social media
MBB helps Consumer Reports put auto reliability “to the test.”
You might be wondering what an ad agency could possibly know about car reliability. Actually, a lot, thanks to our friends at Consumer Reports.
About this time every year, CR publishes a reliability study, in which they survey drivers to find out which car brands, makes and models they consider the most - or least – reliable. MBB got to wondering if we could leverage that content via social media and create greater interaction and more sharing.
What we came up with was a Facebook-based Moto Quiz, where people could test their auto IQ by picking which cars they thought ranked most reliable in CR’s study.
The Moto Quiz lives on CR’s Facebook page, so sharing the quiz with friends is easy. A leaderboard keeps track of top scores and offers viewers a chance to compete with friends.
It’s actually just one of the many ways we’ve been helping CR refresh their brand image and chip away the old perception that Consumer Report is “my dad’s magazine.” By making CR “more fun” to interact with, we’re exposing their core value to a younger audience and adding new relevancy to CR’s content.
By the way, the quiz is still up and running, so if you think you’ve got the car smarts to tell a peach from a lemon, head on over to CR’s Facebook page.
Check it out here. 1 2
Consumer Reports gives MBB the keys to stir up a little Moto Madness.
When we first started working with CR, one thing we heard a lot from consumers was that they thought of the brand as “their dad’s magazine.” With the onslaught of online reviews and user blogs, people had kind of moved on in a way, thinking of CR as sort of stodgy and, well, not very fun. Thing is, CR’s unbiased reviews and ratings are especially relevant today because there are so many “opinions” out there. CR just needed a fresher way to reach out to younger, digitally active audiences.
Here’s one of the latest ways we’re helping them do that. It’s called Moto Madness. It was an online bracket-style challenge we set up to coincide with the NCAA tournament. The contest pitted some of the latest cars CR had tested against each other. People could visit a microsite and vote, bracket by bracket, on their favorites, and interact with other car-related content from CR.
Car blogs and auto enthusiasts started picking it up, then car clubs got in on the act, spurring brand devotees to vote for a particular model. It sparked a lot of new conversations and generated some fresh perspectives on an old brand. In fact, one car blog even celebrated that “Consumer Reports actually does something cool.”
Certainly not something they’d say about “your dad’s magazine."
Oh, and if you’re curious, the Chevy Corvette took top honors. Go USA!
See more? Microsite| Facebook
Hallmark Hall of Fame – Lost Valentine Contest I
Betty White is white hot nowadays. Everyone loves her and she’s in peak demand. So when Hallmark Hall of Fame told us she was starring in their upcoming presentation of The Lost Valentine, we got together and created an online contest around Betty. The goal was twofold – to generate buzz about the movie and to increase fans on Hallmark Hall of Fame’s Facebook page, where the contest was announced. One winner would win a day on the set of The Lost Valentine and get to meet Betty. To enter, viewers had to ‘like” HHOF. Then they were directed to a microsite to enter. After the contest, HHOF had more than 9000 new fans – a 564 percent increase, with an average of 520 new fans every day. Just as importantly, wall posts, “likes” and comments dramatically increased awareness of both HHOF and the movie debut.
See more? Microsite | Facebook Post
Chinet – Coffee Calculator
If you’re like a lot of us, you probably don’t think too much about all that money you’re spending every day at the local coffee shop. Well, Chinet thinks we should. So they asked us to develop a Coffee Calculator that could tell coffee drinkers what they spend every year on all those cups of joe. Then we show them how much they could be saving by using Chinet’s Comfort Cup and brewing their own. Participants are given a chance to register for a free Kuerig Coffee Maker, and are encouraged to join Club Chinet for a $1 off coupon. They’re also encouraged to share the experience via Facebook.
See more? Facebook Tab | Contest Page
Hallmark Hall of Fame – Lost Valentine Contest II
Based on the overwhelming success of the first Betty White contest, we decided to follow it up with a second one, to coincide with the movie’s debut. Our goal was to get more people actually watching the movie and, again, to increase fans on Facebook, This time, we asked fans to pre-register for the contest, prior to the movie’s debut. They then received an email, reminding them to watch the premier. The email also contained five trivia questions about the movie. After the movie, fans were encouraged to go to a new microsite and take the quiz to be entered in the contest. The winner received a signed Valentine from Betty. The contest netted another 2,100 Facebook fans – a 15+ percent increase. And for the record, 1,117 fans answered all five quiz questions correctly.
See more? Microsite | Facebook Page | Email
