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 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' 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... Read more
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Top 10 Social Media Initiatives 2012 (Video)
Tags: 10, 2012, advertising, bears, branding, cam, coca-cola, dance, dkny, Dove, drive, Facebook, ford, marketing, media, mercedes, mitsubishi, mustang, pepsi, polar, project, re:brief, social, solomo, top, twitter, you
Posted in Creative Best Practices, Emerging Platforms, Entertainment, Social Media, Video, Wireless, Word of Mouth | No Comments »
2010's Naughtiest Marketing
A small list of poor companies that deserve Santa’s Naughty List for even considering their individual 2010 marketing sin, let alone enticing it.
Tags: 2010, BP, diets, eggs, false advertisements, gap, Lisa Wehr, Logos, Marketing Campaigns, Naughty Listed, Oneupweb, padded bras, pepsi, Primark, Rebrand, recalls, Taco Bell, Train, worst marketing, worst practices
Posted in Opinions | No Comments »
How Pepsi's 23 Million Dollar Social Media Campaign will be Money Well Spent
As you might have heard Pepsi has decided to shelve its Super Bowl commercials and instead dedicate that money to a social media effort. A bold move for sure and given the nature of what the campaign entails, helping improve local communities, one that just might work out for Pepsi. (The image has to do with the 49ers winning it all next year)
For starters think about what Super Bowl ads are good for, announcing a brand or premiering a big new over the top marketing campaign, essentially making a big splash. Pepsi on the other hand has taken a different approach; it's "Pepsi Refresh" project will give away 32 grants a month for a year totally $20 million where participants can vote on projects such as "Help free healthcare expand in rural TN" and "Build a new fitness center for all students in Hays, Kansas".
Lauren Hobart, Pepsi's chief marketing officer was quoted in Time magazine saying, "…the Super Bowl just wasn't the right venue because we are really trying to spark a full year movement from the ground up."
Ms. Hobart, in looking for a sustained ongoing dialog, has hit the nail on the head by giving up on the 23... Read more
Tags: advertising, pepsi, Social Media, Super Bowl
Posted in Social Media | 3 Comments »
Why AMP's #pepsifail really matters
The world has lived with AMP's "AMP up before you score" app for a week, and there are some larger lessons for marketers that go beyond the initial discussion of bad taste and social responsibility. AMP's #fail ignores two key tenets that brands must master to be social:
1. It's a conversation, not a campaign.
What's most shocking about the AMP "apptroversy" is way AMP and Pepsi marketers seemed completely unprepared for the way their app might be received, and that consumers and commentators of all types might want to talk about it. As the conversation unfolded, AMP played next to no role in the conversation spurred by their own app. You'd think a group of folks sitting around concepting an app like this would ask themselves how they think people might react. Not doing so is a sure sign of old world, advertising 1.0 campaign thinking: We make it, we send it out, and now we're on to the next thing.
It's been ten years since Cluetrain proclaimed markets as conversations, yet somehow marketers are still catching up. AMP maintains a semblance of a lively conversation at @AMPwhatsnext, but with an agenda tightly focused on an event strategy. Blinkered thinking begets... Read more
Tags: amp, brand, pepsi, social
Posted in Social Media | No Comments »
