Case Study: Chrysler and its F-Bomb Tweet

Chrysler 200 ad

Chrysler’s Super Bowl ad introduced the new tagline for Chrysler, “Imported From Detroit,” as part of a brand positioning that the company is building around “The Motor City” and American values and pride. You can view the video here or below:

Now, take a look at this tweet below posted on March 9 2011 from Chrysler’s official Twitter account @ChryslerAutos:

I find it ironic that Detroit is known as the #motorcity and yet no one here knows how to fucking drive.

This was tweeted by a staff from NMS, Chrysler’s social media agency and this employee thought he or she was in a private Twitter account rather than Chrysler’s account. The employee was fired; so was the agency.

Getting into social media like Facebook and Twitter no doubt helps brand engage their fans and communicate with their customers; but, incidents caused by communication like this could be disastrous to big brands. How could you avoid this? Here are a few tips:

  • If your company has separate department for marketing and communications, get them to coordinate and cooperate with each other
  • Get dedicated resources to clear content before they get published in social media in a timely manner
  • Set up the process and make it technically impossible to publish posts without getting approval

No one can be absolutely certain no mistakes will be made; and once that happens, you will experience the dark side of social media. However, companies need to be bold enough to test and improve their social media strategy and operation process.

Case Study: London 2012 #1yeartogo Campaign on Twitter

London #1yeartogo Campaign

London launched a global Twitter campaign for 2012 Olympic and Paralympic Games, themed “1 Year to Go”.

The idea is simple but powerful. Anyone with a Twitter account can say whatever she likes to say with two hashtags, “#1yeartogo” and three-letter country tag like “CHN” for China.

#1yeartogo campaign tweets#1yeartogo campaign tweets

The Twitter campaign has got what’s needed, a hashtag to track the campaign and a contest to arouse mass audiences’ participation. The ranking of top tweeted teams makes it a “powerful” idea:

Top Tweeted TeamsTop Tweeted Teams

Olympics is about competition; the idea of competing for Twitter users’ own country makes them unite and spread the word. Sadly, China can hardly make it to the top 10 this time.

How to Make it Better

They use hashtag to track the Twitter campaign and it tells the purpose of the campaign, “1 year away from London 2012 Olympics”, which is good. But, there’s a lack of branding in the hashtag; something like “#1YearToLondon2012″ could be better for Twitter users to understand what’s going on without visiting the campaign landing page.

The “story”. There is a very good or great story behind every viral campaigns. #1yeartogo campaign is interesting but doesn’t make a very good story.

The design. The most important design element should be for participation. The “1″ and “2″ steps clearly specifies what a Twitter users need to do to EASILY participate. However, this design element is positioned below the fold along with the “Top Tweeted teams”. Both should be positioned above the fold and integrated with the London Olympics stadium image.

It’s not mobile friendly. The use of flash could potentially turn away millions of participation on mobile devices. They could either use HTML5 or make a different version for mobile and redirect mobile users to that page.

Sharing. The Facebook “Like” button has attracted over 151K clicks by the time I write this post. What they should do instead is to use Facebook “Share” which is more powerful way for patriots in every nation to call for more participations. In addition, a “Retweet” button is missing though the “follow” button is present.

 

Who did best on Twitter in 2010?

What The Trend team tracked more than 20,000 Twitter trending topics in 2010; they pulled the top 5,000 and then aggregated those into 1,400 topics.

Top 10 Companies on Twitter in 2010

  1. Apple
  2. Google
  3. Twitter
  4. Uniqlo
  5. Research in Motion
  6. Microsoft
  7. Facebook
  8. Nintendo
  9. Sony
  10. BBC

Top 10 Non-Tech Companies/Products on Twitter in 2010

  1. Uniqlo
  2. BBC
  3. Lanvin-H&M
  4. Capricho Magazine
  5. Nike
  6. Four Loko
  7. McDonald’s
  8. AirTran/Southwest
  9. Cadbury-Kraft
  10. Toms Shoes

Source: Top Twitter Trends of 2010