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The 8 best social media campaigns of 2012

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"America's Got Talent" YouTube submissions

Thanks to Jackie Evancho's YouTube entry to "America's Got Talent," the show wanted to enable people to audition for the show on YouTube for real. Here's how the campaign was implemented:

Users can now submit their video entries through the show's mobile app, YouTube channel, NBC page, or Facebook page. They are then judged and deemed worthy (or not) to compete live on the show.

Why this is one of the best social media campaigns of 2012:
This campaign crosses online and offline participation in a way that makes sense. Videos are highly shareable, and when users see videos, they begin to build relationships with the subject of the video and might be more likely to follow along on the television show. Furthermore, opening up entries to all Americans (who have a YouTube account or a way to share videos) ensures that the show is authentic and gives everyone a chance to compete.

Lauren Friedman is manager of community engagement at Adobe Systems.

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Comments

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.