How brands are using facebook apps for marketing campaigns
1. How brands are using Facebook
apps for marketing campaigns
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2. 8 Categories of campaign focused Fb apps
Focus
Content Content campaign for awareness
consumption
Sweepstakes, quizzes and polls Low in
Engagement
Content
curation
Apps for viral campaigns
Photo / video contest
Content
creation Ideation contest
High in
User connection Social Games for engagement Engagement
Loyalty campaign apps
User
recommend-
Referral campaign apps
ation
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3. Content campaigns for awareness
Focus on rich media, content, social links to
generate message about an idea or an offering
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4. Levi’s water<Less app
Focused on
generating
awareness about
Levi’s apparel
innovation and the
bigger cause
attached to it
http://www.facebook.com/Levis
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5. Hot Wheels landing tab app
Viral video
campaigns for team
Hot Wheels
http://www.facebook.com/hotwheels?sk=ap
p_106905776053433
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6. Sweepstakes, quizzes and polls
Low engagement, low virality campaigns but
trigger participation and buzz
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7. Bags fly free app – Southwest airlines
App for running
sweepstakes and
polls for Southwest
airlines
http://www.buddymedia.com/clients/our-
work
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8. Bud Light Sweepstakes app
Sweepstakes app for
Bud Light
Interesting value
proposition for
brands heavily
focusing on
sweepstakes
http://www.facebook.com/BudLight?sk=app
_180186578684420
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9. Apps for viral campaigns
Focus on spreading a message or viral
products by fans
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10. Coca Cola gifts app
App allows users to
send virtual coca
cola gifts to their
friends and post
them on their wall
http://www.facebook.com/cocacola?sk=app
_157721657609068
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11. Photo / video contest
Engaging apps – focus on submission of photos
/ video around a certain theme. The community
votes for the best
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12. Nike Free Arena contest
Video contest for
users to submit
videos of their moves
/ stunts and the
community votes for
the best video
http://www.facebook.com/nike?sk=app_199
633066736410
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13. The next Levi’s Girl contest
Levi’s ran the contest
to find the next face
and voice for their
women’s wear
Video contest
curated by the
community
http://www.facebook.com/Levis?sk=app_17
9850502037414
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14. Ideation campaigns
A step forward to creating remarkable
campaigns. Community crowdsources the best
ideas that can be used for a greater purpose
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15. Chase community giving contest
Local charities
submitted their
stories about why
they needed the
Chase grant
The community
decided the best
stories for the grant
http://www.facebook.com/ChaseCommunity
Giving?sk=app_162065369655
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16. Pepsi Refresh Voting app
Part of the bigger
Pepsi refresh
campaign
User on facebook
could give ideas and
vote for the best
ideas about
refreshing the world
http://www.facebook.com/ChaseCommunity
Giving?sk=app_162065369655
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18. Starbuck Card App
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.
http://www.facebook.com/Starbucks?sk=ap
p_338375791266
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19. JetBlue Go Places app
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
http://www.facebook.com/JetBlue?sk=app_
172907589409924
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20. Social games for engagement
Focus on leveraging game dynamics to engage
users
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21. Travel channel – Kidnap! game
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
http://apps.facebook.com/kidnapped/home
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22. Bing’s Farmville promotion
Bing used Farmville
for advertising
Users could gain
virtual currency by
becoming a fan on
Facebook
http://www.allfacebook.com/bing-
advertises-on-farmville-acquires-
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23. Dreamwork’s Cityville promotion
Promotion of the
Kung-Fu Panda 2
movie
Users could build
drive-in movie
theatres in their city,
get collection items
http://techcrunch.com/2011/05/20/zynga-
and-dreamworks-partner-for-kung-fu-
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25. Marks. Referral app
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
Facebook
http://www.appirio.com/demo/markbook_de
mo/markbook_demo.htm
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26. About Kuliza
Kuliza is a social technology firm focused in
helping companies leverage social software,
community platforms, mobile and cloud
computing for improving business
performance, communication and customer
engagement.
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