Work

DELL SOCIAL CAMPAIGNS

Social Experiment

Facebook, Twitter, iMeem, oh my. We built Dell a busy social ecosystem and got it growing. With a series of engaging applications, contests and microsites, we helped Dell strike a highly likeable balance between transactional and brand marketing. And measure it, too.

Adopt a Mini

For a fresh angle on laptop sales, we explored pathos. We ran a contest to give away three Inspiron Mini 10v netbooks via Twitter. the microsite, featuring pictures of lonely laptops plus a video exploring the plight of homeless Minis, challenged users to tweet about what they would do with their very own Mini. The contest generated more than 5,500 tweets, 2,000 TwitPic views and 13, 500 YouTube views.

Dell SuperProm

We built a microsite challenging high schools to show Dell why they should win the ultimate prom, complete with celebrity DJ, ultra-chic décor and incredible edibles. Videos were made, viewed and voted upon — a whopping 129,174 times. In all the excitement, Dell's Facebook audience grew by more than 19,000 fans.

Dell U: Swag Arcade

To drive interest in Dell’s student discount programs, we built an old-school “skee ball” style study break game. Daily prizes included gaming systems, laptops and entire seasons of fave television series on DVD. Word spread as Facebook Connect allowed users to post their player status and latest scores to their friends. The game ended up eating a lot of study time: The site grabbed over 368,000 entries and 52,000 page views with an average time spent of 9:11 per visit.

Whoever, Wherever Whenever

This fun Facebook application offered users a chance to win a trip to see their dream concert. To enter, users tagged themselves plus a friend in a photo and selected the concert they wanted. Ten winners and their “plus one” scored flights, concert tickets, laptops and flip cameras, all compliments of Dell.

Measuring the Social Sphere

To help Dell prove the value of social programs, we created a custom metrics package that tracks fan growth and engagement levels. It also tracks fan activity back to Dell.com to measure buying behavior. Ultimately, Dell can see how social investment impacts revenue and profitability of the business. Take a look:

In social networking, change is a constant. So we constantly monitored trends to identify new social opportunities for Dell. Concepts are executed with minimal effort and measured for performance. If an idea takes off, it can be scaled out to a broader platform. If it fails, it is discarded before a significant investment has been made. This approach keeps the strategy fresh, relevant and fun.

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