Tag: facebook campaign

Facebook integration at the Coca Cola Village

A teenager enters Coca Cola Village in Israel wearing a wristband that carries their Facebook credentials. Each time they swipe at an attraction, their Facebook status updates instantly with what they are doing. The village behaves like a live social feed, powered by real-world actions.

The activation. Turning an event into a live Facebook layer

Publicis (E-dologic) and Promarket develop an experiential event for Coca Cola Israel that syncs everyone who participates with their friends on Facebook in real time.

How entry works. Caps plus friends

The Coca Cola Village 2010 event runs through Facebook. Teenagers collect 10 Coca Cola caps, plus eight friends who do the same. After registering online through Facebook, they receive exclusive entry.

How the wristband works. Swipe to post, shoot to tag

At the Coca Cola Village, participants set up a special wristband designed to securely hold their Facebook login and password. Every swipe triggers an immediate status update about what they are doing at the event, keeping friends up to date as it happens. The wristband also enables automatic tagging of photos taken at the village.

The scale effect. When participation becomes publishing

The event holds 650 teenagers a day. With seamless Facebook integration, they generate 35,000+ posts per day across three days, totaling 100,000+ posts for the event.

Why this works. Social actions move from screen to space

This is what “integration” looks like when it is not a logo on a wall. The social network becomes a behavior layer inside the event. The wristband reduces friction, the swipe makes publishing physical, and the photo tagging closes the loop by spreading proof of participation back into the feed.

A few fast answers before you act

What is Facebook integration at the Coca Cola Village?
An experiential event in Israel where an RFID-style wristband connects on-site actions to real time Facebook posting and photo tagging.

How do people get access?
By collecting 10 Coca Cola caps and eight friends who do the same, then registering through Facebook for entry.

What does the wristband do?
It securely holds Facebook login details and posts instant status updates whenever participants swipe at attractions. It also enables automatic photo tagging.

What is the reported scale of social output?
650 teenagers per day, generating 35,000+ posts per day across three days for 100,000+ total posts.

What is the transferable pattern for brands?
Make social sharing an outcome of physical participation, not a separate step. Reduce friction and tie posting to clear, repeatable actions.

Starbucks love project

At exactly 8:30 a.m. ET on Monday, December 7th, Starbucks joined forces with (RED) and creative agency BBDO to coordinate a global sing-along. Musicians worldwide performed The Beatles classic “All You Need Is Love” at the same moment, positioning the Love Project as a proof point for how connected the world is and how a small decision by one person can make a grand difference elsewhere.

The performances was broadcasted live via the internet from far reaches such as Gabon and Fiji, with participation spanning over 100 countries. The initiative raised money and reinforced awareness for Africa’s fight against AIDS, while giving people a clear way to take part in the solution.

The campaign. A global moment that lives online

The performance was streamed live online at starbucksloveproject.com and acted as the anchor moment.

Homepage of starbucksloveproject.com

After the live sing-along, people continued the campaign by going to the Starbucks website and uploading their own:

  • versions of “All You Need Is Love” videos
  • love drawing sketches

Each uploaded performance generated a donation from Starbucks to the cause, supporting (RED) and the Global Fund’s work.

The distribution layer. Partnering with Facebook

Starbucks partnered with Facebook to spread the message through the social network. The campaign was positioned as the largest global campaign ever for both Facebook and Starbucks.

The commercial layer. Turning participation into a product

The song was also commercially sold in stores on Starbucks’ Love CD, extending the fundraising and awareness beyond the live moment and the online uploads.

The scale signal. A record for global participation

A Guinness World Record was set for the “Most Nations in an Online Sing-Along,” reinforcing the Love Project as a massive organizational task that reaped the benefits of integrated marketing.

A few fast answers before you act

What is the Starbucks Love Project?
A global sing-along campaign with (RED), coordinated with BBDO, anchored by a simultaneous performance of “All You Need Is Love.”

How big is it?
It spans over 100 countries, with performances broadcast live online from locations including Gabon and Fiji.

How does participation continue after the live event?
People upload their own “All You Need Is Love” videos and love drawing sketches on Starbucks’ website.

How does it drive donation impact?
Each uploaded performance generates a donation from Starbucks to the cause, supporting (RED) and the Global Fund.

What role does Facebook play?
Facebook is the distribution partner used to spread the message and participation at global scale.

What else extends the campaign beyond the moment?
The song is commercially sold on Starbucks’ Love CD in stores.

Ikea’s Facebook Showroom

You see a photo of an Ikea showroom in a Facebook album. The caption is simple. Tag the product you want. If you are first to tag it with your name, you win the item. One photo turns into a race. One tag turns into a claim.

The challenge. Breaking through Facebook clutter

Facebook is getting cluttered with brands screaming about themselves. Forsman & Bodenfors from Sweden leans into the platform instead of fighting it. They turn a basic Facebook behavior. Photo tagging. Into the promotional mechanic.

The setup. A manager profile as the campaign hub

To promote the opening of Ikea’s new store in Malmö, Sweden, the campaign starts with a profile for the store’s manager, Gordon Gustavsson. With a small media budget, the experience is designed to spread through participation rather than paid impressions.

How it works. Tag to win

  • Gustavsson uploads pictures of the store’s showrooms into a Facebook photo album.
  • People browse the photos and tag the Ikea items they want with their own name.
  • The first person to tag a specific item wins it.

Why this works. Desire, speed, and public proof

The mechanic converts attention into action immediately. People do not just look at product photos. They interact with them. The tagging action creates public proof that others can see, and it naturally spreads Ikea products across networks without adding extra friction.

A few fast answers before you act

What is Ikea’s Facebook Showroom?
A Facebook campaign for Ikea’s Malmö store opening that uses photo tagging as a “tag first, win the item” mechanic.

What is the core user action?
Tag the product you want in the store manager’s photo album. First tag wins.

Who runs the profile and album?
The campaign centers on a profile for the store manager, Gordon Gustavsson, who uploads the showroom photos.

What makes it spread without heavy media?
Tagging is already a native Facebook behavior. Each tag is visible and shareable, so participation creates distribution.

What is the transferable pattern for brands?
Turn a native platform action into the promotional mechanic, and let the audience do the distribution through participation.