Case Study 2: Corona Light Facebook Campaign

When thinking of beer advertisements it is hard to point a particular beer that stands out, but one brand, Corona Light, decided to think outside of the box when it came to their social media campaign.  Corona beer has a very recongizable advertising campaign and almost everyone who sees an advertisement with a sandy beach and an ocean knows that it is for Corona.  Corona Light decided to take a new approach to make them stand out compared to other beer brands and identify with their target market. Here is a video giving a brief overview of the campaign. This campaign increased the brand’s awareness among a younger demographic and also boosted their social media presence. Today Corona Light has a strong following on Facebook and continues to integrate different promotions through their social media pages.

corona light facebook

Corona Light is the #6 imported beer in the U.S., and the #1 imported light beer. Consumers characterize Corona Light by the same relaxed, fun-in-the-sun brand image that defines Corona Extra, only with less calories. Corona Light has a strong social media presence, primarily on Facebook, which was utilized for their campaign. They also have a promotional Twitter page right now sponsoring Kenny Chesney’s 2013 tour. 

For this particular campaign Corona Light wanted to stray away from the relaxing beach scene and focus on an exciting activity that would coincide with their target demographic of young millenials. Corona Light wanted to target their younger demographic (ages 21-29) by having a promotion on their Facebook page. The goal of the campaign was to be the “most liked” brand of beer in America on Facebook and have campaign awareness. Their approach was using some traditional advertising forms, but it was mainly focused on social media.  The customer “likes” the Corona Light Facebook page and then you get access to the Times Square app, which will let you upload a photo for use on a 150-foot digital billboard.  There will even be pictures from the other side of the square showing what your face looks like hovering over the crowds of people in the Times Square area.

Jim Sabia, executive vice-president of marketing for Crown Imports (Corona Light’s exclusive U.S. importer), said: “For Corona Light consumers, having their picture projected high above one of the most famous places in the world is an exciting experience, and a fantastic way of engaging a street audience while rallying Corona Light’s brand ambassadors.”

Corona is smart for taking this approach. The brand gained likes on their Facebook page, while rewarding the customers who liked the Facebook page by getting your face shown in all of Times Squares. They were also able to integrate traditional advertising by using the billboard. Not only did this campaign help Corona’s social media presence, they also got their brand name out by word of mouth, which is free promotional advertising for them and has no cost.

The end result gave the brand target audience engagement, brand exposure and viral exposure, which also lead to word of mouth. By engaging more consumers via Facebook, the brand was able to have more promotions and reach more of their targeted audience. They had about about 3,000 likes before the campaign and it grew to about 200,000 likes. At the end of the campaign, Corona Light’s fan base grew 10x.

Casserole Pinterest Board

Another brand that is joining the social media phenomenon is Campbell Soup. Campbell’s  is taking a different approach this holiday season by promoting their classic green bean casserole recipe on their Pinterest page. Campbell-casserole-Pinterest-AThrough November 30th, Campbell will donate $1 (up to $10,000) to Feeding America for each image of the casserole that is pinned or re-pinned. This is a great promotion and shows how powerful social media can be. Campbell will be creating awareness using their Facebook and Twitter page, along with their website. I have heard about many different approaches that brands are promoting or integrating in their campaign to help out a charity or cause, like Hurricane Sandy.  I think using social media is a great way to reach out the community and inspire them to donate, while promoting a brand at the same time. By tying this campaign to a charitable cause and the Thanksgiving holiday, Campbell Soup helped freshen its classic recipe by giving it a digital presence. Giving consumers a feel-good incentive to share brand related content goes a long way in driving participation.

Coca-Cola’s Social Media Policy

Companies have a new challenge to face when hiring employees these days. Not only do they have to make sure they are hiring the right person for the job, but they also have to make sure that the employee has a good judgment when it comes to their social media pages, along with representing the company well on social media pages. Social media is now apart of everyone’s lives, but now more than ever employees have to watch what they say and post with just about everything. Companies are unable to control what their employees post, so most companies have some form of a social media policy that help guide their employees and let them know what their expectations are when it comes to social networks.

In Coca-Cola’s social media policy the document is a separate policy that let’s their employees know what their expectations are when it comes to social media.  It is short and to the point, being only three pages long, and offers common sense guidelines for the employees and their social networking pages. Here is a video of Coke’s Head of Social Media, Adam Brown, explaining their policy.

Through their social media policy they give lists on what they think is acceptable and unacceptable posts. One thing I think Coca-Cola did well is mention that if you have any doubt that your post may cause controversy than don’t post it.  If you’re struggling whether or not a post may be acceptable or not, than it’s probably not. Another part of the policy that I think Coca Cola did well at was pointing out if an employee sees a negative comment about the brand that they should not react or try to stick up for the brand. Coca-Cola tells employees to leave that to the certified online-spokesperson who is trained to handle and respond to negative remarks. I know if I saw someone post something negative about my company I would instinctually want to respond, but I think Coca-Cola understands that some employees may respond out of anger and not watch what they say.

One part of the policy that I thought was interesting was when the policy pointed out that local posts can have global significance. It goes into saying that you may answer correctly for one part of the world, but not in another and that they must always keep a “world view” in mind while posting.  It is important to remember that Coca-Cola is a global brand and I think they did well at reminding their employees that they need to remember who their audience is at all times.

Overall I think Coca-Cola did a great job with their social media policy. It was to the point and was based off of common sense guidelines. I think social media policies are essential to any company. For example, I worked for my step-dad’s company a few years ago and I was Facebook friends with one of the employees and he was complaining on his page about the company and a specific co-worker. This looked bad on the employee and eventually he was approached regarding the post.  The key is to remember who your audience is and to remember to think before you post.

#CAPTUREEUPHORIA

When I think of Ben and Jerry’s Ice Cream I don’t think of advertising and what I mean by that is, I can’t think of one advertisement I’ve seen for Ben and Jerry’s. I don’t even know if they do advertise or maybe I just don’t watch enough TV. Recently I read that Ben and Jerry’s are using social media, specifically Instagram, to promote their ice cream. Ben and Jerry’s have taken a new approach to their advertising campaign. They are challenging their customers to take photos using Instagram and capture “euphoria.” This is smart of Ben and Jerry’s to jump on the social media bandwagon and target demographics, particularly the millennials, through social media channels.  Since Instagram is becoming more popular I think it is smart of them to utilize the program and integrate it in their campaign. Here is a video briefly describing the campaign.

 After the fans take their photos using Instagram the winning photos will be featured in Ben and Jerry ads in that person’s neighborhood. To enter, fans have to tag #captureeuphoria to their Instagram photos and if their photos are selected they are posted in the local community. I personally haven’t heard of many brands integrating Instagram into their marketing campaign, but I think it’s an interesting approach that is good way to interact with their customers and get involved with the local community of their customers.  Ben and Jerry’s has a strong following on Instagram with about 123,000 followers and I think that their followers will continue to grow with this campaign. I think it’s a perfect excuse to go eat some Ben and Jerry’s and share my experience via Instagram.

A Chipotle Halloween

When I first heard about Chipotle years ago from a friend I knew nothing about it.  I am not a fan of Mexican food but from what I’ve heard they have the best burritos around and Qdoba doesn’t even compare. I don’t think I’ve ever seen a Chipotle ad on television or heard of one on the radio so it wasn’t surprising when I had no idea what Chipotle was. Well Chipotle proved that they don’t need a huge television ad campaign to get their name out there. Chipotle had the biggest lift in Twitter volume, according to Bluefin Labs. They generated Twitter buzz when they offered $2 burritos to customers who showed up dressed in costume.
Reading about Chipotle’s promotion reminds me of how influential and beneficial social media can be for your brand.  You don’t always have to spend thousands of dollars in television and radio advertisements to get a good turn out.  Chipotle paid nothing and their brand had the highest gain in Twitter mentions that week.  It was a fun way for them to interact with their customers and have fun for the holiday.

Case Study: Dunkin’ Donuts Coolatta

Dunkin’ Donuts, America’s largest retailer of coffee-by-the-cup, came up with a marketing campaign that increased their engagement with their customers and let their customers be apart of promoting their new drink, Coolatta. Customer’s were encouraged to take pictures of themselves drinking the new beverage, Coolatta, and post it on Dunkin’ Donuts’ Facebook page and then the fans would be enterted in a drawing. This campaign increased Dunkin’ Donuts social networking sites immensly and increased brand and product recognition.They still have a strong social media presence today and run an ongoing campaign called, Fan of the Week. Fans submit a photo of themselves to Dunkin’ Donuts Fan of the Week Photo Gallery and if you are the top fan your photo will be displayed on their digital billboard in Times Square.They were also named by BrandWeek Magazine, “Marketer of the Year” in 2009 and the Coolatta campaign was called, by many articles, one of the top ten best social media marketing campaigns of all time.

 

Currently Dunkin’Donuts has a strong social media presence. The main social media channels they primarly use are Facebook and Twitter, which were both utilized during the Coolatta campaign. Dunkin’ Donuts posts daily, usually a couple times a day, promoting sweepstakes, posting pictures of products, and talking about the newest flavor. Their facebook page has about 7.6 million fans and each post has an average of 6,000 to 10,000 likes a post, depending on the content posted. Dunkin’ Donut’s Twitter pretty much conincides with their Facebook page’s posts. The posts and pictures are the same, but their Twitter seems to have more sweepstakes related information and the winners from the sweepstakes. Compared to their Facebook page, their Twitter page has only about 178,597 followers. Each social media channel is consistent with the seasons and seems to have a content calendar on what is posted on particular days.

 Dunkin’ Donuts came up with an interactive campaign to promote the launch of their Coolatta beverages . The purpose of the Coolatta campaign was to promote the Coolatta product and attract traffic to their brand and their fan pages. Dunkin’ Donuts’ campaign encouraged their Facebook fans to take a photo of themselves drinking a Coolatta and post it on their social networking site. After the fan posts the picture, they would be automatically entered into a daily drawing. Dunkin’ Donuts used a combined strategy with Facebook and Twitter, which was smart because it did not overwhelm consumers with too many advertisements for the product. Dunkin Donuts’ overall number of Twitter followers increased since the campaign from a total of around 23,000 followers to almost 43,000 followers and Dunkin’ Donuts’ Facebook had almost 800,000 supporters but within a week, their fan base was composed of 1.1 million and continued growing. This campaign was one of the first of it’s kind and gave Dunkin’ Donuts an opportunity for high engagement with their customers and the ability promote their new drink. Dunkin’ Donuts also created user-generated content with this campaign. By allowing the fans to post their pictures, they were able to able to be interactive with their fans and receive feedback.

 The Coolatta campaign showed Dunkin’ Donuts creativity and commitment to their fans. They wanted to interact and let the fans be apart of the campaign instead of pushing the product down their throat over and over again. By using a combined strategy with Facebook and Twitter and keeping things consistent between the two, the fans were able to focus on that one particular product and not be bombarded with other messages about other products. The fans also had an incentive to partake in the campaign, by receiving gifts. This campaign was a great use of social media and how engaging with customers and being interactive benefits the fans and the brand itself. From this campaign Dunkin’ Donuts built up their social network followings, increased brand recongitition and product recongition, and still continues to have a strong social media presence today.

#Taylorfollowers

Taylor Swift is a household name almost everyone knows and with the release of her most recent album, Red, she is making headlines everywhere about what song is about which ex-boyfriend, but Taylor Swift also made headlines for something other than her heartbreak songs recently. Swift has a huge following on Facebook and Twitter and she decided to chose a few of her social media followers and let them follow her in real life and talk about their experiences along the way.

These fans were given the opportunity to follow her around and post live updates on Facebook and Twitter about her media tour. One fan tweeted, “Taylor said she would stand out in the rain to buy Joni mitchel’s or James Taylor’s cd! #RED #taylorfollowers #GMA

It’s pretty cool that Swift is intigrating social media with her media tour. I can only assume that the majority of her fans are on social media networks and it would make sense for her to reach out to them via social media channels. It is an awesome way to interact with fans, reward fans for following her, and give fans the rare opportunity to see what a day in the life is like for her.

Social media is becoming a great way for celebrities to express themselves and give their fans an idea of what their life is like. It also gives celebrities the opportunity to interact with their fans and hear their feedback.  I wouldn’t be surprised if I saw another singer/celebrity follow Swift’s lead.

Benefits of Foursquare

When I first heard about Foursquare I didn’t understand what the point of it was. It seemed like a hassle to check-in at places and receive badges after visiting a place a certain number of times. Overall, I just didn’t get it, but after learning about it in class I started to see the benefit of Foursquare for companies.

One of the benefits companies have from Foursquare is being able to create foot traffic. Some companies have special check-ins that give incentives to their customers to check-in. This can attract new customers and encourage previous customers to come back. Another benefit that Foursquare has is being able to reward loyal customers at a particular company. For example, if you’ve visited a restaurant 50 times, that restaurant could give you a coupon or a discount on a particular meal because you are a loyal customer. Foursquare also gives the ability for that restaurant to learn more about their customers and what their interests are.

Here in Milwaukee, AJ Bombers, a burger restaurant, has increased their sales one day by 110% using Foursquare. The owner promoted an event via Twitter and Facebook and used the Swarm Badge on Foursquare, which is when there are over 50 check-ins on that day. This created a flash mob and AJ Bombers had 161 check-ins that day, which increased sales and made AJ Bombers a hot commodity in the Milwaukee area. 

This is important for other restaurants to pay attention to and take advantage of. Foursquare is a great way to interact with customers, along with helping sales and foot traffic. If companies use social media in the right way, it can really benefit customers and businesses.

Myspace Redesign: The Potential To Be Great?

In the past couple weeks Myspace has made headlines with their recent redesign. Justin Timberlake, who has contributed to the redesign of Myspace,  released a preview video, which already has 13,000,000-plus Twitter followers. But the main question on everyone’s mind is, does it have the potential to be great? Many critics think Myspace’s ship has sailed and it is not going to come back, but some disagree.

MySpace hasn’t crossed my mind in many years and I don’t know anyone who still has a Myspace, but now it seems to be making a comeback and I can’t stop reading about it and all the changes it’s making. Myspace seems to be reinventing themselves to climb back up the social networking ladder. The new Myspace is focusing on music and wants users to come to them for their music destination. I believe this is smart of Myspace to captialize on something they were known for in the past. I remember my favorite part of Myspace was having a profile song. This is also a way for Myspace to stand out from Facebook and Twitter. The site also lets users  look at their friend’s photos and playlists. This is a way for friends to interact with one another, that is different from other social networking sites.  There is also a trending tab that gives a list of band’s schedules and magazine profile’s of artists. This is great place for fans to interact with their favorite artists.

Another part of Myspace’s redesign is having pictures and videos posted that are similar to Pinterest’s layout. Users will also have to ask for an invite, which is also similar to Pinterest.  Although many people are anxious for the new Myspace, many critics have their doubts. Some say that Myspace is making desperate attempts to reinvent themselves and that it will be hard for people to go back to Myspace after it has already died. There is also criticism to the similarity between Pinterest and that there are already music destinations out there. No matter what kind of redesign Myspace has, they will still have to compete with their biggest competitor, Facebook. I think Myspace has the potential to stand out though, and are already standing out by focusing on the music aspect, but they will have to find a way to continually keep their users engaged.

Nordstrom’s Facebook Timeline

Social media is huge these days, especially Facebook. According to comScore Facebook has an audience of approximately 160 million U.S. visits per month and accounts for 90% of all time spent on social networking sites. With these stats, Facebook has become very popular among brands to interact and connect with their customers. Some brands succeed in utilizing Facebook and others make mistakes. One brand that I believe has done a good job marketing their brand on Facebook is Nordstrom.

Nordstrom is a fashion specialty retail store that has items for men, women, and children. The way Nordstrom utilizes their Facebook page is by posting daily about products and sales. They also post photos of different outfits or shoes that are new or popular. Nordstrom does a good job at connecting with their customers and they know how to interact with their target market, which is women. Women are probably Nordstrom’s main customers because they are usually the ones buying for themselves, their children or their husbands. Nordstrom also posts about their Pinterest page, which is smart since most of Pinterest’s users are women.

Nordstrom’s Facebook page is interactive in the sense that they share links on every post that will lead the customer to that particular sale or product to learn more about it. Each post varies on the amount of likes, but they have between 2,000 to 7,000 likes per post. I think this is a good amount for them since liking the post probably means they have clicked on the link they provided to take them to that particular product on their website. I do think Nordstrom could have more promotions on their Facebook timeline, but they do a consistency and customers know what to expect when they go on Nordstrom’s page.

Overall Nordstrom does a good job with engaging with their customers and showing off their products. I am positive that they have more traffic on their websites because of their Facebook page and I wouldn’t be surprised if they had more online sales because of their Facebook page.