Listed below are five of the top ten companies making the best of Facebook according to Slate’s The Big Money.com
Coca Cola is on top of the game when it comes to using social media for marketing. The company introduced, in Israel, back in August 2011, Facebook Face recognition. Users were able to log in to an app in the real world using nothing but their face. This campaign is called Face Look. Using Face Look you can log in to any of the machines that Coke placed throughout their theme parks using nothing but your face and then use your profile to engage in the real world.
Starbucks back in 2009, was the top brand with more than 3.6 million fans on Facebook surpassing Coca Cola. Starbucks has moved from “experimenting” to incorporating and utilizing Facebook into their marketing plans. One example is the launch of My Starbucks Idea in March 2008, an online community where their customers and partners—Starbucks employees—can go online and submit their ideas, vote for other people’s ideas or add to ideas in the community. By going on their “Ideas in Action” blog, customers and partners can see what ideas are being thought about by Starbucks.
Disney uses Facebook to promote their film projects. One example, back in December 2010, was the release of their film Tron, Legacy. To reach out to their one hundred million users, Disney promoted the movie with an app named – The Get On The Grid Facebook. Users were to dive into the world of Tron by uploading their own picture. Once the picture was uploaded, the user would find themselves inside Tron and riding a light cycle.
Rather than using Facebook traditionally to inform friends about sales, promotions, and products, Red Bull has taken a different approach using less corporate content. By using Facebook Timeline, Red Bull highlights events that the company sponsors, mostly competitions for extreme sports and occasionally specific athletes. This approach is to give the consumer a visual outlook of a certain lifestyle that they might like to have.
Vitaminwater’s newest product that came out in March 2010 was created because of a contest that took place on Facebook. Vitaminwater water invited fans to design their own flavors and the outcome was black cherry-lime flavored Vitaminwater named “Connect.”
Coca Cola, Disney, and Red Bull’s techniques I feel are very ingenious. Both Coca Cola and Disney not only get the consumer physically involved but visually! They are very entertaining, and the more I am being entertained the more I might want to purchase a product or go see a movie. Red Bull’s technique is different but still clever. Its philosophy is to motivate the consumer with pictures of what they might want to be or feel. If you drink Red Bull, you will have more energy, a more stimulated metabolism, better performance, increased concentration and reaction speed, and improved vigilance. I definitely would “Like” all these companies and would use their products as needed. Regarding Vitaminwater and Starbucks, both their techniques get the consumer involved but unlike the other companies they use Facebook in a more traditional way. Not sure if I would “Like” these companies and I wouldn’t go out of my way to purchase their products. With regards to Red Bull, I don’t use this product but if I wanted to have the benefits it offers, I would definitely go out of my way to purchase a can of it!