USA showed an experimental streak when it used an
integration with Birchbox to help publicize the return of the
series "Suits" in June. Branded boxes for Birchbox subscribers
contained products picked to promote the show.
The network followed that up earlier this month with a more
adventurous partnership, also to promote "Suits": a campaign on
Tinder, the dating and hook-up app du jour that shows users the
photos, first names and ages of available people in their area.
Users usually either "like" a profile to send someone a message or
nix it to keep looking. In the USA promotion, fake profiles for a
male or female "Suits" character appeared, and a "like" gave Tinder
users access to exclusive "Suits" content.
USA has also long been particularly active in social TV,
building a "Character Chatter" platform, among other things, to
encourage viewers to talk about the network's shows while they
Oreo showed itself to be well ahead of the curve in real-time
marketing with its masterful Super Bowl tweet that responded to the
mid-game blackout. ("You can still dunk in the dark" was the
message within the graphic it
tweeted out that night.)
It's distinguished itself on social with whimsical campaigns,
like last year when it celebrated its 100th birthday by posting a
different cookie image every day for 100 days. Editions like the
Shark Week Oreo and Mars Rover Oreo played off current events.
Oreo is currently in the midst of a "snack hacks" campaign,
which includes a Vine showing how to make Oreo freeze pops.
AmEx is doing interesting experiments with social payments. This
February, it started letting cardholders who had synced their
account information with Twitter pay for certain items simply by
hashtag. (Available products included the Amazon Kindle Fire HD and
Xbox 360 4GB.) It was the next step of a "Sync"
program the brand had touted a year earlier at the South by
Southwest festival, through which cardholders could obtain
statement credits for certain purchases when they synced their
cards to Foursquare, Facebook or Twitter and posted about the store