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Social Media Campaign

Marketers turn to MySpace, YouTube and other social sites to build word-of-mouth.

* WINNER *
CARAT

Adidas

Brian Mathena, Group Media Director; Katie Gallagher, Account Director; Brandon Lee, Media Planner; Mike Daniel, Sr. Art Director; Mark Malabuyo, Sr. Art Director; Dan Tamura, Sr. Copy Writer; Roseanne Heras, Sr. Designer; Robby Abaya, Interactive Flash Developer; Jezreel Alcantara, Interactive Flash Developer; Robyn Glennon, Sr. Project Manager; Andy Almquist, Assoc. Account Executive; Jennifer Vreugdenhil, Project Coordinator

Carat fusion and client Adidas sought to drive brand awareness by inviting MySpace soccer fans to defend and debate their preferred style of play. The profile attracted over 90,000 friends, while thousands more have interacted, posted comments, and discussed Adidas.

Beyond driving traffic and brand awareness, the campaign set out to change the way social media efforts are measured. Insights gleaned from the campaign were incorporated into a "Never Ending Friending" research project, which resulted in a new measurement dubbed "the momentum effect." Adidas and other brands like Electronic Arts now attribute more than 70 percent of their marketing return on investment to this momentum effect. The research also concluded that Adidas soccer advertising on the MySpace site led to an additional 1,131,091 people who now say they "definitely will buy" Adidas.

OMD
Frito-Lay/Doritos

Frito-Lay: Ann Mukherjee, Vice President of Marketing; Jason McDonell, Director of Marketing; Rudy Wilson, Brand Manager; Nichole Taylor, Associate Product Manager; Jared Dougherty, Director of Public Relations
Millsport: Andrew Robinson, Senior Vice President
Goodby, Silverstein & Partners: Kelly Johnson, Account Director
TPN: Chris Bellinger, Account Director
OMD: Chris Hoopes, Client Communications Director; Suhaila Suhimi-Waldner, East Coast Digital Media Director; Andrea Montano Speros, Associate Director of Strategy; Erin Matts, Group Director of Strategy; Meryl Haslach, Strategy Supervisor

In order to regain relevance in a crowded market, OMD and client Doritos created the Crash the Super Bowl contest where consumers were invited to create commercials about Doritos what the brand means to them.

The winning ad debuted during Super Bowl, potentially influencing some 90 million consumers, and creating a slew of copycat campaigns throughout the year.

Driven by partnerships with Yahoo, YouTube and MySpace, the ad contest received over 1,000 submissions. Since the Doritos initiative, numerous other marketers have launched campaigns that take advantage of the tremendous popularity of YouTube and consumer-generated media.

STARCOM MEDIAVEST GROUP
DuPont/"Science Stories"

Denuo: Dan Buczaczer, Senior Vice President; Anisha Ahluwalia, Associate Director
DuPont: Gary Spangler, E-business and project leader for DuPont Electronic and Communication Technologies
Whittmanhart: John Moshay, Executive VP, Innovation

Looking for some buzz, chemical giant DuPont hired Denuo, Rishad Tabaccowala's edgy consulting boutique within the Publicis Groupe, along with high wattage consulting from new media expert Jeff Jarvis and video blogger Amanda Congdon.

Targeting "curiosity seekers," Denuo created a set of Science Stories, each two- to three-minutes and hosted by Congdon, on subjects like fire-proof fabrics.

The videos generated some 50,000 views on blogs, video-sharing sites, and the campaign's hub; a quarter of the views were driven through word of mouth. The campaign was also covered heavily by the media, as over 100 outlets, including BusinessWeek and CNN.
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