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Our look at the most — and least — engaging social strategies

Columbia Sportswear warmed up its younger consumers to the brand through numerous digital marketing initiatives for its launch of Omni-Heat, a reflective liner technology that helps consumers maintain body heat. The brand adeptly incorporated a YouTube Channel, a microsite, a mobile media effort and a Facebook tie-in called “Ice Pics,” which asked fans to upload photos of themselves wearing the product to win weekly prizes. Columbia Sportswear worked with Ad Mob on the mobile program. 

Disney Parks smartly gave consumers the chance to star in a future marketing campaign through a user generated effort enabling consumers to share their theme park experiences. Winning content will be featured in the 2011 “Let the Memories Begin” effort, which will use videos, photos and other user-created content shared on the campaign website through the end of next year. 

Navistar International creatively usede-mail, digital advertising and search marketing in its b-to-b campaign, “Get in Gear.” The brand accelerated racing fan attention by using drivers Dario Franchitti and Jamie McMurray in a digital initiative that allowed consumers to create and send personalized voice messages from the two stars via e-mail or a handset device. The brand also revved up fan enthusiasm with a sweepstakes, giving consumers a shot at winning a trip to the 2011 Daytona 500. The truck and diesel engine maker worked with Fathom Communications on the effort.

Feed the Children engaged consumers through e-mail, Facebook and Twitter tie-ins, asking consumers to donate money and to spread the word to their friends that October was “Hunger Awareness Month.” The campaign also used direct mail. The nonprofit also sent an e-mail blast to regular donors, targeting younger demographics. The campaign earned a 10% gain in Twitter and Facebook followers, but could've benefitted from more interactive content or required action.


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