The Swiss hamlet of Obermutten, population 79, became a Facebook sensation after its fan page launched with a video of the mayor promising that anyone who "liked" it would have their profile picture posted on the town's (real, not virtual) message board. Obermutten now has more than 14,000 fans. Jung von Matt/Limmat created the campaign for a regional tourism department.
Halls' 'Uva Verde'
After the Kraft Foods-owned brand Halls discontinued its green-grape flavor in Brazil late last year, cough-drop enthusiasts took to social media to demand its return. Kraft relented, then commissioned Agency Espalhe Guerrilha Marketing to hire artists to create busts of three fans out of 5,000 units of Uva Verde. The agency also ran a Facebook campaign to find a fourth subject.
Small Business Saturday
Social media again played a central role in the second year of "Small Business Saturday " -- an American Express-led effort to drive shoppers to local retailers on the Saturday after Thanksgiving. Facebook offered a $100 ad credit to the first 10,000 businesses that registered. The page has more than 2.7 million fans, compared with 1.2 million last year, and #SmallBizSaturday trended on Twitter. Crispin Porter & Bogusky developed the campaign with Digitas.