Our look at the most - and least - engaging social media
Chevrolet doesn't buy the stereotype that video gamers hole up
their mom's basement and pedal to the comic-book store on their sister's pink bike. The carmaker conducted a campaign that gave consumers who completed a specific play in the free demo version of "Madden NFL 12" a special code to punch in on the game's Facebook page. The company, working with Goodby, Silverstein & Partners, gave one winner a Chevy Cruze sedan in the in-game sweepstakes.
The Reader's Digest Association wants to make the dreams of some aspiring writers come true and promote its brand through the "Your Life...The Reader's Digest Version" Facebook sweepstakes and campaign. It encouraged consumers to submit their life stories in 150 words or less on the company's Facebook page. After a vote, the winner will be published in the magazine and 10 runners-up will be featured on ReadersDigest.com. Reader's Digest also set aside $25,000 for the winner.
Levi Strauss & Co. introduced consumers to a good cause and promoted itself digitally through the "Levi's Legacy" campaign, which used Facebook to house an online social challenge. The effort, which includes a 60-second film and digital program, highlights the work of Water.org, a nonprofit that provides safe drinking water and sanitation to people in developing countries. The campaign should be credited for embracing a good cause, and also trying a combination of Facebook advertising and the Sponsored Stories platform.
Peanuts Worldwide launched "Reunite with the Gang," a digital campaign, to reinvigorate the legendary comic strip. Using Facebook, the brand is racing for 850,000 "likes," enticing consumers with a mystery digital prize once the goal is revealed. The campaign also features an "Amazement Park" Facebook game, where consumers can manage the popular Planet Snoopy attractions, a new @snoopy Twitter account, and more games and interactivity on the Peanuts website. At press time, its Facebook page has 835,856 likes.