Challenge: Overcome negative imageSolution: Lip Dub video produced by an entire community. Results: Video went viral, reaching 4.2M views on YouTube in the first 4 months. Cracking the top 10 for most viewed video in the world on 5/28/11. Including hundreds of thousands of Facebook likes/shares to date. Also, the project received huge coverage across traditional media outlets and blogs, greatly increasing their message and reach. you could easily say they received roughly $300,000 worth of media impact on their $40,000 investment (15M*$20/1000 = $300,000)

Challenge: Launch a new productSolution: Dunkin Donuts’ Facebook Campaign Turns Your Profile Pic into PrizesResults: Their overall number of Twitter followers increased since the campaign from a total of around 23,000 followers to almost 43,000 followers. Also, at the time of the campaign, there was about 103 comments on the update with the campaign details plus around 500 clicks on the like button.

Challenge: To keep the conversation going in a highly competitive situation

Solution: Promote a hashtag, find your influencersResults: Klout helped Audi find more than 1,100 people to reach out to about the campaign — 200 of them received an Audi travel mug and flashlight. Klout’s Audiphiles tweeted more than 12,000 times about the hashtag, creating a viral chain of Audi-related chatter online. The company then chose the best tweets containing #ProgressIs; the winner, @jetsetbrunette, won a trip to California to test-drive some Audis, and she also got to choose a charity to which Audi donated $25,000. A study by Visibli stats that Audi now has the most “engaged” fans of any entity on Facebook

Challenge: Crowdsource a new productSolution: DEWmocracy was a multi-part, long-term project aimed at creating a new soda flavor through fan voting. Results: Mountain Dew gained a ton of exposure and loyalty by mobilizing its customers to help grow the brand. The largely grassroots movement built natural buzz around the new flavors with a huge net of social media exposure.

Challenge: Get young people to talk about healthSolution: Asked folks to donate their facebook and twitter statuses to the cause, created an app to capitalize on thatResults: don’t know, but it’s brilliant! Or is it?...

Challenge: unmask the reality of the cosmetic industrySolution: They produced a “sneak peek” video portraying what goes on in the inside of the cosmetics industry. Results: Over 5 million views in less than 1 year. Received best of all at Cannes Festival. Generated buzz within the Cosmetic Industry. Changed the way the cosmetic industry advertises products today.

Submitted by: Morgan Davis and

Challenge: launch a new productSolution: Creating a sexually appealing video that’s targeted at younger males. The Facebook page leads users through a “diagnosis” process where they “refer” friends. The friends are then given a prescription to eliminate the problem of premature perspiration. They can then send and share their video diagnosis with others. (EVERYONE SHOULD TRY THIS – SO FUNNY)Results: More than 110,000 FB likes

Submitted by: Morgan Davis and Trevor Dufresne

Challenge: engage an audience, develop loyaltySolution: Tim Hortons Facebook Campaign, Share your “moment”, share a coffee, win $5,000 worth of Tim Cards. Results: On going, top 10 stories are being voted on and being shared through facebook

Submitted by: Robin Geran and Megan Pritchard

Challenge: repair a botched public imageSolution: Create a hashtag cult on Twitter #winningResults: Using his cult following and his hashtag #winning, Charlie took Twitter by storm. He and his followers broke the Guinness World record for fastest person to reach 1 million followers, it only took Charlie about 25 hours to break the record.

Submitted by: Amanda Wright, Doris Sun, Graham Caverly, Mike Kusters

Challenge: host an event that reached out to people at home

Solution: Partnership between VEVO and YouTube to connect the ways of music and social media sponsored by AMEXResults: In one year, American Express had five concert performances that were live streamed for both card members and music lovers through VEVO’s page and YouTube. Tracked 30 Million total streams for just three out of the five artists featured in American Express Unstaged.

Submitted by: Cory Firth, Dayna Scott, Chris Green

Challenge: Create a something word-of-mouth worthy for a low budget movie

Solution: The anticipation for the Blair Witch Project was created by spreading rumors about the fate of the movie’s main characters with fake newspaper clippings and police photos of their missing car being spread on what was then the 1999 version of what we now call social media.Results: for a movie that cost $22,000 to make, at last count it has grossed over $240 million, making it the worlds most profitable movie ever.

Submitted by: Avery Barnes, Shanika Dopwell, Blaze Gentile, Dillon Quinn

Challenge: Launch a new productSolution: First be available on Nov. 14 — but not in stores. Rather, consumers will be able to buy the ketchup only through the brand’s Facebook page until the product begins to appear in supermarkets in late December. Results: just launched

Submitted by: John Conrad