Photo by ASurroca

We’ve seen it with uni-ball and now with Oreo–TV advertisements sending you directly to their company Facebook fan pages. They’ve ditched the idea of sending you to their Website homepage (with an overload of messages) and are streamlining your attention to engaging on their social networks.

…but what is the value?

The value is in the social engagement and the “buzz.” Uni-ball’s campaign drove you to a microsite where you could enter to receive a free pen sample (and who doesn’t want that?!). The process was to take an online campaign direct to TV and then offline through the actual product interaction. While signing up for your free pen, you have the option to enter your email address, which of course can be used for remarketing if you opt-in to their database. The Facebook comments and online chatter is reflecting that this campaign was a success! (Sorry, all the free pens are gone.)

Oreo recently launched a “Dunk” or “Don’t dunk” debate to promote their Oreo Cakesters (which are amazingly awesome). The good old debate is a great approach to engage users and to create an online “fight” through comments left on the Oreo fan page.  The Facebook tab featuring the debate is a flash application, which provides the option of allowing users to opt-in and allow access to their profile information. The only option I didn’t see (which is now allowed by Facebook guidelines) is the option to collect an email address. I don’t have access to their analytics, but I would assume this contest greatly increased their brand engagement through on-page interactions and I am sure their fan base grew exponentially.

The integration of all marketing efforts is becoming increasingly important for companies to stay on the forefront of marketing and to be effective. Companies are learning to value their social network fan base and how to start maximizing the remarketing opportunities for this tentative audience.

This integration is a great way to complete the Circle of Marketing, which touches consumers on all levels.

Jen Cohen is a social media and marketing maven knocked down many times in 26 yrs. Something Creative http://somethingcreativemarketing.com

Tags: applications, community, Facebook, Marketing, Social Media