Chambord is a raspberry liqueur owned by Browns&Formans, one of the biggest alcohol companies in the world with brands like Jack Daniels, Finlandia, Southern Comfort, el Jimador in their brand portfolio. Nearby Digital the local communication agency in Shoreditch was very excited to work together with TVC Group to promote Chambord’s new partnerships with designer of the day – Nickolas Kirkwood and Revenge series on C4 by developing Facebook applications for various Chambord promotions.
Working social functions (Like/Comments) for alcohol brand
Nearby Digital developed Chambord apps with fully functioning social features. It seems obvious for a regular brand, but it is completely different story for regulated companies as Facebook has very tough regulations on what updates can be seen in the newsfeed by minors. Every day brands talk about engagement and importance of connecting with their brand communities, but when it comes to execution a lot of brands seem to forget this fact. Not only they forget to give a reason for community to share their content (news, promotions and etc.), but even such obvious things like adding sharing features to their newly created apps. We done quite a bit of research and it is difficult to find an app by Alcohol brand which really complies with Facebook’s T&C as most alcohol brands do not have social functions or the Like’s/Comments are seen by minors. It wasn’t easy but we managed to solve this problem.
Superior development by integrating original features of Facebook
After research we noticed that a lot of branded Facebook apps are short-term orientated and are not trying to build social capital for the brands, therefore Nearby Digital developed apps that integrate original features of Facebook and have a legacy after the campaign is over. Most of the branded apps have been created as iFrames which are hosted on server rather than are integrated in Facebook original features – ‘Photos’ or ‘Videos’. They concentrate on one campaign and after that campaign the legacy of it (like’s, comments) disappears with the app, once it is deleted from the server.
There are a few good exceptions – brands like Coca-Cola who stopped running the campaigns, but the legacy of the previous campaigns live on Facebook’s open graph in their ‘Pictures or ‘Videos’ features. The reason for it is quite obvious, the likes/comments/shares is the driving force behind the social search and one of the main currencies of social capital. Also, the management of the apps becomes much more user friendly as there is no back end to worry about.
Accessible applications – No logins – No entry barriers
The research has pointed out another common issue with Facebook applications. A lot of companies tend to overcomplicate the Facebook apps when there is no need for that. A lot of Facebook apps have ‘Allow’ pop ups which reduces the number of users who access the app by around 90% and most of the time the applications don’t really need these pop ups as majority of the apps don’t need any personal information from the user. Nearby Digital managed to solve this issue in order to provide an easy access to fans who wants to use the application.
Got a question about Facebook application? Get in touch and we will be happy to give you a FREE advice – office@nearbydigital.com.
