Tag: twitter profiles

KLM Surprise

KLM launched a great Social Media Customer Engagement campaign which involved monitoring people who check in via foursquare for flights or tweet about waiting to board the next KLM service, and they called it “KLM Surprise” as their aim was to bring random surprises and happiness to the boring wait for flights.

Once the customer was chosen for the KLM Surprise, the team would then come up with the perfect (small) gift based on the customers various social networking profiles. The gift would then be hand delivered to the surprised customer at the airport gates.

Greeting your customers and thanking them for visiting your business after they’ve checked in is, of course, a best practice for any company using foursquare, but KLM Surprise takes it to a whole new level. The personal touch that’s exhibited through each of the interactions shows that the KLM team is really looking to make peoples days while they’re traveling, and that goes a long way to “spreading happiness”.

Yellow Chocolate

The Yellow Pages Yellow Chocolate campaign in New Zealand has been recognised with a Gold Titanium/Integrated award, a Gold Media Lion, and a Bronze Cyber Lion at Cannes International Advertising Festival 2010.

The campaign began in August 2009 with a call for video entries for a mysterious quest of ambition. 28 year old surfer and actor Josh Winger was chosen to design, market and distribute a chocolate bar that tastes like the colour yellow, and to use only companies listed in the Yellow books, both online and mobile, in the process.

So Josh proved Yellow can help an ordinary bloke get an extraordinary job done. His was the fastest selling chocolate bar in New Zealand in ten years. People were paying $2 for what was actually a piece of direct marketing. Supermarkets were sold out and the bars were traded online for up to $320. There were 80,000 followers online, 16,000 Facebook fans, 800 Twitter followers. It was the most talked-about campaign in New Zealand with 61% recall and 27% of people talking about it in everyday conversations. Online usage grew by 9%.

Jeep Puzzle for Twitter

Leo Burnett Iberia is running “Jeep Puzzle”, a first of it’s kind online action that turns the microblogging platform Twitter into a real playground.

The competition invites users to complete puzzles using several different images from Twitter profiles. Each puzzle represents landscapes which only Jeep can access. Users who complete any of the puzzles can win prizes including T-shirts with the exclusive Jeep Icon design.

Leo Burnett Iberia created more than 371 Twitter profiles in order to include all the puzzles and their pieces. Ten main Twitter profiles each follow 36 profiles!

  • @waterfallpuzzle
  • @beachpuzzle
  • @desertpuzzle
  • @mountainspuzzle
  • @icebergpuzzle
  • @forestpuzzle
  • @snowpuzzle
  • @volcanopuzzle
  • @rockspuzzle
  • @cavepuzzle

Why this worked on Twitter

The clever part is that the “platform limitation” became the mechanic. Instead of treating Twitter profiles as static identity pages, the campaign used profile images as modular puzzle tiles. Following connections became navigation. And discovery became play.

It also kept the brand role tight. Jeep did not need to explain features. The landscapes did that. Each completed scene stood for the places “only Jeep can access”, and the reward system (exclusive Jeep Icon T-shirts) made participation feel earned.

What to borrow for social mechanics

  • Build the experience out of native objects. Here it is profiles and following.
  • Make progress visible. Every solved piece changes what the user can see next.
  • Let the content carry the brand promise. The landscapes are the message.

A few fast answers before you act

What is Jeep Puzzle?
It is an online competition that turns Twitter into a puzzle playground by spreading puzzle pieces across multiple Twitter profile images.

How do participants play?
They complete puzzles by navigating across profiles and assembling the images that form Jeep-accessible landscapes.

How many profiles were created for the campaign?
More than 371 Twitter profiles were created to host the puzzles and their pieces.

What are the main puzzle hubs?
Ten main Twitter profiles each followed 36 profiles, grouped by landscape themes like waterfall, beach, desert, and more.

What could players win?
Prizes included T-shirts featuring the exclusive Jeep Icon design.