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Seven Exciting Social Media Campaigns

Posted @ 4:21 pm by Christopher Ruiz | Category: Community & Social Media, Digital Marketing, Technology | 0 Comments

Social media is a ubiquitous supplement in marketing these days.  Icons linking to social pages can be found somewhere on nearly every web pgae.  There are many things you can do to improve your social media strategy, but you may be asking yourself: How are other companies and businesses implementing and integrating strategies?  What are the results?  I have outlined seven successful social media campaigns below, each with a different type of web presence.

1) Duke Fuqua Business School and their Virtual Campout 2011
Duke Students have a yearly tradition for obtaining basketball tickets each season, where they camp out for 72 hours on campus and participate in activities. The event is called the Duke Campout.  The Duke Business School wanted to bring this real-life social event to its alumni across the nation.  In six short weeks, SolutionSet helped the Duke Business School conceive, build and implement the application.  Participants were able to gain “check-in” points – used for prizes – by ‘Liking’ a page through Facebook or posting Duke News to social media sites.  The Campout Campaign marshaled nearly 800 Fuqua alumni and students to take 11,000 actions to volunteer for, learn about, or support the school.  Since the Alumni Association was restricted on directly marketing to students, the promotion was mostly through social media channels with the duration of only three weeks prior to launch.  The campaign was a success being conceived and built in a matter of weeks, using social media as the primary marketing communication channel, capturing a relatively ample amount of participation, and providing a strong foundation for future virtual campouts.

Find more information about the campaign here: http://today.duke.edu/2011/07/fuqua


Duke Fuqua’s Campout 2011 application allowed users to check in on their site, which integrated numerous social media tools.

2) Old Spice
The Old Spice video campaign from 2010 is undeniably one of the most recognized social media campaigns since the likes of Facebook and YouTube conquered the internet.   The campaign leveraged multiple social video platforms, Twitter, and Reddit.  With a witty video, engaging twitter posts, and a team of social media specialists the company obtained 35.7 million views video in the first week.  While not all companies are able to scale this type of production, the campaign does shed light on the effectiveness of good social media strategy and brand building by integrating multiple social platforms


The old spice campaign launched 180 videos in two days — Each of the videos above is a unique piece of content

3) Dunkin Doughnuts
Dunkin’ Doughnuts began a “Current Fan of the Week” social media campaign using Facebook back in 2009.  Users upload images of themselves with their favorite Dunkin’ Doughnuts product to the campaign’s Facebook page. In order to upload images, users must first like the Facebook page.  As an incentive, the company offers a free drink coupon and made the winning photo the profile image of the contest’s landing page for the week.  The initial goal of the campaign was to use the social space to spread the word about new products and promote Dunkin’ Doughnuts brand and culture.  Since the campaign started, it has racked up almost 4 million followers on the social network.


Screenshot of the current Facebook page shows a high number of followers and a participant’s photo in as the profile image

4) LivingSocial/Amazon
LivingSocial is known for those daily deal coupons we get in our emails.  When you commit to a purchase through the site, the company provides a unique URL for you to share. If enough people use your URL you receive the deal for free.  To help facilitate the spread of deals, the company places links to Facebook and Twitter at the confirmation of the purchase as easy reminders.  While the URL tracking process requires infrastructure, the key take away is: place social media links where appropriate.  You may not be able to generate the same 1,378,938 purchases as LivingSocial did from their Amazon campaign in 2010, but you can increase likelihood of users sharing on social media sites by placing icons in the appropriate areas.  Also, providing an incentive to share is an added benefit that will bolster campaign popularity.


Note the social media link placements, supporting a secondary call-to-action

5) Google Chrome
In order to promote Google Chrome Ver. 2 and its HTML5 capabilities, the Google Creative Lab worked with Chris Milk, a well-known music video director, to produce a music video titled the Wilderness Downtown for the Arcade Fire.  To view the video, Google tactfully requested that users download the Chrome browser; otherwise, the video would not load properly.  The video itself was a truly impressive example of engaging users and personalizing their experience.  Of course, the social element allowed users to post the video link to Facebook.  People were more likely to post responses because it engaged users in a very personal way.  The campaign itself successfully engaged users, promoted a song by the Arcade Fire, and displayed the stunning abilities of Google’s Chrome browser.  Since the video released in 2010, Google chrome usage has increased from 9% to about 20%.  The lesson to be learned to be learned: provide the social elements and make the engagement as personal as possible.  Additionally, ensure your content is of quality and desired; otherwise no one will pay attention to your efforts.

6) BurgerKing Whopper Sacrifice
In 2009, Burger King created a Facebook app and a microsite for their Whopper Sacrifice campaign.  The campaign’s intent was to get users engaged with the Burger King brand and promote the “Whopper” hamburger.  In order to receive a free Whopper, users added the Whopper app to Facebook and deleted ten friends.  By identifying a socially deviant behavior and providing the proper incentives to users, the campaign mobilized 82,000 people to engage with the brand.  Replicating this reaction using social media might be tricky, unless you are able to identify a common “technical pet peeve” or a behavior within a special social niche.  Overall, the campaign reveals a common idea: know your market, what they like, and what motivates their engagement.


The microsite tracked the number of people deleting friends with the use of the App.

7) Food Trucks – Twitter and Facebook
Food trucks are not always the first place one thinks of when going to dinner; unless you happen to catch a Facebook “Like” on your newsfeed from a friend.  When perusing Facebook one day, I noticed a friend had liked Edgewood Eats  – a caravan of food trucks on Monday evenings near my area.  I found it interesting that the organizers only use social media sites – Facebook and Yelp – as a promotion channel and communication tool.    The trucks flourish with business every Monday night, with lines of people waiting to get in on some delicious food.  This is a great example for local marketing.  When you have a specialized niche or community, social media creates a richer engaging experience for your customers

As users begin engaging in social environments online, so should your business.  Our favorite social media campaigns outlined above give some good examples of social media campaigns.  Here are some key take-aways to consider for each:

For more information on social media strategy, check out or blog articles “10 Things You Can Do for Social Media Marketing Strategy ” or “Embracing the Rise of SoLoMo.”  Also, contact us  and ask how we can help support your social media campaign.

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