Ohio University Strategic Social Media

Crowdsourced Learning Lab #ouj4530

Category: Amanda Moline

#KeysToColumbus

Our campaign is centered on a new Twitter account, @JoinUSColumbus, and a new hashtag, #KeystoColumbus. The overarching goal of the campaign is to increase awareness of the Certified Tourism Ambassador program in Columbus, while the more specific objective is to obtain 3,000 followers on the new Twitter account. We aim to reach 3,000 followers for @JoinUsColumbus in the three months of the ongoing campaign, from May 1 to August 1, 2016.

Team Experience Columbus from left — Alex Schell, Amanda Moline, Lincoln Rinehart, Garrett Smith

Team Experience Columbus from left — Alex Schell, Amanda Moline, Lincoln Rinehart, Garrett Smith

We plan to obtain these followers through a successful #KeystoColumbus campaign that will stretch across the Twitter and Facebook accounts for Experience Columbus, as well as the new Join US Columbus Twitter. After the successful completion of the Certified Tourism Ambassador program, participants will be given a physical key along with their certificate. CTAs will be encouraged to take photos of themselves and their key at “key” places to visit in Columbus and email them to a designated email. @JoinUSColumbus will post these photos, @ExpCols will retweet some of the best photos, and the Experience Columbus Facebook page will showcase an album of about 300 of the best photos.

This campaign will encourage engagement not only with current CTAs, but also with prospective CTAs who would like to learn more about the program and the fun aspects of receiving the certificate. The increased hype centered on #KeystoColumbus will bring attention to the Certified Tourism Ambassador program in Columbus and, in turn, increase enrollment into the program.

Bud Light’s Uncomfortable #SocialFail

By Amanda Moline

On April 28, 2015, Anheuser-Busch was feeling the wrath of social media users for their #UpForWhatever campaign. The Up For Whatever campaign attempted to encourage customers to have a great time while drinking Bud Light. Different facets of the campaign included promotion of the idea of being Up For Whatever at Lollapalooza and surprising avid football fans of various teams with free tickets. These various #UpForWhatever events were featured on a separate page of Bud Light’s website, which is still live to this date.

In addition to various ads and commercials encouraging customers to be Up For Whatever, 47 different messages or mottoes were printed on Bud Light bottles. The campaign ran for about two years before running into any issues, until a Reddit user posted a photo of a Bud Light bottle featuring the motto “the perfect beer for removing ‘no’ from your vocabulary for the night.”

BudLight

Anheuser-Busch received backlash from all over the internet, with tweets including user-generated hashtags such as #UpForConsent and messages calling Bud Light “the official beer of rape culture.” The backlash against the #UpForWhatever campaign stemmed from an increased awareness between the “close links between alcohol consumption and sexual assault” (Ingraham).

On April 28, 2015, Anheuser-Busch released a statement apologizing for the insensitivity of the campaign. Alexander Lambrecht, Vice-President for Bud Light of Anheuser-Busch, said, “It’s clear that this message missed the mark, and we regret it. We would never condone disrespectful or irresponsible behavior.”

The idea of the #UpForWhatever campaign was not aggressive or offensive in itself, but the slogan printed on Bud Light bottles was. This campaign could have been improved by simply featuring their hashtag, #UpForWhatever, to encourage consumer engagement. If they stuck with the main idea of this campaign, they should have made sure that they were not promoting reckless drinking or behavior when urging their customers to be more adventurous.

To combat the backlash Bud Light received, they could have created a more genuine post on social media apologizing for the ill-perceived campaign, and they could have been actively replying apologies to those who expressed concern about the campaign on social media sites.

If the company wanted to try to wipe the internet ‘slate’ clean of the campaign, they should not have the #UpForWhatever section of their website live, and they should have properly deleted the videos rather than having them listed as ‘private.’ I believe Bud Light should not have tried to hide the fact that the campaign ever happened, but should have instead promoted causes that serve to fight against sexual assault and help victims of sexual assault.

 

References:

Bukszpan, D. (2015, April 29). What was Bud Light thinking? Consumers keep ‘no’ in their vocabulary. Retrieved February 10, 2016, from http://fortune.com/2015/04/29/bud-light-up-for-whatever/

Ingraham, C. (2015, April 28). ‘No’ means ‘up for whatever,’ according to the latest Bud Light slogan. Retrieved February 10, 2016, from https://www.washingtonpost.com/news/wonk/wp/2015/04/28/no-means-up-for-whatever-according-to-the-latest-bud-light-slogan/

Lambrecht, A. (2015, April 28). Updated: Statement on Bud Light Bottle. Retrieved February 10, 2016, from http://newsroom.anheuser-busch.com/statement-on-bud-light-bottle/

Monllos, K. (2015, April 28). Bud Light Says It ‘Missed the Mark’ With Line About ‘Removing No From Your Vocabulary’ Retrieved February 10, 2016, from http://www.adweek.com/news/advertising-branding/bud-light-says-it-missed-mark-tagline-about-removing-no-your-vocabulary-164374

Okyle, C. (2015, April 28). Bud Light’s Lighthearted ‘Up for Whatever’ Campaign Takes a Dark Turn. Retrieved February 10, 2016, from http://www.entrepreneur.com/article/245608

How Wendy’s Cups Created a #SocialWin

By Amanda Moline

Adoption was a key cause that Wendy’s founder Dave Thomas supported throughout his life. Dave Thomas was adopted himself, and because of his own experiences, he was dedicated to finding children their forever homes. Wendy’s as a corporation has made it a goal to continue to support adoption in North America through the support of the Dave Thomas Foundation for Adoption, and from these efforts came the #Share4Adoption campaign, a social media effort that was part of a multifaceted, year-long awareness campaign. Other aspects of the campaign included a Father’s Day Frosty weekend to raise awareness for the estimated 134,000 foster children currently up for adoption through the Dave Thomas Foundation for Adoption.

The #Share4Adoption aspect of the campaign utilized Wendy’s medium cups, a half-heart hand symbol and the power of social media. For each unique post featuring a photo of the author’s hand completing a half-heart featured on Wendy’s cups and the hashtag #Share4Adoption, Wendy’s donated $5 to the Dave Thomas Foundation for Adoption. Wendy’s vowed to donate up to $500,000 to the cause.

wendy's 4

Photo Credit: miabellaonline.com

To make the process as simple and engaging as possible, the cup featured detailed instructions explaining how to take the photo, which social media sites to publish it on and how to participate in the conversation by using the hashtag.

 

Though this campaign facilitated many interactions between social media users and the company, Wendy’s remained relatively quiet about the campaign on social media, as company-generated #Share4Adoption tweets were only sent out about 5 times, compared to a total of 66.6 thousand total tweets posted by the company as of February 2016. Each company-generated tweet was original, simple and engaging, with the use of GIFs and high-quality photos.

To improve the social engagement aspect of this campaign, Wendy’s could have hyped up this campaign to a much greater extent. The result of Wenwendy'sdy’s reaching their $500,000 goal was not highly publicized besides one tweet posted by the company. Information about the engagement with the company on social media concerning this campaign is not widely available online, though one can deduce that at least 100,000 unique posts were made on Twitter, Facebook and Instagram from July 1 and July 28, when the company reached their goal.

The grassroots attempt at engaging an audience was relatively successful, as many customers engaged with the company and the hashtag that may not have participated without the purpose of the campaign. An engaging and philanthropic opportunity for slacktivists, many social media users created organic, original content in Wendy’s restaurants, in their vehicles after picking up a Wendy’s drink and even in their offices.

References:

Baker, S. M. (2015, June 11). How Eating a Lot of Frostys This Summer Will Help Adoption. Retrieved February 08, 2016, from https://adoption.com/how-eating-a-lot-of-frostys-this-summer-will-help-adoption

Dave Thomas Foundation for Adoption. (n.d.). Retrieved February 08, 2016, from https://davethomasfoundation.org/

Ribali, K. (2015, May 26). Wendy’s Continues Its Mission to Unite Foster Care Children with Forever Families. Retrieved February 08, 2016, from http://thefga.org/2015/05/wendys-continues-its-mission-to-unite-foster-care-children-with-forever-families/

Smith, D. P. (2014, June). Wendy’s Lends Its Voice to Adoption. Retrieved February 08, 2016, from https://www.qsrmagazine.com/charitable-giving/wendy-s-lends-its-voice-adoption

Wendy’s Helps the Dave Thomas Foundation for Adoption Give the Gift of Family through Ninth Annual Father’s Day Frosty Weekend and New #Share4Adoption Campaign. (2015, June 18). Retrieved February 08, 2016, from http://www.prnewswire.com/news-releases/wendys-helps-the-dave-thomas-foundation-for-adoption-give-the-gift-of-family-through-ninth-annual-fathers-day-frosty-weekend-and-new-share4adoption-campaign-300101211.html

Wendy’s® Launches National Marketing Campaign to Give a Voice to Foster Care Adoption. (2014, March 20). Retrieved February 8, 2016, from http://ir.wendys.com/phoenix.zhtml?c=67548&p=irol-newsArticle&ID=1910539http://ir.wendys.com/phoenix.zhtml?c=67548&p=irol-newsArticle&ID=1910539