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DuPont's Social Media Campaign Goes Up in Flames...

Which Is Why It's So Successful

Produced by Hoag Levins
Published: October 28, 2009

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Fiery product test footage makes great viral videos.
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NEW YORK (AdAge.com) -- Fiery race-car crashes, exploding oil refineries, policemen shot in the chest at point-blank range -- these are just some of DuPont's new social-media tools. Fearing that it's losing touch with young professionals who don't read traditional media, the chemical giant developed a social-media strategy anchored in viral video. Digging into its archive, it pulled out some of its most spectacular product test and demonstration footage. And this became the core of a series of three-minute programs hosted by video blogger Amanda Congdon and distributed widely across online video sites.


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4 Comments
Subscribe to comments on: DuPont's Social Media Campaign Goes Up in Flames...
  By DeniseSalvaggio | Orlando, FL October 28, 2009 09:02:03 am:
Brilliant idea on DuPont's part! With the popularity of shows like Mythbusters among the demographic DuPont wants to reach, making its archival demo videos available in this manner achieves success on every level.

I also agree with Gary Spangler's observation, "Companies don't buy products, people do." This is the premise of my blog post, "Who is Your Customer?" Read here: http://bit.ly/X3tex

Technetium Creative
www.technetium.com
  By kevinlenard | Toronto, ON October 28, 2009 10:21:37 am:
I agree with whatever Jean-Francois of "Pro-Brainstars" said above...
  By L. John | New York, NY October 28, 2009 01:42:35 pm:
I love this strategy & campaign... Dupont seems to have a real sense of how to integrate these emerging social media channels into something that will help connect their brand, products and technologies to a whole new generation and audience...

Census data point for every marketer to be cognizant of - Gen Y is pegged at 60 million currently - they will out number "baby boomers" in the US by 2010... My God that's next year!

98% of Gen Y'ers belong to a social network of some sort - so my friends in B2B land - be smart, get engaged and embrace your next generation of employees, scientist and leader...

They are on-line now and waiting to meet you... And thats a fact you can take to the bank...

Nicely done DuPont - Nicely done indeed!

Back to work - enough pontificating...

LJY
Olive LLC
John@olivemedia.com
@johnnyboyolive
  By wraisch | San Diego, CA October 29, 2009 02:58:55 pm:
Great use of archival video and clever campaign idea. The GenY-ers are so integrated in the Social Web that is it an imperative for marketers today to be active in Social at all levels of marketing. The Gen Y community have the potential to attain the greatest spending power of any previous generation. I have put together a list of over 100 social marketing case studies to review for ideas on my blog this week at Think Conversation.com as well as some recent JD Powers analysis of the Gen Y opportunity. Here is the direct link to the case studies:

http://thinkconversation.wordpress.com/social-marketing-tips-success-stories/

Good Luck with your Social Marketing Strategies!

Warren Raisch
wraisch@ThinkConversation.com
:

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