How brands are using facebook apps for marketing campaigns

1. How brands are using Facebook
apps for marketing campaigns
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2. 8 Categories of campaign focused Fb apps
Focus
Content Content campaign for awareness
consumption
Sweepstakes, quizzes and polls Low in
Engagement
Content
curation
Apps for viral campaigns
Photo / video contest
Content
creation Ideation contest
High in
User connection Social Games for engagement Engagement
Loyalty campaign apps
User
recommend-
Referral campaign apps
ation
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3. Content campaigns for awareness
 Focus on rich media, content, social links to
generate message about an idea or an offering
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4. Levi’s water<Less app
 Focused on
generating
awareness about
Levi’s apparel
innovation and the
bigger cause
attached to it
http://www.facebook.com/Levis
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5. Hot Wheels landing tab app
 Viral video
campaigns for team
Hot Wheels
http://www.facebook.com/hotwheels?sk=ap
p_106905776053433
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6. Sweepstakes, quizzes and polls
 Low engagement, low virality campaigns but
trigger participation and buzz
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7. Bags fly free app – Southwest airlines
 App for running
sweepstakes and
polls for Southwest
airlines
http://www.buddymedia.com/clients/our-
work
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8. Bud Light Sweepstakes app
 Sweepstakes app for
Bud Light
 Interesting value
proposition for
brands heavily
focusing on
sweepstakes
http://www.facebook.com/BudLight?sk=app
_180186578684420
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9. Apps for viral campaigns
 Focus on spreading a message or viral
products by fans
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10. Coca Cola gifts app
 App allows users to
send virtual coca
cola gifts to their
friends and post
them on their wall
http://www.facebook.com/cocacola?sk=app
_157721657609068
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11. Photo / video contest
 Engaging apps – focus on submission of photos
/ video around a certain theme. The community
votes for the best
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12. Nike Free Arena contest
 Video contest for
users to submit
videos of their moves
/ stunts and the
community votes for
the best video
http://www.facebook.com/nike?sk=app_199
633066736410
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13. The next Levi’s Girl contest
 Levi’s ran the contest
to find the next face
and voice for their
women’s wear
 Video contest
curated by the
community
http://www.facebook.com/Levis?sk=app_17
9850502037414
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14. Ideation campaigns
 A step forward to creating remarkable
campaigns. Community crowdsources the best
ideas that can be used for a greater purpose
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15. Chase community giving contest
 Local charities
submitted their
stories about why
they needed the
Chase grant
 The community
decided the best
stories for the grant
http://www.facebook.com/ChaseCommunity
Giving?sk=app_162065369655
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16. Pepsi Refresh Voting app
 Part of the bigger
Pepsi refresh
campaign
 User on facebook
could give ideas and
vote for the best
ideas about
refreshing the world
http://www.facebook.com/ChaseCommunity
Giving?sk=app_162065369655
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17. Loyalty campaigns
 Focus on recognition of loyal customers and
awarding points
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18. Starbuck Card App
 Allows users to
manage their card
through Facebook,
edit profiles, reload,
see transactions and
get points for loyalty.
 Users can even
reload their friends’
cards.
http://www.facebook.com/Starbucks?sk=ap
p_338375791266
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19. JetBlue Go Places app
 Loyalty campaign
with Facebook
Places integration
 User get points for
checking into JetBlue
Terminals using
location based
mobile apps and get
points
 The app shows the
user activity, friends
activity, most loyal
users etc
http://www.facebook.com/JetBlue?sk=app_
172907589409924
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20. Social games for engagement
 Focus on leveraging game dynamics to engage
users
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21. Travel channel – Kidnap! game
 Social game that
challenges users to
kidnap their friends to
their favorite
international hideout
city.
 To escape from the
hideout city and
begin kidnapping
their friends,
kidnapped players
must answer a trivia
question related to
that city
http://apps.facebook.com/kidnapped/home
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22. Bing’s Farmville promotion
 Bing used Farmville
for advertising
 Users could gain
virtual currency by
becoming a fan on
Facebook
http://www.allfacebook.com/bing-
advertises-on-farmville-acquires-
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23. Dreamwork’s Cityville promotion
 Promotion of the
Kung-Fu Panda 2
movie
 Users could build
drive-in movie
theatres in their city,
get collection items
http://techcrunch.com/2011/05/20/zynga-
and-dreamworks-partner-for-kung-fu-
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24. Referral campaigns
 Leverages users social graph to make smart
recommendations
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25. Marks. Referral app
 Referral Facebook
campaign using the
Appirio app
 Shows users their
friends who would be
interested in the
brand’s products
based on their
profile, interests and
activities on
Facebook
http://www.appirio.com/demo/markbook_de
mo/markbook_demo.htm
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26. About Kuliza
Kuliza is a social technology firm focused in
helping companies leverage social software,
community platforms, mobile and cloud
computing for improving business
performance, communication and customer
engagement.

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