Eine weitere Idee basierend auf dem 140 Zeichen Limit, das Twitter mal erfunden hat.
Toyota UK hat eine interessant klingende Challenge auf Facebook gestartet. Man kann einen kurzen 140 Zeichen Text mit dem Thema „What has life thrown at you today“ beitragen und damit an der „Outsmart Shout Out“ Aktion teilnehmen. Also, was hat Euch in letzter Zeit genervt? (Und bitte nicht: #wulff)
Aus allen User Beiträgen wird in Kombination mit professionell vorgefertigen Mini-Rap-Videos ein Song kreiert.
The Toyota Scion social media campaign is amazing for two reasons. First, the casestudy written by the agency lists a few „rules“ for social media strategy which I find quite interesting. You can find those listed below.
The second thing: in the case study, it sounds like a huge, complicated social media campaign, when read quickly. But instead, it’s just a crowd sourcing campaign from what I can see. Users can create their own scion crest on the Scion Speak Website, download it, upload it to facebook or stick it to their car. Nothing more, nothing less. One of the key parts of the campaign was engaging a grafitti artist, who designed all the details you could use to create the crest:
With Scion, we ensured that we developed Scion Speak in collaboration with the Scion enthusiast audience. In fact, we used some of the leaders of the existing online Scion communities to help us to develop the Scion design language. We also ensured that this brand site was designed for purely social and expressive purposes and did not feel like a corporate or money-generating venture.
So apart from the general idea, which seems to fit well to the target audience here are the social media strategy considerations that were mentioned in the casestudy:
Define the key social behaviors of your target online. Where are they socializing? What are the social habits, (e.g., Forrester has social-networking consumer profile segments such as critics, spectators, sharers, etc.) online?
Identify your brandâ€™s social behavior and objective in the social space. How should it socialize with your target? What is the brandâ€™s primary purpose in the social network? Facilitating self-expression? Listening? What is its role at this social party and what useful tools can it create to facilitate this?
Create social-media content; donâ€™t advertise on it. If youâ€™re not providing content, ensure that you are providing a useful service. Social media helps people manage their social lives. It enables them to do something they are already interested in. It gives them the tools to allow for this. Social media provides a serviceâ€”information, connection points, etc.
Be careful youâ€™re not duplicating established social communities. If your audience is using a strongly established community (i.e., recipe sharing), why create a duplicate, marketing-based branded version of the same community? Why would your target leave the existing community for a branded version of the same offer?
Donâ€™t hijack consumersâ€™ social networks. At the least, marketers should be invited into the social culture. But even better, marketers should create their own culture that consumers want to join. They should also be mindful of forcing friends to endorse products among their peers. Users should be voluntary brand ambassadors, not an enforced sales force.
These points might make it into my set of powerpoint slides regarding social media.
The shooting car is the central character of a new Xbox game called Yaris that Toyota will introduce today. The game will be offered free to all Xbox 360 console owners in the United States and Canada, who can download it from Xbox Liveâ€™s service. It is also the first Xbox game created by an advertiser to be distributed over Xbox Live.
They were not the first to launch such a game, but again, this is a good example of a growing trend:
Advertisers in the United States will spend $502 million on video game advertising this year, up from $346 million last year, according to eMarketer, a research firm. Just over half of that is in the form of ads placed within games, and the rest is for marketers to create their own games, known in the industry as advergames.
That this can bei highly successful is proven by Burger King for example, who sold an advergame for the Xbox for $3.5 which despite the price showed a considerable amount of time spent with the game:
Using Xbox data on game use, the Burger King game equates in time spent to more than 1.4 billion 30-second commercials, the fast-food company says.
Imagine that. 1.4 billion voluntary 30 second long contacts – It will be hard for „classical“ advertising to beat that! Both in terms of quantity, as well as quality:
Interacting with our characters in the games is actually more engaging than just sitting back in your chair and watching a Super Bowl commercial,â€ said Russ Klein, president for global marketing for Burger King.
(On a side note: how does Microsoft track that, anyway? This is scary, once again…)