Corporate Eye

Brands Spread the Love for Valentine’s Day Promotions

This year, brands are looking for new ways to connect with consumers and drive sales with unique Valentine’s Day promotions.  Many of these new marketing initiatives leverage social media as one would expect in 2011.

AT&T is a brand that stands out from the crowd this year in terms of launching modern and unique Valentine’s Day promotions.  AT&T put together a campaign called Shout Your Love from the Mountaintop that debuted just four days before the February 14th holiday. The tagline for the promotion was, “when you love someone, you want to tell the world. You want to shout it from the mountaintop.”

Customers were asked to share their messages of love on the AT&T Facebook page (shown above) and beginning at 8:00 a.m. (PST) on Valentine’s Day and ending in the evening the same day, “fully qualified Mountain Men yellers” read those messages of love on HTC Inspire 4G phones and shouted them for the world to hear.  The shouting aired on a live webcast and the submitted messages and Mountain Men videos appear on the AT&T Shout Your Love from the Mountaintop Facebook app (shown below) and on the Share AT&T YouTube channel.

Within the short four days of the campaign, nearly 10,000 people submitted messages of love.  Three days before Valentine’s Day, AT&T added a Twitter element to the campaign by asking users to use the Twitter hashtag #LoveShout to spread the word, and AT&T invested in Twitter promotion so the hashtag would be listed in the top trending topics.  To round out the online marketing promotion, banner ads and video ads were placed on a variety of top websites such as AOL and Yahoo!

I’m not sure if this campaign drove the ROI AT&T was hoping for, but it undoubtedly drove a positive brand buzz.  What do you think of this creative Valentine’s Day promotion by AT&T?  Leave a comment and share your thoughts.

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Susan Gunelius is the author of 10 marketing, social media, branding, copywriting, and technology books, and she is President & CEO of KeySplash Creative, Inc., a marketing communications company. She also owns Women on Business, an award-wining blog for business women. She is a featured columnist for Entrepreneur.com and Forbes.com, and her marketing-related articles have appeared on websites such as MSNBC.com, BusinessWeek.com, TodayShow.com, and more. She has over 20 years of experience in the marketing field having spent the first decade of her career directing marketing programs for some of the largest companies in the world, including divisions of AT&T and HSBC. Today, her clients include large and small companies around the world and household brands like Citigroup, Cox Communications, Intuit, and more. Susan is frequently interviewed about marketing and branding by television, radio, print, and online media organizations, and she speaks about these topics at events around the world. You can connect with her on Twitter, Facebook, LinkedIn, or Google+.
 
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