There’s a wonderful Coca-Cola campaign that gives us reasons to still believe in people and a better world! It’s the Rivalry Wallet campaign.
The story goes like this: A wallet is put on the floor in Portugal’s Benfica Soccer club MegaStore, the wallet has a rival club’s ticket inside and it’s just days before a big match. What would you do?
Amazingly 95% of the people returned the wallet. They were given a ticket to the game and were honored on the big jumbo tron.
Watch the video, you’ll enjoy it! And remember that sometimes the most effective marketing can happen through great storytelling.
Social media is so much more than marketing, creating communities, listening to customers and having a two-way dialogue. It’s also about using the tools and platforms for change—real change—that makes a difference in the world. Whether you are an individual, an organization, an association, or a company—it’s your (our) responsibility to use these tools for social good.
I’m reminded of a story from 2010 in which a social media leader had a real epiphany — a real “ah ha” moment about social media for social change. As he tells the story here he is pounding out his blog every day with thousands of readers when his wife comes home and says she wants to help a mother and kids after they became homeless because of a domestic violence situation. The writer took the family in and then tweeted the need for $5,000 to help set the family up in an apartment. Was he surprised. By the next day people had sent in $17,000 via Pay Pal — and he didn’t even know most of these people.
The moral of this story is to do the same thing. Use your Facebook, Twitter and LinkedIn connections to help others. Social media for social change for social good. Joe Barnes
Matt Cutler writes in AdAge that he thinks he has the magic formula. It’s not quite that simple but he does have some good ideas. The key seems to be the magic “one million” number—hit that and you’re a success. “T-Mobile: Dance” and “Guitar Hero: Bike Hero” have done it.
Seed smartly. So put it where you’re most likely to find the right demographic.
Think deep, not wide. Successful campaigns don’t distribute their clips to 50 networks at once. Just because you upload it to a site doesn’t mean everyone will see it; instead select 3 to 5, buy media to support it, reach out to targeted press and users and aim to climb that “most watched” list at a handful of sites.
Don’t spell it all out. From a creative standpoint, you want to leave room for interpretation. Look at Microsoft’s Jerry Seinfeld- and Bill Gates-starring “I’m a PC” campaign or Cadbury’s “Gorilla” ad. Successful online videos keep people guessing.
“Video is exploding” — that’s what an ad manager from GM says auto dealers using viral videos to market cars. The reason? They can be created inexpensively, quickly and easily measured.
AdAge.com is just out with a new article quoting AutoTrader.com estimating that 25% of all U.S. auto dealers now use online video. AdAge.com reports that auto dealers are primarily running video on their own sites and they generally consist of customer testimonials or personal introductions from the dealers, and showcase new or used models. AgeAge.com goes on to report that a smaller number of dealers that have steered onto viral-video sites such as YouTube do so with wacky executions, such as North Carolina Hyundai and Kia dealer David Johnson’s over-the-top “Tired of Being Badgered” spot starring a talking badger acting as a tacky, old-time car salesman.