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Our look at the most – and least – engaging social media campaigns and social marketing strategies

A Bunch of Carrot Farmers engaged consumers by launching BabyCarrots.com and releasing free iPhone and iPod Touch games. The apps ask users to crunch real baby carrots into a mic to play the game, thereby requiring that consumers buy the product in order to play. The campaign also included dynamic packaging and experimental vending machines. Ad agency Crispin Porter & Bogusky led overall strategy, creative and media efforts.

The Pancreatic Cancer Action Network sought to raise public awareness of the disease by encouraging consumers to upload stories, photos and videos of people they know who are fighting the disease. The organization also asked for other consumer action, such as sending letters to members of Congress and encouraged them to share the site with their friends and relatives. The nonprofit worked with communications firm Neimand Collaborative on the effort.

Stride Shift chewing gum launched an engaging campaign, called “Change Your Flavor, Change Your Life,” last month. The company created an application that enabled consumers to upload photos of themselves and then change the background to portray fun and offbeat scenarios, such as kayaking, fortune-telling, ostrich jockeying and clowning around at the rodeo. Users can then publish a digital “photo album” of the enhanced “adventures” to share with friends. Customers are also prompted to sign up for future promotions. The gum brand worked with ad agency JWT on the social campaign.

Campbell Soup Company targeted young consumers with the “It's Amazing What Soup Can Do” effort. The company encouraged customers to scan a barcode on the product packaging and attach photos and video using a downloadable app. The likelihood of young consumers breaking stride at the supermarket to scan the can may be a stretch. The campaign also included TV, print, radio and in-store elements. Agencies BBDO and Young & Rubicam worked on the effort.

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