Up Your Budget Treasure Hunt for Budget Car Rental in 2005, the first ever blog-based viral marketing campaign, promoted entirely through bloggers and blog advertising – with no traditional marketing whatsoever. The results: one million unique visits to the site, 2,000 registered treasure hunters, and over 10 million page views in only four weeks. The clue videos were downloaded a total 43,000 times. There were 19.9 million blog advertising impressions at an average cost of 33 cents. Created by BL Ochman.
Fiskateers for Fiskars, who make crafting tools. Branded mentions of Fiskars products are up more than 400% on a per-week basis since the program began, from Brains on Fire (2007?)
Coca Cola’s Community Approach to Second Life (April 17, 2007): Coca-Cola’s new social media strategy in Second Life featured an approach other than buying real estate and creating a store, Shel Holtz & Crayon
Splashcast’s Social Media for Marketing: (May 16, 2007): Splashcast used social media for marketing purposes, and succeeded by directly engaging the community, Marshall Kirkpatrick
GeoCommons Social Media News Release (May 29, 2007): An outline of the pitfalls and successes of releasing news via SMNR, Livingston Communications
New Adventures of Old Christine (June 14, 2007): The show was about to get a new day and time, and she thought outreach to parent bloggers was a perfect fit, CBS via Marketing Roadmaps
Sci Fi Channel Digital Press Tour (July 12, 2007): Sci Fi channel begins blogger relations program by providing access to filming setsSci Fi, Channel via Marketing Roadmaps
Goodwill’s Social Media Strategy (August 29, 2007): How Goodwill used social media to rebrand its vintage clothing, Livingston Communications
Five Lessons from the SIGGART Online Word of Mouth Campaign (August 30, 2007): Thiseco-friendly aluminum water bottles company chalked up tons of quantifiable results, including 8000 unique visitors who visited for an average of 17 minutes, Gold Group
Hugh Macleod at gapingvoid has done a spectacular job of marketing Stormhoek wine entirely through blogs and social networking, vis a vis BL Ochman (Sept. 17, 2007)
Gates Foundation ED in ‘08 (Sept. 25, 2008): This very successful case study shows social media tools from video to Facebook, and calls to action like ordering endorsement kits, Mindshare Interactive
ITToolbox, who’ve grown their social network for IT professionals into multi-million business with more than $8 million in ad sales, and 1.7 million pages of user generated content as of Jan. 1, 2008.
Disney’s continued MySpace Step Up 2 the Streets success yields a surprise box-office hit; it also managed to expand the movie’s already sizeable and enthusiastic group of fans. The movie’s MySpace profile has more than 156,000 friends (March 24, 2008, AdAge via Social media Optimization).
The U.S. Department of Health and Human Services’ Pandemic Flu Leadership Blog: HHS engaged national leaders and the online pandemic flu community through its 5-week blog summit (June 2007 by OgilvyPR).
Scripps Networks – HGTV’s Rate My Space. Online community creates prime advertising real estate, generating ROI within weeks and creating continuous stream of advertising revenues. Success leads to companion television series – social media successfully serves to bridge gap between online and on-air (NY Times, June 19, 2008).
The Nature Conservancy leverages Facebook and Digg for cause marketing: How TNCraised nearly $75,000 through Facebook Causes and a partnership with Lil Green Patch, a popular Facebook application. The group has also built significant brand awareness through the social news site Digg! (As reported by Jonathon Colman of TNC, September 29, 2008
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