Social Marketing

Is Pinterest Right For Your Companies Product?

One of the reasons I stopped using Pinterist awhile back was it felt like the social network was becoming a giant ad engine. By that I mean it felt like most of the content that was being served to me, was being pushed based on marketing algorithms and not my real interests. I have a shotgun approach to things I like, and it simply felt like companies were pushing there products on me, rather than me finding things in a more organic fashion.

It turns out my feelings were probably premature, but correct. Pinterest is one of the hottest ways for companies to market their products and services right now.They have a massive user base that is groing daily, and you surfing habits are tracked, recorded, and used to deliver tailored content to your eyeballs. For marketers Pinterest offers a lot of advantages, especially if you’ve got a strong visual product.

If you look at the infographic from Intuit below, you’ll see that Pinterest isn’t worth every companies investment though. It offers a solid insight into the way social media attracts, keeps, and sometimes loses an audience.

“Fiestagram” Ford’s European Instagram Campaign.

No matter how you slice it this is pretty impressive. Ford in conjunction with Instagram, and Facebook have created the first Instagram based campaign.

Created by Blue Hive, the campaign centered around image challenges used to highlight new features of the Ford Fiesta for the European launch. Participants simply used the hash tag Fiestagram, and cross posted to Twitter and Facebook to enter the contest. To extend the campaigns reach, Ford displayed the images in all three social networks as well as physical galleries, and on digital billboards that displayed images in real-time as they were uploaded to Instagram.

Images that were judged to be particularly impressive or made it to Instagram’s “Popular” page received weekly prizes from Ford, with the final prize being a 2012 Ford Fiesta. Watch the video and pay close attention to the numbers. For a low cost campaign, this developed serious buzz and page linger times, with the average viewer spending almost 3 and a half minutes within the microsite on each visit.


The Worlds Most Exclusive Website

This is pure genius.

The Worlds Most Exclusive Website“, builds on the human desire to be popular. Working like an exclusive nightclub in New York, the worlds most exclusive website asks you to register with your Twitter account. Then the site decides if you are important enough to gain entry. If you aren’t you get redirected to a less discriminating site. In my case Olive Garden. I have no idea what is on the other side of that elusive door that is accessed by the rich and famous, but I am sure it is something very special. I bet they have Swarovski crystal covered unicorns behind that door.

I have no idea on what the back story is behind this. I am sure that it is truly an advertising aggregator driving traffic to a specific client/brand list. None the less it is a genius move from the creator of it. Over the next few months it’ll be interesting to see how much viral buzz builds out of this, and how much traffic gets redirected to other sites because of it. I’d also like to know how many people become obsessed with it, and go on an all out binge to add Twitter followers just to gain access.

Give it a shot, and if you don’t mind post a comment on what site you got redirected to.

Facebook and Relationships.

Facebook currently has over 500 million users and that number keeps growing daily. The infographic below was designed by Online Dating University and outlines how Facebook affects our more personal side of sharing, and our relationships.

The numbers are really pretty interesting when you think about it. Women use Facebook more than men and have since it started. The number of singles and the number of married are almost the same, with a 5 or so percent variance. Only 3 out of 5 Facebook users even show their relationship status at all, and the largest number of those users live in the U.S., South Africa, Iceland, the U.K. and Canada.

You can  bet that all of this is being heavily scrutinized by brands and marketers vying for your Social Networked attention, and by Facebook itself. It kind of makes you think about how you might want to set up your personal info and privacy settings. I have to admit that I haven’t really set mine to be Mr. Secrecy though.

Paws Up. Hoedown. Lady Gaga and Farmville.

Since Farmville is one of the hottest online games going, it’s no surprise that Lady Gaga, or her massive marketing team has jumped on the the Zynga band wagon to promote her latest album.I have no idea what this cost the Gaga team, but you can bet it was a pretty penny since Zynga is all about building co-op deals that crank out millions for them in a short time frame.

GagaVille is a promotional game inside FarmVille that lets you grow all sorts of Gaga crystals, which  allow you to buy selected songs from the new album before they are officially released using Zynga Game Cards. Gagaville will run until May 26th when the official album drops worldwide.

I’m going to assume that this campaign is doing really well based on the 600,000+ views of this clip so far on YouTube. Zynga hasn’t released any information on how many songs have been purchased, or how many people are playing Gagaville, but I have a feeling it’s quite a few which means this is money well spent by the record labels marketing team.

The excellent promotional video “Paws Up. Hoedown” was produced by EVB. Credits for the team are below the video.

Title: PAWS UP. HOEDOWN. Lady Gaga goes to Farmville.
Client: Zynga
Agency: Evolution Bureau (EVB)
Executive Creative Director: Stephen Goldblatt
Creative Director: John Reid
Art Director: Stephen Goldblatt, Aaron Feiger
Copywriter: John Reid, Jean Morrow
Motion Designer: Devin Croda
Executive Producer: Craig Batzofin
Agency Producer: Eric Rasco
Account Director: Martha Jurzynski
Production Company: Moxie Pictures
Director: Seth Gordon
Executive Producer: Lizzie Schwartz
Line Producer: Mary Rohlich
Director of Photography: Joshua Hess
Editorial: HutchCo
Technologies Editor: Jim Hutchins
Assistant Editor: Joaquin Machado
Executive Producer: Jane Hutchins
Post Production: Method Studios
Flame Artist: Pete Mayor
Producer: Ananda Reavis
Executive Producer: Robert Owens
Telecine: CO3
Colorist: Siggy Ferstl
Music: Lady Gaga “Born This Way”
Additional music: Beacon Street Studios, APM
Mix: Rohan Young, Lime Studios

iPad Games for Cats. Yes You Read That Right.

If imitation is the sincerest form of flattery, then I am pretty sure the folks at Friskies cat food will win an award. Friskies has released  three new iPad games based on HTML 5 and CSS3 specifically for cats. It’s not a new idea, there are already a number of iPad cat games in the app store, but Friskies was smart enough to tie it directly to their brand as a product.

The games that Friskies have created play into the natural instincts of cats, and their attraction to movement, and when you watch the video, you can see how this is not only entertaining for the cat, but for the owner as well. That part about the owner as well, is key here, because the owner buys the cat food, and Friskies wants you to buy theirs.

Merging Facebook with the Real World.

As social media sites like Facebook and Twitter become even more widely used on a global scale, brands are figuring out better ways to integrate your online with the real world. This example from Renault at the Amsterdam Motorshow is a great example.

“Sharing your offline experience directly with your online friends.
Renault made it possible. By bringing the world of Facebook into the real world of the AutoRAI 2011. For the Amsterdam Motorshow we’ve created an innovative and real-time social sharing experience. At the largest automotive event of The Netherlands, 250.000 visitors could like Renault cars through a RFID Facebook card.
We placed specially made Facebook pillars in front of the Renault cars. By holding their pass in front of these pillars, a connection was made to their profile and the car was being “shared” on their wall. This way their offline car experience had been shared with their online friends.
At the Renault stand, car fans got a free card. With this pass, visitors were able to login to their Facebook profile. Since the pass held a RFID-microchip which stored their username and password, it automatically became their Facebook connect card. Ready to LIKE one of the Renault cars at the AutoRAI.
Simple, innovative and fun.”