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Inside Facebook

Inside Facebook

Featured Facebook Campaigns: Pacifico Beer, Tillamook Cheese, Tic Tac, Consumer Reports and ING Direct

Posted: 05 Sep 2011 09:50 AM PDT

Pacifico Beer planned parties, Tillamook Cheese made sandwiches, Tic Tac asked people to share about cancer, Consumer Reports gave out free information and ING Direct tried to make currency cool in this week's roundup of Facebook campaigns. We've excerpted two of the campaigns below.

You can see the full week's coverage in the Facebook Marketing Bible, which also includes detailed breakdowns of over 100 other featured campaigns by top-performing brands and businesses on Facebook.

Pacifico's Adventures On Tap Roadtrip and Parties

Goal: Engagement, Brand Loyalty, Product Purchase

Core Mechanic: Pacifico beer company traveled to five cities to introduce Pacifico on tap — Phoenix, San Diego, Los Angeles, San Francisco and Seattle — then documented the trips with video and created an app on the Page to feature highlights of each trip.

Method: The company planned five parties, one in each city and then took information about each party and trip and placed it within a Facebook app that users can peruse. Using the app users can see that the company did different things in each city, decorated a beer keg differently for the attitude of each city and is generally a young, hip company (mirroring its proposed consumer market).

Impact: The Page currently has 18,300 Likes and this particular campaign seemed to be more about introducing a new product — Pacifico on tap — rather than growing the Page. Now if people want more information about this beer on tap, on Facebook they can find not just the information, but a tightly branded presentation of this information documented in several videos on the Page and this video in general.

Tillamook's Cheese 'Wich Photo App

Goal: Engagement, Network Exposure, Product Purchase, Brand Loyalty

Core Mechanic: Tillamook created a branded app that allows users to upload a photo to the Page, then have that photo appear as a burn on their Tillamook grilled cheese sandwich.

Method: Users simply upload a photo to the app, created by Hello Design, and then they have the chance to adjust its placement, size, etc. When the user is satisfied with their image on the grilled cheese sandwich they may publish to the stream.

Impact: The Tillamook Page shows steady growth, according to PageData, but this particular campaign seemed to be more about making the cheese personal to exiting fans, given that the app is not Like-gated. The app is interesting because it allows users to personalize the ways in which they love cheese — of all things — and share it with their friends on Facebook in a fun, unique way.

How are top brands in the industry designing their Facebook marketing campaigns? See the Facebook Marketing Bible for detailed breakdowns of hundreds of Featured Campaigns by top-performing brands and businesses on Facebook.

Page Tabs, Quiz Apps, Dating, Phrases, Skype and More on This Week’s Top 20 Facebook Apps by MAU

Posted: 05 Sep 2011 09:03 AM PDT

Page tab applications were big on our list of the fastest growing ones by monthly active users this week, friend quiz apps, a dating app, Phrases and more also made the list. The titles on our list gained the most MAU of any apps on the platform, growing from between 600,600 and 8.2 million MAU, based on AppData, our data tracking service covering traffic growth for apps on Facebook.

Top Gainers This Week

Name MAU Gain Gain,%
1.  The Sims Social 27,692,955 +8,268,715 +43%
2.  Welcome Tab 9,249,148 +2,799,757 +43%
3.  21 questions 29,128,844 +2,416,988 +9%
4.  The Smurfs & Co 9,311,449 +1,793,887 +24%
5.  FarmVille 35,207,074 +1,437,579 +4%
6.  Static Iframe Tab 9,978,539 +1,363,633 +16%
7.  Luck Daily! 1,826,383 +1,155,654 +172%
8.  Static HTML: iframe tabs 50,593,712 +1,010,951 +2%
9.  Static IFRAME Tab : ThumbsUp Icon 2,717,817 +996,471 +58%
10.  Are YOU Interested? 15,482,095 +916,970 +6%
11.  عيد على صحابك 1,133,996 +902,437 +390%
12.  水果忍者 1,024,605 +872,105 +572%
13.  Magic Land 2,355,896 +850,309 +56%
14.  Truth Game 11,268,993 +834,602 +8%
15.  Diamond Dash 10,949,152 +668,166 +6%
16.  Between You and Me 9,167,509 +640,798 +8%
17.  Phrases (new) 1,645,345 +634,536 +63%
18.  Skype 7,551,281 +618,335 +9%
19.  iwipa: HTML + iframe + FBML 15,634,523 +602,560 +4%
20.  The Pokerist club — Texas Poker 4,568,950 +600,583 +15%

Welcome Tab grew by 2.8 million MAU this week, Static Iframe Tab by 1.3 million MAU, Static HTML: iframe tabs by 1 million MAU, Static IFRAME Tab : ThumbsUp Icon by 996,500 MAU and finally iwipa: HTML + iframe + FBML by 602,600 MAU.

Friend quiz apps were on the list, too. 21 questions by 2.4 million MAU, Truth Game by 834,600 MAU and Between You and Me 640,800 MAU. These apps usually work by asking users questions about their friends, then posting answers to the feed or the Walls of a friends' Wall.

Apps that post to the stream included Luck Daily!, which posts daily luck percentages to the feed, by 1.1 million MAU. Then the dating app,  Are YOU Interested? by 917,000 MAU. Arabic app  عيد على صحابك grew by 902,400 MAU; it's an Islam-themed greeting card app that posts to a user's friends Wall. Phrases (new), not available to the stream, grew by 634,500 MAU and Skype by 618,300 MAU.

All data in this post comes from our traffic tracking service, AppData. Stay tuned for our look at the top weekly gainers by daily active users on Wednesday, and the top emerging apps on Friday.

tirsdag den 6. september 2011 at 07.27