In our weekly round-up series we look at clever social media campaigns from Nissan, Nike, Facebook, Urban Decay and MTS.
Nissan – #JukeDNA
Last week, car manufacturer Nissan launched their first pan-European Instagram campaign for its new Juke model during the Geneva Motor Show. The campaign is to hit UK, France and Germany in the hopes of promoting the latest model, which has been described in the press as ‘Nissan’s ugliest car even more hideous’.
The campaign uses the hashtag #JukeDNA and encourages Nissan fans to share a picture which best represents their personality. In return, they will receive a personalised image of the Juke suited to their style and using the colour composition of the individuals photograph. Nissan will share the best entries on their Facebook and Twitter pages.
The online campaign plans to run for two weeks in the hope that around 2,000 people will take part, with Nissan awareness jumping by 25%.
David Parkinson, Nissan Europe’s general manager said: “We wanted to bring this experience to our social media communities, and Instagram is the perfect platform to do so. It already allows people to show off their personalities and express their creativity, so it makes perfect sense that we use this to support the launch of the new Juke.” – However at MCA we think the Juke may possibly be an acquired taste, therefore no image filter on Instagram will help.
Nike – Magista
Nike’s social media-first approach saw a viral video posted on YouTube, teasing its fans with football maestros, FC Barcelona’s Andres Iniesta, Chelsea’s David Luiz, Bayern Munich’s Mario Gotze and many more in promoting its first knitted futuristic football boot. Among the legends the video sees them playing and admiring the boots which are pixelated out, in an attempt to entice fans about the mysterious design and concept which was revealed at the end of last week.
The Magista boot, which has now launched with a coordinated push across Facebook, Twitter, Vine and YouTube, is Nike’s leading boot for the World Cup and will see rivalry against Adidas’ own knitted alternative.
The social media approach was followed by the success of a similar campaign Nike ran last year ahead of the Confederation Cup, which featured Manchester United’s Wayne Rooney to drive fan interest and brand awareness.
Facebook – Amazing Things
Facebook has created an online brand campaign promoting the ‘amazing things’ that can be done using its platform.
The simplistic idea features seven video ads which each target its key markets including the UK. The videos include a group of friends skiing downhill while sat on a couch and a couple learning how to tango with a very enthusiastic dance teacher.
A Facebook spokeswoman said: “People do amazing things on Facebook, and this is just a small effort to highlight some of those things.”
The online video campaign follows its first ever brand advertising back in 2012, which saw ‘Things That Connect Us’.
Urban Decay – Get Electric with Urban Decay
The vibrant cosmetic brand is running a Pinterest campaign in order to promote its new makeup collection, Electric.
The competition, which started in February and runs through to the middle of March, offers the chance for the winner to attend the sold-out Coachella festival, along with runners-up winning Urban Decay’s summer essential make-up.
The idea is for make-up fans to follow Urban Decay on Pinterest, make a pinboard called ‘Get Electric with UD’ and add the looks they would wear at this year’s music festivals. Urban Decay already has nearly 50,000 Pinterest followers, which makes it the perfect platform to host the viral competition along with capturing customer data and conducting market research.
MTS – Born for the Internet
Possibly the creepiest advert ever made. Mobile telecom giants MTS have released a new viral ad campaign, which some may consider to be quirky and others just outright weird.
The ad sees a baby exploiting the internet straight from birth – including googling how to cut the umbilical cord!
Amitesh Rao, Director of Media at MTS India said: “We needed a campaign to reinforce our strongest differentiator – the fact that we have designed and optimized the MTS 3GPlus network specifically for data. At the same time we needed to be true to the MTS brand that talks to today’s 24×7, always-on, data hungry consumer for whom the internet is the biggest opportunity platform there is. The challenge of course was to do all of this in an engaging and entertaining manner, which is what the story of a new-born baby going online to announce himself to the world does perfectly”.
The response from the ad will certainly be interesting as it has already been viewed over 480,000 times since being uploaded. The film was premiered as a bit-torrent for online audiences to download just before digital and social promotion kicked in at the beginning of March.