Where Next…?

With the possibility to make or break a brand as has been seen in the past, social media has quickly become a vital part of the marketing and PR strategy.

As Mashable.com suggest, social media has been responsible for some amazing campaigns including Toy Story 3 and Old Spice.

Toy Story 3:
Pixar and Disney let out a barrage of videos, tie-ins, and ads to promote Toy Story 3. Aside from traditional banner ads and billboards, Disney created viral videos including fake, vintage-style ads featuring the new characters, an iAd featured on the iPhone 4, and a Facebook Page complete with a built-in ticket-buying apps.

The video successfully played on the nostalgia of their entire demographic. Kids could appreciate the fake toy commercials while their parents could reminisce about their own childhood toys; a sentiment entirely in line with the Toy Story brand. The Facebook app was connected to news streams such that you could share when you bought tickets to the movie.

Word-of-mouth and in-stream recommendations are a powerful tool. “The whole idea is that no friend gets left behind,” a Disney exec told the IFC. It’s both a play on the movie’s tagline (“No Toy Gets Left Behind”) and pressure to join in when your friends buy tickets.

The social media campaign was pretty solid on most counts. The danger of associating with major brands (like the iAd) is that your product can appear too polished or too corporate. It all comes down to knowing your product and knowing your brand. In this case, Disney-Pixar hit a home run.

Old Spice: The mother lode of all social media campaigns, the Old Spice guy commercials and Twitter responses generated a huge response for the brand and created an Internet meme in the process.

The Old Spice deodorant company signed up former NFL wide receiver and all-around preposterously sexy dude Isaiah Mustafa to make a series of funny TV commercials pointing out that if only men would wear Old Spice, they could be as awesome as he.

Later, the campaign reached epic proportions when Mustafa began responding to Twitter fans and bloggers with personalized video messages on YouTube.

Social media has never been so popular, with 2011 seeing Ford jump on Facebook to unveil its 2011 Explorer. The campaign marked the first time a major car company had forgone the auto show for a web unveiling, as the car was only later rolled out in traditional outlets. Honda has followed suit but with social gaming on Facebook. They promoted their new CR-Z in the Facebook game Car Town with built-in ads and an in-game car with special, persistent features.

Ayelet Noff’s Top 10 Predictions on where social media is heading in the future, is an interesting read but where can social media go? With Facebook losing 6 million users in the US; the country which saw Facebook first gain popularity, is there a future in social media? Is Facebook becoming too popular it’s now seen as uncool?

Love Niamh x


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