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Social Media Example: Adobe’s “Real or Fake” Campaign

Adobe, the proud maker of popular software titles such as Photoshop, Illustrator, Acrobat and Flash, worked with interactive advertising agency Traction to create a social media engagement initiative.

The company wanted to increase awareness of its discounts for college students. It thought hard and long about the best strategy to do so, taking into consideration the characteristics of its target audience while tailoring an effective, customized method to reach them.

Accordingly, Adobe created a game on Facebook challenging users to spot doctored photos. The core of the campaign was asking fans of the Adobe Students page whether they thought a series of images were “Real or Fake?”

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