Tag Archives: Twitter

Fresh Undies for New Jobs

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Clean underwear can make us feel good. And when we feel good, we act more positive. At least that’s the premise behind Fruit of the Loom’s new social media campaign. Using information from LinkedIn, the company is giving away 25,000 fresh pairs of new underpants to people who get new jobs and change their status on LinkedIn!

Social media is tightly integrated throughout the campaign. The lucky recipients receive a note from Fruit of the Loom asking them to pick a size and style, as well as select whether they want to let everybody else on Twitter, Facebook, and LinkedIn know about their freebie. The campaign is titled “Fresh Gigs” with a message that a fresh pair of underwear makes each day start a little better.

The campaign will likely make moms happy, too. After all, don’t most mothers say not to leave the house in ratty undies? This campaign helps people show a little respect for their new jobs.

Group Activities and Discussion Questions:

1. Show the Fruit of the Loom Web site: http://starthappy.fruit.com/freshgigs
2. There are a variety of statistics and figures on the site – scroll down the page to view interactive media and video explaining the program.
3. Show the commercials (on YouTube):
http://youtu.be/CoqOCW4qERg
http://youtu.be/bZPrDA7SwF8
4. Discuss the tactics that are integrated into this campaign. What elements are included? Is there anything else that could be added?
5. Using this campaign as the base, divide students into teams. Have each team develop an integrated campaign for another personal product.
6. Determine target market, key messages, and elements of the campaign.

Source:  Brandchannel.com, 10/4/13

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Tweet, Tweet, Tweet – Practice Makes Perfect

Social media allows marketers to get their messages out in real-time. This can be either a blessing or a curse, depending on what is happening in the moment. Real-time marketing should be focused not just on an individual moment (such as the power-outage at last year’s Super Bowl), but be part of a broader marketing plan. This will require a shift in the way marketers think and act. Above all, marketers need to be cognizant of why consumers should care about the message, and what will inspire consumers to share. A formula for success in real-time and tweets can be boiled to three Ps: planning, process, and practice.

  • Planning: Even though there are examples of real-time moments (again, think Super Bowl power outage), the best brands and marketers have their strategic plans already firmly in place and they have a tone ready for all the social media.

  • Process: Organization with clear rules and escalation form the foundation, but flexibility allows for rapid execution to take advantage of opportunities.

  • Practice: There is no substitute for practice. It may take a few tries to work out the formula for your brand, but the more you practice, the better the results will be.

 Group Activities and Discussion Questions:

  1. Divide students into teams.  Have each team select a product that has used social media and Twitter to aid in marketing and promotion.

  2. What does the brand do well in social media?

  3. What changes should the brand consider making?

  1. Have students develop a Twitter campaign for a product of their choice.

  1. What are the main messages? What time frame will be used? What could go right, or go wrong?

 Source:  Ad Age Daily, 10/14/13

 

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Tweeting About Brands

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Social media is an essential component of today’s integrated marketing campaigns. In fact, sometimes social media can run the entire tone of a campaign. Savvy brands realize that social media (such as Twitter and Facebook) are a great way to speak one-to-one with consumers, building rapport and gaining trust. Using a friendly tone on Twitter can help brands build attention and gain new followers – many of whom eventually become new customers.

While not all marketers are comfortable yet with the new media, some brands have fully embraced it. Remember this year’s Super Bowl power black-out? Oreo took advantage of the event to tweet news flashes (“You can still dunk in the dark”), and even incorporated it into their more mainstream advertising. Oreo and AMC Theaters also got into a fake fight when the cookie brand tweeted a question about whether people had ever brought their own Oreos to a movie theater!

Oreo isn’t alone in its social media efforts. Among some of the other tweeting brands are KFC and Cap’n Crunch – who bantered with each other when KFC tweeted that Cap’n Crunch was a “has been.” Cap’n Crunch was quick to reply that he had better things to do since he was currently “dealing with the @USNavy” and had no time for dealing with “boneless chickens.”

Follow a brand and see what you learn about how it reacts to social media interactions.

Group Activities and Discussion Questions:

  1. Have students find examples of similar brands and campaigns.
  2. Either individually or in teams, have students select a brand to follow on Twitter for one week (or longer).
  3. At the end of the time period, have each student/team report on how each brand utilized Twitter.
  4. What ads did they see following the brand? What were messages from company? From individual users?
  5. What recommendations do students have for utilizing Twitter effectively?

Source:  Ad Age Digital

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