Tag Archives: Facebook

Jan 10 Comments comments
advertising, brand engagement, mash-ups, social media, television

Social mashup goes mainstream: Pepsi Hit Refresh

Earlier this week, Pepsi Australia’s Hit Refresh social media and heavyweight outdoor campaign started it’s promotions activation phase, via a Twitter treasure hunt and the engagement so far has been extremely high. This is a campaign I’ve been working on since late 2009, and I’ve really enjoyed seeing social brand advocacy in action at a grass roots level in the Gen Y and Gen Z demographic. Particularly on Facebook, Fans of the page are spontaneously sharing their love of Pepsi, requesting the treasure hunt come to their city, and enjoying the MTV TV spots.

There are a few points about this campaign that makes it distinctive in both the social media and advertising landscape in Australia:

Apr 29 Comments comments
social media, social networking

Don’t believe the celebrity Twitter hype

This excerpt from E! Channel’s The Soup is from one week of Twitter mentions on prime time TV in the US. Even though the celebrities have been drawing the masses onto Twitter, Nielsen reported yesterday that around 60% of users signing up to Twitter “fail to return” after a month. The report has been picked up verbatim by the ABC & SBS and has been retweeted throughout the day. In Australia, the report hasn’t been given any kind of analysis or insight by people who actually use Twitter

In one corner we have “celebrities are bringing the masses to Twitter and ruining it for early adopters”. In the other corner we have “Twitter has only 40% retention rate for new users and won’t keep exponential growth”. Reality is somewhere in the middle, but do celebrities amplify the Twitter hype?

Apr 20 Comments comments
social media, social networking

Is public the new private?

Is public the new private? What constitutes oversharing on the public channel of Twitter? So a lot of angst of private being the new public relates to the equation
* how famous/reputable you are
* relative to how private you want to keep your life
* relative to your awareness of who your talking to
* and what you are saying
* how public the channel is

Mar 25 Comments comments
social media, social networking

Social Media Club Sydney and the Secret Handshake

There’s been some healthy debate around the “exclusivity” of the Sydney Social Media Club. And despite the title of the post, you won’t need a secret handshake to be let in. Mumbrella released the news this morning about the Social Media Club Sydney starting up, with the first event scheduled for April 27th featuring the figures at the centre of two famous social media incidents in 2009 - the (fake) Stephen Conroy a.k.a Leslie Nassar and Naked Communications Adam Ferrier.

Mar 08 Comments comments
advertising, brand engagement, collaboration, social media, television

Flight of the Conchords rock social media

Flight of the Conchords is a great HBO television show about 2 NZ singing dudes who “make it” in New York City. Flight of the Conchords has a Facebook fan page they actually use. I say that in all seriousness, as so many Facebook pages get set up and then forgotten. Or ignored. On Facebook, [...]

Mar 03 Comments comments
advertising, brand engagement, mash-ups, social media, social networking

Why it takes balls to Skittle

The Skittles social media mashup site works on so many levels. Firstly, it shows confidence in the strength of the Skittles brand. The social media strategy behind Skittles site shows confidence in being able to go with the conversation about the product. While I was on Twitter yesterday, the chatter around Skittles wasn’t necessarily positive, but it added to the general momentum of Skittles being talked about and staying in the top 2 or 3 trending topics on Twitter (a bonus really). Lesser brands would be feel buried in negative conversation.

Jan 19 Comments comments
brand engagement, social media

Flight of the Conchords - Brand engagement via social media

Having just come back from a delightful holiday in NYC, I was very happy to see Flight of the Conchords is hugely popular in NY. Brett and Jermaine made the special collectors cover of TimeOut New York, and the second series was being advertisesd on the subway.
Part of building audience engagement with the series, the [...]