By Patricia Odell
As the New Year dawns, marketers will be innovating in social media, finding the most efficient and effective ways to use social platforms to run promotions, brand build and increase sales. The platforms will be primed to pump out contests, content and other messages to go viral and to house more valuable user-generated content.
To that end, let's take a look back at the Top four 2011 PRO Awards for the Best Use of Social Media Marketing in a Promotion Campaign. The winner is: American Express Open for its "Small Business Saturday" program. In second place is Diamond Food's "Pop Secret's Pop! Camera! Action!". Monster.com took third place for "Monster.com Success Stories". The final promotion, which received an honorable mention, came from NBC Entertainment's "America's Next Great Restaurant & Chipotle Unite," campaign.
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By the Promo Staff
American Express wanted to do something for small businesses during the busiest shopping period of the year—the fourth-quarter holiday season. It decided to focus on the Saturday after Black Friday and called it "Small Business Saturday". The day was designed to spotlight small local businesses that often get overlooked on Black Friday and Cyber Monday. Through "Small Business Saturday," American Express hoped to change people's shopping behavior to the benefit of the local community, while at the same time, get consumers to shop with their American Express cards.
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By the Promo Staff
Pop Secret reports that it was the No. 2 brand in the category in 2010, behind ConAgra's Orville Redenbacher. Popcorn category sales were flat though and, with its limited budget, Pop Secret wanted to rev up sales by leveraging its position as the at-home movie snack. Due to the recession, there were more people staying home and watching movies, and Pop Secret wanted to capitalize on that opportunity to grow sales during the winter television Awards Season.
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By the Promo Staff
With unemployment at a record high, online job site Monster.com wanted to help by doing what it does best: providing people with opportunities to improve their lives by inspiring them to follow their passions and get jobs in the fields they love. They planned to showcase inspirational stories of people who had used Monster to find jobs in their field. Campaign goals included reaching 1.5 million targeted users and driving at least 500,000 video views.
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By the Promo Staff
In March 2011, NBC was set to launch a new reality show centered on competing restaurants, called "America's Next Great Restaurant". Out of 21 contestants, one winner of the nine-week competition would be awarded a franchise based on their own idea and concept, which would be built in three locations across the U.S. Against heavy TV viewing competition, particularly in the food category, NBC needed to generate awareness for the new show and entice people to tune in by proving its uniqueness.
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