Q: What good and bad examples have you seen of brands using social networking sites/applications/services?

A: Good campaigns – Adidas originals house party campaign via YouTube and Facebook is an excellent viral effect and pass on rate.

Smirnoff experience events series. Quality content based drive which created a whole new community with regular news and competitions.

Poor campaigns – Barcardi’s presence on Facebook misses the potential reach of the social network by focusing on a niche target audience (bar-keepers, mixologists, etc.)

Diesel campaign “Be stupid” was for me the lowest point of the year so far. The roll out on social media networks really came down as an unthought-of anti-campaign which attracted far more criticism than positive feedback and ultimately lacked of any interactive attraction.