Virgin America’s Colossal Social Media Campaign

Virgin America is a California-based airline that is on a mission to make flying good again, with brand new planes, attractive fares, topnotch service, and a host of fun, innovative amenities that are reinventing domestic air travel. With fleet wide in-flight internet, mood-lit cabins, custom-designed leather seats, power outlets, and a video touch-screen at every seatback offering guests on-demand menus and countless entertainment options – the Virgin America experience is unlike anything else in the skies. (virginamerica.com)

The brand engagement for VA employs a whole host of social media platforms and uses each profile to actively engage with the target audience and ideally secure brand ambassadors.

Webstite: www.virginamerica.com

Facebook:https://www.facebook.com/VirginAmerica

Twitter: https://twitter.com/#!/virginamerica

Instagram: http://instagr.am/p/j-TVB/

Pinterest:http://pinterest.com/virginamerica/

YouTube: http://www.youtube.com/virginamerica

Social Media Deconstruct #1: Forever 21

Tory Holland      

              Forever 21 is a popular clothing brand that not only allures shoppers through its trendy apparel and cheap prices, but also through its Facebook, Twitter, YouTube and Blog platforms. Although the company has  an inviting tone on Twitter, a giveaway contest on their blog, a Cupid Valentine's Day Cupid teaser on YouTube and news about the latest sale on Facebook, their social media efforts are lessened by the fact that the brand has too many messages. In other words, they have many creative ways to express their voice and connect with shoppers, but I think choosing at least two outlets to have the same focus/message would be more effective in increasing awareness and sales.

Facebook

Twitter

YouTube

Blog

Social Media Deconstruct #2: Voto Latino

With the Presidential elections coming up, Voto Latino is putting in motion a social media campaign to urge and persuade young individuals to not only think about the upcoming elections and what the impact will be on their lives, but to register and vote when the time comes. Voto Latino, a non-profit organization, is dedicated in bringing new and diverse voices into the political process by engaging media, technology, youth and celebrities to promote positive changes in America.

Voto Latino has utilized social media to its advantage. It uses Twitter, Facebook, Youtube and a personal website to promote social change. This year, Voto Latino is using social media to highlight what Latino’s are facing every day, the policies that directly affect them and at the same time, highlighting all of this in the hopes to get the youth to engage in politics.

Website: http://votolatino.org/

Twitter: https://twitter.com/#!/votolatino

Facebook: https://www.facebook.com/votolatino

Youtube: http://www.youtube.com/votolatino

Deconstruct #1 Macy’s to “Go Red” for Ninth Year!

Macy’s kicks off a campaign including wear red sale, in-store red-inspired events as well as various social media events to raise fund for American Heart Association’s Go Red for Women movement for the ninth year. For each heart shared from Macy’s Facebook page and each followers tweeting #heart@Macys from Feb. 1 through Feb. 14, Macy’s will donate $2 to American Heart Association with a maximum donation of $250,000 for both Facebook and Twitter participation.

It is a good way to show the corporate social responsibility of Macy’s. Also Facebook and Twitter $2 donation would give the audience a sense of participation and contribution. This campaign would involve Macy’s stakeholders, such as customers, investors and also audiences from NPO side. Since American Heart Association’s campaign aims at raising women’s awareness of heart disease, the audience is exactly the target that Macy’s want to pitch. The cooperation within AMA and Macy’s is perfect. Women’s fashion blogs, magazines, NPO media channels would be proper media channel for the news.

I would suggest the Macy’s campaign also take advantage of Valentine’s Day, planning some specific event and online campaign on Feb. 14^th.

Here is a direct link to the wire:

http://www.businesswire.com/news/home/20120123006391/en/Macy’s-“Go-Red”-Ninth-Year%21

Los Angeles Travel & Adventure Show® Sets Attendance Record for Travel Shows in the United States

The Los Angeles Travel & Adventure Show, held in Long Beach, CA on January 14-15, had a record-breaking turnout of attendees. Over the course of the two-day expo, 25,800 consumers, travel agents and industry professionals filed through the Long Beach Convention Center to listen to seminars from travel experts and visit over 400 different booths and exhibitions.

http://www.marketwire.com/press-release/los-angeles-travel-adventure-showr-sets-attendance-record-travel-shows-united-states-1607899.htm

Deconstruct Case #1 - DIRECTV Now Delivers BabyFirstTV™ to Millions of Families at No Extra Cost

http://www.prnewswire.com/news-releases/directv-now-delivers-babyfirsttv-to-millions-of-families-at-no-extra-cost-137585278.html

DirectTV now offers BabyFirstTV as part of its subscription package at no extra cost. The reach of this story is somewhat small due to its content. The communication strategy is the launching of something "new". The press release is alright but by adding more multimedia and better quotes they could have achieved a much more interesting press release. Also their overall communication strategy could have been better developed, maybe by combining it with some other larger event. 

Deconstruction #1:Caesars Entertainment "Play Without Pain" event

On January 15, Caesars Entertainment sent out a press release on PR Newswire that Celine Dion, Caesars Entertainment and AEG Live team up for special evening with Children’s Hospital Boston to at Caesar’s Palace to support “Play Without Pain: Children’s Sickle Cell Benefit”. More than $1 million was raised for sickle cell benefit during the event.  The press release is written in the way that can be easily quoted or used by various media outlets.

The press release is very social media friendly as it is redirected to a independent webpage where you can and is written in the way that can be easily quoted or used by various media outlets. However it fails to tailor massages to target audience.

Here is the link to the wire:

http://www.multivu.com/mnr/54153-celine-dion-play-without-pain-children-s-sickle-cell-benefit