Brands in our weekly look at Facebook campaigns made some excellent use of Places integrations. Giving out free stuff (airline tickets) continued to be a popular Page growth method, and charity attracted thousands of Facebook Likes.
We’ve excerpted two of the campaigns below. You can see the full week’s coverage in the Facebook Marketing Bible, which also includes detailed breakdowns of dozens of other featured campaigns by top-performing brands and businesses on Facebook.
Coca-Cola’s Recycling, Places Campaign in Israel
Goal: Network Exposure, Brand Loyalty, Product Purchase
Core Mechanic: In Israel, Coca-Cola distributed 10,000 recycle bins across the country and assigned each one a Places page on Facebook.
Method: The company encouraged users to check-in to the bins as they recycled, as well as upload photos of themselves interacting with the recycle bins, and eventually crowned a Recycling King for being the most active. Though it might be somewhat awkward to check in to a recycling bin, the campaign trades on users wanting to tell their friends that they are helping the environment.
Impact: The campaign made good use of user-generated content and, since Coca-Cola is one of the biggest brands on Facebook, likely received exposure across networks in that country. The campaign will help improve Coca-Cola’s public perception as an environmentally conscious company, and make users feel that interacting with the brand on Facebook has a positive impact on the world.
Qatar Airways’ Be Where You Want To Be Contest
Goal: Page Growth, Engagement, Brand Loyalty, Product Purchase, Network Exposure
Core Mechanic: The Like-gated promotion allows users to enter to win free airline tickets on the Page.
Method: In order to celebrate recently offering 100 worldwide destinations, the airline is giving users a chance to travel on Qatar Airways by answering questions on thePage, using clues from videos. By offering valuable prizes that connect directly to the brand’s identity, Qatar Airways can position its own services as something to be desired.
Impact: Thus far the Page has grown to 162,300 Likes and the contest still has a week to go.
How are top brands in the industry designing their Facebook marketing campaigns? See the Facebook Marketing Bible for detailed breakdowns of dozens of Featured Campaigns by top-performing brands and businesses on Facebook.