M&M is organizing a social media game in Canada. By using Google maps, Facebook, Twitter & Foursquare consumers need to trace ‘Red’.
The intro video is pretty cool and activates consumers to start their M&M hunt in the city of Toronto. Tips are posted on Facebook and Twitter to guide the gamers through the streets. Each day (until 4/12) there are three chances to find ‘Red’.
By following the game on Foursquare, players gain further clues as the Red M&M checks in to locations. Extra tips are unlocked each time the player covers 30km via Street View. Back on Toronto terra firma, hints are being left via QR codes on posters or barcodes on packs of the sweetMore tips can be found in the Toronto streets. There are hidden tips on posters and M&M packages, consumers can scan them via the stickybits app.
Once they have found Red, players are encouraged to keep quiet about their find and log the details by clicking a button – each success giving them extra entries into a sweepstake to win a red Smart car. Fifteen runners up will receive an iPod, cinema tickets and free M&Ms.
A very nice way to keep your customers engaged and motivated, isnt it?
The campaign : To promote Corona Light, the drinks company created a Times Square app on their Facebook page, that allows users to upload a picture. Pictures entered will feature in a billboard to be shown in Times Square, from November 8 – December 6 2010. People have to
‘Like’ the page before they can enter, which is driving up their numbers. The numbers : 118,986 Facebook fans at time of writing (October 2010) Why we love it : A high impact campaign that has really caught the attention of Facebook users, attracted by the kudos of having their picture shown in a high-impact setting. It shows what can be done by bigger brands who have the luxury of higher marketing spend, handing over advertising
power to the people. Find it at : http://www.facebook.com/CoronaLight
The campaign : A great early example of a social media campaign, from Blendtec. It showed how fun content can come from the most unlikely of sources – kitchen accessories. The Blendtec site features a range of products being put to the test in a series of videos to see if it will blend. The videos featured on the microsite Will it Blend.
The numbers : Over 140 million video views. Sales of blenders have increased by 700% since 2006.
Why we love it : No social media list would be complete without it! As well as being a brilliantly fun campaign, it also proves the case for social media driving sales, as the sales figures above show.
The campaign : Tipp-Ex ( a brand of correction fluid) launched an original video ad campaign in a Youtube takeover. It showed what’s possible when you really explore new technologies, in an interactive video format. The
video allowed people to choose the narrative of the story, by completing the sentence ‘A hunter ______ a bear’. By typing an action such as ‘kisses’ you saw a brand new video with the action. If you typed in a command that hadn’t been produced, you saw a standard video that showed the bear on strike.
The numbers : Nearly 10 million video views
Why we love it : It showed the future of advertising, with control being handed over to the user to determine the outcome. It also offered a deep level of engagement with a brand, with everything happening within a strong branded channel that showed the product that was being advertised.
F5ive Technologies