Tuesday, February 16, 2010

sMoRTy71.com: How The World's Greatest Spokesperson in the World got social

source: sMoRTy71.com: How The World's Greatest Spokesperson in the World got social

This week, we launched our new The World's Greatest Spokesperson in the World ad campaign for Nationwide Insurance. Of all of the campaigns I've been in involved with over the past 19 months, this one is, by far, the most integrated with 3rd party social media sites.

In fact, much of the content from the campaign is housed exclusively on sites like Twitter, Facebook and YouTube.

On nationwide.com
There are two key elements of the campaign that live on nationwide.com:

1. Home page element
We have replaced our feature graphic on nationwide.com with an image of The World's Greatest Spokesperson in the World. In addition, we have placed prominent links to his Facebook, YouTube and Twitter accounts right alongside the link to his nationwide.com launch pad.


2. The World's Greatest Spokesperson launch pad
Rather than build a microsite for this campaign, we chose to build a "launch pad" that houses some content, but really serves as a jumping off point for all of the other great content we have on Facebook, Twitter and YouTube.


Off of nationwide.com
The rest of the digital campaign lives somewhere other than our website. The biggest difference with this campaign, though, is that the content was produced with that in mind. In other words, we're not just reposting our TV commercials on Facebook or YouTube and calling it a social media campaign. We created two Facebook apps and more than a dozen web-only videos to integrate The World's Greatest Spokesperson in the World into the leading social destinations.

1. Facebook page
The World's Greatest Spokesperson in the World has his own Facebook fan page that allows us to post historical photos, web-only videos and the TV commercials. It also gives him an opportunity to interact with fans through status updates.

2. Two Facebook apps
We build two Facebook apps for the campaign. Actually, they are the World's Greatest Facebook Apps in the World!

One is a t-shirt generator that allows you to create a "The World's _________ ________ in the World" t-shirt. I made "The World's Baldest Hair Metal Fan in the World" for mine. The first 1,000 t-shirts are completely free, so hurry up!

The World's Greatest Facebook App in the World

The other app allows you to caption any of your Facebook photos using the same concept of "The World's __________ ___________ in the World." For example, I could caption my profile photo as The World's Smoothest Forehead in the World.

3. YouTube channel
In addition to the videos you can also see on his Facebook page, we also have some exclusive content on YouTube. We have posted some content related to the campaign on other YouTube accounts and we have them listed as The World's Greatest Spokesperson in the World's favorite videos. These include clips from his 1984 movie "Talk Back 2: The Mic is On" complete with VHS tracking lines and poorly overdubbed profanity.

4. Twitter account
His Twitter account will provide status updates that will be separate from anything posted on Facebook. We wanted him to have a distinct presence on each site rather than just repost the same content in both places.

It is still too early in the campaign to determine how well it is performing with consumers; however, I am willing to go on record saying that this is the best campaign work I've been involved with at Nationwide and sets a high bar for social integration moving forward.


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