who didn’t need to and weren’t involved.
Report on community sentiment - insights data, reviewing the page and using templates based on demographics and sentiment. No program can measure sentiment - only a human can do this.
Risk mitigation for users. Negative experience, suicide risk, self harm, duty of care, profanity. Legal risk. Breach of terms and condition, cyber bullying, copyright, discrimination. Risks of reputation.
Processes for Community Managers
- Develop policies and guidelines
- Escalation procedures
- Internal guidelines
- Dedicated CM resource including after hours - most important
- Social moderation frameworks/response matrix, what do to in each situation, how to respond
- Key stakeholder framework - escalation policy - (crisis management plan) internal document that dictates who to go to if a certain thing is said - key contacts and emergency contacts
It’s everything we have been doing before, just in a different area. Learnt so much through forums, can be applied to everything else.
Paid, owned and earned. Nothing more than a media framework
Paid = advertising
Owned = channels the brand owns and has control over
Earned (or organic) = consumers talking for or about the brand
Paid + owned = earned
Action = Amplification. Amplification is consumers spreading branded content on the web. Valuable or exclusive content travels fast and far on the web. But not as fast and far as bad content.
Christie poulos, ex red bull content manager, now runs Jumpshot
Video is social!
Fango - sport yahoo app that syncs your iPad with twitter and listen to the show and tells you what your watching
SEM - Google likes to favour video. Tag using key words to get a better search ranking.
YouTube video analyst - TED two days old.
The average consumer about 0.2s when deciding to engage - stats from the US last year. Don’t make consumers think, make them act. Ask them a question, leave it open ended. E.g. Do you like the colour red? Yes or no?
Tone - RRR rule - guard rails so that the content is engagingn - Real, relevant, relaxed. Talk to consumers as you would catching up with a friend in a pub
Edge rank - Facebook determines why you see based on what you looked at recently
Shoe box project - Encouraging people to go into their shoebox of photos an upload baby photos onto their timeline.
Timeline for brands - brand story! E.g. Timeline for taronga zoo back to 1918
Twitter is an influencer platform
Ask yourself, why are consumers following you? Weight watchers - weight loss tips
iGoogle - rss feeds syncs with gmail
Content creation - percolator, invite only
Engagement tactics - Supre example
- Like updates - click like if you love fashion!
- One word - how would you describe this skirt?
- One or the other
- Left or right, image split
Facebook reach generator only available to customers who will spend $10k or more.
Combination of like, comment on an update rather than a page in the sponsored story
Target consumers as an individual, rather than a demographic. Think about who the person actually is, what they are into, what music they like. Advertise in a way that won’t freak them out, if it’s too specific, though, they probably will. Faces are more trusted in a sponsored story, same sort of psychology.
Make the copy short and use key words that are included in the target parameters/tags/key words. Will speak to them more directly.
CPA (cost per acquisition) = like on a page. Industry average is $1.70
Staggered approach, recommend cyclical period of on for 3 days, off for 5 days. Increase overall ROI. Focus on ads with a high CTR, optimise ads based on analytics.
JD presents on Stream - conference in Thailand
Media agencies are outsmarting the ad agencies, particularly out of Asia, they are adapting to new channels much quicker.
Outdoor - move - measures reach and frequency
Media agencies now offer the experiential and activation service within the agency. Packaged within brand experience.
Clients are now only buying on outcomes, e.g. CPA, CPC etc
Performance media is buying on outcomes - third party auditing to ensure media and creative agencies are working in line with approved outcomes
- The obvious no longer applies. Brand synergy.
- Not nice to have, but a must have
- Be clear in understanding who you are
- Don’t sell. Start a conversation
- Be relevant and honest- your clothes are off in public now
- Keep communication consistent
- Don’t post more than 3 times a day. Make the trend your friend.
Chris Gross, Vodafone
Power piñata - Mini event - huge buzz and works well, high engagement - choosing weapons. People figuring something out drives volume. E.g. Secret keyboard shortcuts. No competition or prize - recognition is far better than reward.
Social brand vs social business
Social brand is what you do from the start - being quick in the space and being able to build the space. Silo yourself and start to work in that silo to the rest of the business. Social is internal and external collaboration. Teaching the business how to fish.
Buddy media - speak to vendors and learn the most
Lithium - forum technology
Twelpforce - coolest sh*t ever.
Always take social back to real life experiences. Emotional and rational states.
Geo is on the up, Facebook places
Don’t be perfect, admit faults
Nike has amazing content, so does tourism australia.
Mechanical Turk - micro task to groups of people and pays them
‘Like’ Stuff On Facebook By Thrusting Your Hips!
Do you ever find yourself thinking that you enjoy liking things on Facebook but that there’s just not enough fun in the whole process? Fear not, the answer is here and it comes in the shape of the LikeBelt. This is a new piece of technology developed by deeplocal that allows you to show your appreciation on Facebook by interacting with people and things in a very real way. Thrust a suggestive hip in their direction while you’re wearing the LikeBelt, and it will register on Facebook, where you will have ‘liked’ them.
Walking down the street just got a whole lot more interesting.
How it works
The good news is that it if you just can’t wait to press up against some stuff to show you like it, then if you really want, you can build your very own LikeBelt relatively easily. As the makers explain, all you need is An NFC-enabled Android phone, An RFID Tag and A Belt. The belt then works by attaching the phone leads to the belt antenna (full instructions here).
Right now this is just a bit of fun for deeplocal, but we see good things coming here. Imagine Zuckerberg’s puppy wearing a LikeCollar to show us what he Likes throughout the day? How would we ever get anything done again?
Source: Simply Zesty