Forrester Groundswell Awards: Energizing

BklynMuse: Remixing the Gallery Experience with a Mobile Guide Powered by People

By Brooklyn Museum

BklynMuse is a mobile web app that engages visitors with a community-powered recommendation system for the objects on display in the Brooklyn Museum galleries. As visitors move through our galleries, they can use their mobile device to recommend objects to other visitors. Based on the recommendations each visitor gives it, this muse will crunch the collective data and present suggestions as the user moves from room to room. The guide also gives access to our cell-phone audio stops and our YouTube videos, but the real power in the device comes from visitors sharing their own takes in our galleries. Essentially, BklynMuse is an ever-changing, Choose-Your-Own-Adventure-style gallery guide designed to complement the more structured museum experience.

This is one of a series of things we have implemented to bridge both the online experience with the in-person visit and it is a next step in the development of the online presence we created for our collection last year, which won a 2008 Groundswell Award (http://tinyurl.com/bklynaward08). In the case of BklynMuse, Posse members (http://tinyurl.com/bklyn1) get their recommendations saved to their profiles for future reference—think of it as bookmarking your favs on the go in the gallery and then being able to access them later (http://tinyurl.com/bklyn2). In addition, using our collection online, Posse members can create sets of objects (http://tinyurl.com/bklyn3) and annotate them—when they come into the gallery and start using BklynMuse their sets will be right there waiting for them on the device. Those same sets can be shared and featured for other visitors, so the visitor's voice may be highlighted for all to see.

Through the aggregation of data provided by many visitors and their individual tastes, the guide is designed to grow more intelligent as more visitors use it and more data is supplied. Eventually, the data generated by visitors using the guide in-house will be exported back into the collection online to form a recommendation system on the Brooklyn Museum Web site.

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(13 votes)
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SocialVibe and TNT's HawthoRNe

By SocialVibe

Turner Broadcasting's TNT network launched a new original series called HawthoRNe. As part of the launch plans, TNT wanted to generate online buzz and conversation around the medical drama, with a specific focus on social media. Getting people to talk about a program they haven't seen posed a significant challenge.

SocialVibe designed a campaign that not only provided the series exposure across major networks but also provided an engaging opportunity for people to interact with the brand and generate discussions with their friends. And rather than paying people to publish ads, SocialVibe provides individuals with the added benefit of making a donation to a charity of choice when interact with branded engagements and invite their friends to do the same.

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(1 vote)
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Intuit Social Campaigns Inspire Consumers to Spread the Word

By Intuit Inc.

In order to continue to grow its business by increasing brand awareness and acquire new customers, Intuit created new ways for people to engage with its flagship brands.

The Small Business United campaign and TurboTax SuperStatus contest created new opportunities to energize promoters, connect them with others like them to share their experiences and to amplify their voices across social networks.

Intuit's Small Business United campaign brought America's entrepreneurs together to help fuel their growth by providing free products, services and resources that enable them to attract customers and save and make money.

Intuit's Consumer Group launched the TurboTax SuperStatus contest, engaging consumers across Facebook, MySpace and Twitter by asking them to use their status updates to answer a series of questions. Contestants were judged by the creativity of their responses, relevance to the question and ability to get the word out on social networks. The winners received more than $100,000 in cash and prizes, with a $25,000 grand prize.

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(6 votes)
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Coke Zero turns private online community members into evangelists

By Passenger, Escalate and Coke Zero

Coke Zero established a goal of handing out 15 million cans of the product through a national sampling campaign. To accomplish this ambitious goal, the Coke Zero team tapped into the minds of their target consumer for insight and to develop enthusiasm and word-of-mouth advocacy. Through an open dialog with their core customer via their Passenger-powered online community, not only was Coke Zero able to increase brand enthusiasm and word-of-mouth among community members, but they were also able to garner great feedback that helped establish the sampling event concept, on-site execution tactics, and the functionality of the sampling website.

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(7 votes)
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Falling in love with Gain

By Resource Interactive

We are using digital channels to find the brand's most prized consumers "Gainiacs"and give them more reasons to purchase, love and evangelize for the brand. It started by creating a database of consumer contacts so we could talk to them. Then we created a new web site that is better suited for engaging and activating them - housing and highlighting consumer content like letters, product reviews and stories, as well as adding more games, polls and quizzes. After learning that Gainiacs are frequently active on MySpace, we introduced a clothesline game that lives there (and will grow to other social networks), where consumers send clothes, stains and Gain detergent to each other's lines along with playful messages. With each initiative we created opportunities for Gainiacs to get something special - content, games, samples - and share something with their friends.

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(1 vote)
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HP dv2 Word-of-Mouth Marketing Program, Summer 2009

By Ivy Worldwide

For eight weeks from June through August of 2009, HP, Microsoft, the NBA and Ivy Worldwide teamed up for a three-phase marketing campaign designed to raise awareness and drive sales of the HP dv2. All three phases worked together to highlight the capabilities of the dv2 and Windows Vista.

First, 23 influential sites drove traffic to an HP/NBA microsite via an exclusive contest offering travel, accommodation and tickets to the 2010 NBA All-Star game, with winners announced during the 2009 NBA Draft. Next, HP provided 24 online influencers with a dv2z, prompting them to capture and share their real-world use of the notebook through video, photo and textual editorial, which created and still fosters dialogue around the influencers’ review of the product. Finally, three sites hosted dv2-fueled parties in urban locations across the US at venues near college campuses, allowing the primary target audience -- college students -- to engage with the Windows Vista multimedia functionality delivered on the dv2. This final phase is especially notable given the mixed reviews received by Windows Vista, in combination with the fact that the product is on the cusp of being eclipsed by Windows 7. Nevertheless, the entertainment capabilities of Windows Vista on the dv2 received positive public treatment.

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(14 votes)
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LG Electronics Amplifies Customer Voice with Video Reviews by ExpoTV

By ExpoTV

ExpoTV, a leading digital word-of-mouth company, developed a user-generated video platform to support LG’s corporate goal of progressing and accelerating the buying process from both prospective and existing LG customers. ExpoTV taps into its robust community of consumers to share their experiences with products in video.

LG wanted to tap into the power of social media and authentic user-generated video by engaging with Expo community members who identified themselves as LG product owners. In fact, LG is the first consumer electronics company to solicit for and incorporate video reviews on their website. ExpoTV provided LG with a platform to enable conversations with its current customers, advocates, and loyalists, which strengthened connections to the brand.

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(1 vote)
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Trickle up to Trickle Down: How Conversations Built GoGirl

By Risdall Marketing Group

During the summer of 2008, FemMed Inc. came to Risdall Marketing Group looking for an agency that would take a chance and launch an eyebrow-raising product named "StandUp" that enabled women to go to the bathroom standing up whether they were camping, just had back surgery or were pregnant.

The product had been developed and redeveloped off and on for 10 years. FemMed came to RMG looking for guidance on marketing a product that was not only of a sensitive nature, but one that addressed a difficulty most women didn't even recognize as a problem. Over the course of the next six months, RMG gave StandUp a total brand makeover from which emerged "GoGirl," the female urination device (FUD) for women who don't take life sitting down.

GoGirl launched at the Minneapolis Women's Expo on Jan. 16, 2009, and during that make it or break it weekend, GoGirl was the most trafficked booth - getting rave reviews from everyone from female pilots to a Minnesotan beauty queen. From there, GoGirl has never looked back.

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(1 vote)
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Coca-Cola Celebrates Its Fans on Facebook

By The Coca-Cola Company

The Coca-Cola Facebook Fan Page was created for Fans by Fans, and we asked the Page Creators to stay involved, help grow the Page, and connect with other Fans. We take this collaborative “Fans First” strategy seriously, allowing Fans to supply most content & discussion points on the Page. We solicit content from Fans and highlights Fan favorites. Every time a Fan posts new content or “likes” or comments on Coca-Cola content, it publishes to the Fan’s own Wall and Feed and extends across his or her friend networks to reach many Non-Fans. Non-Fans see their Friends’ interactions and are motivated to sign up as new Fans and declare their love of the Coca-Cola brand, energizing the community around our iconic product. To meet the unique challenge of marketing to Fans globally and locally, we continue to innovate by developing exclusive content and proprietary solutions such as assets on the Page that can be targeted locally, Creative Commons, a Brand Tab, a Feeds Tab, and the Fan Box.

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Ethan Allen

By Organic, Inc.

Ethan Allen’s home furnishings ecommerce site needed to be made more
comprehensive in its offerings and functionality. We started the project the
way we usually do, by conducting formal in field research. We went into
their showrooms, opened cabinets and looked under their rugs. We found that
Ethan Allen doesn’t sell furniture—they offer an interior design service.
Their consultants create mood boards with swatches and photo clips, go to
clients’ homes to measure rooms then design floor plans. Our goal was to
bring this real world experience online. On Ethanallen.com, users can
create a room plan using Ethan Allen furniture, assemble idea boards with
products, swatches and their own photos, flip through design “books”, and
shop the showroom. They can share their inspirations with a design pro who
will collaborate with them via phone or email for free. Registration saves
users’ creative efforts and allows Ethan Allen to make relevant cross-sell
suggestions. It’s an ecommerce site that creates a true brand relationship.

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(1 vote)
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Jeep Experience

By Organic, Inc.

Car shopping is a social activity. Consumers trust what others have to say about a brand more than what a brand says about itself. And 87% of consumers trust friends’ opinions over those of what they have read.

Jeep is a social brand. Our greatest assets are Jeep owners. While many advertisers go out of their way to build online communities, we didn’t have to. It already existed in social media channels. Our job was to leverage existing content in a way that allowed customers to evangelize the Jeep brand to other customers.

We found over 160,000 photos on Flickr and 31,000 videos on YouTube tagged “Jeep” and a disproportionately higher number of Jeep fans on MySpace, Facebook, About.com, Meetup.com and Yahoo Groups versus other brands. So we created a space called “Jeep Experience” on Jeep.com to showcase this Jeep 2.0 phenomenon.

The Jeep Experience is a social media portal that highlights the best of user-generated content from Flickr and YouTube. It also features links to owner groups, a calendar of local events, and original games and content. We maintain contact with the Jeep community-at-large through official Jeep fan pages on Facebook, MySpace, YouTube, and Flickr.

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(13 votes)
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TAG Body Spray Changes the Game with Social Integration and Branded Entertainment

By imc2

To launch its new line of celebrity-inspired scents, TAG and imc2 created a unique digital experience blending the traditional branded website with social content, branded entertainment and earned media opportunities. Looking to make a splash in a competitive category, TAG leveraged social media and word of mouth activities to drive awareness and engagement with the brand.

Activities and outreach focused on a select group of individuals that represent creators, influencers, and the leaders of their social circles. By partnering with celebrity personalities from the sports and music world, the brand extended its reach and tapped into the power, influence and networks of the celebrities to energize its fans.

Celebrity-studded events like the kickoff party and a partnership with Rob Dyrdek's Fantasy Factory allowed TAG to produce and deliver share-worthy content to an engaged network of supporters.

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(8 votes)
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Energizing Norton Advocates

By Zuberance

Symantec, the security software company, has energized Advocates of the Norton consumer brand to spread positive Word of Mouth and increase sales. This is one of the largest and most successful examples to date of how a company can turn its highly-satisfied customers into Word of Mouth machines.

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