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Top 10 Social Media Initiatives 2012 (Video)

Top 10 Social Media Initiatives 2012 (Video) Rick Mathieson

This list may spark a Twitterstorm all its own.

We know some people are going to disagree with our list.  Indeed, in some quarters, the fact that we didn’t include Kony 2012 is going to be enough to send some in the socialsphere over the edge.

It is, after all, arguably the most astonishingly successful social media effort ever. And everyone (everyone) is reverse engineering the campaign to see if they can replicate it.

It’s just that ultimately (again, don’t hate), we found certain aspects of the effort unsettling for

reasons we haven’t quite taken the time to fully puzzle together in our own minds.

But the other, far more important reason: This particular list is for brand-oriented social initiatives

versus cause-oriented efforts (or political, for that matter - which would have resulted in the Obama campaign's inclusion on our list this year).

And in that regard, like a few of our Top 10 lists so far this year, it is one that is dominated by Coca-Cola. It's no wonder the brand has been named the 'Creative Marketer of the Year' for the 2013 Cannes Festival.

So: Here’s our list. If you disagree, make your own list and share.

10. Social Media Street Fight: Duke It Out for Your Dream Mustang

Mustang’s not horsing around when it comes to social media.

9. ‘Dance Cam’ Mobile App Lets You Create Music Videos on Phone, Share & Vote Via Facebook

Not only fun, but serious blackmail material, too.

8.  Pepsi Next Internet Taste Test

Move over social celeb-crazy

Old Spice Guy. Comedians in this campaign impersonate consumers who Like the brand, based their sure-to-be-embellished Facebook Profiles

7. Dove Lets You Give Facebook Ads A Makeover

Turn downer beauty ads that feature negative or unrealistic imagery into uplifting ads that eschew beauty industry stereotypes.

6. DKNY Fakes Social Buzz to Spark The Real Thing

Why go to all the trouble of building social media buzz when you can just fake it and achieve the same thing?

5. 'Unpretentious' App: Mitsubishi Drives Down Your Most Obnoxious Facebook Friends

Obliterating your most annoying Facebook friends? Yeah, there’s an app for that.

4. Let’s Eat Together: Coca-Cola Happiness Truck

A new twist on sharing a Coke and a smile.

3. Project Re:Brief from Google & Coke

A mobile-meets-social take on Coke’s classic “Hilltop” spot. Oh, and winner of the 1st ever

Cannes Mobile Grand Prix.

2. Mercedes Launches ‘You Drive’ – A TV Campaign You Drive, Via Twitter

Call it a crowdsourced cliffhanger

1. Coca-Cola’s Polar Bears React to Super Bowl (Even Other Ads) Live Via Social Media

Brought the ad bowl to a whole new level of social interactivity.  Oh and attracted 9 million viewers who spent an average of 28 minutes with the brand.

Rick Mathieson is an award-winning writer, author, speaker and frequent media commentator on marketing in the digital age. Heralded as “a strategic marketing expert” by Harvard Business School”s Working Knowledge, his insights on postmodern...

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