Another month has passed, so it’s time for us to round up some of the more noteworthy social campaigns we’ve seen in June.
This time around we’ve got examples from Coors Light, Wilkinson Sword, Porsche, Paddy Power, Burberry and Spec Savers.
Beer brand Coors Light launched a multichannel campaign that gives consumers the chance to bid for a range of experiences and trips.
Based around the hashtag #DontWait, the competition is remarkably similar to the #DammeCold campaign that Coors ran earlier this year.
To enter, users have to go to a minisite and select the experience that most appeals to them. These include ‘colour runs’ in various UK towns, a moose safari in Portland and a zero gravity experience in Florida.
Entrants are strongly encouraged to share their experience through Facebook, though there is the option to register your details using an email address.
Wilkinson Sword UK ran a slightly cheesy social campaign to coincide with Father’s Day.
It setup a booth in London so that members of the public could record video messages paying tribute to their dads.
A montage of some of these clips was posted on YouTube to promote a Facebook competition that allowed people to win one of 20,000 personalised razors for their dad, a Wilkinson goodie bag or a day out at a brewery.
The YouTube ad has been viewed more than 1.3m times and many people left tributes on the Wilkinson Facebook page.
Porsche at Le Mans
To celebrate its return to the Le Mans 24-hour race, Porsche ran an ambitious competiton across Twitter and China’s Weibo platform.
Users had to register teams of up to three users on a dedicated minisite for the chance to win a VIP experience at a race in either the US or China.
Teams were judged on the number of posts per hour, their number of followers, and the ‘quality’ of their posts, as well as the results of a series of trivia questions about Porsche.
It’s a really interesting idea, but one that might have become annoying as entrants could easily end up spamming their followers for 24 hours.
According to Topsy, the hashtag #24socialrace has been used 7,800 times on Twitter in the past 30 days. Assuming there was a similar result on Weibo, that’s a decent number of mentions.
However my favourite thing about this campaign is that the overall winners get the chance to “approach the legendary 919 Hybrid,” which is a wonderful example of vague marketing copywriting.
Paddy Power’s England tweet
Irish bookmaker Paddy Power gained huge publicity for a series of photos in which it appeared to have cut down trees in the Amazon rainforest to spell out its support for the England football team.
The images were first posted on Reddit before being tweeted from the company’s official account.
This led to moral outrage from gullible folk who apparently aren’t used to the bookie’s ‘cheeky’ style of advertising, and generated several articles in the national media.
An excellent result for very little investment, plus Paddy Power was able to claim that it was all to raise awareness of deforestation.
— Paddy Power (@paddypower) June 7, 2014
Moët’s ice challenge
Champagne brand Moët & Chandon is using Instagram to promote the launch of its new Ice Imperial drink. Unusually for a champagne drink, Ice Imperial is supposed to be served over ice.
The three-month campaign begins in June and requires users to post pictures on Instagram using the hashtag #icechallenge. Each month has a different theme, with June’s being ‘urban and fresh’.
Users can also upload photos via a Facebook app or by posting them on Twitter. Winners are given dinner for two at a restaurant that serves the new Ice Imperial drink.
Burberry’s shoppable fashion show
As part of Burberry’s S/S15 fashion show the brand worked with Twitter to create unique cards that allow users to view up to eight images in a single tweet.
The specially-designed Gallery Cards include one hero image alongside eight thumbnails of products from the fashion show.
— Burberry (@Burberry) June 18, 2014
These Twitter cards were just one of the innovative ways that Burberry promoted its fashion show, which was also streamed live online and via Facebook.
Wilkinson’s efforts to celebrate Father’s Day were outdone by rival brand Dove Men+Care.
This #RealDadMoments ad showing various clips of children calling for their dads has been viewed a whopping 11.3m times on YouTube in around three weeks.
Though we’re all sick and tired of hearing about the Luis Suarez biting incident, some of the initial reactions from brands on Twitter were quite funny.
I’ll leave you with a few of the best…
— Specsavers (@Specsavers) June 25, 2014
— SNICKERS® (@SNICKERS) June 24, 2014
— CinnamonToastCrunch (@CTCSquares) June 24, 2014