9. Adidas
Contests bring
variety to a page,
engages fans and has
ability to directly
increase revenue by
introducing customers
to brand
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10. Adidas
Teamed up with MTV
to run an exclusive
contest
Prize: All expenses
paid house party
Campaign success:
prize and partner
resonates with
demographic
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11. Adidas
Promote contest on
fan page before &
after contest
Shared winner’s blog
posts, photos and
videos from the party
All elements resulted
in a whole lot of fan
engagement
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12. Red Bull
Fun content that fans
interact and connect
with
Incorporation of
Twitter into their fan
page
Tweets from
sponsored athletes
(instant cool points)
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13. Red Bull
Content and apps
that break out of
generic FB mould
Eg: Let fans rate
phone calls of people
who “drunkdialed” the
Red Bull 1800 number
Funny and encourages
fan engagement
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14. Dunkin’ Donuts
Sweepstakes: Fans
post photos of
themselves with
drink to page wall,
update their own
profile with the
picture, entered to
win daily giveaway
DD update their profile
with winning image
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15. Dunkin’ Donuts
Prizes are themed for
summer and include an
iPhone, flatscreen TV,
clothes and flights
Plus winning photo
being featured on
their profile
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16. Target
Positions itself as a
hip and budget
conscious alternative
to mall stores
Chose to direct
visitors to their
“Vote” tab
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17. Target
Donates to a good
cause
Allows fans to
participate and
spread the word with
interactive voting
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19. BOSO
(Buy Or Sell Online)
Auction site for
university students
Hybrid of Facebook
and eBay
Trade within your
university there are
advantages including
greater trust, goods
exchange in person...
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20. BOSO
(Buy Or Sell Online)
Short snappy
messages
Tap into something
that is hot at the
moment provides
extra attention
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21. BOSO
(Buy Or Sell Online)
Short snappy
messages, something
that is hot at the
moment
E.g. Zidane
headbutting
Matteratziafter a
BBC documentary
about bribery in FA
premier league
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22. BOSO
(Buy Or Sell Online)
Most successful
facebook ad run by
Boso taps into the
way pop cultural
memes are amplified in
school
“We ran this one 2
weeks ago linking
directly to boso.com/
mywife”
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25. Sony
Widget: members bite
each other to receive
points (over 3 million
users)
Sony pictures, parent
company of vampire
horror film rebranded
application, launched
sweepstakes contest
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26. Sony
Banner ads on widget
to promote movie
Fishing where the fish
are: Sony figured out
where existing
community was
Campaign live for 3
weeks, there were
59,100 entries
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27. Adobe
Asked fans whether
they thought a series
of images were “Real
or Fake?”
More than 11,500
plays in first t wo
weeks, 6% clicked
“Buy Now” on final
game page
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28. Adobe
Each week, 5 images
were provided. Users
challenged to decided
whether they were
original or doctored
Answer screens
included links to
tutorials, showed
users how effect was
achieved using Adobe
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29. Talk like your audience, talk with your audience, not to your audience. Converse, don’t tell
Interactive elements engage participation
Contests that include participation (referrals)
Encourage return visits - increase engagement by giving users a reason to return
Something viral encourages the use of ‘share’ function’
Stay relevant with frequent updates
Link to other social net working platforms
Don’t take yourself too seriously
Immediate call for action is needed! There has to be something the user is expected to do
Make use of facebook elements (profile photo, newsfeed...)
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