MostContagious2012.pdf - Contagious Magazine

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social business /
adopting an open
door policy
Visit Sweden / Curators of Sweden
By handing over Sweden’s official Twitter
account to ordinary citizens, Visit Sweden, (in
the words of its CEO Thomas Brühl) demonstrated
that ‘No one owns the brand of
Sweden more than its people.’ The country’s
tourist and travel information site collaborated
with government agency the Swedish Institute
and agency Volontaire Stockholm on the
campaign, which saw Swedish citizens take
weekly turns sharing their diverse opinions
and recommendations on things to do in Sweden
via the @Sweden Twitter handle.
The project sparked controversy in early
June when a Swedish woman managing the
account posted messages about Jews and
Nazis. The Cannes Jury nevertheless awarded
Curators of Sweden the Cyber Grand Prix,
commending Visit Sweden for not censoring
the posts. Jury president Iain Tait said: ‘Allowing
people to have the conversation out in the
open felt like one of the facets of the case. It
shows that they’re passionate about freedom
of speech.’
twitter.com/sweden
Magazine Luiza / Magazine Você
Brazilian electronics and homeware retailer
Magazine Luiza illustrated how social devices
could play a fundamental role in driving business
with its Magazine Você (translation ‘your
store’) platform. Created with Ogilvy Etco,
São Paulo, in partnership with Ogilvy Brasil,
Magazine Você allows Facebook and Orkut users to create their own mini
stores on the social networking sites, stocking them with up to 60 items
from Magazine Luiza’s inventory that they can sell to friends. Each sale generates
between 2.5% and 4.5% commission for the seller, with Magazine
Luiza organising payment processing and deliveries.
Within two weeks of launching, 20,000 people had opened stores online
and the retailer saw 40% higher conversion rates than through traditional
ecommerce stores. The 53,000 virtual stores have sold more than 10,000
products between them.
This genuinely social approach to online retail helped the brand solve its
dilemma of how to increase sales without the expense of building and opening
new stores. Contagious 33 features a case study on Magazine Luiza.
www.magazineluiza.com.br
www.magazinevoce.com.br
Domino’s Pizza, Heineken, Walmart, Unilever /
Open Innovation Platforms
This year, a crop of major corporations developed platforms to seek public
input on everything from product design to business strategies, demonstrating
that no company is too large to tap into the spirit of collaboration.
Domino’s continued the transparent approach it has taken since 2009’s
Pizza Turnaround campaign by launching Think Oven (Contagious 30) –
a Facebook platform crowdsourcing suggestions from menu ideas to the
design of the ultimate pizza delivery vehicle. In a similar vein, Heineken
solicited business innovations from beer drinkers through its own platform
Ideas Brewery (Contagious 31). The brand requested suggestions on everything
from reusing and recycling its bottles to reinventing the draught beer
experience. The projects have helped Heineken and Domino’s strengthen
their social relationships with customers by being seen to be listening.
Walmart, through its digital division Walmart Labs, reached out to both
established businesses and new innovators with its Get on the Shelf contest
(Contagious 30), which uncovered the next products to be stocked
MOVEMENTs purpose sErVicE data technology design social biz sharing amplified screens augmented retail personalise new loyalty payment sbpf
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