1. Lesson #2
You Saw This
High Impact Interactive Campaigns

2. What are the top five
campaigns we have
seen recently?
• Skittles
• Whopper Freakout
• TOMS Shoes
• Dominos
• Obama for President
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3. Skittles

4. Skittles
Idea
• To leverage the power of social media to give their
customers a direct connection to their website,
skittles.com, and supply the site with a stream of user
generated content.
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5. Skittles
What did Skittles do?
• Changed their website to include overlays of social
media sites: Twitter, Facebook, Flickr, Wikipedia and
YouTube.
How did customers respond?
• They flocked to the website doing all of the things
Skittles wanted them to do, including posting content.
What was the outcome?
• Website traffic increased 1332% on March 3rd.
• Spike on Google Trends for people searching
“Skittles.”
• Substantial amount of earned media:
- Wall Street Journal, Business Week, New York Times,
Mashable and other social media blogs
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6. Skittles
Challenges/Reflections
• Skittles relinquished total control of the message
- Led to people posting some negative comments
• Became a discussion about the campaign itself and not
the brand
- Was becoming a case study for social media worth
it?
• Was Skittles really speaking to its core audience which
is 22 and under?
- We don’t fully understand the campaign goals?
• How should ROI be measured?
- Is generating buzz alone valuable to a brand?
• No back and forth from the brand. Why?
• It had been done before, but not at the brand level.
- Modernista did this first with their website.
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7. Whopper Freakout

8. Whopper Freakout
Idea
• Reinforce customer loyalty to the brand’s signature
product: the Whopper.
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9. Whopper Freakout
What did Burger King do?
• Television
• Microsite with 7 1/2 minute video
• YouTube
How did customers respond?
• They freaked out. On video. And it was funny.
• Site had over one million unique visitors.
• Numerous Freakout parodies on YouTube.
• Sales of the Whopper increased by double digits over
previous year.
• Overall same store sales increased significantly.
• It is the most recalled campaign in the history of
campaign recall being measured.
9

10. TOMS Shoes

11. TOMS Shoes
Idea
• Rely wholly on social media to market TOMS Shoes’
socially conscious business model: Buy one pair of
shoes and TOMS ships a pair to children in need
around the world.
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12. TOMS Shoes
What did TOMS do?
• tomsshoes.com
- Our Movement
- Community
‣ Facebook
‣ MySpace
‣ Twitter
‣ YouTube
‣ Flickr
‣ Blake Mycoskie’s
Blog
- Get Involved
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13. TOMS Shoes
What did TOMS do?
• Events
- Style Your Sole House Parties (2007)
‣ Leveraged HouseParty.com
‣ Consumer engagement and interaction
‣ Raised 15,000 pairs of shoes for African children
- One Day Without Shoes (2009)
‣ Effort to raise awareness about the problems
children face all over the world
‣ Events in 200 cities all over the world
‣ Promoted it online
- Other creative online efforts
‣ Developed two virtual gifts celebrating the 200
millionth user to Facebook
13

14. TOMS Shoes
How did customers respond?
• Very favorably. TOMS is on track to give away 300,000
pairs of shoes in 2009.
Challenges/Reflections
• Not many
- Very recognizable brand whose customers have
bought into the mission
- Very transparent and interested in building
community
- Engaging with the audience in the online space
- Desire for people to be a part of the brand
- Mycoskie spoke at TED, the Clinton School of
Public Service and to Obama’s New Media team
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15. Domino’s Pizza

16. Domino’s Pizza
Situation
• Two employees posted a video of themselves defiling food.
• Video spread virally overnight.
• Chatter spilled over into Twitter.
• News media picked up the story.
How did Dominos respond?
• Initially, tried to keep the story quiet by responding
only to those consumers that contacted them.
• When that didn’t work: they posted a YouTube video
response.
• Opened a Twitter account to answer direct
questions/concerns from customers.
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17. Domino’s Pizza
What did they learn?
• You can’t control social media.
• Transparency is key.
• Respond. Quickly.
• Maybe we shouldn’t let our competitors learn from
our mistakes (Pizza Hut started advertising for an
intern to manage Twitter and its online reputation).
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18. Obama for President

19. Obama for President
Idea
• To develop a sophisticated online media strategy aimed at
bringing voters together and moving them to action.
19

20. Obama for President
What did Obama do?
• Learned key lessons from the Dean ’04 campaign
• Started early
• Invested resources 10x the amount of online staff
• Developed a strategy
• Collected information
• Leveraged social media to engage and mobilize
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21. Obama for President
What did Obama actually do?
• Sent more than 1 billion e-mails
• Allowed people to create profiles and upload comments on
My.BarackObama.com
- 2 million profiles with 400,000 blog posts
- 35,000 volunteer groups that held 200,000 offline events
- 70,000 fundraising hubs that raised $30 million
- 2x the amount of website traffic
• Encouraged people towatched more than YouTube times
upload video to
- 2,000 official videos 80 million
- 442,000 user generated videos
- 4x the amount of YouTube views
• Utilized mobile messaging for the text messaging program
- 3 million people signed up
- Each received 5 to 20 messages per month
• Developed afriends on Facebooksocial networking sites
presence on 15
- 3 million alone
- 5x the among of Facebook friends
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22. Obama for President
How did the voters respond?
• 66.8 million popular votes
• 365 electoral votes
Challenges/Reflections
• Start early
• Build to scale
• Innovate where necessary
• Be better
• Make it convenient for the user to find, forward
and act
• It’s important to pick where you want to play
• You can channel online enthusiasm into specific,
targeted activities
• Online communications should be an element of
every communications plan
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23. Questions?