Pickle Club #2

In my final blog I want refer to my first blog. For those who cannot remember what it was.
My first blog was about Pickle Club on Facebook. Soon after my blog post. Pickle Club has undergone some major changes. First of all they switched from a Facebook Group to a Facebook Page. Furthermore Pickle Club expanded - from one single Mc Donalds restaurants to meanwhile seven Mc Donalds (Malvern East, Holmesglen, Hawthorn, Elsternwick, St Kilda Road, Ormond, Kew). Also the members on Facebook almost double from 6400 to 12,500. Today they celebrated the #10,000 members, actually the celebration was postponed until today as they were expecting a massive customer response for the 30 cent Big Mac offer and therefore had to firs top up the stock. When I went there today at 4pm there was indeed a big que of Caulfield grammar school pupils (around 40) waiting for their 30 cent Big Macs.

What I want to say is, that Social Media used in the correct way has such a huge reach. Nowadays even children are playing with their iPhones and other smartphones from a very young age on. Not to mention young adults and students in our age group. Social Media has become the new playground online. I do not want to evaluate this new trend, whether it is bad for the health (when sitting all day in front of the computer) and its other impacts on the future social behaviour. But its marketing potential is just boundless when used correctly.

Finally I want to thank everyone for making this unit so great. I really enjoyed coming into class, enjoying the nice atmosphere when sitting around the island shaped tables having several screens around me.
Special thanks to Wags making the unit as interesting as it was!

Hope everyone is going to hype social media!

"adidas all in" only enabled through social media ?

According to adidas, the “all in” global brand campaign launched on March 16, 2011 has been the biggest marketing campaign in the brand’s history.

“Directed by Romain Gavras, the campaign is built around a 30- and 60-second version of the commercial for TV and Cinema as well as an extended 2-minute version for Online.” The adidas “all in campaigns” is aimed to cover the whole scope of the brand in one video.

Have a look at the online advert.

Actually the Youtube video was launched on March 9^th, one week prior to the official launch of the campaign to generate awareness and curiosity.

Viewers and fans can then continue the conversation with adidas online through social platforms such as Facebook, where adidas serves up daily, in-depth exclusive content from the various parts of the brand.

A week after the official launch, there was a 3D mapping projection on a palace in France showing several aspects of the brand. It was also uploaded on Youtube.

Both Youtube videos soon became viral sensations after being picked up by a number of interested websites. It has recorded over 2 million watchers on Youtube and Facebook groups of more than 20 million members.

In my opinion 10 years ago adidas would have never been able to launch such a massive, successful and well integrated campaign. From that we can all see how effective social can be.

ASOS Facebook Store

ASOS won in the category of “Best Use of Social Media” awarded by the e-Commerce Awards for Excellence in 2011.

ASOS is a typical example of having suitable business for social media marketing.

For those who have not heard about ASOS nor read our collaborative writing project yet, some brief facts about ASOS. ASOS is a UK-based global online fashion and beauty retailer and offers over 50,000 branded and own label product lines across womenswear, menswear, footwear, accessories, jewellery and beauty. It was established in June 2000 and has developed quickly. In its recently announced 2011 financial results, the company revealed that sales had reached £339 million, up 52% compared to 2010. It ships in over 190 countries with zero shipping costs. The target market are fashion forward 16 to 34-year-olds.

On Facebook it has over 1 million fans and in addition it launched a Facebook shop in January.

Accoring to Marketing Week ASOS was the first brand to allow people to buy directly from a brand without leaving Facebook.

Previously brands had used third-party social commerce providers or used Facebook as a shopfront, directing shoppers to their site to complete the transaction.

In this blog post I do not want to talk about the reasons why ASOS is that successful in social media marketing, but to discuss the benefit of the Facebook shop.

I tried out to use the application embedded in Facebook and found it quite uncomfortable to browse through it. On the ASOS Homepage it takes me around 10 seconds to find the product I am looking for. On Facebook it took me around one and a half minutes. The fact that the application is integrated in Facebook makes it much more slower than on the ASOS shop and therefore make the shopping experience much more unconvenient.

In fact the Facebook shop is a detailed copy of the original ASOS shop, but with a sharing function of the products, so that the customer can show it to friends and ask them for advice.

I do not think that many people will buy from the Facebook shop as it is too slow and might have security issues for payments. But it is a funny gadget to show friends clothing you like and share their opinions. 

I think that the main aim of ASOS’s Facebook store is to finally drive Facebook users to their normal store.

What do you guys think ?

Second hand mp3 for sale ?

Yesterday, when I was heading to uni from city I grabbed one of those MX Newspapers.
Interestingly I read on the cover page the following article: Buy a digi-redo; secondhand tracks are going for a song.

In fact ReDigi.com is a marketplace for digital second hand music. The user can sell their old or new mp3 songs. According to the MX Newspaper, since its launch at the 13th of October, it attracted more than 130,000 users. A verfiying process will ensure that the traded songs were legally purchased, and also that the seller's source will be quickly deleted.

The prices of the songs will be a fraction of the prices charged at itunes or other popular sites.
Even the artist and labels will get a small part from the revenue.

In my opinion it is a really good way for the customers to get rid of old digital music and trade songs.
If there is a online market for second hand physical products such as ebay.com, why should there not exist a market place for digital products.
By charging only a fraction of the new sale price, customers have an incentive to trade.

Cola wars

For the collaborative writing project I was analysing the cola wars and the different social media campaigns from PepsiCo and Coca-Cola.

Both companies generated massive public awareness.


Coco-Cola's Expedition 206  has generated 650 million media impressions around the globe and engaged billions of people.







Pepsi's Refresh project  received more than 87 million votes - compared to about 89 million for the 2010 U.S. general election.

In terms of sales Pepsi's started to slip compared to Coca-Cola. For the first in time history Pepsi was overtook by Diet Coke as the second largest beverage brand in the U.S.

Can you think of reasons ?