Our look at the most - and least - engaging social media

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Intel Corp. and Toshiba America Information Systems debuted “Inside,” a “social film project” that allowed consumers to be part of a short film starring Emily Rossum. The companies are encouraging consumers to interact with the film's protagonist, who is trapped in a room with only her laptop, through Facebook, Twitter and YouTube. Brand managers will add contributed posts that fit the storyline and cast one viewer in a role after a YouTube casting call. The plot is thin, but the companies deserve high marks for innovation and risk.

IHOP Corp. launched an integrated campaign with a cool interactive tool on its website that lets consumers search for 101 ways to “Make It an IHOP Day.” Suggestions ranged from aspirational — “Learn an instrument” — to offbeat options like “invent a word: use it mercilessly.” A TV spot promoting funnel cakes snagged 17,000 views in its first two weeks on the comp-any's YouTube channel, while a post on Facebook generated 1,300 “likes” and 250 mostly enthusiastic comments.

CVS/pharmacy launched the “Money-Trasher” digital campaign to support its ExtraCare Rewards loyalty program. The company used the effort to encourage consumers to cash in loyalty points using interactive content and loyalty program information on its Facebook page. Consumers were able to vote on and share their favorite videos, which demonstrated everyday ways that cardmembers waste money-saving points, via social media. Although 1,800 consumers “liked” campaign videos on Facebook by press time, the campaign was run-of-the-mill.

Hillshire Farm saw Facebook comments that no marketer wants, such as “lame,” “stupid,” and “fire whomever approved this,” in response to its “So Good They'll Think It's for Them” campaign, which launched last month. One Facebook non-fan of the ad's depiction of a woman using a Hillshire Farm chicken sausage as a bribe to get her husband to take dance lessons asked if the ad belonged in June Cleaver's heyday — the good old days, before social media flipped the marketer-consumer relationship.

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