Digital Marketing First 2010 power demo. Be sure to check out our other presentations.

1. 28 oktober 2010 LBi 1
TOP 10 social media case studies

2. Nike+ & Gowalla
Easy to use app for skiers
and snowboarders

3. Nike+ & Gowalla team up in Vail ski resorts: application for skiers and
snowboarders
What?
•New app for Vail Ski and Mountainboard Resorts in Colorado, US.
•The application allows visitors to track their activities and share it with their
friends and is integrated in a chip in the ski and lift passes.
•The app automatically calculates the number of vertical feet skied or boarded,
number of days in the mountain, routes taken and other features.
•Users log in via their desktop or smartphones to access their stats and share and
compare their activities with their friends on Facebook, Facebook Places and
Twitter.

4. Nike+ & Gowalla team up in Vail ski resorts: application for skiers and
snowboarders
Why we like it?
•Easy to use! You don’t need a smartphone or GPS-enabled device to use it.
•The company uses radio-frequence (RF) enabled chips, which will be integrated
in the ski pass and lift tickets.
•You can compare your achievements with your friends online.
So you don’t need anything.
It’s fun, it’s free, easy to use and allows you to boast and share your activities.

5. Lost in Val Sinestra
A thrilling movie trailer

6. Lost in Val Sinestra.... A thrilling trailer starring your Facebook friends!
What?
•A trailer for a new upcoming movie ‘Lost in Val Sinestra’, featuring your own
Facebook friends.
•You can easily choose the friends you want to star in the movie trailer using
Facebook Connect.
•Once the movie is made you can watch it and share it on Facebook, Twitter, …

7. Lost in Val Sinestra.... A thrilling trailer starring your Facebook friends!
Why we like it?
•Again, it’s easy. It’s fun, it uses your ‘friends’.
•This is a perfect alternative way to market a movie that’s not really a blockbuster.
•People are vain and curious, so they will want to watch it, share it and make their own
version, creating a big viral buzz.
Link to ‘my first movie’

8. The best job in the
world!
Recruiting campaign

9. The best job in the world!
What?
•Do you know Ben? That blonde guy on tv talking about your maybe tedious job, and then
presenting his job: island care taker of the Islands of the Great Barrier Reef.
•Objective: create international awareness for the Islands of the Great Barrier Reef.
•The website and the video showed us stunning images of the region and drove job applicants to
generate content promoting the region.
•The audience could engage with the brand throughout the campaign on Myspace, Facebook,
YouTube and Twitter.

10. The best job in the world!
Why we like it?
•Admit it, it makes us dream about tropical islands and escape from reality.
•But more important it generated very strong results:
-Global news coverage and fame raising awareness for the islands dramatically.
-Web stats of > 8 million unique visits, > 55 million page views.
-8.25 minutes average time spent on the site.
-34,684 one minute video job applications from 197 countries.
-At least one person from every country in the world applied.

11. Burger King
Whopper Sacrifice
You loose some, you win some

12. Sacrifice your friends for a free Whopper
What?
•To promote their new Whopper burger Burger King launched a campaign offering Facebook users
the chance to 'sacrifice' 10 of their Facebook friends in exchange for a free Whopper coupon.
•The Whopper Sacrifice Facebook application makes use of the friend removal feature.
•But instead of this happening without a notification, the friends receive a message letting them
know they've "been sacrificed for a Whopper".

13. Sacrifice your friends for a free Whopper
Why we like it?
•What’s more important? A fake Facebook friend or a tasty free burger?
•Who of you hasn’t thought about cleaning up their Facebook Friends list? This campaign gave you
the perfect excuse to do so.
•The campaign quickly went viral, but was removed by Facebook for 'privacy reasons' within 10
days. By this time already more than 82.000 people sacrificed 234.000 friends. 23.000 coupons
were used.

14. Ikea Facebook
showroom
Tag and win!

15. Ikea Facebook Showroom
What:
•Ikea wanted to spread the word on the opening of their Malmö store in Sweden.
•For this purpose, they created an online showroom hosted on Facebook.
•They did this by creating a personal profile for the new store manager, Gordon Gustavsson. Over a
2 weeks period ‘Gordon’ uploaded pictures of the showroom on his profile page.
•Facebook members who had requested Gordon as a friend could then tag themselves to a specific
item in each photo and in doing so first, win that particular Ikea product.

16. Ikea Facebook Showroom
Why we like it?
•A big briefing, great ideas but only a small budget… this is a perfect example of how you can
spread your message quickly and inexpensively.
•Tagging a picture is one of the easiest, most basic activities on Facebook. And when you tag a
picture, everybody in your own network knows about it.
•In this case everybody saw what you could win, and immediately wanted to tag themselves as
well.
•Great viral campaign for a little budget!

17. Old Spice
The man your man could smell
like!

18. Old Spice: ask the man!
What?
•Do we need to introduce this campaign? It is world famous by now. Isaiah Mustafa has shown his
bare chest to half the world on the internet…
•The star in this commercial answered questions on Twitter, Facebook and other social media sites
with personal video messages.
•Standing bare chested in a white towel in a bathroom, with the occasional prop, Mustafa, now
known as “Old Spice guy,” replied to questions asked by celebrities and ordinary people.
•He charmed millions of people doing this. The campaign started on a Tuesday and by Friday the
new videos had received + 16 million views.

19. Old Spice: ask the man!
Why we like it?
•The campaign started with a great traditional commercial, but then let social media do precisely
what social media does best. Social media is not about broadcasting a message, it's about
connecting people. It turned into a successful viral phenomenon.
•Within 24 hours, views of the Old Spice guy's responses eclipsed some of the most popular viral
videos to date (also based on the first 24 hours)
Old Spice responses to viewers: 5.9 million
Barack Obama's victory speech: 4.8 million
George W. Bush dodging shoes: 4.4 million
Susan Boyle: 3 million

20. Tipp Ex
A hunter shoots a bear.

21. Tipp-Ex: A hunter shoots a bear
What?
•A few weeks ago another great viral video became a big hit on Facebook and Twitter.
•You see a video of a hunter camping in the woods, suddenly a bear appears behind him.
The hunter gets up, grabs a gun and aims to shoot the bear.
•You, as a viewer, then get to decide: Shoot the bear or Don’t shoot the bear.
•Watch what happens: the ad for Tipp-Ex next to the video suddenly becomes part of the video.
•You can then type in any action you want the hunter to perform with the bear.

22. Tipp-Ex: A hunter shoots a bear
Why we like it?
•Perfect integration of You Tube and a commercial for a not so sexy brand.
•It’s fun, witty and easy to share, just click your preferred social network and share it.
•Great idea for a viral campaign.
•More than 11 million views already!

23. Domino’s Pizza
Turnaround
Revamp the pizza!

24. Domino’s Pizza Turnaround
What?
•Last year Domino’s Pizza had a tumultuous public relations nightmare, when two employees
posted several gross videos, which quickly spread all over the world. The employees were
eventually arrested and jailed for food tampering.
•So Domino’s reacted in making an apology video on YouTube (now private) and other sites, which
was viewed over 2 million times.
•The way they handled it shows that Domino’s Pizza is taking this very seriously and that the thing
they hold dearest is their customer’s trust.

25. Domino’s Pizza Turnaround
What?
•Later on in the year, Domino’s Pizza got bashed in the media again, people on Twitter were
complaining about the crust, bland taste, processed cheese, …
•What did they do? Did they run screaming? Did they hide?
•No, they used their Twitter account to respond and launched a video about listening to the
customer and totally revamped their pizzas, with new recipes for both its sauce and dough.

26. Domino’s Pizza Turnaround
Why we like it?
•It’s a perfect example of how brands can counteract.
•This big brand proved they were listening and alert.
•They interacted, listened, and thanked their customers for their valuable feedback.
•They used the customer’s feedback in their business & marketing strategy.

27. French Connection
The world’s first You Tube store

28. French Connection: YouTique
What?
•The clothing brand French Connection UK came up with a clever idea to combine the current
trend around video based fashion tips and stylists and the online shopping experience.
•Here you see a fashion stylist giving all sorts of tips and tricks on their own YouTube channel,
before showing you how each outfit looks on a model, along with more info on each item
•You can then easily click to the product pages where you can simply click to buy the products
online

29. French Connection: YouTique
Why we like it?
•It’s a simple and clever way of showing how a big brand can connect with their customers, using
social media, in this case, videos, and an easy access to buying online.
•French Connection combines relevant content with marketing messages.
•Surely other brands will quickly follow this trend, but FCUK were the first to do this and to create
the well deserved buzz around it.

30. Macy’s
The Magic Fitting Room: find your
magic

31. Find your Magic!
What?
•Macy's Magic Fitting Room combines in-store shopping with social, online and mobile capabilities
•Macy’s uses a full-length mirror in their fitting room with mutlti-touch technology, where you can
select the outfit you want to try on and ‘drag’ it on your reflection in the mirror. The multi-touch
tablet will also immediately tell you where to find the products in the store
•It also allows you to pick an outfit on your I-pad and ‘flick’ in on the magic mirror to try on.
•The mirror also features a social experience: with a simple touch or click, it allows you to share
your outfits on Facebook, text message, or email

32. Macy’s Magic Fitting Room
Why we like it?
•Macy’s selected over 1000 outfits to try on, without the hassle of getting undressed in little
cramped fitting rooms
•This is social retailing at its best: the perfect way to sell the brand and products to young digital
minded people.
•The application also allows your friends to post comments on the outfits you share. Their
comments are immediately displayed on the mirror, or they can suggest similar products at Macy’s.
•It’s just one step away from integrating similar applications on online shopping sites.

33. Thank you