There are very few marketers like Coca-Cola, who have millions of dollars to spend on advertising and can test ideas out and the company won’t collapse if the campaign isn’t as successful as it was meant to be.  The great thing about social media is that companies small and large can participate and can have a somewhat even playing field.  All company Facebook and Twitter pages look the same, all you need is an entrepreneurial spirit with big, creative ideas to compete on these platforms with the mega-companies.  Here are a few great social media examples from large and small companies:

  1. Kraft Macaroni & Cheese Jinx is a campaign that began on Twitter.  The company took the rules of the childhood “Jinx” game and applied it to the social media world.  Whenever two people individually used the phrase “mac & cheese” on Twitter, Kraft sent them both messages about the Kraft Jinx game and the first one to respond back to Kraft one five free boxes of Kraft Mac & Cheese and a T-Shirt.
  2. Ingo’s Face Logo came about when two Swedish ad agencies (Grey Stockholm and Ogilvy Stockholm) merged.  In order to get their social media fans involved the companies asked their fans to sign into Facebook to see the company’s new name.  When people signed in to the dedicated site, their profile picture was added to the new name/logo.  Every picture filled in a piece of the puzzle and four hours and 2,890 fans later the full name was revealed.
  3. BlueCross BlueShield of Minnesota’s Human Doing was a campaign featuring a “common man,” St. Paul resident, Scott Jorgenson.  The health care company put Jorgenson in a glass apartment in the Mall of America for a month to demonstrate the recuperative effects of exercise.  Jorgenson was put on an exercise routine, 3 to 5 times a day, in 10 minute spurts, that Twitter and Facebook followers were able to dictate for him.  This humanizing approach was a creative new way to think about health care.
  4. GranataPet’s Foursquare-Enabled Billboard was a huge success in garnering attention for the company in Germany last year.  The billboard was rigged so that if any consumer checked in on Foursquare, the billboard would dispense some of the company’s dog food.  Check out a video here.
  5. Reinert Sausage’s Wurst-Face App is a Facebook app that lets users upload their photo and receive a “Wurst Face,” in their cold cuts.  This app was not only social and fun but users received cold cuts with their face on them, so awesome!

The moral of the story is, whether your company is big or small, has a large budget or an almost non-existent one, social media makes it extremely easy to get your brand, product and name out there.  For more information about these campaigns, go to: http://mashable.com/2012/02/26/clever-social-media-campaigns/

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