More Social, than Media: Conoco's TextFree Drivers

Think marketing, think of a conversation either you participated in, or overheard. Think marketing; what comes to mind? blah, blah, blah...Social Media, blah, blah, blah.

Social media is the new cool kid in the marketing rhelm, and it is quickly becoming an axiom of must do's for business and marketers everywhere. It is the clutter, we clump to. Social media, is an oddity and a resource we have yet to fully understand.

When you think social media, the first thoughts to mind are probably that of: Facebook, twitter, youtube, linkedin, etc. The term  "social media" ( a concept confused by the conjunction of social and media) it easy to assume that social media is simply the social sites we use. In truth social media has little to do with the so called social websites. Social media is so much more than just a cyber presence. Social media is all around us, every day, and every night. Social media is the presence of brands, and/or products in our tangible world. 

Social media refers to how we see a brand based on their commitment to the community, and, or cause. Social media, emphasizes the social mindset of marketing, and tries to create an empathetic persona for a brand.

 A perfect example of social media done well is: "Tide's Loads of Hope," a response to Hurricane Katrina. Tide created a portable washing service to help those affected by the disaster. When you think about it, clean laundry was probably only a minor concern to those living through Katrina, however the brands response received huge amounts of social praise. Tide helped the community while, profiting through the gain, of huge amounts, of free advertising. Tide gained more advertising benefits and brand recognition through Loads of Hope, a social campaign than it could have ever paid for. 

Social media, is an active tool which allows for brands to become more personal. Social media gives a brand a platform to communicate and engage in the community.

Sometimes, slash all the time, I am way to disorganized and, or  simply just over it; to mess around in my purse to find my phone, to plug in to my car, to pick a playlist...

So I end up just rocking out  to cheesy radio stations locked on a 3 song rotation. The ad breaks, become enjoyable as they add diversity to the songs in rotation. I listen, and I waite for a message to be filter through the molasses thick clutter of noise. A congradulations  goes to Conoco Philips; for the drive to end texting (while driving). Or Stop driving Texts!

It does not take a neuron surgeon, or child prodigy, to understand the distraction and danger of texting while driving. The noise, the feeling of needing to respond instantly, the blindness..., etc.

 The National Safety Council estimates that at least 28% of all traffic crashes, approximately 1.6 million, are a result of drivers using their cell phones and or texting.  Cell phone are a distractions, and are costing us huge in; increased insurense premiums, car repairs, and setting  positive role model examples for younger drivers. To battle text-driving Conoco has cleverly created a social media campaign to engage the community to accept and reduce the dangers of texting while driving. 

Conoco has asked for individual input, and is giving away great prices for participation. In  social media marketing strategy, the marketing mix has evolved to be come socially conscience.  In short social media, is the social conscience of brands communicated through different mediums to gain community involvement and support, which in turn leads to an increased status of the brand in the consumers frame of reference.

Social Marketing, aka Pepsi Points

Back in the 90's, Pepsi was one of the first companies to actively pursue a social media campaign. The campaign, Pepsi Points:" Drink Pepsi, collect points, get cool stuff!"

 The Pepsi points promotion was considered an early social marketing strategy because it required consumers to actively engage in the purchase and consumption of Pepsi cola.

Back in the 90's interactive media, was just a fantasy for some uber geeks. The prospect of soliciting consumer engagement beyond a grass roots appeal was a sci-fi fantasy. In the early 90's Pepsi was busy pushing its "taste test challenge," the taste test was a huge success fro the brand. Pepsi was made more visible, relatable, and better tasting through the series of community involvement. The taste test concluded that when out of context, North Americans prefer the taste of Pepsi over coke.

Some brainy marketing exec at Pepsi, must have been smoking a cigar and looking at the results. I  imagine him saying: "All those coke drinkers, don't know crud, they don't even like coke. hum...Can we buy Pepsi drinkers?" and Voila, the introduction of the Pepsi Points Campaign.

Now, I'm not sure if Pepsi new what it was doing. Or if it new the value of a million in the 90's, not 60's. 7 million points for a fighter jet? Really, Is this a Dr. Evil type underestimation of value? Sure, 7 million points is a lot, but certainly not unattainable.

Enter John Leonard, a Florida man who collected the 7 million points, and wants his jet. When the Pepsi Point first aired, I was still in elementary school; and even then I recognized that the plane was a fake prize. Seriously, who in their right mind needs a Harrier jet; and why would the company give away a 23 million dollar aircraft for the equivalent of $700,000?  The Jet was a tactic to increase the campaign visibility, and attention, not a feasible redemption item.

After the suit by Leonard was filled, Pepsi pulled the original commercial from air and re-released an edited version, increasing the point value of the Harrier Jet.

Leonard himself collected only 15 Pepsi points, and sought to buy the remaining 6,999,985 points for 10cents a piece. Leonard's stunt was dismissed in courts. This early social marketing campaign showcases some of the potential miscommunication involved in social media campaigns. 

The various mediums do not translate regional or individual humor well. Jokes, and sarcasm in advertising do not translate. An attention grabbing promotion, can be understood in a very peculiar and in an unintended manner.  As we move forward into the twilight of unknown marketing frontiers, it be comes apparent that truthful and realistic messages need to be crafted and more importantly conveyed-to minimize global misunderstanding and brand frustrations.