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

Warner Bros. “fueled fun” for its buddy flick Due Date by using mobile, digital and social media programs. The entertainment company partnered with retail chain Murphy USA to create a loyalty program through Whrrl, a location-based service. The partnership raised the level of engagement with consumers, and had a chance to score free movie tickets, cash or in-store merchandise. Murphy USA saw a 171% increase in online conversions during the campaign’s 30-day period.

Beam Global Spirits & Wine bought consumers a round with the “Beamfire Sweepstakes,” promoting its Jim Beam Black Double Aged Bourbon through a virtual bonfire. The sweepstakes celebrates how much its target demographic, consisting of males in their 30s, has matured over the past eight years. The brand encouraged consumers to toss memories they’d like to forget – trucker hats, dated music or even old friends – into the Web-based bonfire to toast their progress. 

Lionsgate Films generated interest in its  film For Colored Girls and supported the nonprofit The Global Fund for Women through Twitter, Facebook and Broadcause.com tie-ins. 

The company personalized the film by asking consumers to share their memories through social media. The effort, which targeted women ages 25 |to 40, gave a social media voice to a worthy cause. It also donated $1 for every tweet about the film, but would’ve benefitted from additional digital direct components to capture data and retarget consumers.

The Gap recently launched a new version of its “Casting Call” campaign to find the cutest kids on the Internet to model its clothing. However, social media took the effort from adorable to an exercise in showboating parents, many of whom lobbied their friends and coworkers like corrupt politicians to vote early and often for their children. While hundreds of thousands of consumers cast votes, It may be time for The Gap to consider a refresh of its five-year-old cute baby contest.

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