Gatorade is using social media to pump up sales that have been declining for the past 3 years. In an ambitious move, PepsiCo which owns the brand) has invested in a glassed in converted conference room for “mission control” employees. The “mission control” team monitors the social media network 24 hrs to listen to conversations, understand what consumers are telling about their brand. It is tweeting encouragement to high-school athletes before big games and tapping out responses to Facebook queries such as when to use a new protein drink. It also takes steps to correct any consumer who does not have the right idea about the brand. For example Gatorade’s “mission control team” corrected when one of the tweeter said Gatorade contains high-fructose corn syrup.
The brand has also taken steps to not sound too intrusive. It joins the discussion only when it feels that the consumers are asking a question about the brand. Other times, when users just involve the brand in casual conversations, Gatorade lets them do it without interrupting. Here is a video of their “Mission Control” ad.
Its the time of the century where not just humans but inanimate objects tend to use social media to explain their ‘feelings’. A 100 year old tree in Brussels was equipped with a range of equipment and measuring tools (dust meter, ozone meter, etc…) and lets us know every day how it’s doing. You can follow the daily musings on Facebook, Twitter and on the website. Watch the video below and you will be amazed! now dont be surprised if your post gets ‘like’ response from a tree or squirrel.
The new brand to embrace social media is the world of Mickey Mouse. No points for guessing, it is Disney Land right away. Disney has come up with a clever way of involving its customers. The campaign is called “let the memories begin” and asks families to submit their memories of Disneyland on Youtube, Facebook, MySpace and a dedicated website. Disney has created a collage of Ads featuring the photos and videos.
In addition, starting this January, Disney is launching its spectacular night concept. Disney Photopass Photographers will take pictures, which will then be projected in the night sky. Quite a spectacular way to end a visit to Disney’s magical kingdom if you ask me!