1. Rayovac: Rapid-Response Twitter Campaign
In early February 2011, with a snowstorm of historic proportions on the horizon, social media outlets were abuzz with news and updates about the weather. Rayovac and Circle PR quickly created a campaign that capitalized on the fact that millions of Americans would be home — and online — on Wednesday, February 2, the day slated to be the worst of the storm.
The central feature of the campaign was a virtual snowball fight that had more than 1,000 consumers changing their profile picture to a Rayovac-branded widget and hurling #snowballs at friends and family coast-to-coast for nearly 48 hours. The brand also hosted a two-hour virtual snow day tweet-up, where followers could tweet about the weather in their area, their favorite snow day activities and answer fun storm-prep and weather-related trivia for a chance to win great prizes.
The campaign generated 1,188 click-throughs to download the profile picture widget, #rayovac made its first-ever appearance as a top-ten trending topic worldwide, and the brand saw a 30% increase in followers on@rayovac_battery.
2. Healthy Choice: Pairing a Social Coupon with Blogger Outreach
. Breeders’ Cup: Social Storytelling
While horse racing continues to have a dedicated following, overall interest has dropped in recent years — the marketing team for the Breeders’ Cup World Championships needed a fresh approach to attracting and engaging new fans.
4. The BALSAMS Grand Resort Hotel: Using Social to Share an Experience
With 2.5 million college scholarships awarded every year in the U.S., KFC knew it had to cook up something innovative to stir buzz around the brand’s 75-scholarship Colonel’s Scholars program. That’s why KFC and Weber-Shandwick decided to do away with the tired old college scholarship essay and award a $20,000 scholarship based solely on a single tweet. Students had just 140 characters (including the hashtag #KFCScholar) to convince KFC execs why they deserved a scholarship.