Case Studies
Tweets Prove Big Bucks for Conan O'Brien
All it took for Conan O’Brien to virtually sell out his upcoming nationwide comedy tour was a couple of Tweets. His team sent out Tweets about the tour to his more than 600,000 Twitter followers, telling them he was headed to their town and directing them to TeamCoco.com, which listed the venues and tour dates.
According to this account in The New York Times, the site was quickly overwhelmed by visitors. So O’Brien’s team quickly sent out another Tweet, advising people interested in tickets to go directly to the Ticketmaster website. …more…
JetBlue's Twitter Promotion Takes Wing
JetBlue Airways has 1.6 million followers on Twitter and it must have seemed like every single one one of them was on the streets of New York this past Wednesday when the low-fare airline tweeted about a giveaway of 1,000 free roundtrip tickets anywhere it flies to celebrate its 10th birthday.
Besides rushing to the right spot in Manhattan, people who wanted tickets had to bring something along. At …more…
Morton's The Steakhouse Serves up Lots of Social Media
Morton’s The Steakhouse uses Twitter, Facebook and YouTube to spread the word about the restaurant chain and its events and to keep communicating and conversing with its customers. In a wide-ranging interview that appeared in Chain Leader, Roger Drake, the restaurant chain’s senior vice president of marketing and communications, talked about some of its social media efforts. …more…
The NHL's New Twitter Feeds
A real-time Twitter feed on the National Hockey League’s site is increasing interaction with fans. In December, the NHL became the first in a handful of companies to launch a white-label platform from TweetMixx that aggregates tweets from Twitter on websites and blogs.
The NHL has three Twitter feeds labeled Insiders, Chatter and Links. While all provide interesting information, the one with the greatest influence comes from the Insiders’ Tab, where tweets stream from influential North American hockey writers. In Canada and the United States, the NHL-related stream on Twitter appeared in the top 10 trending topics. Those tweets feed through the TweetMixx Channel and …more…
Social Media Aids the Brand of Toyota
Toyota’s aggressive social media efforts are helping it to avoid losing the public’s trust in its product. Toyota actually has grown its Facebook fan base more than 10% since late January, around the time of the marketer’s Jan. 21 recall announcement and its Jan. 26 stop-sale date. Toyota’s secret weapon: using one of the most important tools in a crisis-communications handbook: social media.
The marketer has been faulted for communicating too little and too late in traditional media, but it’s gone all out when it comes to Twitter, Facebook, blogs and other social-media channels. Prior to the recall, Toyota didn’t have a reputation as an aggressive social-media adopter, yet it’s managed to increase the number of fans on its main …more…
Del Taco's Integrated Facebook, TV Promos Pay Off
Del Taco, a Mexican chain, grew its Facebook fan base from 20,000+ to 43,000+ in just five weeks after launching its entertainment webisodes platform, “The Del Taco Super Special Show,”on Facebook. The humorous webisodes are aimed at the chain’s core audience of men 18-39).
The chain’s TV spots now feature a clip from the webisode show at its start, and a shout-out for the Facebook page/show at its conclusion. Placements of online and social media ads for the show, as well as the creative and offers featured, are being tweaked daily based on impressions, click-throughs and other metrics. Tweets that promote the show and special offers are also ongoing. …more…
Appeal of Social Media Grows for Lunch Meat Makers
The New York Times‘ Stuart Elliott has a good look at a couple of social media campaigns that, as he says tongue-in-cheek, could be called “meatups.” The brands, Land O’Frost and Sara Lee Deli, both sell salami, bologna and other lunch meats.
For Land O’Frost, the campaign represents its first foray into the social media. There is a web community called Land O’Moms, where visitors can exchange recipes and parenting advice, download coupons, read articles from women’s magazines and communicate with popular mommy bloggers. Land O’Frost and the campaign also have …more…
JetBlue Marketer to Agencies: Find Me on Twitter
One basic way agencies can demonstrate digital chops to a potential client? Find him or her on Twitter. That’s the lesson to be learned from JetBlue’s senior VP-marketing and commercial, Marty St. George (who will be speaking on June 14 at TWTRCON NY), who decided to test agencies currently vying for the airline’s marketing account with this tweet: “We’re pitching our advertising AOR. Curious on digital savvy … first test is how many of the agencies will find me on Twitter.” …more…
Southwest Airlines Bumps the Wrong Passenger, DiscoversTwitter PR Mess
On Saturday, the crew of a Southwest Airlines flight between the California cities of Oakland and Burbank asked a passenger to leave the plane before takeoff because it deemed him too overweight to fly. Unfortunately, that passenger happened to be Clerks and Chasing Amy director Kevin Smith, who has more than 1.5 million Twitter followers and was willing to make sure that they all heard all about it.
“Dear @SouthwestAir – I know I’m fat, but was Captain Leysath really justified in throwing me off a flight for which I was already seated?” Smith asked in a heavily quoted tweet on Saturday evening. Smith eventually posted dozens of tweets about the …more…
How the PGA Tour Uses Social Media to Connect With Fans
The PGA Tour hired a dedicated social media employee in 2007 and has worked with its partner Turner Sports to make social media a core part of their editorial and marketing focus. Mashable has published an article detailing the league’s social media activities, and the business benefits it is seeing from that investment.
The league currently runs a number of active social media accounts. The central hubs are their Twitter account (~20,000 followers), their Facebook Fan Page (~37,000 fans), and their YouTube channel (~4 million views). Each of these social media outlets gives the PGA Tour a platform for posting news, scoring updates, calls to action, and multimedia, as well as a place for fans to sound off, ask questions, voice concerns, or generally connect with Tour officials and each other.
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