“I’m With Coco” – Learn Social Media by Example

Social Media Campaign Stat Box

: Conan O'Brien (Entertainment)

: By the people

: Facebook

: Conan O'Brien fans

: Emotional

: Jan 2010

Disclaimer: The quotation marks in the title are definitely quotation marks. I have to make it clear before I proceed that there’s no way in hell that I will ever appreciate Conan O’Brien’s nonexistent sense of humor, and I couldn’t care less if he goes off TV or not. With that said, I admit that I’m still surprised that the level of support that Coco has garnered from social media might as well be compared to the Internets reactions to Haiti, Obama, and — gasp — even MJ.

Conan O’Brien, funny or not?

I have seen this campaign scattered all across the Internet, from the Facebook profile pictures to Kuwaiti blogs.

The Idea & Objectives

I'm With Coco poster

I'm With Coco poster

As organic social media campaigns often are, this campaign became viral quite by accident. When Mike Mitchell, a huge Conan O’Brien fan, tweeted a link to a poster he created in support of Coco as a reaction to the Conan O’Brien/Jay Leno debacle.

The poster was adopted by the social media community, and the slogan “I’m with Coco” was used by O’Brien’s fans to yell out their support on their Facebook profile pictures, their Twitter gravatars, and their blog posts.  Offline, this poster has been printed and handed it out as flyers. People have been using it as a graphical element in their support rallies.

Buzz Generated: Not All is Lost in the TV War

Conan O'Brien definitely had a good PR week

Conan O'Brien definitely had a good PR week

Thanks to the “I’m with Coco” campaign, Conan is the clear online winner, while NBC itself is parked on the loser side.  Conan O’Brien has more support on Facebook than a cute little LOL-Cat about to get murdered, on social media platforms, blogs, and even Craigslist.

Not only did this campaign push Conan to put his foot down to NBC, it also got everyone talking about him:

I'm with Coco on Facebook

Indeed it's worth the wait...

I'm with Coco on Facebook

His fans really are crazy

I'm with Coco on Facebook

Fellow who?

As Mike Mitchell explains to the Huffington Post, “Well in our current day, we as the little guy have been subject to all the bullshit that corporate America throws at us. Conan may be a multimillionaire, but NBC has made him out to be the little guy, and he stood up to them, and I think that’s a message that resonates with young Americans. Like I already said, in the face of corporate greed, and executive F-ups, Conan took a stand, and did it with professionalism and integrity. He left his show with some great parting words that will stick with a lot of people for the rest of their lives. Not to mention, he is one funny ass dude. Who under the age of 50 doesn’t love Conan?

What the 961,539 fans are saying on the “I’m with Coco” Facebook group is practically barf-inducing.

Lessons Learned: All it takes is something well design

While I’m still very surprised at how viral this campaign has been, I guess there many lessons to learn.

  1. Conan O’Brien is obviously liked by a much younger generation than Jay Leno, so it’s no wonder that the Social Media campaign has been so successful digitally.
  2. People appreciate a good slogan and a nice poster, as this campaign shows. They’re willing to rally around it.
  3. Online social media campaigns can be very easily integrated with offline ones.
I'm with Coco t-shirt

I'm with Coco t-shirt

What do you think of this campaign? Do you even like Conan O’Brien?

: 1/5
: 5/5
: 1/5
: No
: 4/5

Comments and Reactions

  • http://blog.thoughtpick.com/ Beiruta

    The campaign itself is good as compared to others we have come across yet, I think it is sad to waste it on him!

  • http://blog.thoughtpick.com M.Bamieh

    in case u missed the fued here it is explain in chinese http://www.youtube.com/watch?v=lJ9m1an-pQ8

  • http://icecreamsocialmedia.wordpress.com/2010/10/12/conan-obrien-adds-foursqaure-to-team-cocos-social-media-artillery/ Conan O’Brien Adds Foursqaure to Team Coco’s Social Media Artillery « Ice Cream Social (Media)

    [...] Whether or not you agree with O’Brien’s decision to quit, you have to admit that his social media efforts to gain support have been a huge success. His viral campaign started by accident when a fan, Mike Mitchell, posted a link to a poster he created on his Twitter in support of O’Brien. From there, O’Brien blew NBC and Jay Leno out of the social media waters. The poster was printed on t-shirts, used for Facebook profile pictures, Twitter gravatars, on blog posts and the list continues. You can read more about this campaign and why it has been successful on Thoughtpick’s blog.  [...]

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