In building hype for its upcoming fourth season, HBO's True Blood played off of the show's rabid fanbase. What started with a #TBwithdrawal hashtag eventually grew to tbwithdrawal.com, which became the one-stop location for fans to "feed their addiction" as they waited for the new season. Tbwithdrawal.com, the tease campaign landing experience and tweet aggregator, received over 160,000 page views over the course of the campaign. The 24-hour Promoted Trend on May 31 garnered 94.8 million trend impressions, generated 26.6 thousand mentions of #trueblood and10.3 thousand mentions of #TBwithdrawal.

With the largest community of any brand on Facebook, Coca-Cola still works to make the user experience personal for all of its 33 million members. Living by the mantra of "Fans First," the site welcomes engagement from its vocal, passionate brand advocates from around the world who are eager to connect with both Coca-Cola and one another. The sense of community is promoted by fans sharing their experiences with Coca-Cola (and millions of their closest friends) via a fan-centric editorial calendar, consistently exposing them to fresh content.

In order to turn existing loyal fans of the Game of Thrones book series into supporters of the TV adaptation, HBO crafted a social media strategy that focused on advance word-of-mouth, specifically targeting those fans. Users were able to share in the adaptation process through Facebook and YouTube presences early on, then share their excitement over the upcoming premiere with friends and newcomers to the fandom. After its launch, the Game of Thrones Facebook page grew to 150,000 connections before the show even premiered, and has now …

To illustrate the biggest benefits of the new Windows Phone, Deep Focus created a multiphase campaign using social media to get the device in peoples' hands. Because the phone's biggest strength is most evident when populated with user information, Deep Focus created a tool allowing users to try the phone virtually, incorporating their Facebook data and essentially turning it into what their phone would look like after months of use. By letting people experience the power of this new product, they were able to create the leading driver of …

Zimmerman Advertising went minimalist for QVC by using limited copy plus brandtailing to drive results among tough demographics. A simple red heart was the main focus of the ad series, with the message that if you love shopping, then you will love QVC. The to-the-point series helped QVC enjoy a 12 percent growth to its Facebook fan base. The .163 percent click-through rate (CTR) outperformed display industry standards, and was more than triple the average CTR for Facebook ads (according to Webtrends).

Red Square Agency wanted to see if ridiculous, entertaining ads would outperform a consistent, well-crafted campaign, and the answer came back as a resounding "yes." As part of a larger Red Square Agency branding campaign, they targeted the personal Facebook pages of CMOs and other marketing decision-makers to see if their ads, (sample copy: "This ad features a cat") would stand out. Based on the CTR and CPA, they had beaten the competition by 78 percent after five weeks, proving that it's still possible to create a standout Facebook ad.

The FritoLay Farmville partnership combines the scale and engagement of social gamers, mixing paid, owned and earned media. FritoLay's decision to use all-natural ingredients in a variety of its chips prompted OMD to design a place in Zynga's Farmville where players could harvest FritoLay crops and see the all-natural ingredients come to life on the farm. In return for their help, players could enhance their game play. The campaign delivered 1,876,933 new "likes" generated in 24 hours, the results making their way into the Guinness Book of World Records for the …

Hot Wheels changed the perception of the brand, becoming a brand for boys, rather than a toy brand. The campaign began with teasers on Facebook, Twitter, Foursquare and a series of YouTube videos to promote a "distance jump in a four-wheeled vehicle" at the Centennial Indy 500 in 2011. The driver's identity remained a secret until after the stunt to capitalize on buzz. Hot Wheels broke the world record, and the TV special directed fans to the Facebook Tab to reveal the driver. Fans had to "like" the page to discover the …

Hewlett-Packard demonstrated consumer recommendations can generate new followers on social media and more traffic to the Web site after launching a concept to source, display and communicate HP product on a company LinkedIn page. HP wanted to connect with professionals on LinkedIn to encourage other recommends of products and services. Although so simple, it worked. Within two weeks, HP earned 2,000 recommendations from professionals on the site. In turn, those recommendations generated more than 500,000 viral updates about HP products and services. By the end of December, HP had 2,900 recommendations …

McCarthy, Mambro & Bertino created a Facebook application that allowed people to view eight Every Day Value subs and create their own using Subway's breads, vegetables and sauces after the brand realized it was missing an opportunity to connect with young adults. Fans named the subs and posted them to Facebook where visitors could view and vote on their favorite. Top subs were posted to the Subway FreshBuzz Web site. In six months, users created and shared 7,891 subs, which generated 3,433 votes. The application generated 89,000 page views and 21,000 …