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What’s Buzzing: Fan-inspired Spots, Gear Dispensing Vending Machines & More

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Earlier this week Apple made headlines in announcing its acquisition of rising music brand Beats Electronics for $3 Billion. Not only did the acquisition get news outlets talking, but it also incited brands to get in on the conversation. Denny’s was one brand that made the most of the opportunity, tweeting a play on words that alluded to the big news. Read on for more updates from this week.

Westin Hotels and Resorts Promotes Wellness
In an effort to promote its year-long wellness campaign and National Running Day (June 4), Westin Hotels and Resorts launched a Twitter activated vending machine that dispensed New Balance running gear. In order to get the gear, guests had to tweet, “I want to run with @Westin” along with their size and gender. The machine then dispensed free socks, shoes, shorts and a shirt to lucky recipients (as well as a sports bra for women).

Photo via Digiday

Beverage Brands Use Fan-submitted Content for TV Spots
Brands are finding more and more ways to connect with fans and utilize their user generated content. Beverage companies Coca-Cola and Miller Lite for example are giving fans a chance to be included in their television ads. Coca-Cola premiered a TV-commercial last week which was comprised of video clips that had previously been entered into a contest, and which showed teens talking about what it feels like to take a sip of Coke.

Similarly, to create content for a TV spot airing in August, Miller Lite is inviting fans to share pictures of themselves with the product on social using the hashtag #ItsMillerTime. To introduce the campaign, the brand created a short video depicting enjoyable summer activities (with Miller Lite) and touted the summertime as “the most wonderful time of the year.” “Show Us Your Miller Time” will be promoted on Twitter and other channels such as Facebook and YouTube.

TV Shows Expand Social Usage
Earlier this month the Netflix series, “Orange is the New Black,” announced it was coming back with another season via the Instagram account of one of its leading actresses (Laura Pepon). Now the show is leveraging social to rally its fans for its upcoming premiere (June 2) by sharing teaser clips on its Facebook and Twitter channels. NBC’s “Rosemary’s Baby” also recently used social to effectively connect with its audience by tapping into the teen-focused platform Whisper. Targeting a younger demographic, and allowing for fans to post comments anonymously, the medium makes sense for the 2-part miniseries.

Photo via Lost Remote

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Cover photo via New Balance