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

The Milk Processor Education Program's latest TV and print ad campaign, featuring actress Susan Sarandon, encourages consumers to visit WhyMilk.com to learn why they should drink more milk. The digital portion, created by Draftfcb Chicago, fires on all cylinders, from a URL to a site with multiple, relevant elements: a contest with a grand prize of free milk for a year, videos, tips, a Twitter feed and a Facebook element enabling consumers to “like” the new campaign. It received more than 56,000 likes in the first 48 hours of the campaign.

Toyota revealed a Facebook page and YouTube video for the “Prius Goes Plural” campaign after debuting its new line of Prius cars at the North American International Auto Show in Detroit. It asked customers to debate what the plural of “Prius” is, leading to 14,400-plus video views and 75,000-plus likes on Facebook. The concept is clever and hews to the brand's objective —  keeping the number of options in the new Prius line top of mind — but the video is dull and sing-songy.

Hotels.com is betting that visitors to its website are willing to give themselves a clay makeover in its “Star in a Hotels.com Commercial” contest. Visitors to the brand's site can share their clay avatars though Facebook, Twitter and e-mail and enter to win $200 in Hotels.com vouchers. One winner will star alongside “Smart,” the company's mascot, in a Hotels.com ad. The effort gets high grades for cuteness, but low marks for originality, cutting it too close to OfficeMax's wildly popular “Elf Yourself” holiday effort.

Space.com launched a marketing campaign to promote its website redesign, which includes social sharing and community tools designed to make outer space-related content “accessible to all humankind.” The site has an astronomical amount of out-of-this-world content including educational videos, stunning photos, and user-generated discussion, all of which can be accessed through most social networks. The content will rock your galaxy, but the Facebook and Twitter feeds don't contribute much to the experience.

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