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

Summit Entertainment, the studio behind the Jake Gyllenhaal film Source Code, launched a visually impressive social media and mobile campaign to promote the film's debut. The studio encouraged consumers to tag a QR code from a promotional poster, play the accompanying game and share their location and actions through Facebook and Twitter. Consumers who finished the game were automatically entered in a contest for a trip to next year's South By Southwest festival. 

Lifetime and social network BroadCause.com partnered to raise funds for US Army families and promote season five of the network's Army Wives. Horizon Media produced display and paid social ads for Facebook and Twitter, where every post about the show the week of March 6 generated a $1 Lifetime donation to nonprofit Blue Star Families. The campaign should be lauded for its effectiveness, but Tweets and status updates by themselves won't drive viewers to a new program.

Nivea invited Rihanna and her fans to join its 100th anniversary celebration. The brand will sponsor the pop star's upcoming "Loud" tour, which kicks off in June, and incorporate her music into its social media initiatives to attract her fans to the brand. The skin care company said it expected to generate more than 1 billion page views in one week. Nice birthday wish — Nivea's campaign announcement only garnered 82 "likes" in five days. 

The National Pork Board used social media to launch its new brand "Pork: Be Inspired," replacing the long-used "Pork: The Other White Meat." The campaign encouraged consumers to spread the word about the change through Facebook and Twitter, and it used blogs and a PR campaign, with the overall goal of increasing pork sales by 10% in the next three years. The effort failed to significantly inspire the public. By press time, fewer than 2,000 consumers "liked" the brand on Facebook, and fewer than 500 followed its @AllAboutPork Twitter account.

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