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Cleverwood Friday Session on Eurostar

Fabian Tilmant
Fabian Tilmant

This document provides an analysis of a solution to create a mobile application combining Google Maps and Twitter for a one-day shopping event in London with members of the Brussels Girl Geek Dinner. The objectives were to increase attractiveness of London as a destination, highlight Eurostar's advantages of comfort and speed, and position Eurostar as innovative. The solution aimed to create conversation around the event and provide a mobile map-based platform for participants to find each other and shops, share photos and messages, and connect to Twitter. The results were that the action generated a trending topic on Twitter, over 20 blog posts, 400 photos on Flickr, and 1000 tweets about the event hashtag.

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Eurostar Girly & Geeky Shopping in London Analysis of the solution
Briefing Mash up Google Maps and Twitter in a mobile application for a 1-day shopping event in London with Brussels Girl Geek Dinner members
Eurostar Objectives Increase attractivity of London destination thanks to low pound & spread the word Highlight Eurostar key advantages (comfort, speed...) Huge proximity between Brussels and London (1h51) Destination expertise Position Eurostar as quot;ahead of the gamequot;, innovative
Solution Objectives Create conversation about the event inside and around the audience (opinion leaders) Propose a mobile map- based platform where Girls can 鍖nd other Girls and Shops location Enables UGC (pics and text) Connect to Twitter
Method (mobile) Mobile web site which allows sending messages attaching Flickr pictures getting localized through geo-tagged pics or adress typing following conversation seeing Shops details
Method (web) Desktop web site which displays messages locates them on the map presents attached pic locates all Girls and Shops on a map transfers messages to Twitter
Method (cross-channel) In this interface, Girls can send messages attach Flickr picture (or not), including incl. EXIF data location (over)write location enable forward to Girls Twitter account
Results This action generated a 4th trend on Twitter for # 20+ blog posts 400+ pictures on Flickr 1000+ tweets tagged #GGSL (700 in the platform) press coverage on De Standaard, PUB, MM, PureFM...
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Cleverwood Friday Session on Eurostar

  • 1. Eurostar Girly & Geeky Shopping in London Analysis of the solution
  • 2. Briefing Mash up Google Maps and Twitter in a mobile application for a 1-day shopping event in London with Brussels Girl Geek Dinner members
  • 3. Eurostar Objectives Increase attractivity of London destination thanks to low pound & spread the word Highlight Eurostar key advantages (comfort, speed...) Huge proximity between Brussels and London (1h51) Destination expertise Position Eurostar as quot;ahead of the gamequot;, innovative
  • 4. Solution Objectives Create conversation about the event inside and around the audience (opinion leaders) Propose a mobile map- based platform where Girls can 鍖nd other Girls and Shops location Enables UGC (pics and text) Connect to Twitter
  • 5. Method (mobile) Mobile web site which allows sending messages attaching Flickr pictures getting localized through geo-tagged pics or adress typing following conversation seeing Shops details
  • 6. Method (web) Desktop web site which displays messages locates them on the map presents attached pic locates all Girls and Shops on a map transfers messages to Twitter
  • 7. Method (cross-channel) In this interface, Girls can send messages attach Flickr picture (or not), including incl. EXIF data location (over)write location enable forward to Girls Twitter account
  • 8. Results This action generated a 4th trend on Twitter for # 20+ blog posts 400+ pictures on Flickr 1000+ tweets tagged #GGSL (700 in the platform) press coverage on De Standaard, PUB, MM, PureFM...