During the 2012 European Championship, Nike worked with their agency DoubleYou to conduct a real-time social media monitoring campaign that captured the conversations relating to Spanish football players sponsored by Nike. The data collected was then tabulated in the backend and the players were assigned points. These points were then displayed to the fans via a custom Facebook app. At the end the leading player was set to bear Nike’s message of “My Time Is Now”.
And the player was…
Canadian Tire a retail store in Canada wanted to re-energize the Christmas spirit in the hearts and minds of their consumers, and maintain its position as Canada’s leading Christmas Store.
So to help light up the holiday season and spread Christmas cheer, Canadian Tire and Tribal DDB Toronto launched a first of its kind, 30-foot tall Christmas Tree, wrapped with 3,000 individually programmed LED lights that were powered by the nation’s collective online Christmas spirit.
Social media monitoring tools were used to scour blogs, forums, social networks, and news sites for posts and messages containing a variety of Christmas keywords, and then proprietary lighting software was used to visualize this data as lights on the tree… 😎
