Innovation in play

I was asked to call out some examples of those using digital innovation well. It’s very easy to say Dell are making money via Twitter and the new Old Spice videos are viral winners but here’s half a dozen less-heralded examples that might tickle your marketing fancy:

Company: Disney

Category: Social Media promotions

What: Toy Story 3 created the world’s first promoted trend on Twitter along with a Facebook app that allowed visitors to pre-order tickets and then share info with friends to arrange group viewings.

Result: increased the likelihood of impulse purchases and the social aspect made group planning that much easier. Was the highest grossing movie of 2010.


Company: Orabrush (a tongue cleaner that solves bad breath)

Category: Online video (direct selling)

What: Marketing started with a video shot at a pool hall for about $500 getting over 13 million views. There’s now a weekly installment for Orabrush’s YouTube channel, Curebadbreath.

Result: sold $1 million worth of brushes (at $5 a time) through YouTube. Four pharmacy chains, including Boots will be carrying the product.

Almost 40,000 people have subscribed to get e-mail updates every time Orabrush posts a new video, making it the seventh most-subscribed channel on YouTube.


Company: Daily Candy

Category: Location-based mobile marketing

What: DailyCandy Stylish Alerts uses geofencing technology to notify application users when they approach locations recently written about by the DailyCandy editorial team.

Result: news on events, gatherings and style as you walk around NY. First to market with such innovation.


Company: Gatorade’s Mission Control

Category: Social Media

What: Tweets of encouragement to high-school athletes before big games and responses to Facebook queries.

Mission Control aggregates and weighs real-time opinions. It gives more importance to mentions made by loyal fans, people with a lot of followers, or people whose opinions tend to get picked up.

Result: Pepsi’s cash cow became ubiquitous (and uncool). Mission control was set to reverse the sales’ slide. Gatorade sales rose 7% in the second quarter and 2.4% for the first half of the year.


Company: Kogi Korean BBQ

Category: Mobile marketing on Twitter

What: Korean take out food that moves around LA. The places are announced on Twitter @kogibbq and the chef is now winning awards.

Result: Business grown to five trucks inside two years. A gaggle of great PR including Time magazine. 90,000+ Twitter followers looking for Korean food.


Company: BMW

Category: Mobile marketing via MMS

What: the campaign was timed, targeted to individual consumers, and highly personalised to recent BMW purchases who would need winter tyres fitted.

They sent the MMS on the first snow day of winter with an image of the users model, in their colour with their rims and the recommended tyre for winter use. They also included a link to a mobile site allowing customers to experiment with the tyre simulator before making a purchase.

Result: 30% conversion from message to purchase and $45 million in new business.

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