Telecom giant gets a jump on Black Friday. Sears, Starbucks, and Charmin also leap in.
People who gripe about holiday marketing starting too early probably won't like this Facebook campaign: AT&T has been running "Black Wednesday" ads this week.
In one example the telecom giant used this ad copy: "On Black Wednesday, Nov. 24, get up to $50 off most phones. 'Like' AT&T for this exclusive offer for New York AT&T fans." The landing page read: "Why wait until Black Friday, when you can start early on Black Wednesday?"
AT&T is not alone in using Facebook for yule-themed ad campaigns in the last few days. Sears ran an ad for its "Wish Together" initiative. The effort centers on a "group-liking" concept: After visitors "like" the Sears brand, they can then start "liking" specific deals that will become unlocked once a certain number of people follow suit.
For instance, a Dyson DC25 Animal vacuum cleaner appeared as a deal on Tuesday with the original price of $438 and a deal price of $399. Five-hundred people had to "like" the deal in less than four days before it would become available to Facebook users. Some "Wish Together" products are of limited availability, and some deals expire if the required number of "likes" is not met within a certain timeframe. In one case, a Harmony TV remote control was priced at $100 off on Tuesday until the deal ran out. It drew only 133 "likes," falling short of the 500-like threshold. No deal for Facebook shoppers.
Starbucks Continues Facebook Emphasis With "12 Days" Effort
With 18 million Facebook "likers," it's not surprising to see Starbucks promote its "12 Days of Sharing" holidays campaign on the social site. One ad was laid out as an event invite, with several thousand people expressing that they planned to go by tapping the "attend" button. Overall, the "12 Days" program offers exclusive offers daily via digital channels like mobile and social media from Dec. 1 through Dec. 12.
Starbucks is also employing Facebook Places in a campaign ending on Dec. 31. The coffee retailer's Facebook page has a "Check In" tab/app, where click-throughs can lead to virtual rewards such as a Starbucks icon for certain beverages. Two quick examples: People checking in between 2 p.m. and 8 p.m. can get a Caramel Brulee Latte virtual gift; and those that include the word "eggnog" in their check-in will get an Eggnog Latte virtual gift. In keeping with the "Sharing" theme, those who check in via Places are encouraged to share their check-ins with Facebook friends.
Lastly, Charmin has been running Facebook.com ads to push its second-annual "Enjoy The Go" initiative in New York. Viewers clicking through one of the ads have seen a Facebook landing page, where they could learn about 15 Charmin-branded temporary restrooms in Times Square. The page includes a link to a micro-site for viewers to see various pieces of information, such as that the restrooms are open daily through the end of the year. The tourist-targeted promo also offered the chance to win tickets to the Jingle Ball, a Dec. 10 music event at Madison Square Garden featuring singers Katy Perry and Selena Gomez.
On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!
Want to learn more? Join us at ClickZ Live San Francisco, Aug 10-12!
Educating marketers for over 15 years, ClickZ Live brings together industry thought leaders from the largest brands and agencies to deliver the most advanced, educational digital marketing agenda. Register today and save $500!
Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.
Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
June 10, 2015
12:00pm ET/9:00am PT