The 8 best social media campaigns of 2012

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British Midland International's (BMI) Pinterest lottery

The goals of the campaign were to drive awareness to the newly created Pinterest account for BMI and incentivize users to pin destination photos to BMI's boards (thus creating a large amount of user-generated content). Here's how the campaign was implemented on Pinterest:

Destination boards were created on BMI's Pinterest account. Each board contained exactly nine pins that each had a unique number on them (1-9). Each week, a number would be chosen at random. Everyone who had re-pinned the image that corresponded to that number was entered into the drawing. A winner was chosen at random, and the prize was a round-trip ticket from any BMI destination.

Why this is one of the best social media campaigns of 2012:
BMI used Pinterest exactly the way it is meant to be used -- to encourage the sharing of images. BMI capitalized on the natural action taken by Pinterest users (re-pinning) and created an incentive to re-pin. Travel and destination photos are highly popular on Pinterest, meaning the campaign reached the target demographic of not only BMI but also of Pinterest.

Source: Social Media Examiner



laura sweet
laura sweet December 25, 2012 at 5:42 PM

All interesting creative ideas and executions for the most part. But what I'd like to know is did these efforts increase their brand awareness? or the number of loyalists/followers/pinterest members or facebook group members? Or affect sales in any way?

I had never actually heard of any of these with the exception of Nike's and I am a member of all of the social networks and platforms on which these ran.

It'd be great to have some actual statistics.

dave adox
dave adox December 19, 2012 at 2:35 PM

Love these, especially Honda, which leveraged a great tactical insight, and also Grey Poupon with a creative one. Sephora on the other hand must have generated tons of fake fans by giving away prizes with such mass appeal - I would have advised something more relevant to its customers.

Miglena Nedelcheva
Miglena Nedelcheva December 12, 2012 at 2:50 PM

I like Dollar Shave Club's video and America's Got Talent YouTube submissions. Both campaigns are viral.