To
break it down into even simpler terms, most brands today may have a Facebook
page, maybe a Twitter handle or maybe a YouTube page too. They may be using it
for building communities/ bring traction to the respective platforms and/ or be
doing contests. However, my bet for initiating the next wave of brand campaigns
is social media integration.
At
the basic level this means TVC’s could flash twitter handles and Facebook pages
of the brand. Conferences and events could see the twitter hashtag be displayed
in various marketing collaterals.
An MTS TVC [http://goo.gl/s8rkP] which has the social media properties displayed in it |
But it’s the advanced level that’s really making things interesting. For example, how Maybelline used outdoor advertising to promote its ongoing Twitter contest #doesntlastlongenough ! It made great sense, that instead of going for the same boring static outdoor hoardings, to instead have a giant screen with the #doesntlastlongenough tweets.
Pic courtesy Lighthouse Insights - http://goo.gl/xp3GD |
TV
broadcasters have also been doing this integration well. The awareness that the
number of people who are focusing on their mobile and TV screens together is on
a rise, and taking that into account cricket matches for example are running
hashtags, where viewers can ask commentators questions, that get answered in
real time. Around the IPL such hashtags were #AskSunny or #AskRavi and this I think
was such a powerful idea because of the instant gratification involved.
Pepsi
is going this really well too. For example, around the IPL Pepsi
ran a Twitter contest to share witty tweets during the key matches using
#PepsiIPLLiveArt and Pepsi would select the best out of them, to make
illustrated posters. The posters were then shared in real time. This campaign
again had an element of instant gratification, was always works well, online or
offline.
Pic courtesy - Lighthouse Insights - http://goo.gl/6dE73 |
Hope
to see many more of such integrations!
Social Media Campaignscan bring a new Ira of social media..
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