Labatt: Beer as the currency of conversation
Congratulating someone on a job well done, an anniversary or new promotion, often accompanies the tradition of celebrating over a cold one, with a good friend, colleague or family member. This behaviour came to life with a test-pilot project for Labatt. The "Labatt Beer Fridge" tapped into an existing human behaviour and offered the opportunity for Facebook friends to send (or collect) Labatt beer. The Beer Fridge quickly became "the currency of conversation", by bringing people together in a new yet familiar way.
Weekly brand promotions encouraged engagement
Campaign analytics and existing brand promotions were integrated into weekly engagement tactics. Through segmentation and profile targeting, individual brands sponsored weekly events and promotions.
The test campaign for Labatt Beer Fridge was a success. The complexity and various liquor control laws between provinces prevented the pilot to continue. But valuable data and learning was used for on-going social campaigns for Labatt.
Alexander Keith's: Who reads beer websites anyway
Nobody hangs out at beer sites anymore to learn about hops and barley, therefore intersecting young beer drinkers in their digital routine is critical. The digital platform was simple - virtually bring the Country together to celebrate Alexander Keith’s birthday. The fully integrated campaign was created to encourage audience participation through one simple ask - create a virtual birthday card and get your friends to sign it. Through mass media support we drove consumers to social platforms such as Facebook, YouTube and Twitter and used everything from contests to Augmented Reality 3D birthday cards to encourage fan engagement. Facebook fan metrics shot through the roof to over 80,000 members in less than two weeks, a quarter of them actually signed a birthday card, and funny enough, in the end, over 450,000 people visited keiths.ca - more than the last 3 years combined.
Rogers: Beg for a Blackberry
Building on an existing Facebook fan page, we created an innovative and engaging platform for consumers to tell us why they just had to have a Rogers Blackberry for Christmas. In order to fully capture our consumer’s passion we developed an application that enabled them to upload a voice message directly to our page from their mobile phone (a first in Facebook). The novelty of the application proved not only to be an effective driver for our fans to participate, but to also engage their friends. Within 4 weeks we had 16,000 active users and 80,000 votes.
Chapters: For the love of reading
With over 100,000 Facebook fans, we created new and relevant brand interactions that exploited our audience's love for reading. Realizing the natural way they share these experiences, we launched a series of Facebook applications, communities and engagements to leverage what Chapters has always done best: Enhance the enduring pleasure of reading. From seasonal gift selectors that drove awareness of retail merchandise, to engaging book clubs people could share with one another. Through this monthly program, the brand's inherit value to customers went beyond the printed page and into the hearts and minds of their audience.
Paypal: Show me the money
A long term social platform was created to extend the PayPal product experience and provide practical utility within an existing social environment. Creating an “event” is one of the most popular social behaviours on Facebook. And the “Square Up with PayPal” application was designed to make event planning easier by allowing friends to create an event, split the costs, and get paid all without leaving their Facebook page. With over 70,000 installs of the application in the first 10 days, word spread pretty quickly. Beyond awareness and word of mouth, PayPal received over $300,000 in payment requests with an average of $70 per event and 4.2 people splitting the cost each time.
