Ohio University Strategic Social Media

Crowdsourced Learning Lab #ouj4530

Category: Hannah Bortz

Donate Life America Campaign Pitch

“You never think it will happen to you.” This mindset gives us the courage to take risks, but it can also prevent us from taking action. Organ donation is a tough subject to approach, but what if we changed that? What if audiences of Donate Life knew exactly why organ donation was important and how they could help? Thanks to social media, it is now easier than ever to get a message out. We believe that Donate Life can achieve this by utilizing the existing channels of Twitter and Facebook and expanding its messaging to Snapchat.

Team Donate Life from left — Hannah Bortz, Emily Barber, Kiley Landusky, Ellie Halter

Team Donate Life from left — Hannah Bortz, Emily Barber, Kiley Landusky, Ellie Halter

Audiences of Donate Life span all age groups, but social media would allow for targeting of certain demographics. The combined advantages of each channel – Facebook’s storytelling, Snapchat’s personal touch, and Twitter’s condensed updates and widespread reach – provide the perfect combination for a successful campaign. Donate Life already has proven its success on Facebook and Twitter through storytelling and emotional messaging, but there is always room to improve. A campaign focused on raising the overall awareness of organ donation with an objective of increasing numbers of registered donors would result in better brand recognition, higher engagement and a difference in donor numbers.

If anyone knows how valuable life is, it’s the audiences of Donate Life. This campaign would relay the idea that organ donation is a basic human responsibility. It only takes a minute to register, but that minute can mean years of a healthy life to someone in need.

Job Hunting? This article will help!


Via Mashable

If you’ve amassed a large, diverse social media collection, it’s safe to say you’re probably having a hard time keeping up with them all.

Facebook you can do. Facebook and LinkedIn? Easy. Facebook, LinkedIn, Twitter? Making it work.

But FacebookTwitterLinkedInPinterestInstagram and Snapchat? You can barely remember all the passwords, let alone what and when you should be posting.

Whether you’ve signed up for each one as a way to grow your personal brand, keep in touch with contacts or build an online portfolio of your work for recruiters to find, here’s the deal: If you want those tools to do any of those things, you can’t let them sit there, unattended and neglected.

That said, not every single one needs the same amount of attention.

So which ones should you be comfortable putting the brakes on, and which ones should you be ramping up for them to be useful? Here are posting parameters for your most beloved (and loathed) platforms:

Full article available via Mashable via http://mashable.com/2016/04/19/spring-clean-your-social-media-platforms/#yUQZCvoIukqW

IHOP’s Epic Fail

IHOP’s Epic #SocialFail

By: Hannah Bortz

In 2014 IHOP, also known as the International House of Pancakes, grabbed the attention of  social media  when they tweeted “Pancakes on fleek.” By this simple tweet, IHOP created a hip and innovative voice for their official Twitter account . In 2015, they continued to  tweet with the same voice,  “DEEZ are NUTS”. Unfortunately, their ‘hip’ social media campaign crashed with two simple, yet extremely offensive tweets. IHOP tweeted pictures of pancakes with captions they believed to think were funny, and would appeal to a younger audience. However, it did just the opposite, and they soon came to regret it. One of them read “The butter face we all know and love,” and the second, “flat but has a GREAT personality.”

Image from INC.com

Image from INC.com

Almost immediately Twitter followers across the country began bashing the International House of Pancakes for their sexist jokes. INC.com described the situation, “sexist jokes kids used to make in gym class do not translate into good social media strategy.”

Adweek states that “Brands are generally getting less error prone on Twitter, as evidenced by the longer period of time between epic fails. But IHOP on Sunday obliged with a doozy—a tweet about pancakes that doubled as an insult to flat-chested women.” The tweet ended up staying on IHOP’s official account for a couple hours until they finally decided to take down the tweet and apologize to those who were offended. IHOP tweeted later that day saying, “Earlier today we tweeted something dumb and immature that does not reflect what IHOP stands for. We’re sorry.”

Image from Huffington Post

Image from Huffington Post

IHOP was clearly trying to be humorous with their social media strategy, however, in our current day and age, people have no fear speaking their mind and letting companies know when they have done wrong, whether it be in a manner calm and collective manner or aggressive and nasty.

When researching this incident as a social win or fail, it is clear across the board that this is a #SocialFail. The topic of pancakes and breasts upset people not just across the country, but across the world. Entrepreneur.com listed IHOP in “The 5 Worst Marketing Fails of 2015.” New York Daily News also listed the IHOP Twitter campaign as one of the biggest brand fails in 2015 and creatively stated “Well, this joke feel flat.”

Huffington Post posed the question, “Did the pancake house take its new image a little too far?” I believe the answer to that question clearly lies in the following screenshots I took from the Huffington Post article about IHOP’s Tweets:

Image from Huffington Post

Image from Huffington Post

Image from Huffington Post

Image from Huffington Post

I firmly believe IHOP’s campaign was a #SocialFail. People were outraged and extremely offended. I do however think they had every intention of relating to the younger generation at the start of their campaign. Unfortunately, they took it a step too far when they began to negatively speak of women. I think IHOP should keep the new hip voice they have taken on, but they really need to take caution with the extremities they may pursue . I think tweeting funny and relevant sayings are an amazing way to reach a younger demographic, however, you have to be extremely careful and aware to not offend the older customers. There is a fine line the marketing teams have to walk.


Mosbergen, D. (2015, October 20). IHOP Tweeted A Joke About Breasts. It Didn’t Go Too Well. Retrieved February 10, 2016, from http://www.huffingtonpost.com/entry/ihop-tweet-breast-joke_us_56249e61e4b08589ef47eacb

Nudd, T. (2015, October 19). IHOP Tries to Make a Joke About Women’s Breasts, Fails Miserably Tweet is swiftly deleted. Retrieved February 10, 2016, from http://www.adweek.com/adfreak/ihop-tries-make-joke-about-womens-breasts-fails-miserably-167659

Shandrow, K. (2015, December 3). The 5 Worst Marketing Fails of 2015. Retrieved February 10, 2016, from http://www.entrepreneur.com/article/253195

Wagner, M. (2015, December 14). The biggest brand fails of 2015: Rape jokes, accidental porn tweets, Starbucks’ mocked ‘Race Together’ campaign and more. Retrieved February 10, 2016, from http://www.nydailynews.com/news/national/biggest-brand-fails-2015-article-1.2462495

YAKOWICZ, W. (2015, December 17). The 7 Biggest Social Media Disasters of 2015. Retrieved February 10, 2016, from http://www.inc.com/will-yakowicz/the-top-social-media-fails-2015.html



By: Hannah Bortz

budweiser_lost_dog_rewardWatch “Lost Dog”

Who doesn’t love feel good ads? Well, Budweiser knows exactly how to pull at the heartstrings of people here in the United States, along with people across the world. For three decades, the Budweiser Clydesdales have appeared in Super Bowl ads, but in 2014 Budweiser introduced a little yellow Labrador puppy that brought them to the next level. The storyline of the campaign is a little Labrador puppy getting trapped in a horse trailer, therefore being deemed lost since he was taken off of the ranch losing sight of all of his buds, including the Clydesdales and their master. The little puppy finds its way back, but on the way encountered a coyote. Luckily for the puppy, the Clydesdales saved the day and brought back him to his master. “Lost Dog” is a heartwarming tale about how true friends always have your back,” Budweiser vice president Brian Perkins tells PEOPLE Magazine. “It’s a storyline that people of all walks of life can relate to.”

The #BestBuds campaign started in 2014 with a commercial titled “Puppy Love.” In 2015, due to their success with “Puppy Love” they brought “Lost Dog” to the Super Bowl stage. “The Budweiser Clydesdales have appeared in our Super Bowl ads for nearly three decades. They continue to serve as time-honored symbols of how we brew our beer: remarkable care and attention, sparing no expense, the highest quality and consistency,” Brian Perkins said in a statement on the Anheuser-Busch site. “This year, they will live up to their reputation and once again save the day in a heartwarming story about best buds never letting you down.”

According to Chris Jones, the senior digital brand manager at Budweiser “Lost Dog,” was very much guided by last year’s success and some key, powerful insights we’ve gleaned around the meaning and value of authentic friendship among our audience.” Budweiser used this insight to create another successful commercial for their #BestBuds campaign. This campaign is all about emotion, and Budweiser knows from their insights that humans are emotional buyers.

I believe that #BestBuds is a social WIN. Not only did this campaign bring a tear to my eye, but it made me want to buy Budweiser over any other brand when I go buy my boyfriend beer, because every time I see Budweiser, I think of #BestBuds and that little Labrador Retriever puppy. This feeling can also be backed up statistics. On USA Todays Ad Meter, this is not only a win for one year, but both times the yellow Labrador puppy was in the commercial, Budweiser was at the top for the Super Bowl ad rankings and has remained to this day on of the best ad campaigns. “Lost Dog” had the average ranking of 8.1 out of 10, with an all over ranking of number one commercial out of sixty-one other commercials on USA Todays Ad Meter. If I could change this campaign I would continue it and use it on other social media platforms. I would also team up Budweiser with a purpose, of getting puppies to be adopted. Therefore, rather than a Labrador puppy from a breeder, I would use a shelter puppy and say “ #adopt to find your #BestBud.” I think that would make people want to buy Budweiser more because they would have that extra emotional connection with its message because the company is promoting not just their brand, but the message of “adopt to find your #BestBud.”



“Lost Dog” (n.d.). Retrieved February 7, 2016, from http://admeter.usatoday.com/commercials/budweiser-lost-dog-puppy-super-bowl-commercial/

Boren, C. (2015, February 1). Super Bowl commercials 2015: Budweiser Clydesdales search for ‘Lost Dog’ (updated). Retrieved February 7, 2016, from https://www.washingtonpost.com/news/early-lead/wp/2015/01/26/super-bowl-commercials-2015-budweisers-clydesdales-search-for-lost-puppy/

Nudd, T. (2015, January 28). Budweiser Unleashes Its ‘Lost Dog’ Super Bowl Ad, Hoping to Catch Lightning Twice. Retrieved February 7, 2016, from http://www.adweek.com/adfreak/budweiser-unleashes-its-lost-dog-super-bowl-ad-hoping-catch-lightning-twice-162594

Siegel, A. (2015, January 28). Budweiser’s big ‘Lost Dog’ Super Bowl commercial premieres, and it’s adorable. Retrieved February 7, 2016, from http://admeter.usatoday.com/2015/01/28/budweiser-lost-dog-super-bowl-commercial/

Telling, G. (2015, January 31). All About That Adorable Budweiser ‘Lost Dog’ Commercial. Retrieved February 7, 2016, from http://www.people.com/article/inside-budweiser-lost-dog-super-bowl-ad

Wayshak, M. (2014, January 31). What You Could Learn From Budweiser’s Heart-Melting Ad. Retrieved February 7, 2016, from http://www.entrepreneur.com/article/231203

Weiss, B. (2015, February 24). Inside Budweiser’s Super Bowl Ad Strategy. Retrieved February 7, 2016, from http://socialcode.com/thought-leadership/blog/budweiser-interview/