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Top 10 Valentine’s Day campaigns for 2012


By Ishbel Macleod, PR and social media consultant

February 14, 2012 | 4 min read

We have written up articles about some fantastic Valentine’s Day campaigns over the past few weeks, so to celebrate the day itself, here are the top 10.

Innocent love labels

Innocent Smoothies is letting consumers create their own ‘love label’ to wrap around a bottle. Consumers are asked to complete the label by either writing their own message or pick from pre-existing ones, and the labels can also be shared through social media.

Heineken ‘The Serenade’ Facebook app

Heineken created a Facebook app with Wieden+Kennedy Amsterdam, called ‘The Seranade’, allowing consumers to create a personalised serenade to their potential partner. A total of 640 different serenades asking a partner on a date were available.

Google doodle

Google released a special YouTube video doodle of a boy trying to win a girl over. The animation also redirects users through to related Valentine’s Day links.

Krispy Kreme Twitter Love Roulette game

Krispy Kreme UK unveiled a Twitter Love Roulette game, which aimed to find a ‘match made in heaven’ for singletons. Any matched-up couple which tweeted using the #krispykremeloveroulette hashtag would be entered into a prize draw.

Starbucks AR cups

Starbucks built on its Christmas augmented reality campaign, with smartphone users able to point their enabled phone at a cup featuring the heart logo, allowing them to see heart shaped flower petals fluttering away.

O2 Cupids

O2 offered consumers the chance to tweet a message of love for non-identical twin “O2 Cupids” to read out on YouTube, using the hashtag #o2cupid. Messages could be sent anonymously, with the object of desire being tweeted when the YouTube clip was online.

HMV ‘lonely hearts’ Facebook quiz

HMV created a Facebook quiz, where users had to guess the celeb from the ‘lonely hearts’ description given. Players were given twenty seconds to choose which of four suggested popstars has posted each lonely hearts ad.

Marmite e-cards

Marmite created three e-cards with artist Pete Fowler, featuring the slogans ‘I need you in my life,’ ‘spread the love,’ and ‘let’s get together’. Facebook fans have also been given the chance to win a set of signed prints worth over £300.

Marks & Spencer last minute AR ad

Marks & Spencer targeted those searching for last-minute Valentine’s Day gifts with its AR billboard at Waterloo Station. The model provided suggestions from the flowers and lingerie ranges, before offering the chance to buy online.

First Glasgow ‘Valentine Vinny’

First Glasgow asked the public to tweet what they thought was special about their partner, with one couple to be given a bouquet of roses and a dinner for two. ‘Valentine Vinny’ promoted the campaign by giving out roses in Glasgow city centre.There has also been some great agency-created campaigns, including charity cards from Creative Spark, a matchmaking app from Spider Online and an AR ‘does s/he love you?’ app from Isobar Mobile and Posterscope.

Google Innocent Drinks HMV

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