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