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

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

American Honda Motor Co. launched the “Super Civic Quest” Facebook scavenger hunt, asking consumers to scour the Internet for clues to help an imaginary Mexican wrestler find his Honda Civic. Consumers who registered – submitting their name, email address, mailing address and birthday – could win free song downloads from Amazon, Facebook credits and even a free Civic. Honda offered compelling rewards, but also asked fans to follow the campaign's annoying fictional characters.

Warner Bros. Entertainment launched a microsite to promote the scheduled July 2012 release of The Dark Knight Rises. It contained a hidden code that spelled out a Twitter account that, in turn, provided links to another microsite. The second site featured an embedded mosaic image of Batman nemesis Bane composed of Twitter and Facebook fan profile photos. Three weeks after the launch, it gained 15,000 Twitter followers — not bad for a film that's more than 13 months from release.

Robeks Corp. launched the “Experience a Better Whirl'd” campaign to differentiate the Los Angeles-based smoothie company's healthy ingredients, including whole fruits, natural juices and wholesome dairy products, from fast food smoothies. The campaign used YouTube, Twitter, Facebook and blogs to invite customers to name Robeks' hummingbird mascot and to upload videos of themselves showing off their blending skills. However, fewer than 750 consumers followed the brand on Twitter as of press time.

Ronzoni, a pasta company, brought its marketing to social media with a sweepstakes that offered consumers the chance to win $2,500 or weekly $100 prizes in exchange for submitting their personal information to the company's website or Facebook page. The company also ran banner ads promoting the healthy aspects of its food, plus a 15-second video online. Ronzoni deserves credit for building its database, but it could've made a bigger splash for its summer campaign with additional social media elements.

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