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. Contact us to learn more >>

Random House - Random Buzzers

Random Buzzers is Random House's destination to engage and connect with its teen audience. The community-based program facilitates an ongoing dialogue between the publisher and its authors with the readers, while allowing likeminded consumers to share their passion with each other. Members can chat directly with authors, receive advance copies of books, share and create content, participate in quizzes and polls, and directly connect with other passionate teen readers via social networking features. View case study >>

Novartis - Prevacid®24HR Panel

In preparation for the consumer launch of a new over-the-counter (OTC) treatment for frequent heartburn, Novartis Consumer Health sought to cultivate an online panel of clinically appropriate, influential frequent heartburn sufferers who would not only be the first to try out and document their experiences through video "diaries" and written product testimonials, but evolve into brand ambassadors that would be integrated into the brand's other PR, marketing, and consumer insight initiatives. View case study >>

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 >>

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 >>

Learn more about Affinitive's word of mouth and social media marketing solutions.