Top 10 Social Media Initiatives 2012 (Video)

Posted By Rick Mathieson On November 30, 2012 @ 3:40 PM In Creative Best Practices, Emerging Platforms, Entertainment, Social Media, Video, Wireless, Word of Mouth | No Comments

YouTube Preview Image [1]

This list may spark a Twitterstorm all its own.

We know some people are going to disagree with our list.  Indeed, in some quarters, the fact that we didn’t include Kony 2012 [2] is going to be enough to send some in the socialsphere over the edge.

It is, after all, arguably the most astonishingly successful social media effort ever. And everyone (everyone) is reverse engineering the campaign to see if they can replicate it.

It’s just that ultimately (again, don’t hate), we found certain aspects of the effort unsettling for
reasons we haven’t quite taken the time to fully puzzle together in our own minds.

But the other, far more important reason: This particular list is for brand-oriented social initiatives
versus cause-oriented efforts (or political, for that matter - which would have resulted in the Obama campaign's inclusion on our list this year).

And in that regard, like a few of our Top 10 lists so far this year, it is one that is dominated by Coca-Cola. It's no wonder the brand has been named the 'Creative Marketer of the Year [3]' for the 2013 Cannes Festival.

So: Here’s our list. If you disagree, make your own list and share.

10. Social Media Street Fight: Duke It Out for Your Dream Mustang [4]

Mustang’s not horsing around when it comes to social media.

9. ‘Dance Cam’ Mobile App Lets You Create Music Videos on Phone, Share & Vote Via Facebook [5]

Not only fun, but serious blackmail material, too.

8.  Pepsi Next Internet Taste Test [6]

Move over social celeb-crazy
Old Spice Guy. Comedians in this campaign impersonate consumers who Like the brand, based their sure-to-be-embellished Facebook Profiles

7. Dove Lets You Give Facebook Ads A Makeover [7]

Turn downer beauty ads that feature negative or unrealistic imagery into uplifting ads that eschew beauty industry stereotypes.

6. DKNY Fakes Social Buzz to Spark The Real Thing [8]

Why go to all the trouble of building social media buzz when you can just fake it and achieve the same thing?

5. 'Unpretentious' App: Mitsubishi Drives Down Your Most Obnoxious Facebook Friends [9]

Obliterating your most annoying Facebook friends? Yeah, there’s an app for that.

4. Let’s Eat Together: Coca-Cola Happiness Truck [10]

A new twist on sharing a Coke and a smile.

3. Project Re:Brief from Google & Coke [11]

A mobile-meets-social take on Coke’s classic “Hilltop” spot. Oh, and winner of the 1st ever
Cannes Mobile Grand Prix.

2. Mercedes Launches ‘You Drive’ – A TV Campaign You Drive, Via Twitter [12]

Call it a crowdsourced cliffhanger

1. Coca-Cola’s Polar Bears React to Super Bowl (Even Other Ads) Live Via Social Media [13]

Brought the ad bowl to a whole new level of social interactivity.  Oh and attracted 9 million viewers who spent an average of 28 minutes [14] with the brand.


URLs in this post:

[1] Image: http://www.youtube.com/watch?v=Knne13ojNv8

[2] Kony 2012: http://en.wikipedia.org/wiki/Kony_2012

[3] Creative Marketer of the Year: http://adage.com/article/global-news/coke-cannes-festival-s-2013-marketer-year/238484/

[4] 10. Social Media Street Fight: Duke It Out for Your Dream Mustang: http://mathieson.typepad.com/genwow/2012/10/enter-the-social-street-fight-duke-it-out-for-your-dream-mustang-video.html

[5] 9. ‘Dance Cam’ Mobile App Lets You Create Music Videos on Phone, Share & Vote Via Facebook: http://mathieson.typepad.com/genwow/2012/01/dance-cam-mobile-app-lets-your-create-music-videos.html

[6] 8.  Pepsi Next Internet Taste Test: http://mathieson.typepad.com/genwow/2012/04/kit-kat-pepsi-personalize-new-facebook-marketing-campaigns-video.html

[7] 7. Dove Lets You Give Facebook Ads A Makeover: http://mathieson.typepad.com/genwow/2012/04/dove-lets-women-give-facebook-advertising-a-makeover-video.html

[8] 6. DKNY Fakes Social Buzz to Spark The Real Thing: http://mathieson.typepad.com/genwow/2012/07/dkny-fakes-social-buzz-to-spark-the-real-thing-video.html

[9] 5. 'Unpretentious' App: Mitsubishi Drives Down Your Most Obnoxious Facebook Friends: http://mathieson.typepad.com/genwow/2012/09/unpretentious-app-mitsubishi-drives-down-your-most-pretentious-facebook-friends.html

[10] 4. Let’s Eat Together: Coca-Cola Happiness Truck: http://mathieson.typepad.com/genwow/2012/09/coca-cola-happiness-truck-video.html

[11] 3. Project Re:Brief from Google & Coke: http://mathieson.typepad.com/genwow/2012/06/project-rebrief-from-google-coke-wins-1st-ever-cannes-mobile-grand-prix-video.html

[12] 2. Mercedes Launches ‘You Drive’ – A TV Campaign You Drive, Via Twitter: http://mathieson.typepad.com/genwow/2012/10/mercedes-launches-film-that-you-drive-via-twitter.html

[13] 1. Coca-Cola’s Polar Bears React to Super Bowl (Even Other Ads) Live Via Social Media : http://mathieson.typepad.com/genwow/2012/01/coca-colas-polar-bears-to-react-to-super-bowl-even-other-ads-live.html

[14] 9 million viewers who spent an average of 28 minutes: http://adage.com/article/special-report-social-tv-conference/coca-cola-polar-bowl-attracted-9-million-people/234645/

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