Admark’s Weblog

Brands using social media

Posted on: November 3, 2008

I know there are lot of brands which are really using social media (or rather tools of web2.0), but these two examples highlight the difference in the way the medium is used for its inherent value.

Story – 1 (Outside India)

Brand – Pepsi

Context – Logo redesign

So the story goes that Pepsi is trying to redesign its logo and what does it do? It creates a Friendfeed room where the social media A Listers, and the long tailers, can comment. It also boxes filled with Pepsi cans(3 different boxes; tracing their “Can” design evolution) to A Listers in social media. So what happens –

The choice to make it exclusive, the undeniable marketing story of seeing the 100 year brand logo evolution of one of the largest brands in the world on a series of cans (which most marketing bloggers would care about on some level), and the generally positively reviewed new logo means that Pepsi will probably get exactly what they wanted from this campaign … for a handful of marketing bloggers who collectively reach a large percentage of the marketing community to all be talking about Pepsi’s new logo. – Rohit Bhargava

I think this is an excellent field to test the waters about theĀ  revamp in design. The friendfeed discussion and the A Lister recruitment is good idea on two counts –

  1. Word of mouth from the A-Listers (influencers) themselves
  2. Community involvement, feedback from the community and the influencers

Here is what the new logo looks like –

 

 

The New Pepsi Can

The New Pepsi Can

 

Image credit – Rohit Bhargava

Story – 2 (India)

Brand – Virgin Mobile

Context – Virgin Mobile Launch

Virgin Mobile is on twitter, I find out to my utter surprise. I peruse through their updates to sense what kind of interaction is going on. Apart from the regular “new promo”, “Sir Richard Branson doing <thisactivity><withthiscelebrity> sort of tweets, do I see regular interaction with the community ?

My answer would be; “an honest attempt”. The person in background tries to keep the core of the brand, which is thinking differently or think hatke, alive (sometimes sounding silly, corny) like –

  1. What would T9 dictionary be in Virgin Mobile?
  2. What is your opinion about Virginity.. oops Virgin Mobile Think Hatke Ads..?

However the question that I am concerned with, is the reach ? The Pepsi story has the A Listers in them but the Virgin Mobile story does not (in addition to the fact that it’s in India and that too on Twitter). Virgin Mobile seems to have all-encompassing social media presence in Facebook, Flickr, Youtube as well which is really surprising.

Do the numbers really add up? I think no (Since March 2008, for 100 updates, it means JUST 3 tweets per week). I am just happy to see brand:that too in India, trying out web2.0. I don’t know whether they have a dedicated person from the organization sitting behind these avenues or is it some retailer doing this (in that case it becomes all the more intriguing).

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1 Response to "Brands using social media"

Good Post!

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