Creativity in Public Relations » social media http://blogs.hillandknowlton.com/ryanpeal Creativity, marketing, great ideas, smart thinking, public relations, insights, inspirations, innovations and more. (Formerly known as Ryan's View) Wed, 05 Aug 2009 00:52:54 +0000 http://wordpress.org/?v=2.9.2 en hourly 1 Old Spice Hands Out The Cash http://blogs.hillandknowlton.com/ryanpeal/2009/06/18/old-spice-hands-out-the-cash/ http://blogs.hillandknowlton.com/ryanpeal/2009/06/18/old-spice-hands-out-the-cash/#comments Thu, 18 Jun 2009 01:15:51 +0000 Ryan Peal http://blogs.hillandknowlton.com/ryanpeal/?p=623 Everyone loves cash – plain and simple.  While some promotions have prizes and trips and the like, Old Spice is launching a new campaign that is all about winning cash.  The campaign – Swaggerize Your Wallet – provides actually lots of ways to win cash, depending upon how much work you want to put into it – which I think is fair enough.  The campaign is connected to Old Spice’s deodorant line, Swagger, with body spray, deodorant, body wash and more focused on 18 to 24 year old guys (who obviously love cash like the rest of us).  This effort follows the hilarious “SwaggerizeMe” campaign that made it easy for people to create fake articles to show up all over the Internet to make them look “as awesome as possible.”

The challenges are all a bit out there and right on target for the challenge 18 to 24 year old target who needs the right motivation to do anything – something too hard or too cheesy can backfire.  You can win $500 by making a cake in the shape of the Swagger logo, eating it with friends in a Swagger way, videotaping the whole thing and hoping the judges pick yours as the winner.  You can win $1,500 by throwing a Swagger product by at least 65MPH and capturing the whole thing with a radar gun.  Or you can win $2,500 with the old classic “hold up an Old Spice Swagger sign at a big sporting event and be caught on TV.”

The campaign site will have new challenges posted every week, with 2 weeks normally given for people to send in entries to compete.  You can just imagine the great photos and videos – solid Old Spice Swagger content – that will start showing up on YouTube and Flickr and of course all over people’s Facebook profiles too, showing up their cake or fastball.

This is one of my new favorite campaigns for a bunch of reasons.  The challenges have the right balance of effort and return – making a cake to win $500, a cake you can eat so it’s like someone paying you to eat which you have to do anyway.  And the challenges all sort of feel like some 21 year old just randomly thought them up, none have to be explained twice.  And of course the product is in the center of every challenge, so as far as product/brand integration, it’s hard to miss that.

Only thing that could improve would be some added social media connections.  I was unable to find a Twitter feed for the campaign – which you’d think would be an easy way to remind people of the new challenges happening each week.  And nothing on Facebook or YouTube either, but maybe once the campaign kicks off and has some content these areas will pop up too.  And didn’t see a lot of blogger conversations yet about the campaign, was thinking there would be a bloggers-only competition to get the blogosphere talking about the campaign too.

The campaign kicks off this week so we’ll see how it goes.  The good news is that because the campaign is over multiple weeks with more challenges coming up, there is an easy opportunity for the Old Spice people to get some feedback and keep coming up with new challenges, looking for those that really hit the mark and get people talking, playing and videotaping.  Watch this space.

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Levis Drops Pants With Twitter http://blogs.hillandknowlton.com/ryanpeal/2009/06/10/levis-drops-pants-with-twitter/ http://blogs.hillandknowlton.com/ryanpeal/2009/06/10/levis-drops-pants-with-twitter/#comments Wed, 10 Jun 2009 00:22:07 +0000 Ryan Peal http://blogs.hillandknowlton.com/ryanpeal/?p=613 I’m of course on Twitter (@ryanpeal) and have had a lot of fun watching to see how brands are using the new fun to engage with people in a number of ways.  I’ve seen brands simply trying to sell stuff (like Dell), those trying to provide customer care (like Telstra BigPond) and some just trying to show the fun side of their brands (like Zappos).  Today I came across a new way to use Twitter – pant dropping!

A few weeks ago Levis in Australia and New Zealand started sending out people wearing new Levis and twittering about it with their iSpy Levis Twitter campaign.  Ok nothing out of the ordinary yet.  The catch, if you follow the campaign by Levis on Twitter you will see that their tweets are clues on where they are, providing photos and narrative of things around them, helping you track them down.  Why would you want to track them down, to get a free pair of jeans!  If you follow the tweets and hunt down your prey and ask “are those levis?” – magic will happen – instantly the people will drop their pants and give them to you right on the spot (putting a smile on your face like the winner above, Jimmy Curtis).  I’m guessing in reality you get a pair that is your size but you never know down under – may be forced to squeeze into some jeans but at least they are free.

A great example to share with clients and colleagues of how Twitter can add some personality and fun to your brand and have you actually engage with real, live people in the process.  Great work Levis!

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Skittles Changes Entire Website to Social Media Mania http://blogs.hillandknowlton.com/ryanpeal/2009/03/02/skittles-changes-entire-website-to-twitter-search/ http://blogs.hillandknowlton.com/ryanpeal/2009/03/02/skittles-changes-entire-website-to-twitter-search/#comments Mon, 02 Mar 2009 10:11:09 +0000 Ryan Peal http://blogs.hillandknowlton.com/ryanpeal/?p=507 For me this is a big one – a milestone in the Twitterdom and social media in general.  Skittles today ditched its what-you’d-expect website to a twitter-skittles-search website, with a small little popup window with a shortened version of their website with all the regular stuff.  If you are already on Twitter then you know what a Twitter search page is; if you aren’t on Twitter (besides starting) you need to check out the Skittles website to get an idea what a Twitter search page is all about.  It basically shows in real time how Skittles are a part of someone’s day in real-time, when they decide to “tweet” on Twitter about Skittles – i.e., just had a Skittles and I love them so much.

Now the fun part.  Tomorrow the Skittles site may be the wikipedia entry, or the company’s Facebook fan page, or maybe a flickr photo album or Skittles YouTube channel.  Things will be constantly changing and rotating, simply providing a whole new look at Skittles through the social media world.

This is true creative thinking.  Hats off to the people behind the decision to go all-out social media and show how Skittles do naturally add a little bit of fun and color to our lives every day.  I’m betting more brands will do something similar or exactly the same.  Next time you are working hard to get something totally crazy off the drawing board and into reality show someone standing in your way this new site and say “take that!  crazy things can and do happen, now lets make our own brand history.”

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$1M versus $20K – Creative Industry Barely Gets Love From Doritos http://blogs.hillandknowlton.com/ryanpeal/2009/02/25/1m-versus-20k-%e2%80%93-creative-industry-barely-gets-love-from-doritos/ http://blogs.hillandknowlton.com/ryanpeal/2009/02/25/1m-versus-20k-%e2%80%93-creative-industry-barely-gets-love-from-doritos/#comments Tue, 24 Feb 2009 22:30:45 +0000 Ryan Peal http://blogs.hillandknowlton.com/ryanpeal/?p=488 Having consumers create advertisements for brands isn’t anything new.  It’s been happening for a while now, reminding us all that really anyone can do advertising.  The most recent competition that made headlines was in the US with Doritos and the Super Bowl, where two guys made a commercial for the snack chip that actually scored better than the ones made by “professionals” (according to consumer research after the game).  This netted the amateur guys a big $1,000,000 for making the commercial and for beating the big boys.

This week Doritos in Australia has brought the same campaign down under – but the winning prize is missing lots of O’s on it, only offering $20,000 to the winner.  The campaign has the predictable upload your own, get your friends/family to vote for it, weekly prizes, YouTube channel etc.  To me it seems like a cookie-cutter approach to this kind of promotion and for a brand like Doritos thought there would be some more crazier twist to the whole thing.

Where are the weekly video theme challenges – i.e., Doritos at the Beach, Doritos are for Lovers, Doritos and dancing, etc?  How about a “film your Doritos ad at the beach” day to get some more consumers in on the action and get Sony to provide cameras to loan out for the day?  And a celebrity category connected t o some charity donation for every celebrity created one?

And most importantly, $20,000?  I know times are tough and that obviously Australia has 20M people versus 300M in the US, but can’t believe there is this much of a financial difference.  We all know how expensive ads can cost to produce so the prize money could be pumped up to say $50,000 (just sounds better and would get more people to make the effort) and Doritos still should have a cost savings.

Or maybe this needs a “big money” challenge – the kind that drove the excitement and participation for Doritos in the US (the chance to win $1M).   How about something like placing the winning ad in a new Facebook group and if the Facebook group attracts 500,000 fans (that’s big for Australia) then the creator of the video wins $250,000.  Now we are talking some big bucks to pump up the buzz!

In any case, these competitions do encourage people to think and dream creatively (so that’s a plus) and get people to bond with a brand (another plus), and some cash is better than none.  And for Doritos it provides some invaluable insight into the audience they are reaching out to, so another bonus.  So get out there, grab some Doritos and have some fun with this campaign – or do all the above and hold off and enter your ad in the US contest next year for some major big bucks.

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Have Your Facebook and Eat Pizza Hut too http://blogs.hillandknowlton.com/ryanpeal/2009/02/20/have-your-facebook-and-eat-pizza-hut-too/ http://blogs.hillandknowlton.com/ryanpeal/2009/02/20/have-your-facebook-and-eat-pizza-hut-too/#comments Fri, 20 Feb 2009 22:05:23 +0000 Ryan Peal http://blogs2.hillandknowlton.com/ryanpeal/?p=481 Trying to find examples of brands that have really shined with their entrance on social media networks has led me to one of the best – Pizza Hut on Facebook.  The company launched their own Facebook page a bit over a year ago but this past October things really took off when the company added an application that lets people order Pizza Hut right from Facebook.  The company connected to a specific consumer insight – they love Facebook and are on it for hours.  So Pizza Hut made it really easy for anyone to have their Facebook and eat Pizza Hut too.

Now the company is up to more than 800,000 fans – a massive social media database ready for engaging in the long-term.  The company is now running a “Passport to Italy” contest related to a new product launch.  So running competitions is nothing new but Pizza Hut automatically enters anyone who is in a member of the Pizza Hut Facebook page in the contest – and then of course anyone who joins the page also is entered to win.

And of course a nice indirect result of this Facebook page is the closeness Pizza Hut can have with its fans/customers.  They are encouraged to upload photos and videos, make wall comments and more, so a plethora (love that word) of good insight to tap for future campaigns.

So if you are working with a company who is curious about social media, have them take a look at the Pizza Hut Facebook page.  The company has found a nice balance of knowing when to market and when to entertain their fans, and ensuring they are always giving them a reason to come back to the site and not just be a one-time sign-up fan.

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