how brands are using facebook apps for marketing campaigns
DESCRIPTION
How brands are using facebook apps for marketing campaignsTRANSCRIPT
How brands are using Facebook
apps for marketing campaigns
1
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8 Categories of campaign focused Fb apps
Content campaign for awareness
Sweepstakes, quizzes and polls
Apps for viral campaigns
Photo / video contest
Ideation contest
Social Games for engagement
Loyalty campaign apps
Referral campaign apps
High in
Engagement
Low in
Engagement
Content
consumption
Content
curation
Content
creation
User connection
User
recommend-
ation
Focus
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Content campaigns for awareness
Focus on rich media, content, social links to
generate message about an idea or an offering
Focused on
generating
awareness about
Levi’s apparel
innovation and the
bigger cause
attached to it
4
Levi’s water<Less app
http://www.facebook.com/Levis
Viral video
campaigns for team
Hot Wheels
5
Hot Wheels landing tab app
http://www.facebook.com/hotwheels?sk=ap
p_106905776053433
6
Sweepstakes, quizzes and polls
Low engagement, low virality campaigns but
trigger participation and buzz
App for running
sweepstakes and
polls for Southwest
airlines
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Bags fly free app – Southwest airlines
http://www.buddymedia.com/clients/our-
work
Sweepstakes app for
Bud Light
Interesting value
proposition for
brands heavily
focusing on
sweepstakes
8
Bud Light Sweepstakes app
http://www.facebook.com/BudLight?sk=app
_180186578684420
9
Apps for viral campaigns
Focus on spreading a message or viral
products by fans
App allows users to
send virtual coca
cola gifts to their
friends and post
them on their wall
10
Coca Cola gifts app
http://www.facebook.com/cocacola?sk=app
_157721657609068
11
Photo / video contest
Engaging apps – focus on submission of photos
/ video around a certain theme. The community
votes for the best
Video contest for
users to submit
videos of their moves
/ stunts and the
community votes for
the best video
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Nike Free Arena contest
http://www.facebook.com/nike?sk=app_199
633066736410
Levi’s ran the contest
to find the next face
and voice for their
women’s wear
Video contest
curated by the
community
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The next Levi’s Girl contest
http://www.facebook.com/Levis?sk=app_17
9850502037414
14
Ideation campaigns
A step forward to creating remarkable
campaigns. Community crowdsources the best
ideas that can be used for a greater purpose
Local charities
submitted their
stories about why
they needed the
Chase grant
The community
decided the best
stories for the grant
15
Chase community giving contest
http://www.facebook.com/ChaseCommunity
Giving?sk=app_162065369655
Part of the bigger
Pepsi refresh
campaign
User on facebook
could give ideas and
vote for the best
ideas about
refreshing the world
16
Pepsi Refresh Voting app
http://www.facebook.com/ChaseCommunity
Giving?sk=app_162065369655
17
Loyalty campaigns
Focus on recognition of loyal customers and
awarding points
Allows users to
manage their card
through Facebook,
edit profiles, reload,
see transactions and
get points for loyalty.
Users can even
reload their friends’
cards.
18
Starbuck Card App
http://www.facebook.com/Starbucks?sk=ap
p_338375791266
Loyalty campaign
with Facebook
Places integration
User get points for
checking into JetBlue
Terminals using
location based
mobile apps and get
points
The app shows the
user activity, friends
activity, most loyal
users etc
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JetBlue Go Places app
http://www.facebook.com/JetBlue?sk=app_
172907589409924
20
Social games for engagement
Focus on leveraging game dynamics to engage
users
Social game that
challenges users to
kidnap their friends to
their favorite
international hideout
city.
To escape from the
hideout city and
begin kidnapping
their friends,
kidnapped players
must answer a trivia
question related to
that city
21
Travel channel – Kidnap! game
http://apps.facebook.com/kidnapped/home
Bing used Farmville
for advertising
Users could gain
virtual currency by
becoming a fan on
22
Bing’s Farmville promotion
http://www.allfacebook.com/bing-
advertises-on-farmville-acquires-
400000-facebook-fans-in-one-day-2010-
03
Promotion of the
Kung-Fu Panda 2
movie
Users could build
drive-in movie
theatres in their city,
get collection items
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Dreamwork’s Cityville promotion
http://techcrunch.com/2011/05/20/zynga-
and-dreamworks-partner-for-kung-fu-
panda-2-marketing-deal-in-cityville/
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Referral campaigns
Leverages users social graph to make smart
recommendations
Referral Facebook
campaign using the
Appirio app
Shows users their
friends who would be
interested in the
brand’s products
based on their
profile, interests and
activities on
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Marks. Referral app
http://www.appirio.com/demo/markbook_de
mo/markbook_demo.htm
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