How brands are using Facebook for campaigns & contest
Although brands are being very creative in their campaigns and many digital agencies, creative agencies or consultants are helping them to come up with the best campaign to suit their needs, however most of the campaign-focused Facebook applications can be divided into 5 broad categories.
1. Static content campaigns for awareness
2. Sweepstakes, quizzes and polls
3. Ideation contests
4. Loyalty campaigns
5. Social gaming
Let us go through examples of each type of campaign along with the brand who has done the same
Static content campaigns for awareness:
These are probably the most explored type of Facebook applications. These applications focus on awareness campaigns, providing rich media, videos, and pictures to their fans in a shareable format. For example, Levi’s ‘WaterLess application talks about Levi’s efforts to save millions of liters of water. The application shows videos associated with the cause and helps people spread awareness about the Levis innovation. Hot Wheels has a landing tab application that runs viral video campaigns for team hot wheels.
Sweepstakes, quizzes and polls:
Sweepstakes, quizzes and polls form a low engagement – a low viral campaign app model for marketers. However many brands use them since they trigger participation and have valuable buzz generation capabilities. For example, Southwest Airlines runs sweepstakes and polls on their Facebook app.
Ideation Facebook contest apps ask the community for ideas around a certain theme, lifestyle, passion or cause and ask the rest of the community to curate (rate, vote, comment, share) the ideas. The result is a user generated and community selected best idea which can result in a improved product, a new innovation, business idea, customer feedback, market research etc. For example Kohl's ran an ideation campaign some time back where participants were encouraged to nominate and vote for the school they felt was most deserving of funds, and submit their ideas about how the funds could best be used by the school.
Other brands like Jetblue are leveraging apps integrated with Facebook places to power their loyalty and this brings a very interesting value proposition for the brands since Facebook platform provides them the social graph of users (friends, activity, profile), Facebook places provides the ability to check –in and gain loyalty points and the Facebook application integrates the two. The result is a powerful brand app that users can use to check-in when they reach official Jetblue terminals, receive loyalty points, see friends’ activities for Jetblue and see leaderboard for the most loyal customers.
Social gaming has a heavy presence on Facebook (FarmVille anyone?) and mobile devices; Fortune 500 advertisers are now trying to figure out how to establish themselves in this new medium. Some examples of the same are brands like Kurkure, Pepsi & Donut Baker.
Article is a contribution by Anurag Chatterjee who is a Key Account Manager with Jade Magnet