One of many perks of having a head office in Melbourne is getting to go to the Tennis Australian Open. The experience of this event stretches far beyond the game – it’s a festive, vibrant and highly social occasion.
Sharing experiences through social media…
Every year, it’s interesting to witness the creative ways that sponsors leverage off this event using digital and social media. THINK had a ball participating in the Jacob’s Creek’s Instagram competition. Jacob’s Creek encouraged people to take creative Instagram photos, upload the photos to their site and hashtag (#) their brand. Encouraging people to do something can increase brand affinity more than anything a brand can say – especially when the task is fun and interactive.
Brand-enticed group actions
Encouraging actions can be easier in group situations, as people are less self-conscious and are more likely to operate in a “group think” mentality. More brands should be looking for ways to leverage social situations to encourage people to do something fun and creative in groups, and share the fun moments through social media.
Based on our observations, most effective brand-enticed actions include the following factors:
1) Fun and memorable experience
2) Align with brand values (Brand Identity)
3) Encourage thinking (creativity / originality)
4) Provide people with something tangible to take away (make the action “worth-while” – rewarding the action)
5) Provide material that people want to share on social media (e.g.: entertaining photos)
We look forward to helping more brands harness the power of actions through social media, and ultimately seeing the impact on the bottom line.
Thanks for the photos, Jacob’s Creek. We loved capturing the moments to remember the shenanigans!
Written by:
Lana Bruskina – Strategy and Insight Manager
For further information on THINK Global Research, please contact Kristy Ihle (Managing Director) at info@thinkglobalresearch.com.
