Sharing success

Sharing success

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The BUPA Great Manchester Run, which took place over the last Bank Holiday Sunday, saw Team Peppermint Soda running the 10k on what turned out to be an unusually sunny day!  We both achieved great times and it was a really rewarding experience to see so many people taking part to raise money and awareness for various charities.

Reflecting on the event, I observed how integral social media has now become at live events – and any successful marketing strategy.

In the case of the Manchester 10k a specific hashtag was developed #bgmr2013, which was absolutely everywhere, for example it featured on the race numbers, website and all the hoardings around the run. This encouraged users to participate, share their experiences and join the conversation.Many of the world’s most prominent brands are also engaging their consumers in this way. Here are five examples of some of my favourite social media strategies:

1. Mercedes Tweet race

Mercedes-Benz USA harnessed Twitter activity to power four teams racing to arrive at the Super Bowl XLV in Dallas, Texas.

2. Heinken – One like balloon

Heineken created a digital campaign to drive more Brazilian fans to ‘like’ its Facebook page every time someone from Brazil liked the page, a green balloon was blown up and placed in an office – until it was filled to the ceiling.

3. Wagamama –  #wagamamanoodles

To celebrate national noodle month, Wagamama invited customers to upload pictures of noodles on restaurant visits to its Facebook page. The competition was promoted on the placemats and used the hashtag #wagamamanoodles enticing people with a simple competition mechanism to win a trip to Japan.

4. KLM – Airport surprise

Royal Dutch Airline KLM made an exciting campaign to connect with their customers called KLM Surprise at the Amsterdam Schiphol Airport. They wanted to change the usual boring experience of waiting to board into an enjoyable part of the journey. The ‘how happiness spread’ campaign involved surprising travellers with unique gifts based on their social networking profiles.

5. Oreo – Superbowl

During the last Superbowl, Oreo championed real time marketing with this now infamous tweet, which gained 15,000, retweets!