How brands are using Facebook

apps for marketing campaigns

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8 Categories of campaign focused Fb apps

Content campaign for awareness

Sweepstakes, quizzes and polls

Apps for viral campaigns

Photo / video contest

Ideation contest

Social Games for engagement

Loyalty campaign apps

Referral campaign apps

High in

Engagement

Low in

Engagement

Content

consumption

Content

curation

Content

creation

User connection

User

recommend-

ation

Focus

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Content campaigns for awareness

Focus on rich media, content, social links to

generate message about an idea or an offering

Focused on

generating

awareness about

Levi’s apparel

innovation and the

bigger cause

attached to it

4

Levi’s water<Less app

http://www.facebook.com/Levis

Viral video

campaigns for team

Hot Wheels

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Hot Wheels landing tab app

http://www.facebook.com/hotwheels?sk=ap

p_106905776053433

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Sweepstakes, quizzes and polls

Low engagement, low virality campaigns but

trigger participation and buzz

App for running

sweepstakes and

polls for Southwest

airlines

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Bags fly free app – Southwest airlines

http://www.buddymedia.com/clients/our-

work

Sweepstakes app for

Bud Light

Interesting value

proposition for

brands heavily

focusing on

sweepstakes

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Bud Light Sweepstakes app

http://www.facebook.com/BudLight?sk=app

_180186578684420

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Apps for viral campaigns

Focus on spreading a message or viral

products by fans

App allows users to

send virtual coca

cola gifts to their

friends and post

them on their wall

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Coca Cola gifts app

http://www.facebook.com/cocacola?sk=app

_157721657609068

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Photo / video contest

Engaging apps – focus on submission of photos

/ video around a certain theme. The community

votes for the best

Video contest for

users to submit

videos of their moves

/ stunts and the

community votes for

the best video

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Nike Free Arena contest

http://www.facebook.com/nike?sk=app_199

633066736410

Levi’s ran the contest

to find the next face

and voice for their

women’s wear

Video contest

curated by the

community

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The next Levi’s Girl contest

http://www.facebook.com/Levis?sk=app_17

9850502037414

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Ideation campaigns

A step forward to creating remarkable

campaigns. Community crowdsources the best

ideas that can be used for a greater purpose

Local charities

submitted their

stories about why

they needed the

Chase grant

The community

decided the best

stories for the grant

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Chase community giving contest

http://www.facebook.com/ChaseCommunity

Giving?sk=app_162065369655

Part of the bigger

Pepsi refresh

campaign

User on facebook

could give ideas and

vote for the best

ideas about

refreshing the world

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Pepsi Refresh Voting app

http://www.facebook.com/ChaseCommunity

Giving?sk=app_162065369655

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Loyalty campaigns

Focus on recognition of loyal customers and

awarding points

Allows users to

manage their card

through Facebook,

edit profiles, reload,

see transactions and

get points for loyalty.

Users can even

reload their friends’

cards.

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Starbuck Card App

http://www.facebook.com/Starbucks?sk=ap

p_338375791266

Loyalty campaign

with Facebook

Places integration

User get points for

checking into JetBlue

Terminals using

location based

mobile apps and get

points

The app shows the

user activity, friends

activity, most loyal

users etc

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JetBlue Go Places app

http://www.facebook.com/JetBlue?sk=app_

172907589409924

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Social games for engagement

Focus on leveraging game dynamics to engage

users

Social game that

challenges users to

kidnap their friends to

their favorite

international hideout

city.

To escape from the

hideout city and

begin kidnapping

their friends,

kidnapped players

must answer a trivia

question related to

that city

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Travel channel – Kidnap! game

http://apps.facebook.com/kidnapped/home

Bing used Farmville

for advertising

Users could gain

virtual currency by

becoming a fan on

Facebook

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Bing’s Farmville promotion

http://www.allfacebook.com/bing-

advertises-on-farmville-acquires-

400000-facebook-fans-in-one-day-2010-

03

Promotion of the

Kung-Fu Panda 2

movie

Users could build

drive-in movie

theatres in their city,

get collection items

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Dreamwork’s Cityville promotion

http://techcrunch.com/2011/05/20/zynga-

and-dreamworks-partner-for-kung-fu-

panda-2-marketing-deal-in-cityville/

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Referral campaigns

Leverages users social graph to make smart

recommendations

Referral Facebook

campaign using the

Appirio app

Shows users their

friends who would be

interested in the

brand’s products

based on their

profile, interests and

activities on

Facebook

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Marks. Referral app

http://www.appirio.com/demo/markbook_de

mo/markbook_demo.htm

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