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Top 10 mobile-social initiatives of 2014

Brands and retailers including Coca-Cola, Procter & Gamble and Dunkin? Donuts integrated mobile and social in visually focused campaigns throughout 2014 for community building and awareness.

Mobile photo sharing and video have dominated this year as tactics that marketers are including in their social media campaigns. Furthermore, brands and retailers leveraged physical and digital influencers to drive more awareness for these initiatives. The third quarter saw an even greater push for these social campaigns to generate conversion.

Here are the top ten mobile, social campaigns from the third quarter, in alphabetical order. The campaigns were chosen based on creative, tactic and execution. Results for the marketing efforts were not given.

Retailer Belk is driving engagement on social media through the end of the year by giving followers a way to check if they are on the naughty or nice list for a chance to win a prize. 

The Santa Baby Sweepstakes, which  powered by engagement solutions company HelloWorld, offers a grand finale prize of $10,000 and additional giveaways. Belk is promoting the holiday spirit through constant social engagement and, if the campaign is innovative, it could help drive customers to the retailer for their holiday shopping needs.

Budweiser leveraged a new Twitter voting mechanism as part of its 2014 FIFA World Cup Brazil promotion, enabling fans to view side-by-side player photos before casting their vote for each game?s top athlete.

The 2014 FIFA Man Of The Match was sponsored by Budweiser, with the winner determined by fans, who can cast their votes on or by tapping the #ManoftheMatch Tweet from @FIFAcom to display a custom Twitter Card featuring the side-by-side player photos. The program marked the first time FIFA World Cup fans have had the opportunity for social media live voting and is a pivot away from a mobile application offered by Budweiser last year that was integrated with Facebook for tournament voting.

As a digital extension of the ?Share a Coke? campaign, Coca-Cola entered into its first social commerce foray with the introduction of a Twitter program that enables users to send a soft drink to their friends for $5.

The ?Tweet-a-Coke? promotion permits a link to be tweeted that, once opened, lets the recipient order a Coke at Regal Cinemas locations, the largest theatre circuit in the United States. To send the Coke, users must authenticate their Twitter account and enter credit card information.

Procter and Gamble's Covergirl and Unilever's Tresemmé took advantage of the focus on glamour during MTV?s Video Music Awards by promoting tweets of celebrities? looks and use of the brands? products.

As viewers of the awards show are known to follow along with their Twitter feeds while watching and tend to admire the fashion and beauty aspects of the famous attendees, beauty brands put themselves in the center of the action to promote business and awareness. By using the edge of certain entertainers, images, embedded links and the hashtag #VMAs, beauty brands were able to stay present in the conversation and hopefully attract attention.

Disney and The CW are among a cluster of brands beginning to show video ads on Instagram, as the photo- and video-sharing site leverages its access to parent Facebook?s enormous storehouse of user data to generate revenue.

Other brands that will reportedly show 15-second auto-play video spots on the Facebook-owned site are Activision, Lancome and Banana Republic. Instagram?s move shows video?s growing importance in mobile marketing, coming on the heels of video advertising launches by Tumblr and Snapchat.

Dove extended the reach of its ongoing ?Campaign for Real Beauty? via a partnership with digital greeting card company Open Me to land an emotional plea around friendship for a female audience.

Seeking to re-engage the audience in the debate over the definition of beauty Dove?s ?Beauty is? native ads on mobile prompted women to create and send an e-card to a friend in celebration of things that are beautiful aside from physicality. The campaign tied in nicely with how Facebook is already used to express support and kudos for friends.

At the start of 2014 the brand teamed with Flipboard to create content to support the relaunch of its Advanced Night Repair serum. The featured content found on Flipboard appealed to new consumers through the app?s innovative sharing and consolidating capabilities.

Adding user-generated content is a marketing must for the future, and catching up to this trend will help brands solidify their place as digital pioneers and address both global and local markets through social media, which is perpetual challenge for all brands.

Dunkin? Donuts celebrated the two-year anniversary of its mobile application recently with a two-day sweepstakes that was promoted on Twitter.

The coffee and bakery chain recently reported that it has reached nearly 8 million downloads of the Dunkin Donuts mobile app and that more than 1.3 million customers have signed up for Dunkin Donuts Perks Rewards members, which was introduced earlier this year and is tightly integrated with the app. To further promote the app, over the weekend, Dunkin? Donuts offered Twitter users a free coupon for entering the sweepstakes by naming which Dunkin? Donuts beverage they would order through the app and including the hashtag #DunkinAppSweeps.

PepsiCo?s Mountain Dew voiced its support for street art and urban culture through a live event that featured submitted artwork through Instagram from street artists, which was then printed on site and put on display at the exhibit.

Mountain Dew collaborated with Dutch Art group Chaotic Bastards for the event that was held at the Museumplein in Amsterdam. By enabling a strong mobile component in the campaign, artists from all over Europe were able to share their art remotely.

The event then traveled to Brooklyn, New York, where designer Kevin Lyons curated submissions at the Brooklyn Dew Tour at the House of Vans. 

Procter & Gamble?s Braun wanted to take its sponsorship of track speed skater J.R. Celski during the 2014 Sochi Olympics digital with a mobile and social campaign.

The brand partnered with the mobile photo-sharing app Snaps. Pictures of the athlete and branded graphics were added to uploaded photos that could then be shared on social media.

In addition to the sports-themed graphics, branded images could also be overlaid on top of images. 

P&G is consistently a big sponsor of the Olympics game, but with consumers in the U.S. watching the televised games from afar, P&G leveraged mobile and digital to better connect with fans.

The shaving brand?s campaign is also unique in that it uses a third-party app versus a branded one.

USA Today is teaming up with Twitter to develop a USA Today/Twitter Political Issue Index containing important information and issues for voters ahead of the upcoming midterm elections.

The politically-themed tweets will be visualized interactively in real-time, and will showcase the most relevant terms from tweets concerning political-only topics. The daily compilation can be sorted by demographics, including gender, age and geography, and will be displayed in a reader-friendly manner to allow for quick skimming.

Brands are able to execute effective mobile-social campaigns when they do an adequate amount of research on their customers and learn their behavioral habits, which most likely tell them about their prevalent activity on social media. They can then respond by activating creative and responsive campaigns, and through social, they can build a community with their customers and get to know them more.

Final Take
Caitlyn Bohannon is an editorial assistant on Mobile Marketer, New York