Posted on Wed, May 30, 2012
By Clio V. Rourke | @cvrourke
Pepsi has launched a simple but effective strategy to gather and engage (young) Twitter followers: Pepsi’s social media campaign “Live for Now Music,” rewards consumers who follow the brand on Twitter and use the hashtag #PepsiMusicNOW in their tweets with free MP3 downloads. Music videos and “pop-up concerts” are also part of the campaign. The “Now” in the campaign is being generated by Twitter. As part of the partnership between Pepsi and Twitter, once a week “Pepsi will analyze the music-related Twitter posts of its American users and will publish a video commentary (also on Twitter) about whatever music people are talking about most,” reports The New York Times. The campaign’s pop-up concerts will be featured on Twitter as well, live-streamed, and Pepsi’s followers will be able to request songs through tweeting. “Live for Now Music” is part of Pepsi’s global ad campaign “Live for Now,” which launched earlier this month. “Live for Now Music” obviously aims at reaching younger consumers, whose brand loyalty is precious for soft drinks.
Posted on Wed, May 23, 2012
By Clio V. Rourke | @cvrourke
I’m sure you have been asked for your customer review by Amazon.com and other vendors plenty of times. Did you immediately delete those requests from your inbox? Why? Because they lacked an incentive for submitting a review. If you invest precious time in actually writing a review on a product instead of just “liking” it (or not), there should be some sort of reward, right? Sears agrees. The retailer’s Facebook campaign “love.hate” – “Love it? Hate it? Sears wants your opinion” – compensates Sears customers for product reviews – and, at the same time, earns Sears PR-points for corporate philanthropy. For every product review they submit via the love.hate Facebook tab, Sears’ customers can cast a vote for one of currently four charities (WWF, World Vision, American Cancer Society, and St. Jude Children’s Research Hospital). Every other week, Sears will “award a donation to (and then eliminate!) the charity with the least number of votes.” The last charity standing receives the grand prize of $100,000. The love.hate campaign is a win-win on multiple levels: All charities get donations. Customers can easily support their cause without having to spend much time, or any money. Sears gets consumer insights and, if the reviews are positive, free consumer endorsement. Negative reviews provide valuable feedback as well, since the feedback can be used for PR and marketing efforts. And of course Sears also gets the before mentioned points for corporate philanthropy. Love it!
