Comparison of Two Social Media Campaigns

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Recommended: social responsibility by business organization

Social media campaigns by two different alcohol companies will be analyzed in this report. A comparison would follow after a detailed analysis of the companies’ uses of social media.

“Transform Today” is a campaign launched by Absolut Vodka in August 2013. The alcohol company teamed up with artists from all over the world and interacted with consumers via social media. One of the main strategies used in the campaign was ‘#NextFrame”, a collaboration between consumers and graphic artist Rafael Grampa via social media to create a crowd-sourced animation project. According to ____, “To build strong brands, you need to have a higher purpose” (__) - this is why Absolut Vodka had come up with such an elaborate campaign, seeking to “connect with the creative spirit in everyone and to inspire artistic transformation around the world.”. (__)

It is clear that from the organization’s use of social media, its goal is to inspire users to create art. However, its business goal is not clear. Through the promotion of the arts, it does not blatantly include its products in the campaign - however, it seeks to foster closer relationships with its consumers, increase brand loyalty, and thus increase profits. “#NextFrame” is an action strategy that is part of the Transform Today campaign. It was designed to reach the objective of inspiring audiences to think about their own creative potential by giving an opportunity to act on the messages of the campaign by collaborating with one of the artists. (___) As for the tactics, the organization utilized FaceBook as the main medium - every week, a FaceBook photo album of an “episode” was released, consisting of a brief storyboard of the animated film. FaceBook users were invited to submit plot decision ide...

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...gets artsy, wants to 'transform toda'y. Retrieved from http://www.clickz.com/clickz/news/2294492/absolut-gets-artsy-wants-to-transform-todayLBBonline. (2014, Febuary 20). Your shot: Absolut’s ‘next frame’. Retrieved from http://www.lbbonline.com/news/your-shot-absoluts-next-frame/

Nudd, T. (2012, March 23). Belvedere vodka apologizes for rapey ad on facebook. Retrieved from http://www.adweek.com/adfreak/belvedere-vodka-apologizes-rapey-ad-facebook-139162http://www.thefix.com/content/belvedere-vodkas-rapey-ad-social-media-fail

Wilkerson, M. (26, March 2012). Belvedere vodka's rapey ad: Social media fail?. Retrieved from http://www.thefix.com/content/belvedere-vodkas-rapey-ad-social-media-fail

Woman sues vodka company for using likeness in 'rape' ad. (2012, March 30). McClatchy-Tribune. Retrieved from http://search.proquest.com.libproxy1.nus.edu.sg/docview/962489192

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