What are the successful social media marketing cases?

Shang Ping Zhengping and Abeno Abeno are true lovers. They have known each other for two and a half years. Kawasaki (male) lives in Fukuoka, and Abe (female) lives in Tokyo for work reasons. The distance between them is 1 000 km, which is difficult to comfort the suffering of lovesickness. One day, they decided to meet each other regardless, but chose a vigorous form to let the whole world witness their great love. So they decided to give up using any means of transportation and went to Fukuoka to meet Osaka, a city between Tokyo.

They plan to leave home on the evening of October 30th, 2008 1 1: 00, and then run 2 1 km every day, just at the foot of Osaka Castle on Christmas Eve. They even announced to the media that they would set up a website called "Love Distance" (www.lovedistance.jp) to let everyone witness the whole gathering process of the two of them. To browse this "Love Distance" website, users must register in order to prevent boring people from making trouble. Male users can see the contents of the "A Male" sub-station, while female users can only see the contents of the "A Female" sub-station, which means they can only pay attention to the protagonists of the same sex. After the trip, the two protagonists will send messages and emails to each other every day, and even have video calls and blogs written by them, which will be displayed on the "Distance of Love" website in real time. Registered users can even hear their conversation in real time and feel their mood at that time. At the end of the day's life, each substation will ask questions, communicate with users and even vote on the theme of the story of the day. The whole process is very interactive, and registered users can cheer for the protagonist they follow along the way. On the page, there is also a number showing the distance between two people, calculated in mm. As you can imagine, since they announced this action, major Japanese media have been scrambling to report it, which has already become the focus of Japanese attention. Television stations have special links to arrange interviews and follow in their footsteps; Columns in newspapers and magazines have also commented on this great love story. On this "Distance of Love" website, more than 1 10,000 users are watching, interacting, voting and cheering for the protagonist every day. They go all out and actively participate. Finally, at 6: 28 pm on February 24, 65438, Kawasaki and Abe met under Osaka Castle. In front of millions of people all over Japan, they shed tears of excitement and then rushed to each other for a warm hug. The website also shows the distance between the two sides in mm, which slowly approaches zero, representing "love has no distance". However, suddenly a line was typed in the center of the screen: "However, love still needs distance" (however, love still needs distance), then the distance display jumped from 0.00mm to 0.02 mm, and finally, "Xiangmo Original". The thinnest condom in the world appears in the brand sponsorship information. At this time, the audience woke up like a dream and understood that this activity turned out to be a deliberate marketing plan! And brand sponsors, that is, original condoms, want to promote their new product: the thinnest condom in the world!

Case 2: Burger King, Friend or Bread?

Friends are more expensive or bread is more expensive. The marketing campaign of American Burger King on facebook is a game called "Victims of Ace", which is set in an application on the homepage of Burger King Company.

The game is simple. Just delete your friend 10 on facebook, and you can get an ace burger for free. However, when you delete a friend, your friend will be notified. The message reads: "I deleted you from my friend list for a free ace hamburger!" " People who participate in the game "betray their friends for their bags"-they would rather sacrifice their friends and get a free hamburger! The victim may be confused: am I his worst friend? So you may retaliate, or even turn against each other.

This behavior of deleting friends obviously violates the spirit of facebook's social network and may also have an impact on mutual trust between friends. However, Burger King did achieve its marketing goal. Tens of thousands of people deleted * * * 234,000 friends. The * *13000 blog site reported this activity, and there were more than140,000 posts on the search engine.

Case 3: Recruitment advertisement of mattress company

Sealy's brand Sleepy has never invested a lot of promotion budget to spread Sleepy's mattress features, and has not invited stars and celebrities as its brand ambassadors. The marketing department thought of a way and decided to let the general public be their brand spokesperson. They use their general recruitment page in official website, plus Sleepy's homepage on facebook.

They posted an advertisement for a director who is sleepy. This is a part-time job with an hourly salary of $65,438+00. Applicants must be able to sleep at any time and place during the day, and post their sleep feelings and the feelings brought by Sleepy's mattress on their blogs, twitter and facebook.

Obviously, many people feel that they are suitable candidates, with comfortable mattresses and wages. This job is great. This special idea has received a lot of forwarding and media attention, and it has also become a classic case of social media marketing, and many companies have followed suit.