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Social media roundup: January '12
We missed last month’s social media roundup due to a busy December but worry not, our monthly roundup is back for the new year, and we’ve found some clever campaigns to kick off January…
KLM Meet & Seat
Dutch airline KLM will soon be introducing its Meet & Seat app on Facebook – it will allow passengers who have opted in to choose who they sit next to based on their social media profiles. I’m guessing the majority of us have had a bad experience sitting next to someone we’d rather not – my most prominent was when I sat next to a nervous flyer who shouted, ‘WE’RE GOING TO DIE, WE’RE GOING TO DIE!’ through every bit of turbulence. Although that particular journey was slightly disturbing, it still wouldn’t be enough to push me to use KLM’s Meet & Seat service – to me, it seems a bit too set up, and if you end up disliking the person, there’s no escape. I’ve had some brilliant conversations with interesting people on flights, but I also like the time to sit back, read and relax – the idea of being forced to talk to someone doesn’t appeal to me. The campaign has a lot of potential though, and I think the number of people joining the mile-high club would increase significantly.
KLM isn’t the first airline to embrace social media, Malaysia and Delta Airlines both have Facebook apps that allow users to purchase tickets, check in, view seating plans and share their itineraries with friends. Virgin America is using Foursquare to promote brand loyalty by asking fans to check-in and post geo-located photos in return for loyalty points. People naturally post holiday photos and check-in at exotic destinations so this is a brilliant idea to build brand loyalty and also gives the user money off a future break. The loyalty campaign is run by Topquest and also includes the Hilton and Best Western hotels.
Strada uses user-generated content to drive sales
Strada is encouraging Facebook users to share their dining experiences by posting photos or writing reviews on popular social networking sites in return for promotional vouchers. Tragus Group own Strada, Cafe Rouge and Bella Italia, and all three are using this user-generated content strategy to help drive more foot traffic into their restaurants. Bella Italia recently ran a Facebook campaign where users were able to make their own personalised pizza and share it with friends in return for a money-off voucher.
Levi’s uses Instagram to find a model for upcoming ad campaign
Instagram is a popular photo-sharing app currently only available on the iPhone but still has over 10 million users. Levi Strauss has opened worldwide casting via Instagram to find a new model for their September 2012 campaign. Users are to take a photo of themselves with the tag #iamlevis to be in with the chance of becoming the new face of Levi’s.
It’s not the first time the brand have used Instagram as a marketing tool, Levi’s Brazil set up an Instagram account ‘levisbrasil’ to keep users visually updated with their latest items. The Brazilian campaign didn’t reach a huge audience but as the number of users on Instagram keeps increasing so will its popularity. It’s interesting to see how brands are choosing to use the application for marketing, and I hope other brands follow suit in the future.