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Turn a traditional ad campaign into a social media campaign

starbucks Everyone is telling us to add social media stuff to our web sites (including me).  Video, share-this links, comments, and a dozen other things.  If you keep it simple, you can do it well.

I really like this page that Starbucks is using to launch their new instant coffee.

On a single page they have

  1. Video
  2. Social media links
  3. Twitter comments
  4. Photo gallery
  5. User comments
  6. Facebook links

They could have done an incredibly expensive, super-flashy micro site (and they have, elsewhere) — but there’s nothing on this page that you couldn’t do yourself, with zero budget.

My guess is that this page is incredibly viral and is causing a lot of word of mouth. 

This sort of page should be a standard part of every ad campaign.

Every advertiser should copy this page, stick your TV spots on it, and let people share.

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Comments

  1. Jaylyn Bergner March 23, 2009 at 8:48 am #

    Andy,
    Great points. I’ve been following your blog for about a month now (more or less), and have found all of your info helpful and, more important, applicable! I always suggest to my clients that they peruse your site!
    http://begincommunications.blogspot.com/

  2. Muiris March 23, 2009 at 9:57 am #

    “Every advertiser should copy this page, stick your TV spots on it, and let people people share.”
    Come on, ditch the hyperbole – you’re normally better than this… surely you can’t believe that EVERY brand’s site should include Twitter feeds, etc?
    Like everything else in advertising (and in the same way that some people who do TV ads probably shouldn’t) it’s about matching the right idea and the right medium. Not about everyone doing what’s fashionable even if it doesn’t suit.

  3. Andy Sernovitz March 23, 2009 at 11:18 am #

    I love hyperbole!
    But seriously … if you add word of mouth to any advertising, you get more impressions for free. It’s as simple as that. Everyone should do it.

  4. Oli4k March 23, 2009 at 11:24 am #

    This will only work for the biggest and most well-known brands. If Starbucks would build a site about officially changing the color of their toilet paper it would probably go viral.

  5. GoEverywhere Team March 23, 2009 at 12:59 pm #

    Leave it to Starbucks to set the example again. A remarkable company, whether you love them or hate them.
    Makes me want to go out and build a similar page to talk about, and build viral buzz, surrounding this new webtop technology that I am experimenting with.
    Thanks for the post.

  6. Torley March 23, 2009 at 10:56 pm #

    I’ve observed certain features (like a “share this” button, and widget embedding) are ESSENTIAL to having a successful social campaign. I explain more here: http://torley.com/idea-the-gravity-of-features-being-popular-and-useful

  7. Muiris March 24, 2009 at 9:49 am #

    Maybe – but I just don’t think that every brand has enough of a conversation (or an intense enough conversation) going on around them to warrant drawing attention to it.
    You can engage with the only 3 people talking about your brand without showing everyone else that there are only 3 people talking about your brand, if you know what I mean.

  8. Andy Sernovitz March 24, 2009 at 10:58 am #

    That’s exactly why you need to start doing this kind of thing … to start the conversation.