Web 2.0 has evolved over the past 9 years, as a platform from Web 1.

0, the
survival of brands during this change is their successfully ability to embrace
the power of the web to harness collective intelligence (OReilly 2005). Social
media is a new driving platform for brands like Lynx and Old Spice to create
brand-to-consumer interactions. Social media
can be used as a media in its own right;
furthermore, it can be subcategorised as seen
in Figure 1 (FredCavazza 2012). Social media
can also be used as a support media in a viral
marketing campaign, in order to create a buzz
and drive traffic to acquire information on
consumers, like Argos and Honda.
In the lead up to Christmas 2007, Argos wanted consumers to know that
their enormous depth and breadth of products was available online as well as
offline (INMCCE 2008). Argos enlisted the help of Meteorite to create a viral
marketing campaign, in order to drive traffic through www.argos.co.uk, for
buying consideration and additional consumer information. A twist on the
classic guessing jar game became the origin of
the new campaign that comprised of a 12ft jar
filled with 10,000 worth of Argos goods to be
won by anyone that made a guess of the total
number of goods. Competition sites, directory
sites, social networking and relevant blogs were
used as the platform to target the tech-savvy
target audience of 17-35 year olds (INMCCE
2008). The viral marketing campaign begun with a YouTube video, Figure 2
(Giantjar 2007), sent via email to everyone on Argos database, followed by
paid viral seeding, blogging, free viral seeding, in-store flyers, online banners,
links from affiliate network and Argos website (INMCCE 2008). In 2007,
Rappaport studied the relationship between new advertising techniques and
associated changes in consumer behaviour (Li 2011). The viral part of the
campaign was the YouTube video, the comical value of the video attracted
the consumer to share the video and engage with the brand due to emotional

involvement; a vital part of the success of the campaign resulted in the

emotional connection being made between consumer and brand according to
Rappaports engagement model. The campaign exceeded Argos previous
acquisition record, capturing 100,000 new email contacts, marketing awards,
word of mouth and buzz; resulting in 479,000 unique page impressions and
video views in 9 weeks (Johnson 2008). The new consumer information
allowed Argos to measure the success of the viral campaign, comparing the
new emails applying for the competition and there use of online spend,
totalling 700,000 being spent between them, The giant jar paid for itself four
times over, making a successful viral campaign, with the ability to gather
further information on the new email address acquired (Johnson 2008).
Similarly, Honda acquired a viral campaign to change its brands position in
the market. Post 1999, Hondas brand image consisted of safety, reliability
and value for money with an audience of older drivers; however in 1999
Honda wanted to challenge these unflashy,
unfashionable virtues in order to attract a new
demographic of young adults (Macdonald 2001).
Working on a limited budget, Honda decided it best
to utilise the Internet as a marketing platform, the
viral campaign would comprise of a video, Figure 3
(HellOnWings 2007) that was designed first and
foremost as entertainment, that needed to be visually simple and without
sound in order for the video to go global (Macdonald 2001). The video was
sent via email to direct contacts of the Leith Agency, the Honda UK marketing
department and Hondas web development partners Dow Carter (Macdonald
2001). The Honda website, www.hondajoymachine.com, worked as an
extension of [the] creative strategy (Macdonald 2001). The call-to-action on
the advertisements, consisting of TV, cinema, print, brochure and mailers,
would encourage consumers to visit the website, allowing Honda to capture
data and monitor webpage visitors. The Honda website had been
transformed; targeting a younger audience by incorporating interactive games
on their website, changing the brand image to that alike Diesel (Macdonald

2001). This viral campaign was one of the first of its kind, as the Web had not
transitioned into Web 2.0, according to Macdonald (2001) by adopting a viral
strategy at that time [Honda] were operating in completely unmapped
territory. Ghosh (1998) suggests the Internet can be used to become the
dominant player in the electric channel of a specific industry controlling
access to customers and setting new business rules; The utilisation of viral
marketing in 1999 resulted in Honda becoming the dominant player in the car
manufacturing industry, recent statics show evidence of this, as Honda still
maintain their young audience, in 2013 14% of its website visitors were 18-24
year olds in comparison with its competitor Subaru attracting 11% of 18-24
year old visitors (Quantcast 2013ab). The viral campaign resulted in traffic on
the website growing rapidly, reaching nearly 3,500 user sessions per day;
research suggests these were predominantly new users. A more affluent
younger profile had been reached as
seen in Figure 4 (TGI 2000 cited by
Macdonald 2001) resulting in the
success of the Honda campaign
(Macdonald 2001).
Social media is also used as its own marketing media; The Lynx effect
campaign utilised the social networking site Facebook, after Lynxs research
found email brought limitations in connecting with 16-24 year old males, their
target audience; however, social media was found to have ample opportunity
to communicate with this audience (Sykes et al. 2011). Lynx wanted the
campaign to drive brand loyalty through longer-term brand engagement (IPA
2011). Lynx begun with understanding the new adopted chosen platform, their
research concluded that simple questions would engage consumers at a high
volume at peak times (weekends and 5pm). Other platforms of advertising
were used to support the Facebook page such as television, outdoor, digital
display and the Lynx effect website which featured the Facebook page as the
call-to-action (Sykes et al. 2011). Simple techniques were used to engage
consumers, such as humanising the page; Lynx changed their profile picture
in conjunction with the target audience frequency. According to Divol et al.

(2012) Lynxs utilisation of Facebook allows the brand to monitor the

audiences opinions on both products and brand, they can also respond to
consumers, building a personal relationship, amplify the engagement with
products, by asking questions like what Lynx are you wearing tonight? and
lead, when used most proactively, encouraging long-term behavioural
changes by the consumer. Blogger, Fung (2011) believes the Lynx effect has
been a inspired and successful marketing campaign. Lynx suggests, if you
are not an online retailer and you are unable to attribute direct sales to a
branded page (Sykes et al. 2011). Moreover, Lynx studied a group of
Facebook fans in order to measure the success of the campaign, and
compared spending frequency, average weight of purchase and trip spend to
a controlled group; Figure 5 (Sykes et al. 2011) demonstrates the success of
the Facebook campaign. Lynx report their relationships with clients and
agencies have changed since the
campaign, Lynx now make the best
use of new tools in order to continue to
be the essential component of the
teenage landscape (Sykes et al. 2011).
In 2010, Old Spice response campaign was created in retort to the brands
objective, to engage with Old Spices fans on a deeper more experiential
level (Cannes Creative Lions 2012). Measurement of relationships with
consumers was at the forefront of the objective, leading to Old Spices choice
of social networking as the chosen media platform. A conversation between
consumer and Old Spices leading character, Isaiah Mustafa, would be
utilised via Facebook as a database to control conversations, photos and
videos, whilst Twitter and YouTube worked as a support, directing traffic to
the Facebook page; enabling Old Spice to capitalise on their main character
of their previous TV campaigns expanding fan base (Cannes Creative Lions
2012). Proprietary monitoring software NORAD, pulled mentions of Old
Spice from the social networking sites generating relevant questions (Cannes
Creative Lions 2012). 70% of the responses were created by average Joes
whilst celebrities added heft and reach (Cannes Creative Lions 2012). The

Facebook page worked as a base for the other social networking sites to be
directed toward; Twitter served as a question proposal device and
promotional tool via celebrities, whilst YouTube allowed the videos to be
uploaded as a secondary response measurement. According to OReilly
(2009) users are continuing to co-evolve with our search systems human
participation adds a layer of structure rough and inconsistent as it is to the
raw data stream, the use of social media within this campaign has allowed
the consumer to decide what video will be on next and the direction at which
the brand will take. The campaign increased its Facebook fan base by 40%,
twitter followers by 2700% and YouTube subscribers by 135%, making it a
marketing success (Cannes Creative Lions 2012). Guest Blogger (2013)
suggests, When a bunch of [Old Spices] funny and piquant videos can
garner more views than President Obamas victory speech, what more do
they need? Old Spice became the #1 All-time most viewed and #2 most
subscribed banned channel on YouTube, questioning the definition of lowinvolvement product category (Cannes Creative Lions 2012).
In conclusion, the power of Web 2.0s ability to lead to personal
communication between consumer and brand as the communication binds us
together, giving us shared context and ultimately shared identity, has lead to
four successful campaigns (OReilly 2009). However, whilst Old Spice and
Lynx were able to meet their objectives and accumulate new consumers of
the brand; Honda and Argos, although from two very different stages of Web
2.0, were able to gather important and vital information on consumers that
could potentially sculpt future campaigns, products and business decisions
(i.e. through cookie placement), and were able to drive traffic to their own
webpage for additional brand content to reach consumers.

References
Cannes Creative Lions (2012) Old Spice Body Wash: Response Campaign.
[Online] Available from: WARC [Accessed 1st March 2013].
Divol, R., Edelman, D., and Sarrazin, H. (2012) Demystifying Social Media.
[Online] Available from:
https://www.mckinseyquarterly.com/Demystifying_social_media_2958
[Accessed 23rd February 2013].
FredCavazza (2012) Social Media Landscape 2012. [Online] Available from:
http://www.fredcavazza.net/2012/02/22/social-media-landscape-2012/
[Accessed 2nd March 2013].
Fung, M. (2011) The Lynx Effects Video Games. [Online] Available from:
http://www.gamekudos.com/news/the-lynx-effects-video-games [Accessed
2nd March 2013].
Ghosh, S. (1998) Making Business Sense of the Internet. Harvard Business
Review. [Online] 126-135. Available from: Blackboard [Accessed 10th
February 2013].
Giantjar (2007) The Giant Jar Win 10k worth of products [Online] Available
from: http://www.youtube.com/watch?v=Rpybk5tL5QM [Accessed 1st March
2013].
Guest Blogger (2013) Old Spices Scented and Spiced up Social Media
Strategy. [Online] Available from: http://www.bloggingtips.com/2013/01/27/oldspices-scented-and-spiced-up-social-media-strategy/ [Accessed 2nd March
2013].
HellOnWings (2007) Honda Joy Machine. [Online] Available from:
http://www.youtube.com/watch?v=-DPXg5uGeck [Accessed 1st March 2013].
IMCCE (Integrated Marketing Communications Council Europe) (2008) Argos
Argos Giant Jar (UK). [Online] Available from: WARC [Accessed 1st March
2013].
IPA (2011) Using social media to drive brand loyalty Lynx Facebook
campaign. [Online] Available from:
http://www.ipaeffectivenessawards.co.uk/Entrant.aspx?id=400 [Accessed 2nd
March 2013].
Johnson, S. (2nd June 2008) Argos Big idea brings big returns. Brand
Republic. [Online] Available from:
http://www.brandrepublic.com/research/813076/ [Accessed 1st March 2013].
Li, H. (2011) The Interactive Web: Toward a New Discipline. Journal of
Advertising Research. [Online] 13-26. Available from: Blackboard [Accessed
17th February 2013].
Macdonald, G. (2001) Honda. [Online] Available from: WARC [Accessed 1st
March 2013].
OReilly, T. (2005) What is Web 2.0. [Online] Available from:
http://oreilly.com/pub/a/web2/archive/what-is-web-20.html?page=1 [Accessed
23rd February 2013].
6

OReilly, T. (2009) Web Squared Web 2.0 Five Years On. [Online] Available
from: http://www.web2summit.com/web2009/public/schedule/detail/10194
[Accessed 23rd February 2013].
Quantcast (2013a) subaru.com Demographics. [Online] Available from:
http://www.quantcast.com/subaru.com#!demo&anchor=age-gender-container
[Accessed 1st March 2013].
Quantcast (2013b) honda.com Demographics. [Online] Available from:
http://www.quantcast.com/honda.com#!demo&anchor=age-gender-container
[Accessed 1st March 2013].
Sykes, S., Harrison, M., and Clark, S. (2011) Lynx: Using social media to
drive brand loyalty Facebook campaign. [Online] Available from: WARC
[Accessed 1st March 2013].

Bibliography
Anderson, C. (2004) The Long Tail. Wired [Online] Available from
http://www.wired.com/wired/archive/12.10/tail.html [Accessed 17th February
2013]
Assael, H. (2005) A Demographic and Psychographic Profile of Heavy
Internet Users and Users by Type of Internet Usage. Journal of Advertising
Research. [Online] 93 123. Available from: Blackboard [Accessed 17th
February 2013].
Cannes Creative Lions (2012) Old Spice Body Wash: Response Campaign.
[Online] Available from: WARC [Accessed 1st March 2013].
Divol, R., Edelman, D., and Sarrazin, H. (2012) Demystifying Social Media.
[Online] Available from:
https://www.mckinseyquarterly.com/Demystifying_social_media_2958
[Accessed 23rd February 2013].
FredCavazza (2012) Social Media Landscape 2012. [Online] Available from:
http://www.fredcavazza.net/2012/02/22/social-media-landscape-2012/
[Accessed 2nd March 2013].
Fung, M. (2011) The Lynx Effects Video Games. [Online] Available from:
http://www.gamekudos.com/news/the-lynx-effects-video-games [Accessed
2nd March 2013].
Ghosh, S. (1998) Making Business Sense of the Internet. Harvard Business
Review. [Online] 126-135. Available from: Blackboard [Accessed 10th
February 2013].
Giantjar (2007) The Giant Jar Win 10k worth of products [Online] Available
from: http://www.youtube.com/watch?v=Rpybk5tL5QM [Accessed 1st March
2013].
Guest Blogger (2013) Old Spices Scented and Spiced up Social Media
Strategy. [Online] Available from: http://www.bloggingtips.com/2013/01/27/oldspices-scented-and-spiced-up-social-media-strategy/ [Accessed 2nd March
2013].
HellOnWings (2007) Honda Joy Machine. [Online] Available from:
http://www.youtube.com/watch?v=-DPXg5uGeck [Accessed 1st March 2013].
IMCCE (Integrated Marketing Communications Council Europe) (2008) Argos
Argos Giant Jar (UK). [Online] Available from: WARC [Accessed 1st March
2013].
IPA (2011) Using social media to drive brand loyalty Lynx Facebook
campaign. [Online] Available from:
http://www.ipaeffectivenessawards.co.uk/Entrant.aspx?id=400 [Accessed 2nd
March 2013].
Johnson, S. (2nd June 2008) Argos Big idea brings big returns. Brand
Republic. [Online] Available from:
http://www.brandrepublic.com/research/813076/ [Accessed 1st March 2013].

Li, H. (2011) The Interactive Web: Toward a New Discipline. Journal of

Advertising Research. [Online] 13-26. Available from: Blackboard [Accessed
17th February 2013].
Macdonald, G. (2001) Honda. [Online] Available from: WARC [Accessed 1st
March 2013].
Madrigal, A. (29th February 2012) I'm Being Followed: How Googleand 104
Other CompaniesAre Tracking Me on the Web. The Atlantic. [Online]
Available from: http://www.theatlantic.com/technology/archive/2012/02/imbeing-followed-how-google-151-and-104-other-companies-151-are-trackingme-on-the-web/253758/ [Accessed 17th February 2013].
McMillan, S.J. and Hwang, J-S. (2002) Measures of Perceived Interactivity:
An Exploration of the Role of Direction of Communication, User Control, and
Time in Shaping Perceptions of Interactivity. Journal of Advertising [Online]
31(3) 23-42. Available from: Blackboard [Accessed 10th February 2013].
OReilly, T. (2005) What is Web 2.0. [Online] Available from:
http://oreilly.com/pub/a/web2/archive/what-is-web-20.html?page=1 [Accessed
23rd February 2013].
OReilly, T. (2009) Web Squared Web 2.0 Five Years On. [Online] Available
from: http://www.web2summit.com/web2009/public/schedule/detail/10194
[Accessed 23rd February 2013].
Quantcast (2013b) honda.com Demographics. [Online] Available from:
http://www.quantcast.com/honda.com#!demo&anchor=age-gender-container
[Accessed 1st March 2013].
Sykes, S., Harrison, M., and Clark, S. (2011) Lynx: Using social media to
drive brand loyalty Facebook campaign. [Online] Available from: WARC
[Accessed 1st March 2013].
Voorweld, H.A.M., Neijens, P.C., and Smit, E.G. (2011) The Relation Between
Actual and Perceived Interactivity: What Makes the Web Sites of Top Global
Brands Truly Interactive? Journal of Advertising [Online] 40(2) 77-92.
Available from: Blackboard [Accessed 10th February 2013].