In association with AdvertisingAge.
Communicate
The marketing and advertising resource * February 2011 * Issue N” 74 * www.communicate.ae
it's charm
Elie Haber and Nizar
‘Abou Saab on the
partnerships Page 58 written word Pag:
Be my friend
This
Numbers up: UM's
Denh Dip talks us throu-
Both sides of the sto
FP7’s Tarek Miknas on
ETT)
On station
For the fist time since MBC be
THE MONEY GAME
Who will win and who BUT
_—
33 Ml«
social media to tke is brand tothe next level by
truly integrating the benefits of socal media int its
core offering,
YVES-MICHEL GABAY
Ganeral manager, MEC MENA
Honesty there area lot of brands that ae plying
well in the socal media field. One of them i prob
‘thy he smal chain of restaurants called Wild Peta,
which s using only social media to adverse. But my
favorite is Sony Ericsson, which lanched a contest
for the launch of the X10 inthe region: “Participate
in Witng the Longest Online Story & get a Chance
1 Win an X10 Mobile Phone.”
X10 Longest Online Story competition wasa nique
digital experience, where participants were asked 10
ost lines to build the longest online story inthe is-
tory ofthe Internet and enroll for a new Guinness
‘World Record
1 don't know if they managed 1o enter the ecord
book, but found the des petty col, and Teceived
Alotof connections from aloo frends So definite
had «good feeling for his smartphone
sam musa
Managing drctr Impact 8800 Abu Dhl
“Social medi” Another marketing lexicon tht has
found prominence in lot of mestngs and presenta
tions without the required understanding of what this
ew sience is realy all about. With this backdrop
ny vole ges oth Office ofthe Brand of Abu Dhabi
(OBAD) as being avery good example ofwsing socal
‘media well
For sares, it as understood that social media
not just about having a Facebook group, nor sit just
shout being digialy active, Ithaseeated a two-way
Aalogue with its defined target through the opportunity
to eoate meaningful user senerated content.
“aE8 61 BARR
ven mazroon !
fae
MON AN INTERNET
(Se
‘The “Abu Dhabi Through Your Eyes" native
has given brand Abu Dhaba very costfetive photo
Tira, and for the end user, a eat opportunity to
| pancipate ina photography contest. It works well
tn social media because it generates» mutually re
‘warding conversation between te brand andthe em
vit, There re various her interesting inti
| that OBAD has undertaken sx part of its social media
strtesy
LEX BRADSHAW-ZANGER
| Rocional rector for digital strategy and innovation,
Loo Burnett
‘The Ikea Facebook campaign (not because of my
‘Swedish heritage), becaute of ts ingenuity and sit
plicit. Instead of building a application, the com
any used the existing functionality ofthe platform
fo connect people, the brand, and it products. le was
such a success that Facebook has tightened up on
‘hese campaign since then.
‘MONICA SHIMA
{Group manager for brand PR, P&G Gull
Apart from the Old Spice “Smell Like a Man,
Man" campaign, another campaign that is good
example of how a brand hs used social media in
‘creative way i Skits. kites UK launched a
hallenge for its more than one milion "Duzzle
‘he Rainbow” Facebook fans by asking them to drown
‘4 man called Davis Phoenix in cand, wih fans tr
ing in to watch
‘The challenge featured Phooni, who announced
his intention (vi a series of videos) 1 survive be
ing buried by more than two million Skits.
‘Sites fans headed to Facebook and taned in
to the live team, which caused more and more
candy to ain down on Phoenix. This is such a
lever way of sing. social media 10. engage
Communicate 19