HTC successfully place consumer recommendations at the heart of their social media presence
by Tom Hannah on 15th May 2012
By allowing detailed reviews to be posted on their Facebook page, HTC successfully generate constructive product discussion, as well as a very high proportion of positive recommendations for their phones.
NBC gets viewers Ready For Love with early social media campaign
by Charles Allison on 3rd May 2012
NBC's Ready For Love campaign suggests that brands can benefit from building social media buzz even when a product is in its infancy.
Limited edition products can create strong online consumer communities
by Leonie Bulman on 16th December 2011
The case of Nespresso’s Kazaar coffee shows that limited editions create product desirability, but also online communities based on the shared product desire. Fans of these limited products come together to lobby the brand to bring it back, creating positive online buzz.
Heinz Ketchup Facebook store launch marred by technical glitches
by Andy Pilkington on 15th November 2011
Heinz Ketchup’s Facebook store shows that consumers respond well to the prospect of an FMCG Facebook store, but that technical glitches can scupper a launch.
Converse successfully combines digital and outdoor marketing in a nationwide treasure hunt
by Rachel Ditchburn on 1st November 2011
Converse cleverly engages its target market through a nationwide treasure hunt, encouraging consumers to "celebrate the outdoors" and demonstrating an innovative way of combining social media marketing with street level advertising
Launch of Nike ‘Back to the Future’ shoe is a futuristic failure as frustrated footwear fans feel forgotten
by Lawrie Doran on 13th September 2011
Nike's "impossibly expensive" MAG sneakers show the problems inherent in launching an exclusive, luxury product through social media, if the brand is not itself a luxury brand. Although driven to release the MAGs by popular demand, Nike's failure to make the shoe available to the majority of its fans leads to a social media backlash
Sony Ericsson successfully aligned with entertainment ahead of Xperia Play launch
by Andy Pilkington on 28th March 2011
Sony Ericsson’s use of sports sponsorship and related competitions shows how a brand can subtly yet successfully link itself with entertainment. This positioning aligns itself with the upcoming release of the Xperia Play, which will be the market’s first “PlayStation” handset.
HP’s emphasis on product USPs drives positive consumer feedback on Facebook
by Jason Hardman on 25th March 2011
HP show how marketers can encourage positive consumer feedback towards a brand and its products on Facebook through focusing on a product’s unique features. Through an emphasis on a few “innovative” features, HP successfully leads consumers to praise the “great” HP and its “amazing” products.
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