The 20 Best Social Media Campaigns

August 2010

From the Forbes Magazine article entitled “The Best-Ever Social Media Campaigns” Author - Victoria Taylor August 17, 2010

Victoria Taylor – 8/17/2010 . From the Forbes Magazine Article entitled “The Best-Ever Social Media Campaigns” Author . more than 100 million Monk-e-Mails have been sent since the campaign launched. a viral marketing company.#20 Career Builder “Monk-e-Mail” This popular CareerBuilder promotion. created in 2006. primate-themed e-cards for all occasions. According to Oddcast. allows users to send personalized.

Seventy percent of the fans visited Bing in the following month. Microsoft's Bing search engine bribed players with Farmville cash.000 new fans. if they clicked on a sponsored ad for the search engine in early May.#19 Bing – Farmville To monopolize on the widely popular "Farmville" Facebook game. A Microsoft spokesperson said the results showed the campaign's success.Victoria Taylor – 8/17/2010 . as Bing acquired 425. a 360% jump in less than one day. From the Forbes Magazine Article entitled “The Best-Ever Social Media Campaigns” Author . used in the game to buy more crops and farm animals.

Participants submitted about 9. which garnered about 500.000 drawings." in 2008 the German carmaker created an online graffiti contest where participants answered the question "What drives you?" through designs on the outline of the car. From the Forbes Magazine Article entitled “The Best-Ever Social Media Campaigns” Author .#18 BMW “1 Series Graffiti Contest” In honor of BMW's "1 Series. The winners received car models rather than actual vehicles.Victoria Taylor – 8/17/2010 .000 total votes.

Cadbury Schweppes sales jumped 7% between 2007 and 2008.Victoria Taylor – 8/17/2010 . features a person in a gorilla suit drumming to the music of Phil Collins before it directs viewers to Cadbury's website. created in 2007. From the Forbes Magazine Article entitled “The Best-Ever Social Media Campaigns” Author .#17 Cadbury “Gorilla” This 90-second video ad. Reportedly.

leading to the Discovery Channel's Mythbusters investigating the legitimacy of dynamite surfing. From the Forbes Magazine Article entitled “The Best-Ever Social Media Campaigns” Author . which consists of grainy footage to make it appear more authentic.Victoria Taylor – 8/17/2010 . The staged video.#16 Quicksilver “Dynamite Surfing” A 2007 video for the surfer clothing manufacturer shows surfers making waves in a lake with the help of some explosives. has been viewed 35 million times. It developed something of a cult following.

the movie's villain.Victoria Taylor – 8/17/2010 . Players took to the streets dressed as the Joker. More than 10 million people in 75 different countries participated. and campaigned for a new mayor of Gotham City. one of the Forbes judges questioned whether the high development cost needed for an alternate reality game this extensive yielded strong returns given the initial investment required. and the film went on to become the highestgrossing movie of 2008. However. From the Forbes Magazine Article entitled “The Best-Ever Social Media Campaigns” Author .#15 The Dark Knight “Why so serious?” This alternate reality game was created by California-based 42 Entertainment to promote the Batman movie.

#14 Smirnoff “Tea Partay” The Diageo-owned vodka brand launched this viral rap parody music video featuring preppy white guys promoting Smirnoff's Raw Tea drink in 2006. was supplemented with billboard and radio ads.Victoria Taylor – 8/17/2010 . The Web video. which directed viewers to the drink's Web site. From the Forbes Magazine Article entitled “The Best-Ever Social Media Campaigns” Author .

000. The Forbes judges concluded that what made this effort successful was its commitment to getting the brand name out there and promoting this social component through TV and online ads. It also embarked on an interactive campaign that allowed Facebook fans to create their own flavors of Glaceau Vitaminwater. From the Forbes Magazine Article entitled “The Best-Ever Social Media Campaigns” Author . The creator of the wining flavor received $5.Victoria Taylor – 8/17/2010 .#13 Vitaminwater “Facebook is now homepage” The beverage made the risky move of having its Facebook fan page double as the brand's official website.

That's not a staggering number.#12 Target “Bullseye Gives” This social media campaign empowered its Facebook fans by putting $3 million in their hands.000 fans. but it helped raise awareness for Target and its charitable efforts.6% of the votes.123 to it. The effort attracted 291. Over two weeks Facebook users voted on which among the 10 selected charities would receive the greatest proportion of the money. St. From the Forbes Magazine Article entitled “The Best-Ever Social Media Campaigns” Author . so Target donated $797.399 votes from 167. Jude's Children's Hospital received 26.Victoria Taylor – 8/17/2010 .

Victoria Taylor – 8/17/2010 .#11 Whopper “Sacrifice” This Burger King campaign wasn't afraid to ask the tough question: What do you love more.000 "friendships. From the Forbes Magazine Article entitled “The Best-Ever Social Media Campaigns” Author . your friends or the Whopper? The Facebook application bribed consumers to "unfriend" 10 people from their Facebook friends list in exchange for a free burger. Facebook decided that letting its users know that they had been let go contradicted its business plan." Ultimately. Porter + Bogusky says the application terminated some 234. Ad agency Crispin. and the application itself was sacrificed.

which started in 1996.#10 Windows Hotmail The judges were strongly divided on this campaign.Victoria Taylor – 8/17/2010 . The debate was over whether the groundbreaking technique of running ads like "get your free email at Hotmail" at the bottom of every email message qualifies as a social media campaign. From the Forbes Magazine Article entitled “The Best-Ever Social Media Campaigns” Author . with one ranking it as the top social media campaign and another placing it at the very bottom.

Sweden. "[This is] a great idea that not only is highly viral but gets consumers engaging with actual merchandise. The campaign won a 2010 Gold Cyber Lion at Cannes. From the Forbes Magazine Article entitled “The Best-Ever Social Media Campaigns” Author . Awareness spread rapidly from participants to their Facebook friends.#9 Ikea “Facebook Showroom” To promote the opening of a new store in Malmo. Ikea had the store manager post pictures of the the new showrooms on Facebook." says Brandon Evans of social marketing agency Mr. Youth. The first people to tag the items won them.Victoria Taylor – 8/17/2010 .

#8 Evian “Roller Babies” The Guinness Book of World Records says this YouTube megahit. From the Forbes Magazine Article entitled “The Best-Ever Social Media Campaigns” Author . from Euro RSCG in Paris. with the effort. receiving more than 54. as well as more than 60 million views.Victoria Taylor – 8/17/2010 . This one is purely about the numbers. which features computergenerated babies on roller skates breakdancing and backflipping. is the most viewed online ad in history.000 comments and tweets to date.

It increased site traffic and generated a number of wannabes and spin offs. driving sales and brand awareness. with those faces. led to the creation of more than 122 million elves during that holiday season. An elf.Victoria Taylor – 8/17/2010 .#7 OfficeMax “Elf Yourself” For its 2006 holiday campaign. would then dance. according to the judges. the office supply retailer encouraged Web users to upload pictures of themselves. created by New York-based independent agency Toy and San Francisco-based EVB. From the Forbes Magazine Article entitled “The Best-Ever Social Media Campaigns” Author . The campaign.

functioning piano. From the Forbes Magazine Article entitled “The Best-Ever Social Media Campaigns” Author . This included Volkswagen transforming a Swedish subway staircase into a giant. which resulted in 66% more people choosing the steps rather than an escalator. the campaign was awarded a 2010 Cyber Grand Prix Lion at the Cannes Lions International Advertising Festival. Created by DDB Stockholm.#6 VW “Fun Theory” This social experiment campaign looked to see if making things more "fun" would influence consumer behavior.Victoria Taylor – 8/17/2010 .

#5 Pepsi “Refresh” While Pepsi's Refresh campaign. is ongoing. the Forbes judges highlighted the use of "Refresh" as a way for Pepsi to push toward a new identity while still maintaining its youthful image.Victoria Taylor – 8/17/2010 . From the Forbes Magazine Article entitled “The Best-Ever Social Media Campaigns” Author . which gives people the chance to get funding for philanthropic and charitable ideas.

#4 Burger King “Subservient Chicken” With the help of a person in a chicken suit. received 15 million hits in the first five days. From the Forbes Magazine Article entitled “The Best-Ever Social Media Campaigns” Author .Victoria Taylor – 8/17/2010 . the Web site. where a participant can still type in commands like "moonwalk" and "make a sandwich" and watch the chicken obey the order. According to the ad agency. dubbed the "subservient chicken." Burger King and agency Crispin. Porter + Bogusky's campaign was created in 2004 to promote the chain's TenderCrisp Sandwich.

Victoria Taylor – 8/17/2010 .” Old Spice spokesman Isaiah Mustafa was popular in TV commercials. Man. He proposed marriage to one fan's girlfriend.#3 Old Spice “Smell Like a Man. From the Forbes Magazine Article entitled “The Best-Ever Social Media Campaigns” Author . She accepted. but what really made this campaign an interactive hit was the recent Web-based element with Mustafa responding to questions submitted by fans on Twitter and other social media outlets in as many as 180 Web videos this summer.

According to Jeff Robe. Our judges unanimously ranked this series of destructive shorts as one of the best social media campaigns. From the Forbes Magazine Article entitled “The Best-Ever Social Media Campaigns” Author . Blendtec's director of marketing.#2 Blendtec “Will it blend?” Web videos for the Blendtec Total Blender show the kitchen accessory destroying just about everything from a baseball to an iPhone.Victoria Taylor – 8/17/2010 . the videos have done more than boost awareness of Blendtec blenders. Home sales of blenders have increased 700% since November 2006.

The marketers behind this horror flick were able to generate big buzz for a movie with a teeny budget by using Web sites and message boards to stoke interest in the flick months before its release in the summer of 1999.Victoria Taylor – 8/17/2010 . From the Forbes Magazine Article entitled “The Best-Ever Social Media Campaigns” Author . Was the story of young documentary makers lost in the woods true or false? Fake newspaper clippings about the disappearance of the movie's main characters and police photos of their missing car were posted. It has generated about $249 million to date worldwide. Movie site Box Office Mojo reports that the film made more than $29 million during its first week of wide release.#1 The Blair Witch Project This is considered the best-ever social media campaign and one of the first viral marketing efforts.

please contact – Paula Murgia VP. Palio mmyers@palio.com or Mike Myers President.com .If you’d like to find out what we can do to help you build a social media campaign or have some interesting case studies of your own to share.murgia@palio. Digital Strategy – Palio paula.

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