A solid digital PR campaign can do wonders for a brand’s exposure and customer engagement, but a lot of work goes behind making that happen.
The Major League Baseball Fan Cave generated nearly three times as many media impressions in 2012 (4.4 billion vs. 1.5 billion in 2011) compared to 2011, and its social media impressions grew by a whopping 730% (1.7 billion vs. 230 million).
The Cap’n Crunch brand, with the help of agency HUGE, was able to capitalize on a Reddit item saying Cap’n Crunch was not a real captain, using the online “controversy” to boost the brand’s online presence and garner international media coverage.
Through a 3D texting and driving simulator, AT&T, with the help of FleishmanHillard, has seen its “It Can Wait No Texting While Driving Movement” gain significant momentum among teens; for example, more than 1.6 million have taken the pledge to not text while driving at ItCanWait.com and through Facebook, Twitter, simulator events and text-to-pledge initiatives.
Cone launched The Nature Valley Trail View—a digital platform offering 300-plus miles of immersive content for three of America’s most iconic national parks—at South by Southwest Interactive 2012 with the help of Mashable, inspiring unusually positive social media chatter for a CPG company like General Mills.
The Western city of Chengdu is not high on the list of must-see destinations in China. To change that, Ogilvy & Mather took to Facebook and leveraged the iconic and lovable giant panda.
HGExpo’s New Online Home & Garden Show site was designed to connect consumers searching for innovative home improvement ideas with the top local professionals who can make those ideas real, leading to eight to 10 new exhibits sold per month in the months subsequent to launch.
The goal of AT&T’s Insider Mobile application was to create a customizable digital workspace aimed at improving productivity and information sharing anywhere employees need to do their job—and do it quicker and more efficiently; with the help of FleishmanHillard, there have been a total of 12,880 installs and it has been downloaded the most by frontline employees, the target demographic for the app launch.
The Mastercard Conversation Suite is a Web-based analytics tool supported by a global team of social experts that monitor, analyze and engage in conversations around the world 24/7; since implementing the Conversation Suite in May 2012, MasterCard has dominated the emerging payments dialogue, driving a 400% increase in online engagement within three months of the platform’s use.
Royal Caribbean’s response following the Grandeur of the Seas fire—which included leveraging social media— kept media coverage balanced during the incident. For a week following the fire, there were more than 950 mainstream media pieces, 58.6 million impressions from Twitter and more than 3,375 Facebook posts—with 93% of the media coverage of the fire being either neutral or positive.