Pattern 1:
Participants post a message in social media and that message moves a person, a celebrity or an object in real life. The activity then is broadcasted live or shared via media. Examples:
Old Spice
1 Facebook like = 1 balloon
Smile = fresh orange juice
Corona Digital Display
Pattern 2: The brand creates a personalized/customized artwork (video, song, image, etc.) or a product based on users’ photos or messages in social media
Dell’s museum of me
Cadbury’s olympic parade
Pattern 3: The treasure hunt.The brand hides something somewhere and leaves cues in social media for users to find it.
Jimmy Choo
To Catch a Shoe: Jimmy Choo’s Foursquare… 投稿者 FORAtv
Levi’s I spy campaign
Pattern 4: Users Post a message in social media and get something right away
Pattern 5: Users do something in real life and that is shared in social media automatically
Pattern 6: Other campaigns
