Every Friday, the staff here at Social Media Frontiers choose the best marketing campaigns from the past week. The innovation, success and simplicity of each promotion is taken into account. Six of the best social media promotions are featured this week.
1. Christmas Carole
Company: Stella Artois
Stella’s new digital campaign hopes to return to the company’s heritage as a traditional Christmas beer. The campaign takes the form of a Facebook app, creatively called Christmas Carole.
With British actress Alice Eve as Carole, users can enter a friends name and address into the app and have Carole do the rest.
Marketing Manager for Stella Artois Uk, Phil Pick, said that: “Stella Artois was originally crafted for Christmas. In celebration, we’re excited to provide our fans with a unique Stella Artois experience that reflects our heritage and style . . . We think our fans will love this interactive Christmas greeting.”
2. Dumb Ways to Die
Company: Metro Trains Melbourne
Metro Trains’ YouTube video appeals to people to be safe around trains and avoid dumb ways to die.
To the point of writing, the video has 29,150,875 views on YouTube and the company hopes the more that watch will help prevent more premature deaths.
This campaign is in fact a week or so old but has made it into this article due to it’s originality and importance.
In recognition of World AIDS Day on December 1st, Durex are promising to donate one condom every time someone shares a fact about HIV or AIDS on Facebook, Twitter or Renren.
Over 1 million condoms have been donated already, almost half of the 2.5 million condoms target, a number symbolic of the 2.5 million people who contracted HIV last year.
At peak times, condoms are being donated at the rate of almost one every second, so it can only be a matter of days before the target is reached.
On Tuesday, superstore Tesco hosted a live wine tasting and Q&A session online with Tesco’s master of wine, Laura Jewell.
Members of Tesco’s online Wine Community were invited to ask questions from the Wine Community homepage, and non-members were asked to tweet in their questions using the hashtag #XmasWineSOS.
In the twenty minute live-stream, Laura Jewell answered a selection of the tweeted questions and gave her thoughts on a number of her preferred Tesco wines.
The campaign proved to be an intuitive and simple way for Tesco to engage with its audience, with many tweets lauding the campaign’s ingenuity instead of asking a question.
5. Gillette No Debate
In preparation for the NFL playoffs, Gillette are releasing a series of videos on a specially created Facebook page, starring Green Bay Packers linebacker Clay Matthews, which ask football fans for their opinions on hotly debated football topics.
The first question under debate is “whose defence has the edge to take them all the way to Super Bowl XLVII?” and has been commented on over 150 times.
“We know the best shave cannot be debated”, says Clay Matthews in the campaign’s opening video, inviting visitors to click on tabs which inform them of a Gillette razor’s unquestionable quality.
Visitors are asked to agree with comments by clicking a “That’s Sharp” button underneath. Each week, the person who’s comment receives the most “That’s Sharp” clicks wins a ticket to the Super Bowl.
6. Beefeater Studio24
Company: Beefeater 24
Premium gin brand, Beefeater 24, has launched a platform that combines music and picture sharing in a partnership with music discovery service Last.fm.
Studio24 gives users the ability to combine their favourite songs with their own Instagram photos before creating a personalised record cover. All pictures are displayed on the Beefeater Studio24 homepage and can be shared using multiple social media sites.
The company created the campaign after recognising people’s wanting to discuss life experiences, photos and their music tastes is the main reason for online sharing.
Which is your favourite campaign? Have you taken part in any?
Let us know your thoughts in the comments below or via Twitter.
Daniel Barr & Will Sigsworth
Follow us @SocialMediaF, @DanielAtSMF, & @WillAtSMF