Philips VS Campaign — Learn Social Media by Example

It’s no secret that active bloggers and Twitter users are generally quite fond of content sharing. That’s because they’re creators, rather than passive consumers of content. The question is though — are content-creators willing to put an effort into creating creative material for your brand when faced with the prospect of possible financial benefits?

Idea and Objective:

Philips TV up-for-grabs

Philips TV up-for-grabs

Want to win this TV? Great. Now put your creative thinking hats on.

The competition idea is brilliant in its simplicity. The candidates had to tweet a versus proposition for a Philips product, that is, challenge Philips to beat something else using its products. In one of the example videos, Philips Vs The Sun, the firm tries to fool a cockerel that it’s morning using a wake-up light:

People used imagery as well, like this one off Flickr:

Kinda lame?

Kinda lame?

In case you are curious, here is the winning idea:

@Philips_vs War. World peace – send Philips Intimate Massagers to all world dictators to see if it convinces them to Make Love, Not War.

Buzz Generated:

While people liked some of the content, as you can see below—

People loved it!

People loved it!

—the campaign did not have much positive impact on the brand. Graphing the mentions of “Philips” on Twitter during that time period, as borrowed from Viral Blog:

Trends for Philips and Philps VS

Trends for Philips and Philps VS

Trends for Philips

Trends for Philips

Lessons Learned:

Answering the question we posed initially: “are content-creators willing to put effort into creating creative material for your brand when faced with the prospect of possible financial benefits?”, the answer is “not unless the financial benefit is worth it.”

  1. People may make the effort it would take to come up with a creative idea— ex. crowdsourcing—if the competition provides strong benefits, but not if it’s a far shot.
  2. People won’t socially bookmark interesting brand material unless it really is very different from other things available.
  3. Just because some people like content doesn’t guarantee that it will go viral.

What do you think of this campaign? Why do you think that people did not react so well to it although the content does have viral basics?

: 2/5
: 2/5
: 4/5
: Yes
: 5/5

How a BBQ Business Becomes Viral — Learn SM by Example

A mobile food truck by any other name is still a mobile food truck, whether it serves sesame-dipped tacos or sherbets.

Kogi BBQ, the mobile food truck in question is not a modern business, per say. After all, all they did — product-wise — was replace the ice-maker with a grill. Their real innovation, which goes beyond being a campaign and turns into downright business brilliance, is using Twitter to give their mobile food truck business, some, um, @oomph.

Idea and Objective:

The Kogi Korean BBQ taco truck travels all over LA to sell tacos. Traffic, police, and other issues sometimes prevented it from being in the exact spot each time.

The solution? A Twitter account! The people working on each mobile food truck keep their Twitter account updated with their whereabouts, special deals and also tell people if they are going to get delayed by traffic. They even tell people what the weather is like — dress warm tonight, honey.

The vehicle has emerged as a social-network hippie-movement in LA, gathering crowds of 300 to 800 people each time it parks (often several times in an evening) affectionately referred to as “Kogi kulture.”

: 5/5
: 5/5
: 5/5
: No
: 5/5

Learn Social Media by Example: Skittles Steals the Social Media Rainbow

Skittles tossed the traditional idea of a website out the window, and created a corporate home by tying in together their presence on other sites.

: 3/5
: 1/5
: 5/5
: Yes
: 5/5

Infograph: The State of the Internet Today

We believe that to pull off great online campaigns, you need to be familiar with the audience. Not your audience in particular, but the larger Internet audience that might com across your campaign. It is essential to keep the Internet’s demographics in mind when creating any online content.

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