5+2 Hit Social Media Campaigns of 2013

1. #Hashtag Killer : Launched by Water Is Life and DDB New York, the campaign is a sarcastic take on silly problems first world citizens complain about. It takes a different approach to highlight the problems faced by the citizens of developing world. The ad shows the people of Haiti reciting some of the  #firstworldproblems ( from “ I hate it when my neighbors block wifi to “I hate it when my charger won’t reach the bed”). 

2. Starbucks ‘Tweet A Coffee’-  Treating your friend to a cup of coffee can be now done in 140 characters, thanks to the beta program called Tweet-a-coffee launched by Starbucks. So, how does it work – one has to sync his Twitter account to Starbucks account here ; then link his credit card to the account. Once done he can tweet @tweetacoffee with the Twitter handle of the recipient and the person will recieve the gift card. The campaign has prompted $180,000 in purchases. 

3. “The Warner Sound captured by Nikon” at SXSW 2013– It’s an example of offline campaign turning viral online. The attendees of 2013 SXSW Interactive, Film, and Music Festival were given Nikon cameras to capture live performances sponsored by the Warner Music Group. The videos were then live-streamed online with the hashtag #NikonWarnerSound. The live stream was watched by more than 500,000 viewers.

4. Kenneth Cole “30 Years Bold”–   30 years in the business and Kenneth Cole is still bold and making statements.  Its “#30yearsbold” campaign represented the brand’s cultural and social boldness. The brand leveraged the power of hashtags(#boldfashion, #boldexperience, and #boldstatement) across multiple platforms like Twitter and Instagram and pulled entries into one place. The hub was used to drive engagement and participation.

5. UNICEF- “Likes don’t save lives”–    A very different and bold campaign by UNICEF Sweden. The statement is Facebook Likes don’t save children; money does. The TV commercial campaign ( it’s a stark one and bereft of color) by UNICEF Sweden received more than 40,000 views on YouTube and it also became one of the viral campaigns on Facebook. The clip introduces us to 10 year old Rahim who is worried as he has a younger brother to take care of and if he falls ill then who would take care of his brother. But he thinks everything will be alright as UNICEF Sweden has 177,000 Likes on Facebook and maybe they will reach 200,000 by summer. At times when marketers on Facebook  are tracking how many Likes their posts or pages are fetching, UNICEF takes a very hard-hitting approach to show that Facebook Likes neither save lives nor buy vaccines. But a little donation can do both!

6.Frito-Lay “Do Us a Flavour” –    Frito-lay increased consumer engagement with “Do Us A Flavour” online campaign. Its intent was to know the chip flavors consumers really like. Although the campaign was launched in 2012  it stretched to 2013, thus making it a hit across 14 countries and more 3.8 million participants. The winner chip favor was – Cheesy Garlic Bread, and the runner up flavors were – Chicken & Waffles and Sriracha. The brand encouraged participation by offering $1 million as prize money to the winner. The campaign generated 955 million organic Facebook impressions and it also increased sales by 12%.

7. West Jet Airlines “Christmas Miracle” –    The airline surprised the travellers when they arrived at Calgary airport with gifts they’d wished for hours before boarding the flight. The video recieved 7.5 million hits on You Tube in just 2 days! Here’s it how the entire thing worked – The airline had set up video booths at  boarding pass counters in Toronto’s Pearson and Hamilton airports. Once the passengers  checked in at the airports for flights to Calgary they were asked by a virtual Santa what they wanted for Christmas.  The wishes ranged from tablets, smartphones to socks and underwear. Around 250 passengers took part in the campaign before heading on a four-hour longcross country flight to Calgary. Around 150 West Jet staff rushed to buy, wrap and deliver the gifts so that the passengers can receive their gifts at Calgary International Airport. When the passengers went to collect their baggage, they saw the wrapped gifts with their names written coming down the carousel. BTW a couple had wished for a big screen TV and the West Jet team manged that too! Really a Christmas Mircale.


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