SOCIAL MEDIA


“REFUSING POTENTIAL CUSTOMERS ACCESS TO PROMOTIONAL WEB PAGES IS A RISKY TACTIC, BUT IT PAID OFF FOR GREY POUPON AND ATTRACTED MEDIA ATTENTION FROM AROUND THE WORLD.”


Domino’s crowdsourcing ‘Think Oven’


Capitalising on the growing popularity of crowdsourcing, pizza maker Domino’s attempted to improve customer relations in February 2012 by launching a Facebook platform named ‘Te Tink Oven’.


Te Tink Oven allowed fans to post suggestions on how the Domino’s customer experience could be improved. Users were also invited to contribute ideas to live business development projects such as the introduction of new staff uniforms. Tose who submitted the best suggestions were rewarded with cash prizes.


Te campaign was part of an initiative to increase customer loyalty and change negative perceptions of


the chain. It followed the launch of a new


Domino’s product, Parmesan Bread Bites, at the suggestion of a franchise owner in Ohio.


Te Tink Oven received a positive response from consumers around the world. It attracted thousands of likes and more than 650 suggestions were put forward for the new staff uniform project alone. It also helped strengthen Domino’s relationship with consumers by allowing them to air their grievances and have a say in the company’s future.


Coca-Cola & The New York Times’ timeline tactics


When Facebook replaced its profile layout with a more customisable timeline design in April last year, brand owners had to rethink their marketing strategies.


Te new look is designed to allow users to tell their life story in a single page. It gives companies more room to display logos, products and promotional images, but it has also meant that


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to stand out, brands must create inventive ‘life stories’, too—which is exactly what Coca-Cola and Te New York Times did.


Te newspaper posted photographs, headlines and journalistic exclusives from the 1800s to the present day on its timeline,


recounting


investigative milestones for an audience that may be too young to remember them, and that reads most of its news on the web.


Coca-Cola used its timeline to remind an increasingly health-conscious audience that it has been a much loved brand in the US and beyond since 1886, posting aged letters from satisfied consumers and recommendations from World War I soldiers.


Tis use of archived content coupled with brand trivia promoted a sense of nostalgia and loyalty among consumers, and is a perfect example of how to build a successful and spam-free Facebook profile.


Multi-platform Nike’s Olympic greatness Adidas paid $60 million to be


places called London around the world, from a 12-year-old boy jogging in London, Ohio, to a female boxer throwing punches in Little London, Jamaica.


According to social media analytics platform Socialbakers, there were more


than 16,000


tweets associating Nike with the word ‘Olympic’ between July 27 and August 2, compared to just 9,295 for Adidas. Nike also attracted 166,718 new Facebook fans during the Games, while Adidas garnered 80,761.


Nike avoided ambush marketing penalties by making no specific reference to the London 2012 Olympics, but the statistics suggest that thousands will have associated the brand with the event.


Pinterest BMI’s Pinterest lottery


the official


sponsor of last year’s London Olympics but through its ‘Find Your Greatness’ campaign, Nike generated a bigger following than its rival during the event.


Exploiting the excitement surrounding the Games, Nike encouraged people to take part in a sport of their choice and share their own physical achievements through Facebook, Instagram and Twitter by posting photographs and recording details of their workouts.


Te company also posted adverts featuring amateur athletes competing and exercising in


Trademarks Brands and the Internet Volume 2, Issue 1


UK airline British Midlands International (BMI) was sold to British Airways in February last year. Keen to promote its summer sale and divert attention away from the buyout, BMI launched a Pinterest campaign named ‘the BMI Pinterest lottery’.


BMI uploaded a series of numbered


photographs featuring the company’s logo. It invited Pinterest users to ‘repin’ six of these photos on their own virtual pinboards before selecting six of the photos at random. Users who had repinned the same six were awarded with free flights.


Te campaign was a simple, cheap and fun way to attract a large number of on a rapidly growing platform. At


followers the same


time, BMI promoted its seasonal offers and by encouraging users to share photographs it


www.worldipreview.com


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