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[wire] stone Digital Marketing
FTD: Social Brand Platform
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After the successful revival of the FTD Mercury Man for Valentine's Day, FTD knew that he would have to make a comeback for Mother's Day. Working with the theme of "Thanks, Mom,” [wire] stone helped FTD to develop several ways for users to shower their moms with gratitude through social media. The Mercury Man hit the streets and handed out flowers to well-deserving mothers. He also appeared in a video e-card that users could personalize for their moms. Facebook fans had the opportunity to enter their mother in a sweepstakes for a dream vacation and to order flowers for her directly from Facebook. FTD also encouraged users to share a "World's Greatest Mom" picture with their moms. The thanks were then spread even further, with FTD donating $1 to the USO in honor of military moms for every like and share.
In addition to videos featured on social mediums, [wire] stone created an offline component of the 2012 Valentine's Day campaign by placing bouquets of flowers at various spots around the country, with a simple sign telling passersby to take a flower and spread the love.
For Valentine's Day 2012, [wire] stone brought FTD's iconic logo character, the Mercury Man, to life. By creating a character with a multi-dimensional personality - from likeable and charming to confident and sexy - the campaign connected to a variety of consumers, young, old and everywhere in between.
By fully integrating campaigns into each of FTD's social properties, [wire] stone is able to foster more connections with more consumers, reaching them on the platforms they use most frequently.
Each bouquet in the offline component of the 2012 Valentine's Day campaign included a sign explaining the Mercury Man messaging, as well as business cards with the campaign URL and Twitter hashtag.
[wire] stone developed this shareable badge for FTD to provide FB users with a one-click way to say thanks this Mother's Day. Plus, every time the photo was shared, liked or commented on, FTD donated money to help support the families of our troops through a donation to the USO.
This Mother's Day, FTD wanted to help consumers say "Thanks, Mom." Through a custom Facebook landing page developed by [wire] stone, visitors could build select from a number of innovative ways they could say thanks this Mother's Day.
With more and more users connecting with brands through mobile, [wire] stone ensures their experience with each campaign is as smooth and rewarding as the rest of the social mediums.
Custom YouTube takeovers for individual campaigns help support campaign messaging and drive engagements with consumers, delivering a fully-integrated brand experience.
One simple, touching way [wire] stone helped FTD customers say thanks this Mother's Day was through a customizable video. Sender's entered their name along with their mother's name, then sent a URL that showed a video of the FTD Mercury Man personalized just for them.
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