Our look at the most - and least - engaging social mediaSouthwest Airlines gave away 12 $1,000 gift cards for travel on the airline in a “12 Days of Luv” December Twitter contest. Southwest asked its followers to tweet different holiday-themed photos each day of the contest, such as a brand-themed snowman. Participants had to tweet back using the #12daysofluv hashtag, giving the airline pages upon pages of free branded tweets. Southwest's incentive — $1,000 in free travel — was strong enough to motivate even the most weary holiday shopper.
Honda added a cheeky social component to its annual end-of-year holiday campaign, “Happy Honda Days.” The Honda NaughtyOrNice-a-tron Facebook app scrolls through a user's 2010 status posts, giving a “naughty” or “nice” rating. It also tallies “likes” and invitation acceptances to find out whether you have “been a good Facebook boy or girl.” In under a week, 22,000 Facebook users opted in to the app — not a complete viral hit but three weeks remained in the Happy Honda Days sale.
Philips Electronics' strategy to promote its ChargeOn phone charger pokes fun at pharma advertising by highlighting “Dead Battery Anxiety,” a made-up ailment. Its playful microsite elements include “treatment options” which recommend a purchase. It's supported by a Facebook page and Twitter feed. Phillips is promoting it through online advertising, contests and radio ads in select markets. Kudos to Phillips for enlivening a dry topic and supporting social with additional media, but 242 likes and 183 followers is ho-hum, and its repeated tweets are ill-advised.