Word of Mouth and Social Media Marketing, Technology, Strategy and Measurement Case Studies

Major US Wine Company - Consumer Advocacy Program

Affinitive was tasked with developing a fun online social platform that encourages consumers to explore the brand's wines and foster engagement around the brand's positioning - the love of the great outdoors - while educating them about the brand and about the wine, with exclusive Q&A sessions with winemakers, and allowing them to share content. The consumer engagement platform has become an "anchor" of the brand's overall marketing mix, connecting the dots between various marketing, PR, consumer insights, and CRM initiatives.

American Skiing Company - MyA41 Passholder Community

The MyA41 program connected and engaged American Skiing Company's "All for One" multi-resort season passholders, while encouraging cross-resort interaction and participation. The MyA41 program also allowed passholders to create and share social media (photos, stories, events, tips, and videos), while facilitating two-way communication between passholders and resort staff. View case study >>

Electronic Arts - Lord of the Rings: Conquest

The Battle for the Ring program generated buzz and awareness among action gaming enthusiasts and LoTR fans for the release of Lord of the Rings: Conquest via an ARG-style community platform in which members chose to participate as "good" or "evil" and fight for The One Ring, earning troops for their side as they co-created content that helped spread product messaging, educate key selling points, and drive pre-order sales.

Ubisoft - Assassin's Creed

1191 A.D.: Brotherhood of Assassins was an international program that provided an innovative experience to gamers and fans to generate anticipation for Ubisoft's forthcoming title Assassin's Creed. Consumers were immersed in the game's storyline, building advocacy through direct brand interaction and co-creation. The program grew virally sans any media support to become Ubisoft's most successful community effort ever.

General Motors - GM Insiders

General Motors is a brand rich with consumer stories. GM Insiders provided a unique social platform for these stories to be aggregated, shared, and discussed. Participants in this private, invite-only program were sourced from GM employees, retirees, suppliers, enthusiasts, and opinion leaders. The program provided advocates with unfiltered insider access to GM happenings, gave participants exclusive sneak peeks of new cars before the public, and integrated with a nationwide mobile tour initiative.

Bacardi - Bacardi Live Tour

Bacardi sought to create an instantaneous, consumer-generated "digital ripple" around several of their offline events and tours to help generate top-of-mind awareness. Affinitive, working in conjunction with our friends at Javelin, developed a framework to empower those in attendance to easily document and share their experiences via numerous mobile and social tools. Bacardi was able to monitor and measure participation and reach of consumers, as well as pre- and post-event online chatter.

Ubisoft - Red Steel

The Dojo of Pain program served to create buzz and generate awareness for the video game Red Steel, a launch title for the Nintendo Wii platform. As a new title, it needed to engage consumers to drive awareness and pre-orders for the game at retailers (very important in the video game industry). View case study >>

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