Ever take notice that some social media campaigns are awesome and others, just so-so. I’m not talking about the kind of campaigns that go viral. There have been great campaigns that have not gone viral, yet they’re memorable. When you look at them closely you’ll notice that they have several elements in common. Let’s take a look at some examples and what they have in common.
In 2010, AT&T put together a documentary 10 minute video to educate consumers on the dangers of texting while driving. This year in 2012 during the Olympic games they resurrected the campaign in commercial format. The target market is people who drive who also have mobile phones. A pretty large demographic, yet the message is clear: don’t text while driving. To date, the video has received more than 3M views which is impressive for a video that is 10:44 long.
When you do a social media campaign, you can’t just promote it on your social media channels. You need to cross-promote it to your email list, through digital or social ads, and through print, if you can. Take for example Kraft Macaroni & Cheese who is celebrating their 75th Anniversary this year. They integrated their “You Know You Love It” campaign on Facebook, billboards, email, TV, Twitter, online ads, print ads, and physical “noodle art.”
Campaigns that are engaging, give the viewer a specific call-t0-action or a specific message that is shareable. I’m not talking about “Please share this on Facebook”, or “please retweet this”, I’m talking about ads like AT&T’s clear call to action: don’t text while driving, or Kraft’s nostalgic ploy to get you to admit to your guilty pleasure of ‘you know you love it.’ For example, the International Olympics Committee (IOC) launched a social media campaign for the Olympics this year where viewers can check in on FourSquare for a chance to win tickets, four different Tumblr blogs highlighting the Olympics on Twitter, Faces of Olympians, Olympic Fashion, Olympic Moments, and an Olympic hub of all of the athletes and how to follow them on social media. And an Olympic Challenge trivia game on Facebook. The call to actions are simple: Get involved in the Olympics.