In this conversation, I speak with Jennifer Jackson Luth, Senior Manager of North American Corporate Affairs at Wrigley, about a Facebook application for Orbit gum that captures and amplifies fan brand engagement.
An online tool pulls users unique numerical Facebook data to create artistic representations of their Facebook life… on a pack of gum. Once designs are generated, fans have the ability to enter it and campaign for votes for a chance to see their pack on store shelves.
Yes, it’s cool creative. As impressive is how this contest is part of a continuum of cross-platform marketing programs, all revolving around the Orbit brand. Luth offers frank responses to my questions about internal buy-in, success metrics and other issues that haunt many marketers.
Takeaways on the Orbit Gum Spotlight Series Facebook Contest
- Customer relevance
- Similarities between social media channels and other marketing media
- Brand integrity
this convo is sponsored by
Convo at the PowWow is presented by Social Media Today, offering the Web’s best thinkers on business and public policy. Social Media Today is a rapidly-growing community of blogs, webinars, e-books, moderated Tweet chats and other digital content. The community currently includes more than 1,800 bloggers and 100,000 registered members, attracting about 700,000 monthly visits.
Vitrue, an original Facebook Preferred Developer Consultant, is the leading social marketing platform facilitating relationships between brands and their fans across multiple social networks via its software-as-a-service solutions. Social marketers and agencies world-wide use Vitrue’s Social Relationship Management (SRM) platform and its Publisher, Tabs, Shop and Analytics products.
Brandwatch is one of the world’s leading social media monitoring and analysis tools, with offices in the UK, US, Germany and Brazil. Global brands and agencies use our tool to cut through the noise on the social web and find the conversation that matters, empowering decisions that improve their business.