Archive for Social Media

Use Your Resources

Posted in Experiential Marketing, General Marketing, Promotional Events, Social Media Marketing with tags , , , , on August 18, 2011 by caitlineoconnor

The key to successful guerrilla and event marketing these days is no longer just executing a successful event, reaching a large amount of people at the event or promotion and influencing them with your brand. These days, it’s much more than that. Social media marketing and mobile are growing so fast there are so many avenues you must hit and can use to your advantage. Facebook and Twitter are the key players but there are so many more growing niche avenues that can be used with the growth of apps.

I recently worked a guerrilla marketing stunt for the promotion of the movie 30 Minutes or Less. We drove around in a food truck giving away free pizza, free pre-screening movie passes, t-shirts, hats and posters outside of nightlife spots. On top of this, we tweeted our location with the hashtag #30morl so others could follow and encouraged people to check in on Foursquare to unlock the 30 Minutes or Less badge. While Twitter was a huge part of the campaign, other apps  and websites had to be utilized as well such as Meetup.com and SF Fun and Cheap. With the growth of smartphones, these can be used and updated on the fly. It’s exciting how many resources are out there today for reaching the right demographic and finding the right hot spots. Success no longer just depends on  influencing those at the event, it now depends on utilizing all of your resources to find the right spots, reaching more people who would otherwise not join in, and making the conversation last.

Magic Hat Twitter Pub Crawl Marketing Success

Posted in Experiential Marketing with tags , , , , , , , , , , on April 28, 2010 by caitlineoconnor

Magic Hat successfully perfected the art of combining experiential marketing with social media with the Magic Hat Twitter Pub Crawl event that took place last week in Burlington VT.

In my opinion Magic Hat Brewery has some of the best beer marketing anyway, so when they were assigned as a client to my peers in my senior marketing class I didn’t think there was much that they could suggest that Magic Hat hadn’t already thought of themselves. However, the team pulled it off and created the idea that was the Twitter Pub Crawl.

The crawl consisted of having teams of 4 where at least one player had to have a Smartphone. There was one central meeting place and the Magic Hat Twitter account tweeted clues throughout the night on which bars to go.There was a twitter hashtag  as well so players could tweet about the crawl while they were doing it.  The clues were tricky riddles about the different bars around Burlington and players had to collect a receipt from each bar.   At the end, the teams had to come back to the meeting place with their receipts to see if they got them all right.  The teams who went to all the right bars were put into a drawing and the winning team won free plane tickets to anywhere Jet Blue flies.

The event was such a success because it was low-cost for Magic Hat,  money was raised for charity (it cost five dollars for those who participated and the participants got a T-Shirt and the money went to COTS)and a large amount of people were reached (38 teams of 4 participated and people followed the hashtag on twitter).

Everyone was a winner in the Magic Hat Twitter Pub Crawl including COTS, Jet Blue, everyone who participated (because it was so fun!) , the actual winners of the crawl and of course Magic Hat.

The combination of social media and experiential marketing is a powerful, low-cost marketing method that can be tricky to get right, but Magic Hat did it!

Pictures

Foursquare: Creepy or Compelling?

Posted in Social Media Marketing with tags , , , , , , , on February 16, 2010 by caitlineoconnor

I have been trying out Foursquare (foursquare.com) , the location-based social network that lets you earn points and unlock badges by “checking in” to the places you go. I decided to try it because of the marketing potential I was told it may have.  I was a huge skeptic at first; I did NOT want people knowing where I was.  However, Foursquare has hit it dead on. I mean, at first you immediately think you’re making it easier for stalkers and burglars and the like…but then, you start to realize that you DO want people to know where you are. You want to verify to everyone that you do in fact have a life, and an adventurous and social life at that.  It almost becomes a popularity contest, just like Myspace and Facebook were. People thought those were creepy too, but look how popular they got. It’s a game, it encourages interaction and helps you feel important.

The thing about Foursquare is that it does in fact have enormous potential for marketers. For one, it is word of mouth advertising at its finest, you can leave comments on the places that you have visited and comment on the food you ordered, what you liked, what you didn’t like etc. This is clearly great for the restaurant industry, but also good for any brand that uses any type of event marketing. Why? ..because it creates buzz. Foursquare makes it easy to display the exact address of where someone is and gives them the ability to tell their “friends” what is going on at the place they just checked in to.

There is also potential for location-based offers, such as a freebie if you check in somewhere using foursquare. Also, there is potential for loyalty rewards. There is also the potential of branded badges by companies. This is huge, Foursquare will become an interactive game that directly connects people to brands. A unique user experience for sure. Some companies who have already integrated the badge feature are Apple, Harvard and Intel. How many more will follow and create a unique user experience? How big will Foursquare get?

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Side note: Foursquare is reinforcement of how important honesty is, with your brand or in life in general. You can’t get away with any deceiving these days!

http://foursquare.com/user/caitlineo