Tag Archives: facebook

Maybelline Digital Signage Campaign

Maybelline NY new interactive campaign is very experiential and connects shoppers from around the globe. It combines digital out of home, social media & real-time video. Maybelline’s campaign invited Russian female citizens to submit three photos of themselves using a dedicated Facebook app. The photos are turned into a short personal video that’s featured on one of Clear Channel’s billboards in Times Square for a chance to win a trip to New York. Passersby in Times Square are invited to vote for their favorite contestant on Maybelline’s website. The person with the most votes wins. In addition to broadcasting the campaign live in Times Square, participants based in Russia are able to track what was happening on the billboard live 24/7 through a livestream video.

Maybelline NY – Win New York at a Glance campaign (3) from Vlad Sitnikov on Vimeo.

Wal-Mart uses Facebook to drive localized marketing

Wal-Mart launched My Local Walmart, a page that lets the retailer’s roughly nine million Facebook fans follow what is happening at stores in their neighborhoods.

The effort covers about 3,500 Wal-Mart outlets and will send alerts to the company’s Facebook fans about new products and discounts, the companies said.

“With early Walmarts, customers would walk in and ask the store manager to get a product,” said Stephen Quinn, chief marketing officer of Wal-Mart. “This is going to allow this kind of communication at national scale. Stores become more relevant on a local level because of interaction with customers.”

Walmart’s 9.4 million fans can click on the “My Local Walmart” tab and select their favorite stores. Fans then are directed to a page featuring with sale items and local event information. Customers also can report problems and ask questions.

Read the full reuters article here. “Wal-Mart, Facebook unveil partnership”

QR Code’s March to Ubiquity

Best Buy has placed QR Codes (2-D barcodes) on most shelves. Shoppers (or employees) can scan the code to access additional product information, collect products in a shopping cart and compare them. Starbucks uses QR codes for iPhone gift cards. Google is trying to get shop owners to put QR code stickers in their windows to open up that store’s Google Places listing on the window shopper’s cell phone.

Placing QR codes on digital signage can be tricky. I took the photo shown here of a Times Square billboard. There was a large QR code under the cnet sign but my iphone camera couldn’t read it in the dark.

There some decent scenarios on Foxy Propganda’s blog “Top 5 Creative Ways to Use QR Codes”

Creating and Reading Codes
It’s easy to create a QR code. Turn any link in to a QR code when you add a “qr” to the end of any goo.gl URL or any bit.ly URL A new service called Likefy allows marketers to add QR codes to products and signs, and then link those QR codes to a Facebook “like” button.

You can generate your own QR code.

Reading QR codes requires a native application to make them work. See this prior post How They Work: QR Code Basics. The market needs to be educated about them but the applications are vast and awareness is growing.

Likify Window

The overall survey results from this Siegal+Gale Evaluation of 2 different label designs are very interesting but that’s not the point – on page 24 of the report respondents were asked if they would scan the QR code. The table indicates that about 14.5% would have. I would have thought it would have been lower.

Amazon Opens Pampers Store on Facebook.

The Pampers Webstore on Facebook is owned and operated by Amazon.com. It means consumers don’t need to leave Facebook to buy Pampers products. Consumers use their existing Amazon account during checkout to order the products, although they are still on the Pampers page.

– Selling through Facebook drives people to “like” the brand and increases the value of the earned media advertisers get from dollars spent.
– Getting a Facebook member to “like” or “fan” the page allows the brand to send the consumer messages. One of the easiest ways is through Facebook paid advertising.

Check out this article for more information.

Corona Light “Mashup” Experience Gives us 15 Minutes of Fame

Corona has devised a way to get their target audience to “like” them on Facebook, capture their data, and get viral exposure by offering them a few seconds of fame by showcasing their faces on a billboard in Times Square. This is a great mix of traditional and social channels to create a compelling experience.

Time Magazine does something similar with its “Person of the Year Promotion

Creative Ways to Enhance Event Experiences using Mobile & Extended Internet

I attended a conference hosted by Level Design Studios. They had developed a mobile app that facilitated me through the entire event. It was spot on from the directions on how to get there, location of activities and the ability to send in my feedback on the sessions. The user interface was simple and easy to use. There is also a gallery of photos of the event that was updated after the event – extending the experience beyond the two days.

There was a QR code on the back of all the badges. The app had a QR code scanner built in and I could use it to scan attendees QR codes and save their information directly to my address book.

I started looking in to other examples and found the following (none of them facilitate the experience like the Level app):

Coca-Cola Marketing Event Tracked Facebook Users
Visitors to the Coca-Cola Village Amusement Park in Israel wore RFID bracelets. This allowed participants to log into their Facebook accounts and then ‘like’ various attractions such as the water slides and video games. If the park photographer took their pic, they only had to flash their bracelet in order to be tagged in the photo.

Facebook Tests Location Through RFID AT f8
Attendees of the f8 developer conference are receiving special RFID tags that enable them to check-in to various locations throughout the conference venue. The service let you tag yourself in photos, become a fan of various Facebook Pages, and share activity to your Facebook profile. While it’s still a concept service, it’s interesting to see some of the things that Facebook developers are currently testing.

Kenmore Live Studio: Platform for Brand Engagement

Kenmore was at a crisis point – shares and brand equity were down – so they entirely redesigned everything from products to advertising and digital programs based on customer insight. Their social media strategy was a big part of this transformation. One of their initiates that appears to be very successful is the creation of the Kenmore Live Studio.

The studio, located in Chicago, is used for special live events such as guest-chef demos, competitions with fashion designers, concerts & even a comedic laundry series. The Live Studio’s events always use Kenmore appliances and are streamed live on Facebook. A unique approach for bringing together the offline and online experience.

Here is a terrific Critical Mass Blog entry that expands on the story and offers the following tips for being a social media master:

– Creating something that helps customer connect to the brand emotionally
– Letting their customers do the talking
– Stay within their brand’s truth
– Combining creativity with analytics
– Being courageous

It will be interesting to see what business impact can be tied back to this effort.

Self-Serve Makeup Advice Delivers High-touch to Value Shopping

EZFace allows women to “try on” cosmetics in the store. The customer can take a photo of themselves, capturing her skin tone, hair and eye colors. She can then swipe a barcode and the item she has selected appears on the appropriate part of her face. The side of the screen has information about what she is testing and she can print, email or post the image to Facebook. She also gets recommendations on the right colors and products for her.

I haven’t tried it to know if the experience is good but I like the idea because it appears to be very easy and convenient. The department store setting is perfect because I don’t have any expectations of someone being there to help me so I’m willing to engage in a self-serve scenario. I am likely shopping there because I like the low prices not because I expect high-end service.

Walmart and Walgreens are currently testing the application in store. It makes sense for them because unlike department stores they don’t have samples to try on. This is great from a business perspective as well. Customers will often decide not to buy the makeup (especially if it is a new adventuresome color) or they will open the package which results in damaged inventory (10% of cosmetics are damaged annually). View a video below of how it works or check out this WSJ Article.