Watching the Jack in the Box Superbowl ad seemed regular enough. A cliffhanger ad with a website URL as the call to action. Nothing special.
But going to the website, you recognize that they’ve done something great with it. They’ve taken advantage of social media tools to make the site feel more authentic and create an experience for users. The SMM tools used on the site: Blog, Flickr, Facebook, Twitter, YouTube, comment boxes, video comment submissions. Quite an impressive array of SMM tools. But more interesting than the number of SMM tools used, is the fact that they’re used properly. The YouTube videos shot with a handcam effect. The tweets are timed before and after the accident to show a change in character and and explanation as to what’s happening. This campaign keeps the Jack in the Box users engaged. It also keeps Jack in the Box at the top of their minds when they’re thinking of a fast food restaurant to eat at. That’s how it really succeeds.
The goal of SMM is the same as any other marketing: get the customer to buy. It’s just a new tool in your toolbox. Only use it in certain situations.