Earlier this summer, General Electric combined the ever popular video streaming app, Periscope, with a drone to launch #Droneweek in attempt to attract a younger generation and educate consumers on their continued efforts in innovation. The weeklong social initiative gave followers a behind the scenes look at GE facilities, jet engines, and wind turbines, and provided expert commentary and interviews by GE’s scientists and technologists. Understanding today’s media landscape and the need to be where there is an audience, the forward thinking brand has been an early adopter to social media platforms with a presence also on Facebook, Vine and Snapchat.
It’s hard not to talk about Oreo in the context of killing it in social media. The brand notoriously made a slam dunk during the super bowl black out when their “You can still dunk in the dark” tweet went viral. Since then the brand has kept consumers captive with their witty snack-sized social content. They even launched a Snack Hack Vine series, which tossed aside traditional lengthy recipes and went for 6-second innovative creations like Oreo popcorn, frozen pops, and cookie cubes for your iced coffee. The brand’s how-to videos take the traditional cookie into a world of possibilities.
Takeaway: The brand engagement lifecycle now has lengthened thanks to social media. It’s becoming the new brand currency for consumer connection. Identify opportunities that open the door to your brand and provide consumers with entry.
Photo credit: Engagdet