AT&T leads online campaign to stop texting and driving

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Posted 28 September 2012 17:17pm by Heather Taylor with 1 comment

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This week it's all about food and phones on our weekly showcase of The Dachis Group's Social Business Index.

Our focus is on three well-known brands – a Pennsylvania based candy company and one of the widely used telephone companies in America as analyzed by the Dachis Group's Kelly Kriegshauser.

We'll also take a glimpse at the top twenty brands on the Social Business Index, a real-time ranking of more than 30,000 global brands based on their performance in the social space, to see how the biggest brands in social are faring.

 

The Hershey Company

It's America's favorite peanut butter cups, Reese's, that gave The Hershey Company the extra nudge this week. Reese's fills their Facebook page with Reese's-inspired desserts, giving fans and chocolate lovers a reason to visit their page each day. 

Do Peanut Butter Cup Sprinkled Brownies strike your fancy? Well, it struck 56,000 likes, 1,400 comments, and nearly 9,500 shares, as Reese's used a tantalizing photo and provided a link to the recipe in the post. The picture alone captured the attention of fans. 

In addition to shares, there were about 50 people who tagged themselves or someone else which has helped Reese's which further spread this photo. 

AT&T

AT&T has been using its considerable online and offline clout this month to discourage texting and driving and the response from the public has been very positive. AT&T has used mainstream tactics like T.V. ads, a microsite at itcanwait.com, a Twitter hashtag under #itcanwait, and some powerful Facebook posts to trigger awareness of this critical issue.

Most recently, AT&T has worked hard to build awareness of "No Text On Board Pledge Day." On Facebook, AT&T posted a photo of a phone behind the wheel, with a text message displaying "Please put me down". A caption that asked people to make the pledge received 35,000 likes, 900 comments, and 4,500 shares - well outside the norm for AT&T content. 

This kind of message tackles a critical cause, and has also increased key brand metrics for AT&T. The effectiveness of this campaign will hopefully be felt in reduced accidents on the rode, and will certainly be felt in AT&T's brand performance.

Editors note: The Social Business Index, a free ranking compiled by The Dachis Group, is based on the analysis of conversations on Twitter, Facebook, YouTube, and other social platforms. The index is based on the execution and effectiveness of businesses at driving outcomes such as brand awareness, content sharing, and advocacy.