Many companies have declared themselves as participants in social media by setting up a Facebook page, a Twitter account or uploading some YouTube videos. However, finally more companies are actually participating in social media – using the media to its fullest. Let’s look at new campaigns from Dunkin Donuts and Seaworld.
Dunkin Donuts has already been online with over 800,000 fans on Facebook and 23,00 followers on Twitters. However, the Keep It Coolatta campaign actually ties in consumer’s offline behavior with online social media promotion. In this promotion a customer has to buy a Dunkin Donuts Coolatta – they have to participate in the desired offline behavior. Then they have to have a picture taken with the Coolatta and post that picture on the Dunkin Donuts Fan Page wall, add the caption #CoolattaGiveaway and update their own Facebook profile with the pic, and they’ll be entered to win a daily giveaway. But even if their name is drawn – they can only win if the Coolatta picture is still their profile picture. Thus Dunkin Donuts is ensured of at least a few weeks of promotion by each entrant.
As you can see below – they have already attracted lots of great photos and publicity. To participate – a customer has to really participate – buy the product offline which helps Dunkin’s bottom line and join in online which helps promote the brand!
Busch Entertainment, the company that operates SeaWorld and Busch Gardens has combined a Facebook application, a standalone website with Facebook Connect support, and an iPhone app. The basic idea on all the platforms is a photo challenge game, where users are shown two pictures from one of the company’s theme parks, and in a given time limit, identify what’s different between them.
During the process you can become fans of the different pages that the company has setup for each of its various theme parks. You can also choose to send your score back to the social network to be shared with friends. You can also invite friends to play against you, with the winner of the competition also broadcast to your feed.
Busch has not accomplished the level of participation that Dunkin Donuts has, but a trip to an amusement park would coast a consumer a bit more than $1.99. However, they have created something that is engaging and the application highlights their specific products and brand – it’s not a generic game or experience.
Both these campaigns are examples of the future of social media campaigns. It’s not just a mere presence on social media sites, they are encouraging the consumers’ purchase behavior and engagement with the brand.
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