This summer the CENTURY 21® brand celebrated a fourth consecutive win during this year’s advertising awards season collecting a Gold Andy Award, Gold and Silver One Show Pencils and the People’s Choice Award at the Webby Awards for innovative social creative content.
For the past year, the CENTURY 21 social media team has been focused on maintaining the brand’s position as the number one most-trafficked real estate franchise website and providing unique social content that drives conversations and engagement opportunities for CENTURY 21 affiliated brokers and agents.
“These site visits and conversation starters continue to drive brand preference and generate millions of leads for CENTURY 21 professionals,” says Bev Thorne, CMO, Century 21 Real Estate LLC. “This innovative form of social marketing is topical, timely, and centered on the home. It has elevated our brand beyond the real estate category and reintroduced CENTURY 21 affiliated agents to an entirely new generation of home buyers and sellers.”
How is the team doing it? By creating shareable social media moments to be seen far and wide, via a mix of content – photos, memes and videos – across the brand’s most popular social channels.
Throughout the past year, the brand has generated real-time social campaigns celebrating the following:
U.S. Soccer Victory Dance – a video victory dance celebrating each time the U.S. Soccer team scores a goal in the World Cup
Lawn Invasion – A group of lawn ornaments “Fears the Sign” as their neighborhood friends disappear as the CENTURY 21® SOLD sign goes up in the yards around their homes
Easter – Something for the littlest ones in the family, a video with footage of the “real” Easter Bunny outside a CENTURY 21 listing.
Valentine’s Day – A little Barry White spirit with love poem videos to set the mood.
New Years Day – The launch of the first ever National Stay at Home Day with the help of brand partners Dish and Snuggie.
Holiday Season – A video series featuring Gingerbread real estate agents selling Gingerbread homes.
Thanksgiving – A custom rock song for Turkey Day, aptly titled, the Tryptophan Slow Jam. Not only is it a 60’s style throwback, but the tune will remain stuck in your head for days.
Halloween – A series of haunted house videos with the tagline, “Slightly haunted? Yeah, we could sell that.”
The Series Finale of Breaking Bad – A phony listing of Walter White’s house on Craigslist, chockfull of insider show references, as well as a phone number with a voicemail that asked callers to share their thoughts on the finale.
The Royal Baby – A Facebook post welcoming baby George, and their need to upgrade to a bigger place.
“I am very proud of the recognition this work has received,” adds Thorne. “However, we are not sitting back as we enter the peak months of the 2014 home buying and selling season. The brand is as committed as ever to putting CENTURY 21 affiliated real estate professionals front and center with consumers in more unexpected, clever and highly sharable ways!”
For more information, visit the Century 21 blog.
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