I’m on the nut to mention a few good examples of marketers participating in social media.

In an earlier post, I lamented the tendency most of us have to apply traditional techniques to new media. Max Kalehoff , VP Marketing, Nielsen BuzzMetrics said the same and more eloquently in a piece that talked about what marketers should do to grasp CGM.

Here’s a few, all consumer, all youth-oriented examples that tap into social connectedness and communication:

• Unilever’s Axe promotion called Gamekillers (people who sabotage your efforts to woo the opposite sex) gave MySpace members hints and tips and quizzes relevant to their interests in hooking up and encouraged communication through message boards.
• Chase bank had a points program for Facebook members who encourage signups or apply for a card.

The X-men promo let [MSOffice1] MySpace users list 16 friends rather than the 8.

Something newer to consider: http://wii.yahoo.com, a beta site that is catching on according to Jason Lehmbeck at Yahoo. The site is an aggregation of community contributions including flickr photos, del.ici.ous and myweb links and Yahoo! Answers on the topic of Nintendo’s wii game console.

The interesting thing is the site is neither endorsed nor affiliated with Nintendo. Yahoo saw an opportunity to bring it’s considerable capabilities together in a way that will appeal to Wii-fans: Per Dan Contendo, our Yahoo sales rep, “We expect that following the initial build and promotional effort, this online "world" will take on a life of its own and become a living, breathing embodiment of the community, innovation, and spirit of fun that the Wii represents.”

I think it’s pretty cool, and, assuming they avail themselves of the opportunity will give Nintendo not only a home to extend its relationship with the gamers, but also a chance to learn how to involve customers in their marketing. In so doing, they will gain general marketing know-how about how good and bad word spreads.

What do you think?

- Mary