Marketing Memories

“Paul W. Swansen tagged a photo of you.”

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Every day, millions of people all over the world see a message like this on Facebook.

And they usually feel some sort of emotion before clicking on that photo.  They might be filled with embarrassment (“please tell me this was not from last night!”) or they might be bursting with excitement (“yes, they finally put that picture up!”), but normally, they’re not confused.

But I bet your would be if you were tagged in a photo at an event you never attended.

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Your face is right there in the picture, at a random location you’ve never seen before.  And you’re surrounded by people you’ve never met.  But you have no recollection of ever being there.

What’s going on?!?!?!

Alzheimer Nederland is behind this marketing experience that showed everyday people what it’s like to forget people, moments, events, etc.  In short, what it’s like to have Alzheimer’s Disease.

The organization photoshopped images of people into photographs from “fake” events and had help from other organizations who created photo albums and hosted these fake images on their Facebook page.  Then, they tagged the individual people in the photos to stir up the pot and create a confusing, eye-opening experience.

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There was a specific call to action:  spread awareness by letting your friends experience this too.

Those tagged in photos were encouraged to go to the event website and upload their friend’s pictures so they too could be placed in these images and experience the confusion those with Alzheimer’s deal with everyday.

The organization was smart by first tagging Dutch celebrities and social influencers, who really kick started this campaign and helped the cause receive the attention it deserves.

Here’s a video summing up the Facebook campaign:

I’m just fascinated because most organizations like this tend to play the guilt card in their marketing efforts by making individuals feel bad for not helping out (think Sarah McLachlan’s ASPCA commercials). They show people in need, play sad music and try to tug on the heartstrings on the consumers.

Alzheimer Nederland could have done something like this , but instead instead of showing people in need, they’re making the audience feel the need these people have.  It makes them have a stronger connection to the brand, and creates of community of people who can share this experience with others.

The Facebook campaign is also a reminder to aspiring marketers- you don’t need to be working on Coke or Tide or other major name brands to produce creative, inspiring work. 

This campaign is a prime example of that.  It has inspired participation, lead to the creation of shareable content, and has given people the power to share an experience (not just a picture or a message or a greeting) with someone else digitally.

How Brands Celebrate Valentine’s Day

It’s that time of year, when people obsess over roses and chocolates and jewelry.

But brands, on the other hand, focus on likes and views and shares.

Brands are taking advantage of the festive spirit by producing some great content and getting consumers to engage with them online. Here are some great content pieces created for this year’s Valentine’s Day!

Dumb Ways to Die Steals Your Heart

Remember those adorable little creatures from the viral “Dumb Ways to Die” video (I mean, how could you forget them?)  Well, two of them are back for an adorable 30-second-clip that will certainly steal your heart!  Get ready to watch this video over and over (try not to “awww,” I dare you!)

Century 21 Valentine’s Day Poems

Things are getting steamy at Century 21 houses all across the country!  They recently posted Valentine’s Day non-rhyming poems on their Youtube page that are short and sweet (and hilarious!)

Just another example of great, smart work done by Mullen.  Bravo!

Necco Tweet Hearts

Have to give a gift for that special someone (who just so happens to be a social media fanatic)? Why not do it through Twitter?  Necco (the maker of Sweethearts) started a new Twitter page, aptly named Tweethearts, that let’s users tweet messages to be created on sweet hearts.  So cute, right?

GE “Geeky” Valentine Cards!

Flirting has never been geekier with these Geeky Valentine’s cards that GE posted on their Facebook Page!

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Check out the whole series here and try them out on any engineers or scientists (guaranteed to make them blush….maybe.)

How are you celebrating you Valentine’s Day?!

Pay With Posts: The Future of Social Currency

Forget paper money and credit cards!

That’s what Marc Jacobs said last weekend when they opened up the doors to the Daisy Perfume Pop Up Shop in New York City. Consumers could leave their wallets behind because the store was accepting a new type of payment.  Customers exchanged posts on Facebook, Twitter or Instagram with the hashtag #MJDaisyChain in exchange for branded products like perfume, jewelry, and even handbags.

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The store (on 462 West Broadway) was only open to the public from Friday, Feb. 7 to Sunday, Feb. 9, which fittingly coincided with New York Fashion Week.  The opening event including a stellar guest list, with stars like  Anna Kendrick (Actress, Pitch Perfect), Meghan Markel (Actress, Suits), and Jamie Chung (Actress, Believe), to name a few.

Daisy is one of Marc Jacobs’ most popular lines, and the brand is very active on Facebook and Twitter.  Check out how they promoted the pop-up shop on the streets of NYC.

But, why would a brand give away so much product for free?  Well, by using social currency, the brand is gaining something that is extraordinarily valuable: word of mouth (WOM.)  It’s such a crucial part of maintaining a successful brand that, in fact, 2 out of 3 marketers say it is actually more effective than traditional marketing.  Marc Jacobs could have produced some commercials, put some print advertisements in a magazine, but instead, they created these pop-up shops that improved their social media impressions and garnered media attention from sites like Mashable, Forbes, and more. 

This idea of social currency, however, is not entirely new.

Kellogg’s opened up a Tweet Shop in London back in 2012 during Social Media Week, where consumers exchanged tweets for 100-calorie snacks!  This gave consumers the chance to actually get their hands on the product and encouraged them to share their thoughts on the brand with family and friends.

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But even before that, the book “Oh My God What Happened and What Should I Do” had the idea to start a campaign called “free-for-a-share,”where they gave free downloads to individuals who tweeted about the book.  The idea earned them a CyberLion at Cannes and you can still go to the website to download a free copy of the digital marketing book (only if you tweet about it though!)

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So, what is the future of social currency?

While social currency is awesome, don’t expect it to replace actual money.  After all, businesses need to make a profit.

The examples here show that, for brands to try to use social currency to gain social media impression, they need to be well-established with loyal customers and a strong social media/online presence.  The items that are given away need to be small and low-price, yet significant, and should only be available for a tweet for a limited amount of time, in order to spark a sense of exclusivity and urgency.

I expect we’ll see more of these one-time, short-term “free-for-a-share” campaigns from brands in the upcoming years.

Thoughts?