Social Media Hit or Miss: Memorable or Forgettable?
Here’s our take on which brands have made an impression, for better and for worse, across the social media sphere this week. Brands are chosen based on compelling recommendations, best practices and overall reach and impact.
|Nike vs. Filmmaker, A Viral Success
Casey Neistat, an internet filmmaker, has worked with Nike on a number of past commercials for the brand. For their latest product, the Nike Fuelband, the brand advanced Neistat a hefty sum to create an ad with the theme of “Make it count.” Instead of following the strategy that both parties agreed on, Neistat and his producer decided to spend the whole budget on an around-the-world trip to find out what really makes life count for them personally. The money dried up after 10 days and the end result was this stunning video full of quotes from famous historical figures about how to make life matter. Nike took a chance agreeing to upload the video and it has already received almost 2 million views on YouTube.
Brands choosing to advertise on Twitter quickly realize that it’s not a cheap decision. Promoted tweets or hashtags can cost upwards of $120,000. Earlier this week, Chevy promoted the hashtag #LetsDoThis, connecting it to its latest Chevy Sonic ad campaign and microsite. With “Let’s do this” as a popular colloquial phrase nowadays, the discussion that featured the hashtag had nothing to do with cars or the actual Chevy brand. Tweeters discussed upcoming events (“exactly 6 months until i get married. uh. wow. #letsdothis”) or mentioned things they were planning to do (“I am determined to read the entire Harry Potter series over break. #LetsDoThis”) – mentions of the brand were mainly RTs of Chevy’s initial post. #LetsDoThis was mentioned over 16,000 times in the past few days. Tweets connecting that hashtag and Chevy? Fifty.