Our look at the most - and least - engaging social media
Our look at the most - and least - engaging social media?
Porsche developed an integrated campaign to market the everyday appeal of its luxury models. After research showed that consumers perceive the cars as impractical purchases, the company enlisted Porsche owners to upload photos, videos and testimonials of how they regularly use their cars. To broaden its customer base, Porsche promoted the initiative through a microsite and mobile outreach during March Madness. The peek at its cars' cargo space was certainly an eye-opener. Its combination of social, TV and direct mail effectively showed off the cars' beauty.
State Farm Insurance launched a Facebook sweepstakes to show consumers that its "Good Neighbor" branding is more than a slogan. It let Facebook fans enter a sweepstakes for the chance to win a Ford Fusion hybrid, once they tagged themselves in a photo with the car. State Farm gave out more than 400 gift cards during the initiative. The effort helped the company bolster its reputation as a social media marketer.
Major League Baseball tried to refresh its image for opening day by launching the "MLB
Always Epic" video campaign, which pitches more than 30 star players in a humorous light. The campaign targets 18- to 34-year-olds throughout the season, and MLB is promoting it through Facebook and Twitter. While its content is clearly intended for the Internet generation, it would be more of a home run if it was showcased on YouTube, as well as its microsite.
Discover Financial Services launched three Facebook contests to drive engagement with existing and prospective cardholders. The "Feel the Earn" contest awarded $5,000 in Cashback Bonus points to the best points-related anecdote. "Discover School Giveaway" allowed consumers to vote for one school to receive $25,000 for school supplies. "Win a Day with the Stanley Cup" encouraged parents to submit videos of their child's most memorable hockey moment. The campaign generated 291 "likes" in more than a week. Driving customer engagement might be more difficult than winning these contests.