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July 13 2011

6 Successful Foursquare Marketing Campaigns to Learn From

The Social Marketing Series is supported by Campaigner®. Campaigner email marketing enables small, medium and large businesses to strengthen customer relationships and drive sales by connecting to their customers quickly, simply and affordably. Visit www.campaigner.com to learn more.

There are now more than 500,000 businesses on Foursquare. We’ve already shared with you how to start marketing on Foursquare and how to set up a special — now we’re giving you a handful of campaigns that can inspire your own marketing initiatives.

Read on and take a tip from The History Channel, Starwood Hotels, Pepsi Max, a Florida eye doctor, a New York steakhouse and a German billboard.

1. Be On-Brand — History Channel

The History Channel Foursquare page launched in April 2010. Heather DiRubba, senior manager of publicity at The History Channel, says the network was already very active on Facebook and Twitter, so the marketing team wanted to open the brand up to a new platform — Foursquare — in order to “deepen [the] social engagement with the network’s viewers.”

Since The History Channel is not a physical location, it has a brand page that can be “followed.” When users check in to sites like the Highline in NYC or the Tower of London, a tip from The History Channel pops up, explaining some tidbit or fun fact about the background of the site. The tips are informative conversation starters — fun little nuggets to consume. And while it may not get people watching The History Channel, it makes history — its bread and butter — accessible and fun. This is a win, since many brands are on social media in order to be more accessible to consumers.

Success Metrics: The History Channel Foursquare page has 202,450 followers. While The History Channel doesn’t share numbers regarding how many people have unlocked the badge, here are some numbers derived from various History Channel tips:

Lesson: While The History Channel can’t directly tie the success of the Foursquare campaign to a spike in ratings, the brand has been successful in getting people excited about history and fun facts.

2. Reward Loyalty With Loyalty Points — Starwood Preferred Guest

In May, Starwood Hotels teamed up with Foursquare for its SPG — Starwood Preferred Guest — loyalty program. Once a guest links his SPG and Foursquare accounts, he can earn 250 Starpoints when he checks in to a Starwood hotel with a confirmed reservation.

“There’s a strong loyalty connection for our guests, so we’re using social media and tools in an interesting way and bringing value to the guests and deepening our relationships with them,” says Alyssa Waxenberg, senior director of emerging platforms at Starwood Hotels, which comprises nine hotel brands, including W Hotels, Sheraton, Westin and the St. Regis.

So far, hotel guests are happy with the promotion. “250 Starpoints is quite high for reward points,” says Abbey Reider, associate director for global search marketing and social media strategy at Starwood. “It’s great because rather than trying to reward with a discount or something related to our food and beverage outlets, we give back something that is truly meaningful and that the guests care about.” To put it in perspective, a night at a Starwood hotel can “cost” 3,000 or more Starpoints.

The other benefit is that the rewards have the same value all over the world and everything is taken care of on the back end, so there’s no staff training necessary. The same campaign runs at all 1,051 Starwood hotels, and there’s no need to worry about currency value, since a point is a point, no matter the country.

Reider says that though Foursquare is perceived as a very American phenomenon, that SPG has seen high levels of engagement in China — second in checkin volume only to the United States. “We’ve been pleasantly surprised to see that global Foursquare usage is very strong,” she says.

Plus, through July 31, each mobile checkin enters a user into a contest for a resort getaway, including five free resort nights and airfare. Since Starpoints already have such a high perceived value to guests, the potential to earn more points and to win a vacation means people are happy to go through the steps of linking their Foursquare and SPG accounts.

“Foursquare makes it very easy for our hotels to try things and put campaigns into market,” says Waxenberg. “We don’t need to think about operational things.”

Success Metrics: Since the campaign’s launch in May, SPG has “given away” nearly 10 million points.

Lesson: Your loyal customers are probably excited about earning loyalty points with your brand. Consider using Foursquare to offer more loyalty points — the business doesn’t lose any actual money, but they do gain an excited consumer who will likely come back again and again.

3. Target Influencers — Pepsi Max

Each March, digital natives descend upon Austin, Texas for SXSW Interactive. Naturally, they check in to bars, restaurants, events and food trucks. This year, if users followed Big Boi on Foursquare and checked in throughout Austin, they could unlock the Golden Ticket badge, which pops up after checking in, just like any other badge. The Golden Ticket earned users a spot at a Big Boi concert during SXSW.

For those not in Austin or unlock the badge, the concert was livestreamed on UStream and a Facebook tab on the Pepsi Max page. Pepsi Max then posted a photo collage filled with pics that were posted on Instagram and Foursquare during the concert.

Success Metrics: The Golden Ticket was unlocked by 2,400 SXSW-goers, who filled the concert venue to capacity. There were more than 2,000 Foursquare checkins at the Big Boi concert, and Pepsi Max had more buzz than any other brand sponsor of SXSW.

Lesson: While not every brand has the deep pockets of Pepsi that can finance a partnership with Foursquare itself, it’s wise to target digital influencers, who are likely to share unique experiences — like winning a Golden Ticket — to their social networks.

4. Offer Specials on the Unexpected — Bright Eyes Family Vision Care

Typically, you see Foursquare promotions at bars, restaurants and other venues. But one Florida eye doctor makes use of the platform to benefit his medical practice. Nathan Bonilla-Warford says he’s been a fan of Foursquare since before it even launched in Tampa — he even founded Foursquare Day. He decided to make use of Foursquare both as a consumer and as a merchant, even though his business is somewhat nontraditional for the location-based service.

“I think the fact that we’re not a bar or a restaurant is part of what’s so compelling, because people think it’s interesting,” says Bonilla-Warford. “It’s different, it’s surprising.” What’s especially surprising is what he offers as a reward for checkins: a locally-made hot sauce. He says he likes to keep things interesting.

“It’s such a left-field kind of reward that it catches people’s eyes — they smile and think its funny,” says Bonilla-Warford. “Then they go home and talk about it — I went to the eye doctor, and I got this hot sauce!’”

While hot sauce is the current reward, Bonilla-Warford has dabbled in more, well, relevant offerings. For Foursquare Day, he has offered 50% off a pair of glasses and a buy-one, get-one-free deal. For special occasions, he says, it’s a fun promotion, but Warford-Bonilla couldn’t afford to offer those promos all the time. He promotes the Foursquare campaigns in blog posts and emails, and there’s a door cling.

Success Metrics: While Foursquare users are “definitely not a giant percentage of the people who we see in the office,” Bonilla-Warford says it gives his practice another way to interact with that community, and the tech-oriented people appreciate the gesture. He keeps the promotion going because he loves Foursquare, and the few customers who are Foursquare users appreciate it. Plus, it has made Bonilla-Warford somewhat of a celebrity.

Lesson: Most people associate Foursquare specials with retail and restaurants, but businesses of any type can reap the benefits of the platform. Since many people push their Foursquare checkins to Twitter and Facebook, having a presence on Foursquare makes for great word-of-mouth buzz.

5. Give Away Something Small — Angelo & Maxie’s

Last fall, New York steakhouse Angelo and Maxie’s wanted to do a giveaway and increase revenue while running the campaign. The restaurant brought Florida-based social media firm Socially Buzz on board to implement the campaign. For 45 days from October to November, the business ran a Foursquare special — buy an entree and get a free dessert.

“We did some research and found that pretty much every customer who orders a meal usually orders dessert,” says Andre Kay, founder of Socially Buzz.

While Angelo and Maxie’s ran campaigns on Foursquare and Facebook Places and also had a coupon landing page on the web, Kay says Foursquare comprised 90% of the campaign, and thus contributes most of the success to Foursquare.

Success Metrics: During the 45-day long campaign in October and November, there were 400 Foursquare checkins, meaning there were 400 entrees purchased. Of those, 60% of the Foursquare users were checking in to Angelo and Maxie’s for the first time. The campaign boosted revenues by 18% during the 45-day period, and it was then extended for another 30 days.

Lesson: You don’t have to give away a meal — a free dessert just may be the cherry on top that will lure customers back time and again. Plus, once customers come to the restaurant, they may splurge and order appetizers and wine since dessert is free, which will boost revenues even more.

6. Utilize the API — GranataPet

A small German pet food company got clever in March, using the Foursquare API and the principle of Pavlov’s conditioning. GranataPet installed 10 billboards in Munich and Berlin, and when a user checked in to the billboard on Foursquare, it “dispensed” dog food into a dog bowl on the ground for four-legged friends. How does it work? Checkins are noted on a distant server that is connected to a black box within the billboard that controls the dispenser — when the server registers a checkin, it dispenses a sample of food. Sounds tricky, but each billboard costs just 350 Euro to install, says Dominik Heinrich, innovation director at Die Zietspringer, a division of Agenta that created the campaign.

Thanks to classic conditioning, the dogs became the target consumer and would pull their owners back to the billboard day after day in order to get the free food. The campaign was inexpensive and clever, and it empowered the dogs to have a say in what they eat.

Success Metrics: The 10 billboards averaged 118 checkins each on the first day, and Heinrich says Munich pet stores sold 28% more GranataPet during and 10 days after the campaign than prior to it. Because of the campaign’s success, GranataPet will install 100 billboards by the end of the year, with five in each of 20 cities. Sales of GranataPet are 14% higher than they were last year, and pet store requests to carry the product are 38% higher.

Lesson: A little innovation goes a long way. Plus, a quirky campaign like this has a tendency to go viral, which spreads awareness of your brand even farther.

Series Supported by Campaigner®

The Social Marketing Series is supported by Campaigner®. Campaigner®’s Smart Email Builder makes it easier than ever to create professional looking email marketing campaigns and affords multiple ways to grow and manage lists, integrate with CRM, and utilize campaign metrics and reports to increase results. For more information, please visit www.campaigner.com or watch a product demo today.

More Twitter Marketing Resources From Mashable

- 9 Lessons From Successful Brands on Twitter
- 16 Food Trucks Serving Up Tweetable Eats
- 7 Tips for Better Twitter Chats
- 5 Proven Twitter Marketing Strategies
- The Voice: How a TV Show Became a 24/7 Social Media Conversation

More About: foursquare, location-based social network, MARKETING, Social Marketing Series, social media, starwood hotels, sxsw

For more Business & Marketing coverage:

July 06 2011

7 Twitter Marketing Campaigns to Learn From

The Social Marketing Series is supported by Campaigner®. Campaigner email marketing enables small, medium and large businesses to strengthen customer relationships and drive sales by connecting to their customers quickly, simply and affordably. Visit www.campaigner.com to learn more.

While marketing activities on Twitter are often described by silly, Twitterized words — like tweetathon, twontest and tweetchat — these types of campaigns have proven successful for marketers and brands of all sizes.

There are a number of winning Twitter strategies used by top brands, but those same companies tend to mix up the types of individual marketing campaigns they run on Twitter, whether paid or organic.

Here are seven successful Twitter marketing campaigns from American Airlines, Network Solutions, UNICEF India, IBM, USA for UNHCR, McDonald’s Canada and appbackr. Read about their successes below and share your brand’s Twitter campaign victories in the comments.

1. American Airlines: Celebrate Successes with a Hashtag

In celebration of the 30th anniversary of its AAdvantage loyalty program, American Airlines ran a Twitter contest called “Tweet to Win 30K Miles.”

The Twitter contest was a smaller portion of a larger campaign, called “Deal 30,” which involved 30 partner deals and promotions over 30 weekdays. The AAdvantage team created a microsite that promoted a new daily partner deal or promotion — the Twitter contest occurred on the fourth day of the promotion. Participants had to register their AAdvantage number on a microsite, tweet the #Deal30 hashtag and follow the @AAdvantage account to enter for a chance to win 30,000 AAdvantage miles.

The campaign was promoted primarily through AAdvantage and American Airlines’ social media channels with the goals of driving traffic to the Deal 30 microsite to increase buzz for the remaining deals and to attract new Twitter followers for the recently launched @AAdvantage Twitter account.

Success Metrics: Within one week, the microsite’s bit.ly link gained nearly 18,000 clicks via Twitter, and the @AAdvantage Twitter account experienced a 70% increase in followers. And overall, retweets on Twitter increased 43% and the Deal 30 microsite garnered more than 27,000 entries.

Lesson: Weber Shandwick account supervisor and AAdvantage community manager Colin Alsheimer shares his takeaways about the campaign with Mashable:

“Given a valuable enough incentive, users will complete several registration steps for entry. The requirement to share a specific tweet and hashtag to an entrants own social network is what drove the success of this promotion, especially given that it wasn’t heavily supported by other media channels. In the future, we’d probably require that users take fewer steps for entry in order to increase the total number of entrants. Including a specific and unique hashtag was essential for tracking purposes.”

2. Network Solutions: Use Twitter to Promote Larger Social Campaigns

During the 2011 Super Bowl, domain registrar Network Solutions aimed to detract from competitor GoDaddy’s risqué media blitz while promoting its .CO product offerings. Instead of directly competing with GoDaddy’s substantial Super Bowl ad buy, Network Solutions worked with agency CRT/tanaka to spoof GoDaddy’s infamous Super Bowl commercials with hopes of garnering attention on Twitter among social media influencers.

With a $200,000 budget, the company developed a concept around Go Granny, “the original domain girl,” and created a series of mockumentary vignettes featuring Academy Award-winner Cloris Leachman.

While the campaign was centered around one parody commercial hosted on YouTube (embedded above), Twitter played a large role in the promotion and success of the campaign.

“Go Granny’s antics did not stop on YouTube. She took her sassy personality to drive traffic to the video,” says CRT/tanaka director of social media Priya Ramesh. “She took over Twitter for three one-hour long tweetcapades on the Friday, Saturday and Sunday of Super Bowl weekend. During the tweetcapades, @Go_Granny‘s tweets were carefully targeted to win the attention of influencers like Guy Kawasaki and Scott Monty, under the premise she was inviting people to her Super Bowl party. The team of powerful mommy bloggers at BlogHer participated in the tweetcapades as well, tapping into their extensive networks.”

Success Metrics: In five days, the campaign inspired more than 3,500 tweets and garnered nearly 20 million impressions across Twitter, reports agency CRT/tanaka. On top of that, #GoGranny became a trending topic in Washington, D.C., and top influencers who tweeted about Go Granny included Gina Trapani and Brian Solis. Even more impressive, the company’s sales of the .CO domain increased by more than 500% during Super Bowl weekend as a direct result of the campaign.

Lesson: “Twitter is extremely helpful for generating buzz around an online social media campaign, but it needs support from other social outlets as well,” says Shashi Bellamkonda, director of social media and PR at Network Solutions. He continues:

“For maximum success, Twitter can’t stand alone. Beyond tweeting, our team dropped blog posts about the campaign, alerted our Facebook base, sent out an email to our customer, issued a press release and conducted traditional media outreach. We also worked with BlogHer to tap into their extensive network of influential women and mom bloggers. If marketers do their homework and recognize that Twitter campaigns must go hand-in-hand with other efforts, they will increase their overall success. In our case, once the Go Granny tweetcapades started, there was no stopping them.”

3. UNICEF India: Show Celebrities Their Impact on Social Good Projects

UNICEF India’s agency, OgilvyOne Worldwide, enlisted social agency BUZZVALVE to manage a three-month social media campaign to promote UNICEF’s “Awaaz Do” (which means “lend your voice” in Hindi) initiative, an effort to send eight million unschooled Indian children back to education.

“The thrust of our campaign lay in targeting influential personas and celebrities on Twitter,” says BUZZVALVE CEO Rohan Chandrashekhar. “A retweet or a mention by them proved crucial for our outreach program and to get word out about the campaign.”

Bollywood icons Priyanka Chopra and Shekhar Kapur were among others to tweet about the campaign. BUZZVALVE encouraged their participation by showing them how big of an impact they had on the initiative. Chandrashekhar explains:

“We set up a two-way communication channel between us and them, where we were able to show them through our analytics the kind of impact they were having on Twitter and among their followers on every retweet or mention about the campaign. In effect, rather than have them formally ‘endorse’ the campaign, we helped them ‘participate’ actively. Our analytics helped them understand their own influence and this acted as an encouragement for them be active campaigners. We thus created an environment for them to engage with us and the ‘Awaaz Do’ cause directly, by making real-time info about their impact available to them.”

Success Metrics: During the three-month campaign, the #AWAAZDO hashtag received 1,525 mentions and the @UNICEFIndia Twitter account gained 2,198 followers. The campaign itself received 60,540 impressions on Twitter during the time period, as calculated using Tweetreach. By the end of the campaign, the Awaaz Do website garnered 203,248 signups of people interested in “joining the movement” to help get India’s children back to school.

Lesson: Non-profit organizations can increase their celebrity endorsers’ activity with a campaign by showing them just how impactful their Twitter involvement is. Sharing analytics with celebrities involved in the campaign can encourage them to share the campaign with their followers more often.

4. IBM: Aggregate & Organize Event Conversation

For Lotusphere 2011, one of IBM’s annual user conferences for customers and partners, the tech firm expanded its typical social media strategy and created a social media hub, a single online landing page providing a live stream of blogs, Twitter comments, Flickr photos and videos of keynote sessions and interviews from the conference. To keep chatter organized on Twitter, the company employed the hashtag #ls11.

Success Metrics: By mid-event at Lotusphere 2011, which takes place from January 30 to February 3, there were more than 20,000 tweets tagged with the #ls11 hashtag, and the hub site’s video channel had garnered 34,000 views. As of February 15, 2011, there were more than 35,000 tweets with the #ls11 hashtag, and 9,500 of those tweets were retweeted. IBM calculates that the campaign garnered more than 41 million total impressions on Twitter.

Lesson: Whether it’s as simple as employing a hashtag or as strategic as creating a social landing page, aggregating and organizing conversation around your brand, especially during events, is key to making a splash on Twitter.

5. USA for UNHCR: Hold a Tweetathon

For World Refugee Day this year, USA for UNHCR held a “tweetathon” as part of its overall Blue Key Campaign, which asks Americans to purchase a symbolic $5 Blue Key pin or pendant to show their support for refugees worldwide and the 6,000 UNHCR staffers who work 24/7 to assist them.

The tweetathon took place on Monday, June 13, from 9 a.m. to 9 p.m. ET, seven days before World Refugee Day, and it featured a number of social-savvy “Blue Key Champions” tweeting via their personal Twitter accounts for at least an hour each, while supporting tweets originating from the official @UNRefugeeAgency Twitter handle. Roya Hosseini, wife of The Kite Runner author Khaled Hosseini and the Twitter voice of the Khaled Hosseini Foundation (@tkhf) also appeared on the tweetathon as a special guest, which especially increased awareness of the tweetathon and campaign.

Success Metrics: On the day of the tweetathon, 1,524 tweets used the #bluekey hashtag, which is a significant increase over the daily average of 50 that occurred during the rest of the campaign. Traffic to the Blue Key website also increased 169% over the previous high point. Furthermore, more than 50% of key purchases for that week were a result of the tweetathon.

Lesson: A tweetathon can significantly benefit a time-sensitive social good campaign. USA for UNHCR’s social media consultant Shonali Burke explains that the campaign experienced a huge bump in activity as a result of using Twitter:

“From December 2010 (when the Blue Key site was launched) until April 2011, there were approximately 1,100 keys dispatched. For the duration of the 6-week campaign (May 9 to June 20), there were 2,645 keys dispatched, and significant awareness created via online and social media. That’s a huge jump in just 6 weeks.”

6. McDonald’s Canada: Target Specific Users with a Promoted Account

Agency Golin Harris recently launched a geo-targeted Promoted Account for its client, McDonald’s Canada, which was the first brand in Canada to execute such a campaign. The goal was to leverage Promoted Accounts to increase @McD_Canada’s average new followers by using a ‘suggested follow’ that targeted Twitter users via specified keywords and hashtags.

While the client declined to share specific keywords used, citing “the competitive nature of how McDonald’s Canada gains followers using Promoted Accounts,” it was quite pleased with the results, noting that the use of diverse keywords and hashtags enabled the company to reach viewers of many demographics with many different interests.

Success Metrics: With a total budget of $15,000 USD, McDonald’s Canada gained 9,503 new followers over the course of the campaign. The campaign also drew in 14,200 profile views and resulted in a 4% overall engagement rate, which includes retweets, replies, favorites and clicks. This engagement rate is quite high when one considers that advertising click-through rates are generally subzero percentages.

Lesson: Paid advertising on Twitter, including Promoted Tweets, Trends and Accounts, can be an option for brands looking to gain new eyes. Brands should test out various hashtags and keywords to target their desired audience. “The Twitter team acted as a great resource to help McDonald’s Canada test out different keywords and bids to gain the greatest amount of new followers,” notes Karin Campbell, senior manager of external communications, McDonald’s Restaurants of Canada Limited.

7. appbackr: Increase Site Traffic with Promoted Tweets & Accounts

App marketplace appbackr began using Promoted Tweets and Account in mid-May to promote the LSATMax app that is currently on its way to funding its next iteration via the appbackr platform. “The app is directed to people studying for the LSAT, so a 20 to 26 age group roughly,” says Sarah Cornwell, product manager at appbackr. “Our online marketing budget for this app was split between Facebook ads and Twitter. In the past, we would have focused entirely on Facebook, but with Twitter, we can watch the impact in bit.ly, and we like that immediate feedback.”

Cornwell stressed that creating a targeted campaign on Twitter, instead of targeting a wider audience, gave appbackr the most bang for its buck. “LSATMax lends itself to a targeted campaign. We were able to focus on people on Twitter searching for relevant keywords — LSAT, law school, etc. — to let them know this app was available as a study tool.”

Success Metrics: In six weeks, appbackr has increased its follower count by 140% (from 880 to 2,114) and increased traffic to its site from Twitter by 94%. Furthermore, traffic from Twitter as a percentage of appbackr’s total site traffic rose from 2.6% to 4.4%. And of its Twitter from traffic, the percentage of new visits rose from 51% to 65%.

Lesson: Appbackr’s campaign with Promoted Tweets and Accounts enabled it to reach a highly targeted audience on Twitter, resulting in an increase in Twitter followers and site traffic.

Series Supported by Campaigner®

The Social Marketing Series is supported by Campaigner®. Campaigner®’s Smart Email Builder makes it easier than ever to create professional looking email marketing campaigns and affords multiple ways to grow and manage lists, integrate with CRM, and utilize campaign metrics and reports to increase results. For more information, please visit www.campaigner.com or watch a product demo today.

More Twitter Marketing Resources From Mashable

- 9 Lessons From Successful Brands on Twitter
- 16 Food Trucks Serving Up Tweetable Eats
- 7 Tips for Better Twitter Chats
- 5 Proven Twitter Marketing Strategies
- The Voice: How a TV Show Became a 24/7 Social Media Conversation

More About: business, MARKETING, online marketing, Social Marketing Series, social media, social media marketing, twitter

For more Business & Marketing coverage:

June 29 2011

5 Innovative Facebook Campaigns to Learn From

The Social Marketing Series is supported by Campaigner®. Campaigner® email marketing enables small, medium and large businesses to strengthen customer relationships and drive sales by connecting to their customers quickly, simply and affordably. Visit www.campaigner.com to learn more.

If you’ve tried to run a campaign on Facebook and were frustrated by its poor results, you’re not alone. Facebook‘s ads have a pretty poor performance record and its ads continue to be cheap, though plentiful.

The good news is that Facebook is working hard to improve its ads’ performance. The company continues to experiment with new ad formats and has lately cozied up to the ad community with Facebook Studio, a forum for new campaigns that features a directory of ad agencies.

The idea is that marketers can learn from each other as they try to navigate Facebook, which is terra incognita for everyone since it’s so new. In that spirit, here are five recent Facebook campaigns that offer some instructive examples on how the platform can be used to amplify a message or interact with consumers in a new way.

1. “Infinity” — Batelco

Bahrain Telecommunications Co., a.k.a. Batelco, isn’t going to give Apple a run for its money in the name-recognition department anytime soon, but for those interested in social media marketing, it’s the little brand that could. You may recall that Batelco’s “Infinity” video made the short list of favorite TED ads earlier this year, but the Facebook aspect of that campaign is just as notable.

Batelco aired two trailers for the video in movie theaters and online in September 2010. To spread the video even further, Batelco’s app included a prompt for users to activate their webcams and take pictures of themselves reacting to the video. The picture was then posted on Facebook (with the user’s permission). Next, the company and agency FP7/BAH disseminated information about the making of the video. Realizing that all the target customers were online, Batelco also set up kiosks in malls and airports letting consumers see the video. As a result of the exposure, Batelco gained more than 200,000 fans on Facebook. More than 70% of Bahrain’s Facebook community are fans.

The Upshot: Batelco bet heavily on a viral video and it paid off, partially because the video itself is so compelling, but also because it provided a means for people on Facebook to add something to the experience.

2. Fashiontag — Flair Magazine

Flair, a Belgian women’s magazine, observed that women check out each other’s wardrobes in real life and figured that might be the case online as well. That reasoning prompted the creation of Fashiontag, an app that lets users identify their friends’ clothing in Facebook pics and ask a question about the item. The question also was posted on the friend’s wall.

Those conversations then ran on a Fashiontag Page on Facebook. The best ones ran in the magazine. According to Advertising Age, after the app launched on March 22, the magazine’s Facebook Page got a 35% bump in fans, to 23,000. Best of all, this was done on the cheap: The app only cost about $35,000 to create.

The Upshot: Flair created a genuinely useful app and one that tied in with its brand mission. As a result, the title not only got attention, but found a new way to interact with readers and create content.

3. Comida Kraft — Kraft Foods

Kraft introduced Comida Kraft, a recipe website targeted to Hispanic consumers, in 2001. Nine years later it launched a Comida Kraft Facebook Page as well. Kraft stepped things up in May 2011, by enlisting Mexican celebrity chef Alfredo Oropeza, which boosted the Page’s fans by 38%. But Oropeza isn’t just lending his name. In July, Kraft is planning three livestreamed video chats with the chef, during which participants can ask questions in real time. In November, Kraft is planning to give Latina moms who subscribe to Comida Kraft recipes by email — those who subscribe to the Comida Kraft Mobile Club will get free exclusive access to additional recipes and videos on their mobile phones.

The Upshot: Kraft, working with digital marketing agency 360i, has added new activities to engage its Facebook fans. The addition of a celebrity chef and exclusive access gives consumers a reason to become fans and gives fans special access.

4. The Squeezing Smiles Machine — Prigat

The problem with a lot of branded Facebook Pages is there’s nothing to do there. Israeli juice company Prigat not only gave its fans something to do, it put them to work. Prigat set up an app that let fans activate an orange juice machine by smiling. (The company used face-recognition technology to recognize those smiles.)

It turns out, a lot of users were up to the challenge. More than 20,000 users uploaded photos of themselves, which led to 30,000 “likes,” (a 300% jump in growth). More than 40,000 oranges were also squeezed during the effort — the juice was given to charity.

The Upshot: Bridging the real and the online world can spark some interesting ideas. Asking users to smile also ensured that the program was fun.

5. Your Very Own Mad Men Ad — Mad Men Season 4 in the Netherlands

Here’s the pitch: Don Draper and his team have a new assignment — an ad about you. But first they have to know a bit about you — what kind of car you drive, what’s your drink of choice, that kind of thing. Next, they need a picture of you. Then you get to see a few mockups of ads about you. When you settle on one you like, you post it to your site. The best ads will run in the Dutch magazine BLVD Man and on billboards in Amsterdam.

The campaign, from an agency called Greenberry, launched in June to promote the premiere of season 4 of Mad Men in the Netherlands. So there you have it: a promotion for a show about advertising that creates advertising about you that might actually run as a real ad somewhere. Is your head spinning yet?

The Upshot: This promotion stays true to the concept of the product it promotes, but involves consumers in the process as only Facebook can.

What other innovative Facebook campaigns have you seen? Let us know in the comments below.

Series Supported by Campaigner®

The Social Marketing Series is supported by Campaigner®. Campaigner®’s Smart Email Builder makes it easier than ever to create professional looking email marketing campaigns and affords multiple ways to grow and manage lists, integrate with CRM, and utilize campaign metrics and reports to increase results. For more information, please visit www.campaigner.com or watch a product demo today.

More About: 360i, facebook, MARKETING, Social Marketing Series

For more Business & Marketing coverage:

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