R&R Partners LVCVA, "@vegas Tweepstakes" SOCIAL: USE OF TWITTER R&R Partners wanted to gain followers for and bolster awareness of the @vegas Twitter feed, representing Las Vegas Convention and Visitors Authority. A sweepstakes for a New Years Eve in Vegas vacation was spread through through the microblogging service as a requirement of entry. Would-be revelers needed to first follow @vegas and then tweet their reason for wanting to spend New Years Eve @vegas to enter the sweepstakes.

HBO HBO/True Blood, "True Blood, Season 3" SOCIAL: USE OF TWITTER Realizing the ways in which viewers were using Twitter to talk about episodes of True Blood, HBO developed an elaborate presence for the show on the microblogging service, centering on @TrueBloodHBO and extending to feed for individual characters. Bloodcopy.com, which had formerly been used as a blog about the world of the show, became a Twitter dashboard, where fans could follow real-time discussions of the show taking place on …

Denuo Taco Bell, "@TacoBellTruck" SOCIAL: USE OF TWITTER Plenty of restaurants have food trucks these days, and some even use Twitter to let fans know where they are. Taco Bell reversed the relationship: after first using its feed to let people know that it would be giving out free tacos at high-profile event such as the MLB All Star Game and MTV VMAs, it asked its followers where the truck should stop …

Wunderman NY Nokia, "Share the "SOCIAL: USE OF WIDGETS To publicize the launch of Nokia's Ovi App Store Wunderman created widgets which showcased apps and the app store interface, without requiring the viewer to leave or visit the store. One widget allowed the viewer to personalize the widget with his or her own Photobucket and then share the results in a widget on various social media platforms, …

Sapientnitro The Coca-Cola Company, "The Longest Celebration" SOCIAL: USE OF WIDGETS Coca-Cola's longest celebration widget created by SapientNitro extended the sharing capabilities of a contest and campaign by the beveragemaker. Global ads featured the celebration dance of Roger Milla, a African footballer whose exuberant moves launched a wave of post-goal jubilation. People entered their own celebration dances on Coke's YouTube page, and could post the widget showing the latest uploaded dances …

MediaVest Mars/Snickers, "Bar Hunger" SOCIAL: USE OF WIDGETS For a brand whose image has long been about how it satisfies hunger, dedicating itself to the cause donating 3 million meals to Feeding America seems a natural (if cheeky) fit. Snickers promised a portion of its sales, and encouraged others to donate. Facebook users who donated to the program would then be allowed to post the Bar Hunger meter to their own profiles …

UM Johnson & Johnson/K-Y, "Facebook K-Y Couples" SOCIAL: USE OF A FAN PAGE K-Y wanted to position the brand as the "Healthy Intimacy Expert," equipping couples with tips and tools to strengthen their sex lives while overcoming the awkwardness of discussing intimacy. First, they launched the campaign with a 24-hour Facebook homepage roadblock on Feb. 5. Then they created a hub called "Couples Place" on Facebook for Valentine's Day, promoted through a partnership with Time Inc., providing mass reach and …

MediaVest P&G, "Gillette Fusion ProGlide" SOCIAL: USE OF A FAN PAGE Gillette was launching a new product, the ProGlide, in a market saturated by multi-blade razors that supposedly gave better shaves, so it needed to introduce consumers to ProGlide and prove to them that the efficacy and improvement of the product was real. They created a fan page on YouTube and invited men to try the ProGlide for free and submit their video testimonials. The campaign began with rich media on …

HBO The Pacific, "The Pacific Fan Page" SOCIAL: USE OF A FAN PAGE In advance of the premiere, The Pacific Facebook page was used to provide followers with official news and updates, and foster a forum for discussion. Fans were able to share their stories, link to relevant images and videos, and pay tribute to veterans and those who serve. The Facebook fan page connected to …

MediaVest Coca-Cola North America, "Live Positively" SOCIAL: CAMPAIGN MediaVest was tasked with highlighting Coke's involvement in charitable causes such as The Boys and Girls Club of America, youth sports, wildlife conservation, and AIDS in Africa without it feeling forced or self-congratulatory. They used peer-to-peer advocacy on Facebook with a virtual "gifting" game, in which participants could send friends a virtual bottle of Coke to post publicly on their profiles, and Coca-Cola would donate $1 to the …