Date post: | 28-Nov-2014 |
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Business |
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The best and the worst of
campaigns :)
PREPARE TO BE AMAZED
Hello and welcome to the magical world of my presentation. It will be:a) subjectiveb) not very longc) fun (I hope:)
PART 1 – BEST CAMPAIGNS
1. The Jeep Puzzle
● Jeep created an online puzzle using new Twitter profiles, which users had to follow in order to unlock clues. Each Twitter profile was following a further 12 Twitter profiles, that contained a picture clue. Each profile picture was a piece in the puzzle.
● The pictures were of landscapes only accessible with a Jeep.
● Sounds complicated? Let’s see how it looks in steps
Jeep Puzzle in steps
● Follow the JeepPuzzle profile @jeeppuzzle● Check out who they're following (10 profiles, such as
@volcanopuzzle, @cavepuzzle, @forestpuzzle, etc. - each is a puzzle)
● Each of the profiles follows 36 other profiles● The display pictures of the profiles are pieces of the
puzzle● You have to follow one of the profiles, i.e.
@volcanopuzzle and then follow the profiles which they’re following in the correct order to create a picture.
Who follows whom
@jeeppuzzle follows 10 profiles@snowpuzzle, for example, follows 36 other profiles – pieces of the SNOW puzzle
Jeep Puzzle in pictures :)
Jeep Puzzle in pictures :)
What was so great about the campaign?
• Very cheap to organize – virtually no money had to be spent on creating the Twitter accounts
• It was strongly connected to jeep via the landscapes that only a jeep could access
• It was fun and engaging for the participants• It showed a great amount of creativity • It used the opportunities that Twitter gives – it
shows understanding of the platform
Were there any flaws in the campaign?
• Jeep created a new Twitter account solely for the purpose of this campaign, which gained a lot of followers. Once the campaign ended, the account is no longer used and the followers left the profile, but they didn’t necessarily follow Jeep’s official account.
2. Tweetphony
● A Dutch jazz and pop orchestra, Metropole had its budget cut.
● They created buzz on Twitter to get more people to know about them.
● People could go to the website they created, compose music with a digital piano, and then have the music converted to tweet form and sent to the Orchestra’s Twitter account.
● The Orchestra chose the best pieces and performed it
The digital piano
Pros and cons of the campaign
• It was simply fun and creative • The guidelines and rules were clear – people
knew that not all of the tunes are going to be performed by the Orchestra
• It raised awareness about the Orchestra and helped them collect money for their budget
• It required a certain amount of funds to build the website
3. Snickers: You're not you when you're hungry
● Big UK celebrities posted five very out-of-character tweets
● Katie Price tweeted about global economics. Pretty much sums ip up.
● Then tweeted a tweet with a tagline “You’re not you when you’re hungry” and a picture of the star posing with a Snickers bar.
● Then the accounts returned to normal.
How it looked on Katie Price’s Twitter
The final tweet
Why was it good?
• It used the power of celebrities and Twitter combined
• It was funny• It shows consequence in promoting their
slogan – “You’re not you when you’re hungry”
Problems with the campaign
The campaign caused Snickers to be investigated by UK's Office of Fair Trading, which requires companies to spell out explicitly when a product is being endorsed. Since Snickers paid celebrities to post the pictures, the ads were investigated. The company was eventually cleared of wrongdoing.
4. Ben & Jerry's
● Ben and Jerry’s wanted to promote Fair Trade Day
● They built an app that allowed users to post tweets & it used the leftover characters to squeeze in a fair trade message, including a link to an article about it.
Why is it good?
• It is innovative• It makes the company’s name associated with
a good cause, which is great for the company’s image.
• It doesn’t require the Twitter users to do anything – the message is added to the tweets automatically.
Time for some awful campaigns!The HALL OF SHAME of Twitter campaigns
1. Microsoft and the Japanese eartquake
● On March 12, a day after the Japanese earthquake and tsunami, Microsoft's Bing Twitter account posted this tweet:
Reaction?
● Uproar about Miscrosoft using a tragedy to promote Bing.
● Microsoft apologized and promised to donate the money anyway, and even more than they initially promised
● They donated 2 million – a part of that in cash, and a part in goods, such as software - which also doesn’t show a great amount of thought put into their “support” for Japan.
Why was it an epic fail?
• They tried to use a tragedy to promote their product.
• They haven’t put much thought into how people will react to the tweet.
• Even when they tried to repair the damage, they haven’t really thought about what the people of Japan need after the earthquake.
2. #Oscaring
● Sprint and @OscarRoadTrip wanted to promote a phone giveaway and their Truly Unlimited data service, using the hashtag #Oscaring
● As it was shown in this case, timing is everything.
● A picture says more than a thousand words, so let me show you why the idea failed miserably…
This was what they had in mind
And this is why it was a bad idea to choose #Oscaring as a hashtag
Need an explanation?
If you don’t know who the man in the picture is, his name is Oscar Pistorius. He is a famous South African sprint runner who won many gold medals during Paralympics and set a few world records. He was the first double legged amputee to compete in The Olympics. He’s also the first amputee to win an able-bodied world track medal and he achieved that at the 2011 World Championships in Athletics.
Need further explanation?
• A few days before Sprint attempted to promote #oscaring, Oscar was charged with murdering his girlfriend in his house.
• She was found in his bathroom with multiple gunshot wounds and a bashed skull. He claims he didn’t know she was in the house and thought she was an intruder and he shot her through his bathroom door.
• She was in a bathrobe and a bloodied cricket bat was found at Oscar’s house.
Need even further explanation?
• What makes this even more gruesome, is that the murder happened on Valentine’s Day.
• Oscar is charged with premeditated murder.• Roughly at the same time, the Academy
Awards were about to be awarded – Sprint wanted #oscaring to be associated with Oscars – the Academy Awards, but instead the hashtag made people think about Oscar Pistorius and his alleged crime.
Comments
• It failed because of bad timing.• Marketing specialists should watch the news
and access the risks of their slogan being associated with something negative.
• Wishful thinking is a no-go in marketing – just because you want people to think about something, it doesn’t mean they will.
3. Mc Donald's – the epic fail of epic fails
● In mid-January, McDonald's demonstrated a lack of foresight when it launched the #McDStories hashtag on Twitter.
● They thought it would be used by customers to post their favorite nostalgic McDonald's memories.
● The page became a bulletin board for customer horror stories and a way for past employees to air dirty laundry.
Why was it such a fail?
• Once again, wishful thinking proves to be at fault – just because you want people to do or think something, doesn’t mean they will.
• What makes it even more horrible for the company is the fact that they used Twitter for this campaign – they have no way of editing or monitoring the comments, because anyone can use any hashtag they want.
• If they used Facebook, they could have controlled the comments.
Should have used Facebook instead, Mc Donald's.
Thank you for reading:)