This past week, Taylor Swift made a visit to the Auburn campus. She was stopping by to give Ryan Leander and Matthew Mahaffey a hug. In January, they set out with a goal to get a hug from Taylor Swift. By harnessing the power of Facebook, Twitter, a webpage, YouTube and a little bit of word of mouth marketing, they won fans over, and reached Taylor herself. She then issued them three challenges through YouTube. Each challenge was accepted and Leander and Mahaffey created a video with their responses integrated with their fans videos.

Through these videos, they engaged their audience, inspired collaboration and built buzz to achieve their goal. What can you take from their social media marketing campaign and use it to engage your audience? Visit their webpage for the full story.

Here is the video inspired from their second challenge:



Source: Washington Post