1. Challenge: Overcome negative image
Solution: Lip Dub video produced by an entire community.
Results: Video went viral, reaching 4.2M views on YouTube in the first 4
months. Cracking the top 10 for most viewed video in the world on
5/28/11. Including hundreds of thousands of Facebook likes/shares to
date. Also, the project received huge coverage across traditional media
outlets and blogs, greatly increasing their message and reach. you could
easily say they received roughly $300,000 worth of media impact on
their $40,000 investment (15M*$20/1000 = $300,000)

2. Challenge: Launch a new product
Solution: Dunkin Donuts’ Facebook Campaign Turns Your Profile Pic into
Prizes
Results: Their overall number of Twitter followers increased since the
campaign from a total of around 23,000 followers to almost 43,000
followers. Also, at the time of the campaign, there was about 103
comments on the update with the campaign details plus around 500
clicks on the like button.

3. Challenge: To keep the conversation going in a highly
competitive situation
Solution: Promote a hashtag, find your influencers
Results: Klout helped Audi find more than 1,100 people to reach out to about
the campaign — 200 of them received an Audi travel mug and flashlight.
Klout’s Audiphiles tweeted more than 12,000 times about the hashtag,
creating a viral chain of Audi-related chatter online. The company then chose
the best tweets containing #ProgressIs; the winner, @jetsetbrunette, won a
trip to California to test-drive some Audis, and she also got to choose a charity
to which Audi donated $25,000. A study by Visibli stats that Audi now has the
most “engaged” fans of any entity on Facebook

4. Challenge: Crowdsource a new product
Solution: DEWmocracy was a multi-part, long-term project aimed at
creating a new soda flavor through fan voting.
Results: Mountain Dew gained a ton of exposure and loyalty by
mobilizing its customers to help grow the brand. The largely grassroots
movement built natural buzz around the new flavors with a huge net of
social media exposure.

5. Challenge: Get young people to talk about health
Solution: Asked folks to donate their facebook and twitter statuses to
the cause, created an app to capitalize on that
Results: don’t know, but it’s brilliant! Or is it?...

6. Challenge: unmask the reality of the cosmetic industry
Solution: They produced a “sneak peek” video portraying what goes on
in the inside of the cosmetics industry.
Results: Over 5 million views in less than 1 year. Received best of all at
Cannes Festival. Generated buzz within the Cosmetic Industry. Changed
the way the cosmetic industry advertises products today.
Submitted by: Morgan Davis and

7. Challenge: launch a new product
Solution: Creating a sexually appealing video that’s targeted at younger
males. The Facebook page leads users through a “diagnosis” process
where they “refer” friends. The friends are then given a prescription to
eliminate the problem of premature perspiration. They can then send
and share their video diagnosis with others. (EVERYONE SHOULD TRY
THIS – SO FUNNY)
Results: More than 110,000 FB likes
Submitted by: Morgan Davis and Trevor Dufresne

8. Challenge: engage an audience, develop loyalty
Solution: Tim Hortons Facebook Campaign, Share your “moment”, share
a coffee, win $5,000 worth of Tim Cards.
Results: On going, top 10 stories are being voted on and being shared
through facebook
Submitted by: Robin Geran and Megan Pritchard

9. Challenge: repair a botched public image
Solution: Create a hashtag cult on Twitter #winning
Results: Using his cult following and his hashtag #winning, Charlie took
Twitter by storm. He and his followers broke the Guinness World record
for fastest person to reach 1 million followers, it only took Charlie about
25 hours to break the record.
Submitted by: Amanda Wright, Doris Sun, Graham Caverly, Mike Kusters

10. Challenge: host an event that reached out to people at
home
Solution: Partnership between VEVO and YouTube to connect the ways
of music and social media sponsored by AMEX
Results: In one year, American Express had five concert performances
that were live streamed for both card members and music lovers
through VEVO’s page and YouTube. Tracked 30 Million total streams for
just three out of the five artists featured in American Express Unstaged.
Submitted by: Cory Firth, Dayna Scott, Chris Green

11. Challenge: Create a something word-of-mouth worthy
for a low budget movie
Solution: The anticipation for the Blair Witch Project was created by
spreading rumors about the fate of the movie’s main characters with fake
newspaper clippings and police photos of their missing car being spread on
what was then the 1999 version of what we now call social media.
Results: for a movie that cost $22,000 to make, at last count it has grossed
over $240 million, making it the worlds most profitable movie ever.
Submitted by: Avery Barnes, Shanika Dopwell, Blaze Gentile, Dillon Quinn

12. Challenge: Launch a new product
Solution: First be available on Nov. 14 — but not in stores. Rather,
consumers will be able to buy the ketchup only through the brand’s
Facebook page until the product begins to appear in supermarkets in late
December.
Results: just launched
Submitted by: John Conrad