Every year I try to go to the CNE at least once a summer…but this year, I had such a blast I had to go multiple times. I’m not sure if it was the weather, the crowd or the hundreds of great, free attractions that made this year stand out in my mind as “The best EX ever”, but here are a few of my highlights:

-seeing the line-ups extending beyond the grounds and up Dufferin on opening day where the $1.75 admission brought home the message that this family event is still the best value in town.

-The Garnier Take Care Dome which offered free wash/dry and styling onsite, and lots of free anti-wrinkle cream samples (did everyone get as many as I did? I must of appeared extra wrinkly that day)

-The Direct Energy video displayed on the front of the Direct Energy building. I wish I could post a video of this awesome media display, since the sites and sounds blew my mind. There was a large digital countdown clock to help gather the hundred of people infront of the building and to build suspense. This presentation was matched up to the fascade of the old building where monkey and human faces transformed in the wall before your eyes to help bring home the message of evolution. The audience was then captivated by IMAX style images of various parts of the planet with the focus on clean, progressive energy solutions. Good job Direct Energy. Too bad I couldn’t find any details online to reach your marketing department to give you a big high five.

-Finally purchasing my very own Super Sweepa. After watching people walk up and down Dufferin holding these bright yellow rubber brooms, I had to check out the booth myself. At 2 for $19….I couldn’t resist. It will probably be the last broom I own.

-Watching the Tokyo Police Club concert while chowing down at Ribfest. Beer, live music, ribs, beautiful weather….this is what summer is about. And when my clients invited me into the VIP section for a few free beers…my love of the EX grew 10 fold.

-Getting the behind the scenes tour via golf carts on our way to the midway. A special thanks to you Kristen…you’re the best promo gal ever.

-Receiving a personal tour of all the best rides in the midway from Scooter – the self professed “Head Carnie”. Polar Express is still a classic, and remains the only ride that sports it’s own DJ. I can still hear him in my head “DO YOU WANNA GO FASTER!!!!”

-Although I didn’t see Bill Clinton speak, nor watch Tony Hawk fly through the air, I’m sure these  great free events still wowed the crowd (as well as hundreds others)

-Hanging out with the gang from FLOWRIDER (aka the “Mo-Flow”), the mobile freestanding wave attraction. Never got a chance to actually ride it….but will definately keep their card!

-And last but certainly not least…Tiny Tom’s Donuts. But next year I’ll wait until AFTER the rides to more thoroughly enjoy them.

Thanks again to the gang from the CNE….you make marketing fun!

Terri.

Shoppers World Brampton is celebrating their 40th anniversary of being the Centre of Shopping in Brampton this year. To show our continued support to Shoppers World, Empirical placed a congratulatory ad in the Brampton Guardian. This ad was definitely different than your traditional congratulatory ad. One of our studio artists did sketches of each of the management office employees. The ad was fun and light hearted and a complete surprise to Shoppers World until they received the printed newspapers. We also created a framed print of the ad for them to hang in their offices.

They loved the ad and the framed pic. It just goes to show a little extra effort and doing something unique has a lasting impact.

Canadians’ love of social networking, and of Facebook in particular, shows no signs of letting up, according to a new study from Ipsos Reid.

Some 56% of all online Canadians now have a social network profile up from 39% just 18 months ago. The study also found that, when online, Canadians are now spending more than one-third of their time each week on social network sites.

“Social networks get a lot of press and rightfully so, they are becoming the communications tool of the 21st century,” said study author Mark Laver, in a release. “The increasing concentrations of people at these types of websites make them very attractive to online marketers and businesses.”

Facebook continues to be the online social destination of choice for Canadians. Of those with a social network profile, 85% are with Facebook. Almost one-third (32%) of respondents who were “aware” of Facebook had visited the site in 48 hours before taking the survey and 44% had visited in the past week, according to the Ipsos findings.

Women are more likely then men to have a social network profile—59% compared to 52%—and young people (18—34) are also much more likely to be socially networked (86%) compared to older (55+) wired Canadians (44%).

“What is surprising is the degree to which older members of the population are also exploring online social networks,” said Laver.

“As the consumer continues to spend increasing amounts of time in the digital world businesses and marketers are paying increasing attention to the Internet,” he added. “However, online social networks tend to be extremely personal and this creates a dilemma for marketers and businesses—how to communicate in a personalized setting without upsetting the target audience.”

Hey, In case you’re brainstorming  ideas for Facebook Apps for your clients, it’s worth it to take a look at the most 7 sucessful ones that were recently brought to attention in “Larry Chase’s Online Marketing Strategy” newsletter.

Check Em’ out!

 Adobe Students ‘Real or Fake’ Campaign

Consider this a 21st Century update of the 1970s era ad campaign “Is It Live or Is It Memorex?” Adobe’s initiative, which ran on the company’s Adobe Students Facebook page, asked users to judge whether 10 pictures created with Adobe Photoshop were genuine photos or fakes. The last screen was an offer to buy Adobe’s Creative Suite 4 at the student-discount price.

The campaign generated more than 14,000 plays, and 6% of players clicked the “Buy Now” button. Adobe promoted the game with a Facebook ad that linked to the game site and made it easy for players to share the game with friends.

Although the campaign has ended, you can try it for yourself on the campaign agency’s Web site.

Ben & Jerry’s ‘Send Ben & Jerry’s to Friends’ Application

Ben & Jerry’s Ice Cream has a textbook Facebook presence, with a big fan base (937,025 at time of writing), and a site full of content generated by fans and company reps. It also has this clever little application that lets a user send a virtual gift of ice cream to friends, often to promote a new flavor.

This application has 23,187 monthly active users, not just one-time users. (”Chubby Hubby” is the most popular.) The application and the whole site succeed because they give fans multiple ways to participate in the Ben & Jerry’s story.

Burger King’s ‘Whopper Sacrifice’ Campaign

This campaign, probably one of the best-known if not most notorious Facebook marketing campaigns, dangled a free Whopper sandwich before Facebook users who “defriended” 10 people from their friend lists.

The campaign also sent emails to the “defriendees” telling them what happened, a move that led to the campaign’s demise. The notification ran afoul of Facebook’s privacy policy because Facebook doesn’t disclose defriendings.

Still, the campaign was enormously popular, distributing 233,906 coupons representing 2.3 million defriendings. It lives on, too, at the companion “Angry-Gram” Web site, where the defriended were invited to send gripe emails to their ex-friends.

 Dell’s ‘Social Media for Small Business’ Campaign

Instead of conducting a one-off initiative with start and end dates, Dell’s Facebook campaign sets out to create a small-business community through its fan pages, designed to inform and empower, while minimizing the selling aspect.

The centerpiece is a series of eight Social Media guides that users can download and share with friends, covering key aspects of Social Media success (such as “joining the conversation,” Dell’s “crowdsourcing” concept for ideas, and succeeding on Facebook and other social networks).

The pages include an active Wall of comments, questions and shared information. You’ll also find vigorous discussions (including one topic titled “Dell’s Horrible Customer Service”) and links to Dell’s YouTube video tutorials and screencasts that walk newcomers through key Social Media applications.

Dunkin’ Donuts’ ‘Keep It Coolatta Daily Giveaway’ Contest

Dunkin’ Donuts has devoted customers in the Facebook community (826,742 fans at time of writing). It is rewarding them in this summer 2009 profile-picture campaign by giving prizes and fan-page publicity to users who post creative snapshots of themselves with the donut chain’s trademark “Coolatta” coffee drink as their profile pictures.

This campaign stands out because it incorporates regular aspects of the Facebook experience—inspiring creativity in profile pictures and dangling the opportunity for publicity within the Facebook community—with a memorable and easy-to-enter contest.

FamilyLink’s ‘We’re Related’ Application

Despite numerous vociferously negative reviews in the users forums, 14 million Facebookers use this application every month, making it one of the most popular. Created by FamilyLink, an online genealogical service, the application allows users to create a virtual family reunion within Facebook with a family tree and private sharing space.

It also automatically searches the Facebook user database, using the members you identify as relatives, to find possible relatives. This is apparently what annoys many of the complainers, but users can opt out of email notifications.

FamilyLink is a David in the world of Goliath online genealogical services. Company representatives have said the application has increased awareness of its services.

Starbucks’ ‘RED’ Card Campaign

Starbucks is leveraging its big footprint on Facebook (2.5 million fans, lots of user-generated content and regular updates from company reps) to promote sales of its social campaign (Starbucks)RED loyalty card. Every time the card is used for a Starbucks purchase, the company donates 5 cents to the Global Fund to fight AIDS in Africa.

Results for the campaign, which launched in January 2009 and scheduled to run through Dec. 31, 2009, show at the time of writing that 11,405 customers worldwide had bought 90,843 cards, generating enough money to buy 10,563 days of medicine for AIDS patients.

Starbucks used Facebook’s Notes application, which users can share with their friends, to promote the campaign.

Let the Biz Dev Team know if you want to have a brainstorming session!!!!

Terri.