Social media’s meteoric rise in the last decade is what drives many brands today to break down the barriers. With Facebook’s 1.18 billion daily active users (nearly one-fifth of the world’s population), it’s an opportunity not to be missed! Need shining examples to capture potential customers? Here’s a round-up of 8 moments when F&B brands won the social media game.
1. KFC tells consumers “Don’t Panic Man”
Where would we be without social media? This may sound unimaginable but in Romania, KFC came up with a path-breaking idea of rewarding FREE meals, each time a social media platform goes down. Aptly called, “Don’t Panic Man”, the campaign plays up on the idea that a social media outage can cause users to panic due to the fear of missing out!
But hold up, what’s the catch? Customers can only claim their free meals during the period of outage, creating a sense of urgency in them. The result? Every time a social media platform goes down, KFC owns that moment.
Photo Credits: Digital Buzz Blog
2. McDonald's Snapchat success in 36 seconds
How long does it take for McDonald’s to gain eyeballs on their Bacon Clubhouse burger? The answer is 36 seconds. McDonald’s joins the parade of marketers experimenting with Snapchat - the third most popular social network among millennials.
To launch their Bacon Clubhouse burger back in 2014, NBA star LeBron James took over their Snapchat platform. James uploaded a video saying, “Welcome to the club, baby” and went on to "snap" a McDonald’s meal with the text “New bacon clubhouse!”.
Their Snapchat account gained over 1000 followers within an hour. McDonald's is definitely loving it!
Photo Credits: Ad Age
3. Kellogg's made consumers “Krave” for them on Twitter
In the summer of 2013, Kellogg’s wanted to boost their audience engagement through the use of Twitter. The first of its kind “Tweet When U Eat” campaign was launched to promote awareness of their crunchy chocolate cereal called "Krave". As directed on the Krave cereal box, consumers were encouraged to tweet using the hashtag, #KraveTheSmiler.
To create more hype about the campaign, influential YouTubers were paid to film video blogs aka ‘vlogs’ about the cereal. Krave’s social media platforms also featured daily challenges and contests! The campaign was a tremendous success, generating a total of 76,498 Twitter and Facebook posts from their consumers.
4. Dunkin’ Donuts kept it real for consumers
For many Americans, Dunkin’ Donuts is the go-to place for coffee and baked goodies every day.
The brand introduced their hashtag, "#MyDunkin" to encourage fans to share their experiences on how Dunkin’ Donuts' coffee powers them through the day. Their customers were put in the spotlight, with real stories shared across all social media platforms as well as in-store to engage guests.
Photo Credits: Dunkin' Donuts Twitter
5. Danone gets social with coupons
The yogurt company has always been known for its innovative marketing tactics. In 2013, Danone launched a product sampling Facebook campaign – the first of its kind, following a successful Twitter competition with the hashtag, #makemybreak. Using the hashtag, Danone encouraged followers to submit ideas for the ideal 20-minute break. The first 5,000 entrants were also rewarded with a print-at-home coupon for a free pot of "danio" yogurt, managed by Coupons.com.
The social coupon-ing activity was just one element of a wider integrated marketing campaign which involved product sampling, TV advertisements and an extensive outdoor media presence across London.
6. Pepsi Brazil’s fans didn’t want to miss on “The Timeline Show”
Pepsi Brazil’s Facebook page was faced with a challenge – it simply lacked purpose to their consumers. To turn things around, they decided to invite Brazil TV star Rodrigo Faro to help convert their social media content into ‘live’ entertainment, where their Facebook posts were treated like actual TV sketches! With a set date and time for each “show”, this created a sense of urgency for Pepsi Brazil’s followers. As part of "The Timeline Show", Faro invited the audience to create their own stories within the brand, gaining massive success among followers. Just how successful was it?
The campaign completely turned things round for Pepsi Brazil. Positive sentiment increased from 42% to over 80%, with a 600% increase in weekly average fan engagement. The Facebook page also gained more than 180,000 new fans in its first week, with over 1 million fan interactions over 6 weeks. Need we say more?
Photo Credits: Shorty Awards
7. Coca-Cola crushes social media with "Share A Coke"
Building an audience is not an issue when you are the world's third largest global brand. However, Coca-Cola's challenge was about employing the right tactics to continue engaging their customers and find success on whichever platform they are on.
First launched in Australia, Coca Cola wanted a truly disruptive idea that would make the headlines and capture the country's attention.
The resulting "Share A Coke" campaign lived up to its ambition in strengthening the brand's bond with consumers who are young adults, inspiring shared moments of happiness in the real and digital worlds. Coca-Cola sold more than 250 million named bottles and cans in a nation of just under 23 million people.
Photo Credit: Digital Vidya
8. "You can still dunk in the dark" with Oreo
Looking for inspiration to create compelling and creative content for social media? Oreo's social media platforms should be at the tippy top of your list!
Among the brand's array of successful marketing tactics is the Superbowl black-out tweet in 2013. As soon as the black-out occurred, Oreo sent out this simple tweet...
Photo Credit: Giraffe Social Media
Simple yet effective. The tweet was retweeted over 15,000 times and gained over 8,000 new followers. Although Oreo had not planned on the black-out, they were quick to react when it happened. The results were unexpectedly exceptional.
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