Report X420
- 1. Event x420 Launch X420
- 2. Objectives Accompany the classic launch campaign with an exceptional event Combine both on and off line activity for the first time Use bloggers as a communication vector and promoters for the operation INFLUENCE MANAGEMENT Highlight the main product benefits to make them the central theme of the operation (+9 hours of autonomy = mobility) Gain awareness by creating online buzz and press clippings
- 3. The Idea Treasure Hunt The 9 th December, 9 computers will be hidden in 9 different places throughout Paris For 9 hours, clues will be given on line so players can locate them, get to the place first and win the computers After 9 hours those computers not won will be put back into a prize draw 9h CHRONO
- 4. E-mailing X420 website Bloggers Banner Campaign Word of Mouth Press release Press/Online articles Communication Tools Street Marketing
- 5. Communication Phasing 9h CHRONO Create 3 communication phases -3 weeks: Seeding Bloggers - 2 weeks: Emailing 1/Facebook-Twitter-Microsite Creation/Banner campaign/Web Campaign/Press release/ Emailing 2 D Day: Flyer Distribution /clue activation online
- 6. PHASE 1
- 7. Phase 1 : Seeding bloggers + 60 articles posted on line 23 blogs & +40 news portals/blog portals 160 blogs contacted High Tech Marketing/Communication Lifestyle = fashion, trends
- 8. PHASE 2
- 9. Phase 2 : Microsite creation -info Mis en ligne le 24 novembre
- 10. & inscription
- 11. Phase 2 : 1st e-mailing Sent the 25 th November Sent to 20 410 people from Samsung DB Opening rate: 23.9% Clicks to URL: 4.67% Global performance above average for Samsung mailings, especially on the opening rate Title: Le 9 decembre vous aurez 9h pour trouver et remporter un PC Portable X420
- 12. Phase 2 : Facebook page 18/11 Creation of FB page to animate build-up
- 13. Phase 2 : Twitter creation 18/11
- 14. Comments
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- 20. Phase 2 : Press Release 03/12 15 articles produced
- 21. Phase 2 - Banner campaign 3-9/12 Results: market average Le Monde gained the highest CTR
- 22. Phase 2 - E-mailing reminder 08/12 Sent the 8 December Sent to 19 834 people in Samsung base Opening rate: 20.57% Clicks to URL: 2.94% Opening rate: 59,2% Clicks to URL: 31% The performances of the campaign are highly above average for the emailing received by those who subscribed to the game Title: J-1 avant la grande chasse au X420 dans Paris !
- 23. PHASE 3
- 24. Phase 3 : D Day Flyer Distribution 4 strategic areas in Paris 6 hostesses + 10 000 flyers distributed
- 25. Phase 3 : Animation site During the day 9 th December clues given out all day long Repeated on FB & Twitter 1068 subscribed Frequentation from 24/11 to 9/12 : 13 659 pages seen Peak the 27-28/11 and 7-9 December
- 26. Phase 3 : Animation FB
- 27. Phase 3 : Animation FB- results Facebook results 657 束fans損 on the day of the operation: _59 % men, 41% women _71% between 18 et 34 years old 595 comments , an average of 13 per status (peak of 56 at the end of the day)=> almost instant creation of conversations to decipher clues 183 581 potential OTS(occasion to see) (cumulated audience of friends of all the fans)
- 28. Toshiba benchmark On Facebook since 22/09 1224 fans for 96 status updates* 1.8 status per day On Facebook since 24/11 657 fans for 46 status updates 3 status per day Status updates means that then operation is written on the wall of the fans, which is seen by all his friends
- 29. Facebook: important mentions Fran巽ois Gombert ( Bozarblog): 1000 束friends損 on Facebook Journal du Geek: 5097 fans on Facebook.
- 30. Facebook: mentions by fans
- 31. Phase 3 : D-Day Twitter results 266 束followers損 on D Day 6 834 people with a contact to the operation (mention @9h_chrono) 191 retweets (copy of a link mentioning the operation so it appears on ones account) 40 830 potentiels OTS (cumulated audience of Twitters mentioning the operation) Direct use of the mobile application Twitter on D-Day, reinforcing the notion of mobility for the Treasure Hunt
- 32. Toshiba Benchmark 272 followers pour 1188 followed A ratio of 1 follower to 4 followed On Twitter since17/11 266 followers pour 279 followed A ratio de 1 follower to 1 followed* OnTwitter since18/11 *The ratio abonn辿s/abonnement determines the attractiveness of the Twitter account The lower the ratio is low, the more attractive the account
- 33. Comments
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- 35. Post Operation
- 36. The Winners Nearly every winner heard about the game from a different communication source: Hotel Particulier = FB H担tel de Ville = Flyer Kusmiti = From a friend Les Influents = Banner Camapign Windows Caf辿 = Blog Atelier des Chefs = Emailing 2 Carette - Twitter Kusmiti FB The different communication means, worked !!!
- 37. Phase 3 : Winners on website After the operation, the winners were announced on the website with their photo Partners were thanked link to their website
- 38. Photos
- 39. Conclusions Great success for this FIRST ever on and offline event Unique format perceived as innovative Opinion leaders approved and perpetuated the buzz Promotion through multi channel communications succeeded(winners) High level of blog buzz Direct contact with the general public- great Word of Mouth for the future Humanizes the Brand and its products- increases positive reputation
- 40. Conclusions Difficult to measure total audience of blogs/news portals & Google coverage Excellent ROI per OTS +4000 consumers had direct interaction
- 41. Annex
- 42. Google 9h Chrono = 10 premi竪res pages
- 43. France Bleu IDF
- 48. Aufeminin.com http://www.aufeminin.com/les-chouchouter/chasse-au-tresor-samsung-x-420-n38076.html
- 54. La Vie Numerique http://www.lavienumerique.com/articles/98232/samsung-ouvre-chasse-x420.html
- 55. Journal du Geek http://www.journaldugeek.com/2009/11/27/9h-pour-le-samsung-x420/
- 61. Annex 7 Dec 2009 Annexes
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