A Rundown of UPS’ Social Media Iinitiatives

UPS Regifter Application: UPS executives created a Web application on Facebook and www.upsregifter.com in which users could “regift” virtual presents to friends and family.www.upsregifter.com

The initiative was originally conceived as a fun holiday promotion, says UPS PR manager Debbie Curtis-Magley. “We actually ended up getting some notable media coverage because people saw it as a free, environmentally friendly way to give gifts during the recession.”

UPS NASCAR Sponsorship: UPS has leveraged social media to up the engagement factor of its NASCAR sponsorship. Web video clips of its NASCAR ad campaign, a dedicated Web site (www.racing.ups.com) complete with a blog and social media news releases round out the list of touch points and reassert UPS’ reputation as a customer-centric company.www.racing.ups.com

UPS’ Delivery Intercept Product Launch: When UPS launched Delivery Intercept, a feature that allows customers to intercept, redirect or hold packages through an automated shipping/tracking system, the company’s executives paired it with a YouTube video contest around the complementary theme of football.

They invited consumers to submit videos of their most impressive amateur football interception; the winner took part in a celebratory tailgate party with former NFL quarterback Archie Manning and received $25,000 cash and a $10,000 donation to the amateur football team of his choice.

“It was a great way for us to talk about the product, and to create relevance and interest among potential customers,” Curtis-Magley says.

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