4 examples of successful social media campaigns by BuddyMedia’s Michael Lazerow
Story byErnst-Jan Pfauth
Ernst-Jan Pfauth is the former Editor in Chief of Internet at NRC Handelsblad, as well as an acclaimed technology author and columnist. He a(show all)Ernst-Jan Pfauth is the former Editor in Chief of Internet at NRC Handelsblad, as well as an acclaimed technology author and columnist. He also served as The Next Web’s blog’s first blogger and Editor in Chief, back in 2008. AtDe Correspondent, Ernst-Jan serves as publisher, fostering the expansion of the platform.
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1. FedEx Customize Package campaign
It’s not possible to send attachments on Facebook. Lazerow saw an opportunity here for FedEx anddeveloped an appwith which Facebook users could send photos, links, and videos in a customizable FedEx package. This showed up in the newsfeed and users could check their package in the inox. Lazerow purposefully kept the app that simple as he has seen that the most expensive and complicated apps don’t become a success.
2. NewBalance RUN-dezvous
WhenNewBalancewanted to promote a new line of shoes, Lazerow developed a game that revolved around challenges. Users could play the simple running game (avoid obstacles and stuff like that) and earn Aceback points. These Acebacks could be redeemed for actual shoes. The idea behind the campaign was: “spend some time with us, have fun, and get the product for free.
Lazerow socialized the campaign by making challenges an important part of the game. Which Facebook friend is the best runner?
3. Budlight Check your Dudeness
Since Facebook makes it possible to specify the age group you’re aiming at, alcohol campaigns are also allowed. So this Budlight app was only accessible for users over 21. The beer brand wanted to socialize the Dude campaign, a series of TV ads consisting of guys saying just “dude”:[youtube:http://www.youtube.com/watch?v=Cln6VcV4Glo]Lazerow’s company came up with a quiz to find out what kind of dude you are. You can of course show the results in your profile and the fact that you’ve played the game pops up in your news feed.
4. Instyle.com Hollywood Hair Makeover
Facebook users can pick a Hollywood hairstyle with this app by fashion magazine Instyle.com. They can see how it looks and share the final pick with their friends. Based on the feedback, users could decide whether they would take the picture to the hairsalon or not.
Banners and TV ads don’t facilitate engagement
Lazerow’s company BuddyMedia recently launchedBuddyBrain, a tool that reviews and tracks campaigns by BuddyMedia. Lazerow shared some interesting data which proves that apps in social media provide way more engagement than any old form of advertising:
Here’s the whole presentation. I suggest you check it out to get some theoretical background.
