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June 22, 2012 / Rebecca Foss

Ready, Set, Customize!

Sometimes inspiration can come from an innovative idea that has not yet been seen. Working in social media, I am always looking for cool, new campaigns or concepts that employ social tools and platforms while creating a unique user experience, particularly in a way that engages or entertains. Facebook introduced Open Graph last fall and few marketers have been able to effectively take advantage of it. Open Graph is built around verbs, where any action expressed on Facebook could become a branding opportunity. Spotify is a great example of Open Graph at work; however many brands are finding it difficult to figure out how consumers will do anything other than “Like” their brand online (what other verbs will initiate branding opportunities?)  Ford created the “Customizer,” an app using Open Graph that went live in October, 2011. The app allows users to customize their own Ford Mustang and then battle other users’ customized models. The verb used in the app is “customize”, so that every time a user customizes a model, their friends see an update saying they have “customized.” The goal was to increase engagement with the brand to generate 2 million engagements—they netted over 5 million engagements and more than 17,000 referrals.

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