Best of 2010: Marketing Meets Social Media

Social media gave marketers new ways to woo attendees, get feedback, and extend the impact of events long after they ended.

December 6, 2010, 6:24 PM EST

Photo: Bryan Bedder/WireImage

Before the Event
To promote a July catalog preview in New York, Ikea reached out to fans through Facebook, the Brooklyn store’s Twitter page, and IkeaFans.com, an independently run Web site with an audience of more than 150,000.

After deciding to relocate the Vans Warped Tour 10 days before the event, organizers used social media to spread the word to attendees, resulting in the same attendance as last year.

In July, Armani Exchange promoted its new fall line from a retro ice cream truck that made stops throughout Los Angeles. The store’s Twitter page alerted followers to the truck’s location and giveaways.

During the Event
The 2010 Sundance Film Festival had its own Tweethouse, which hosted panel discussions about social media’s role in the film industry during the day and parties in the evening, including a celebrity “tweet-up” to raise money for Haitian relief.

After the Event
In June, Yves Saint Laurent Beauté held a party in New York for its Belle d’Opium fragrance. The brand created a dedicated Web site to publicly document everything, from the on-site build-out to the Twitter posts from the night of the event.

Marc Ecko Cut & Sew’s fall/winter 2010 campaign featured multimedia ads starring Lindsay Lohan that combined augmented reality and photography. At the August launch party in New York, attendees played with the technology on computers and then uploaded videos to social media sites.

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