We’ve got three great case studies for you this week, along with a news piece and an introduction to the second of our “Great Social Media Experiments”.
Anyone within 500metres of a store will be able to login via SCVNGR and complete tasks to earn rewards. Tasks would be along the lines of finding specific merchandise, taking photos of displays, etc. The aim is not only to increase footfall, but to engage potential consumers more closely with Topshop products. More at Mashable.
Turkcell and #Turkcelltweet – social media agency have a great case study on their work with Turkcell which they’ve just written
up. Turkcell wanted to get more signups from their target market – heavy internet users. However, these users were well-versed in online marketing and advertising tricks – and didn’t fall for them. So Turkcell set up a video of a box, containing a smartphone, with post-it notes covering it. Once all post-its were removed, the smartphone was available for the person that removed the last post-it. To remove post-its, people had to complete the challenge written on the note – which included getting famous celebrities to retweet messages. The campaign ran for 3 hours a day for days, and brought in 3.6 MILLION campaign impressions. There’s more detail and some analysis on the Fresh Networks page.
Dunkin’ Donuts, Foursquare and Facebook places – another location-based campaign, where the food and beverage chain ran a competition to be crowned ‘President of Dunkin’ Nation’. To win, one must check into various stores once per hour, up to 10 times per day. Winner is the person with the most check-ins after a week. I’d say it’s slightly less innovative than the Topshop campaign above – but does include other gamification elements – with leaderboards and rewards for engagement. You can find out more at Mashable.
Obama on Foursquare – Our very own Brian Smith has written a short post investigating Barack Obama’s venture into Foursquare. More on this here.
About a year ago, we set up a social media experiment, to see how social media marketing compared in effectiveness to traditional email or direct mail campaigns. You can find the blog posts about the last experiment here.
Well, we’re at it again, and we’re getting bigger and more rigorous. Our experiment will last for several months, and we’re looking for your input. There’s some detail on stage one of the experiment here.
We aim to work out – for ourselves, and you – how effective various social channels are at lead generation, and ultimately conversions. We will compare the social channels to qualified and unqualified email lists. I’ve already seen the first (provisional) results, and they’re very interesting. Stay tuned here to keep updated on the results we get – and contribute to the direction of the experiment, long term.
Until next week!