O2's launch of "half-baked" O2 Wallet app creates a backlash among Facebook fans
by Leonie Bulman on 8th May 2012
O2 shows that using an online community to promote the launch of a new product can backfire, providing early adopters with a platform for negative feedback. O2’s Facebook launch of the new O2 Wallet app generates criticism for the app’s lack of NFC support, showing that innovative products should initially be tested in a more controllable environment than online communities.
Limited edition offers grow Facebook communities, but they must be accessible to target audience
by Andy Pilkington on 1st May 2012
Limited edition and exclusive offers to an online community can be an effective method for growth, but brands must ensure the offers are accessible to community members or risk a backlash.
Allegra show building large OTC communities is possible, but that healthcare brands should expect some consumer negativity
by Andy Pilkington on 27th March 2012
Allegra, the anti-allergy treatment, has successfully grown a comparatively large Facebook community over the last year, but the challenges of limiting consumer negativity and engaging male consumers remain.
Sony's teaser video for its upcoming campaign successfully engages consumers
by Tom Hannah on 22nd March 2012
By showcasing a sneak peek of its “Made of Imagination” campaign on different social media platforms, Sony Mobile manages to prompt consumers to engage positively with both the campaign itself and the product behind it before the campaign has even started.
Acer drive differentiation with a simple picture post on Facebook
by Jason Hardman on 15th February 2012
Acer’s posting of a simple and clear picture differentiating themselves from Apple laptops shows how a brand can positively promote differentiation on Facebook. By parodying Apple’s old ‘Think different’ slogan in an uncomplicated way, Acer are able to drive consumers to say Acer is “great” and “better” than competitor offerings.
Escada boost brand heritage by re-launching 90s perfumes on Facebook
by Leonie Bulman on 8th February 2012
Escada show that social media can be used to re-launch past flagship products before a new audience, helping to build brand awareness and strengthen values of heritage.
Namco shows how to drive different types of consumer engagement on YouTube
by Charles Allison on 1st February 2012
Namco Bandai Games' grafitti based YouTube video for SoulCalibur V shows how brands can increase engagement by appealing to broader audiences, through not necessarily around the brand and its products.
Lynx attract women with first female product, but risk alienating existing male fan base
by Andy Pilkington on 31st January 2012
Lynx’s launch of its “For Her” range shows that Facebook is a great medium to reach new consumers, but that serious brand repositioning risks alienating existing fan bases.
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