HEATMETER: Our look at the most – and least – engaging social media
Chevrolet doesn’t buy;the;stereotype
that;video;gamers;hole;up
their;mom’s;basement;and
pedal;to;the;comic-book;store
on;their;sister’s;pink;bike.;The;carmaker;conducted;a;campaign
that;gave;consumers;who;completed;a;specific;play;in;the;free
demo;version;of;“Madden;NFL;12”;a;special;code;to;punch;in
on;the;game’s;Facebook;page.;The;company,;working;with
Goodby,;Silverstein;&;Partners,;gave;one;winner;a;Chevy;Cruze
sedan;in;the;in-game;sweepstakes.
Photo: © General Motors Corp.
The Reader’s Digest Association wants to
make the dreams of some aspiring writers come
true and promote its brand through the “Your Life…The
Reader’s Digest Version” Facebook sweepstakes and cam-
paign. It encouraged consumers to submit their life stories
in 150 words or less on the company’s Facebook page.
After a vote, the winner will be published in the magazine
and 10 runners-up will be featured on ReadersDigest.com.
Reader’s Digest also set aside $25,000 for the winner.
Social Heat Meter
1=;Minor;spark
2= Steady;flame
3=Heat;generator
4=Fire!
Levi Strauss & Co. introduced consumers
to a good cause and promoted itself digitally
through the “Levi’s Legacy” campaign, which used
Facebook to house an online social challenge. The
effort, which includes a 60-second film and digital pro-
gram, highlights the work of Water.org, a nonprofit
that provides safe drinking water and sanitation to
people in developing countries. The campaign should
be credited for embracing a good cause, and also
trying a combination of Facebook advertising and the
Sponsored Stories platform.
Peanuts Worldwide launched “Reunite
with the Gang,” a digital campaign, to reinvigo-
rate the legendary comic strip. Using Facebook, the
brand is racing for 850,000 “likes,” enticing consumers
with a mystery digital prize once the goal is revealed.
The campaign also features an “Amazement Park”
Facebook game, where consumers can manage the
popular Planet Snoopy attractions, a new @snoopy
Twitter account, and more games and interactivity on
the Peanuts website. At press time, its Facebook page
has 835,856 likes.
ORGCHART
Offerpop uses flexibility
to educate consumers
Company:
Offerpop
Team size:
19
What’s new:
Using;digital
marketing
to;educate
consumers,
partners
Online
Ads
PR
Offerpop works with clients to
build social marketing applications that can be used on
Facebook and Twitter to build
brand awareness and sell
products and deals through
social media.
Wendell Lansford leads the
company as CEO. Reporting
directly to Lansford is CMO
Mark Cooper who oversees all
of Offerpop’s marketing ac-
tivities. Cooper manages a VP
for strategy and partnerships,
a marketing associate, as
well as staffers who oversee
various marketing functions.
Cooper has ownership of
the company’s email, social
media and content market-
Email
Social
media
Content
marketing
ing programs, while the VP
of strategy and partnerships
manages relationships with
other companies. The market-ing associate is in charge of
Offerpop’s online advertising
initiatives and PR. Former
CMO Allen Bonde continues to
serve as a marketing advisor
to the company.
Brand
assets
“We have the benefit of being young and agile, and we
have been able to create this
structure that gives us a lot
of scale,” says Bonde. “Social
marketing and media are still
relatively early in the adoption
curve, so the nature of what
we do is still very educational.”
—;Frank;Washkuch
