“I am the UAW” Campaign Site Launches
December 20, 2007
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On Monday, we at Ignite Social Media launched a new social media website for one of our clients, the United Auto Workers–the international labor union. The site supports (and extends) a larger advertising campaign that is running in Detroit, Indianapolis, Jackson (MS), Louisville, and Nashville.
The campaign’s gotten some really good coverage around the world (Link 1, Link 2, Link 3), but it’s also a good example of how advertising can support social media and social media can support advertising. That’s interesting to me with my advertising background and now building a social media agency.
The advertising is clearly driving traffic to the site (in fact, we had to increase the allocated bandwidth yesterday because we had too much traffic). The social media is supporting the advertising too, because now the campaign expands from five TV spots (you should watch them, they’re quite good) to hundreds of stories from members all over the place, added to the site over time.
The membership is responding well. Since the site launched, their stories have been pouring in. We’ll be busy putting them up over the next couple of weeks.
A lot of social media enthusiasts say that social media marketing will kill advertising. I don’t think so. I think social media marketing is a new and different skill set that offers all sorts of different benefits. As this campaign shows, the two can work together really well.
So, we’re pleased. And we’re using a few social media components, mostly consumer generated content, but certainly not every possible SM component. We want to hear from you, our readers who are deep into social media… Thoughts on the site? Ideas for how to make it better? Let us know.
~Jim
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