Intel has always done a really solid job of promoting their brand and products. Intel is also a company that is heavily invested in digital convergence marketing tools, tying physical and digital spaces together quite well. One of their latest campaigns is “Push” an old school arcade game tied to a social media campaign, attached to a game where the grand prize is a new Ultrabook.
It’s a fairly simple concept. You connect with Facebook or Twitter and get in line. When your turn comes up, your name in 3D block letters is pulled by a robotic arm and placed on the table. Then those letters are pushed forward in the stack. If your name is the one to push it off stage, you win. The game plays out in real-time, streamed to the web.
Tweet races, Twitter games, and Twitter based competitions are nothing new, but occasionally one comes along that really works. Case in point VW’s #polowers campaign created by DDB Spain. The numbers in the video are pretty impressive, even though the number of participants was only 4075. This collective race, generated over 150,000 tweets with the hashtag #Polowers in 8 hours averaging 5 tweets per second. On top of that the campaign reached more than 10% of Spain’s global twitter audience. In addition, the game generated a vast amount of visits to Polo´s product section on www.volkswagen.es, reaching a record of its history. The screen shot above is from the integrated website that was developed for the game. Unfortunately it has been pulled down.
When it comes to integrated marketing that leverages social media to it’s best you can’t do better than Old Spice.
The latest campaign to introduce the new line of wild scents is being handled by Mr. WolfDog, who is the new executive director of marketing. Along with a YouTube channel, he has a Twitter feed, a Tumblr page, a Facebook account, a hangout on Google+ (where internet users could apply to work as the WolfDog assistant #workforwolfdog) and an animated gif file.
Everyone of these spaces is branded with integrated elements that reach across the entire campaign and all of it’s touch points. In the first two days, the YouTube video alone has reached more than 250,000 people.
I’m not a golfer. I don’t own clubs and I can’t even remember the last time I was on the fairway or even at a driving range. It doesn’t mean I don’t like the game, it just isn’t in the forefront of things I do. If you are a golfer “GAME”, which has managed to raise 127,000 in funding on indigogo is probably something you are going to want.
GAME is a dynamically connected product that tracks, maps and records your round of golf automatically logging each stat. The wearable device connects to your smart phone or computer allowing you to review the entire game and improve skills. In addition it is socially aware allowing you to share your results with social network giants like Facebook and Twitter. GAME records every club you use, every swing you make, and calculates the key stats for each including your scoring, the number of putts, greens in regulation, driving accuracy and more.
The device is the brainchild of Galway, Ireland, John McGuire and a small team of engineers. The physical design of the product is by Yves Behar which gets extra points from me.
KLM has been a big participant in promotional marketing campaigns grounded in social media for sometime. The video below shows the latest from the Dutch airline. The “Must See Map” is built on suggestions of things to do, and places to see from friends responses to a social media query. It asks the traveler to simply ask friends in their social network where they have been and what they have done, then gathers all of this information into a single source.
What is great about this campaign is the fact that KLM will send you a print on demand high-res physical map. What I don’t like is the fact that the map will take 3 weeks to arrive, and there is no dedicated smartphone app. The free online site does a great job of integrating with all of the major social network players, allowing the traveler to gather vast amounts of tips but offers no dedicated smartphone app.
While the physical map is a cool souvenir for your trip, and ties to all the places your socially networked friends tell you to go; it is quite surprising that KLM didn’t take this one step further. A dedicated app is much easier to carry and use than a physical printed map. A dedicated app allows for recommendations to come to you long after the map is printed. A dedicated app allows the traveler to post feedback on friends recommendations. A dedicated app, takes the concept to a whole new level, and extends use far beyond the interaction of the website.
This is a great concept, and I hope that KLM goes a little further with it. KLM currently has 10 apps that they have developed for the iPhone, so I could see them taking this to a whole new level. When they do, “Must See Map” will be a home run.
As more and more companies try to invent ways of being a more relevant brand experience for their customer base, many are looking to lifestyle branding as a solution. 10 years ago Delta Airlines would have leveraged itself as a “services” brand highlighting things like the least amount of delays, on time record, more cities than any other airline, etc. With the launch of the new iPad Fly Delta app, it seems fairly apparent they want to be seen as a lifestyle brand by connecting with you, the savvy travel before, during, and after your trip.
The new app not only helps you book your flight and check in, it also makes suggestions for entertainment, dining, and shopping. It connects all of the top social networks and makes intelligent recommendations for you based on your posts, checkins, and what your friends are saying and doing. The app itself looks pretty good, although I’m not sure it will change that many peoples brand perception of Delta.
One big question is, how do you use it on the flight if your plane doesn’t have WiFi?
Whats a new year without a tasty infographic about Social Media statistics? Boring thats what. The folks over at iStrategyLabs have put together an interesting little infographic that has some surprisingly good facts. Things like
80 percent of Pins on Pinterest are repins which means 20 percent of Pinterest users are the ones actually finding cool stuff.
5 million photos are uploaded to Instagram daily.
Google adds 625 thousand Google plus users a day. Who would have guessed that?